From June 11 to 14, Vietnam’s Ministry of Industry and Trade, in collaboration with AEON Group, is simultaneously holding Vietnam Goods Week 2026 across AEON stores in Japan, Malaysia, Hong Kong (China), China, and Cambodia, with the aim of promoting Vietnamese products, strengthening trade connectivity and expanding export opportunities for Vietnamese enterprises.

A decade of promoting Vietnamese goods in Japan

The programme is attended by Deputy Minister of Industry and Trade Phan Thi Thang, representatives of Vietnam Trade Offices in Asian countries where AEON operates, officials from the Departments of Industry and Trade of Hanoi, Bac Ninh and Tay Ninh, as well as around 20 Vietnamese companies operating in food, agricultural products, consumer goods, handicrafts and processed products.

Speaking at the opening ceremony on June 11, Deputy Minister Phan Thi Thang stressed that 2026 carries special significance as it marks the 10th anniversary of cooperation between Vietnam’s Ministry of Industry and Trade and AEON Group in organising Vietnam Goods Week in Japan. 

Over the past decade, the programme has evolved beyond an annual promotional event introducing Vietnamese products to supermarket shelves, becoming a symbol of strong, reliable and effective cooperation between Vietnam and Japan, while serving as a bridge bringing Vietnam’s signature products closer to Japanese consumers.

Under the theme “Awaken all senses on a journey to discover Vietnam: the charm of cuisine, culture and tourism”, Vietnam Goods Week 2026 offers Japanese consumers a comprehensive experience of Vietnam’s people, products and cultural identity. Through product showcases, cultural activities and tourism promotion, the programme helps project the image of a dynamic, friendly and culturally rich Vietnam to local consumers.

This year, a wide range of distinctive Vietnamese products are being introduced to Japanese consumers, including premium rice and rice-based products, dried fruits, cashew nuts, traditional seasonings, bird’s nest products and various regional specialties. Textile and garment products, handicrafts and aesthetically designed household goods that cater to modern consumer trends are also featured.

Notably, on the occasion of the programme’s 10th anniversary, Vietnam Goods Week 2026 has recorded encouraging results in expanding the presence of Vietnamese products within AEON’s distribution network. The number of new Vietnamese stock-keeping units (SKUs) introduced into the AEON system this year has doubled compared with previous editions of the programme, reflecting growing interest from AEON buyers and the increasing ability of Vietnamese enterprises to meet market requirements.

Expanding Vietnamese products distribution network across Asia

In addition to on-site activities at AEON LakeTown Mori shopping mall in Saitama Prefecture, the programme is being rolled out across more than 400 AEON stores throughout Japan, enabling Vietnamese products to reach consumers in numerous localities. This serves as a clear testament to the effectiveness of the strategic partnership between the Ministry of Industry and Trade and AEON Group in promoting the national brand, expanding market access and enhancing the position of Vietnamese products in Japan.

According to Deputy Minister Phan Thi Thang, Vietnamese enterprises are actively embracing green, clean and sustainable development, utilising environmentally friendly materials, improving energy efficiency and ensuring social responsibility throughout their supply chains. These efforts are aligned with modern consumption trends and the increasingly stringent standards of the Japanese market.

As part of the programme, the Ministry of Industry and Trade and AEON Group also held a high-level conference attended in person by leaders of the ministry, local authorities and AEON Japan, while connecting online with AEON operations in Malaysia, Cambodia, Thailand, China, Hong Kong (China), Indonesia and Myanmar. Discussions focused on the achievements of the past decade, the implementation of Vietnam Goods Week 2026 and cooperation orientations for the 2026 - 2027 period in product promotion, trade connectivity, technical support and investment.

Prior to the opening ceremony, the ministry’s delegation and participating Vietnamese enterprises attended a seminar on AEON’s future product demand and consumer trends, engaged in business matching activities with AEON Japan’s procurement division, and conducted field visits to AEON’s high-tech agricultural production models. These activities provided Vietnamese companies with opportunities to stay abreast of emerging consumer trends, enhance their ability to meet the requirements of modern distribution systems and expand exports to Japan and AEON’s global network.

The simultaneous organisation of Vietnam Goods Week across multiple Asian markets further underscores the effectiveness of the cooperative model between the Ministry of Industry and Trade and AEON Group in helping Vietnamese enterprises integrate more deeply into international distribution networks, enhance the value of the Vietnam brand and promote sustainable exports in the new development phase.