This is also a part of AEON’s selective investment strategy in Vietnam – meeting customer needs by developing a multi-format business model.

In 2022, AEON Vietnam launched the Super Supermarket (SSM) format for the first time in Hanoi.

Following the success of Hanoi AEON The Nine, the first SSM in 2022, AEON Vietnam now officially opened AEON Binh Duong New City, bringing the model to the south

General director of AEON Vietnam Furusawa Yasuyuki said: “This is the first time AEON Vietnam has launched the SSM model in the south. We chose Binh Duong New City after finding out the development potential of economic and population of this area in the near future. AEON Vietnam decided to invest at this time, following a long-term vision of 5-10 years while continuing to search for suitable locations in other provinces and cities for business expansion.”

With the SSM model, AEON Vietnam aims to both meet the "near and convenient” requirements of a large urban population, providing AEON standard products, services and shopping experience, thereby helping customers enjoy their daily life.

AEON Binh Duong New City is located on the ground floor of SORA garden SC, including 2 main areas: Delica and Supermarket. With a variety of AEON-standard high-quality products and services with reasonable prices, AEON Binh Duong New City is expected to contribute to enhancing the lifestyle of the customers.

Delica area, which has an area of more than 710 sq.m with a capacity of 90 seats, is an ideal place for families and groups of friends to gather and enjoy cuisine from Japanese and Korean to a Thai food stand, a salad bar, and sushi bar. The Barista Beans area specialises in serving delicious coffee and various tea and cakes, promising to meet the needs of all customers.

Next is the supermarket area - which will satisfy numerous residents and young families shopping needs in the Binh Duong New City area. AEON Binh Duong New City Super supermarket brings high-quality and convenient products for daily life, such as fresh ingredients and foods, organic products to meet the trend of healthy lifestyle. In addition, ready-to-eat and ready-to-cook products, and frozen products will be convenient to use, helping families save time.

For families with children, AEON Binh Duong New City supermarket introduces a variety of nutritious formula milk for babies and children, with many renowned domestic and foreign brands.

At AEON Binh Duong New City, following digital transformation and the aim to bring convenience to customers, technology utilities are integrated such as smart lockers, self-ordering kiosks, and automatic cashier system.

The Vietnamese retail market is perceived to be advantageous for long-term growth and is more developed compared to other Asian markets, with factors such as political stability, low inflation, abundant labour resources, all creating a favourable investment environment.

AEON Group has identified Vietnam as its second hub besides Japan in long-term development strategy, in which AEON Vietnam has designed a selective investment strategy for business activities, preparing for future growth through the development of AEON’s brands and e-commerce channels.