Aeon – Japan's largest retail group – plans to increase the number of hypermarkets, also known as "Super Supermarket (SSM)" and general merchandise stores (GMS) in Vietnam from 12 as of February 2025 to about 100 stores by 2030. Another large Japanese group, Sumitomo, also aims o open supermarkets in Vietnam, with about 10 stores per year.

Japanese retailers such as Aeon, Takashimaya, 7-Eleven and FujiMart are expanding operations in Vietnam and changing local consumption habits.

Vietnam has become an attractive market for Japanese retailers following the popularity of Japanese goods in the domestic market.

Japanese commodities and food have become increasingly popular among Vietnamese consumers, creating opportunities for firms from both countries.