AEON Launches A New Super Supermarket Model – AEON Binh Duong Midori Park

Recently, AEON Vietnam officially opened AEON Binh Duong Midori Park, a Super Supermarket (SSM) model located in the MIDORI PARK SQUARE commercial area, with a total area of more than 2,800 m². As part of its strategy to diversify retail formats, AEON Vietnam is expanding its market presence and increasing its “customer visibility,” while bringing the “AEON standard” closer to shoppers. While AEON Binh Duong New City serves as a weekend destination, AEON Binh Duong Midori Park is designed to meet customers’ daily shopping needs, thereby contributing to elevating the lifestyle of the local community.

AEON Binh Duong Midori Park officially opened on the morning of November 27, 2025

AEON continues to advance its retail format diversification strategy, aiming toward 2030 to expand its operations in Vietnam to threefold the current scale

Identifying Vietnam as a key strategic market alongside Japan, leading in growth within the AEON system in the region, AEON is implementing a comprehensive development strategy with three priorities: developing bilaterally both vertically and horizontally, building a comprehensive “AEON Ecosystem,” and promoting initiatives that contribute to the community and sustainable development. AEON continues to accelerate the expansion of its network through market and retail format diversification, implementing flexible approaches according to the characteristics of each city and residential area, and adapting to the needs of local customers. This allows AEON to meet the ever-increasing market demand, expand brand coverage nationwide, enhance the shopping experience across the country, and bring quality products closer to consumers. Within this strategy, the Super Supermarket (SSM) model was first launched by AEON Vietnam in Hanoi in 2022. Following that, AEON Vietnam has opened AEON Binh Duong Midori Park, which is considered the next step in AEON’s roadmap to expand the SSM model in Vietnam.

According to Mr. Tezuka Daisuke, Executive Officer, Chief Vietnam Business Officer of AEON Group, General Director of AEON Vietnam shared that the Vietnamese retail market still holds significant growth potential, as modern retail channels currently account for only about 12–15% of the market share. In 2024, AEON Vietnam recorded revenue reaching 120% compared to the same period last year, continuing to be the fastest-growing market outside Japan in the region. This result stems from the strategy of diversifying retail formats and expanding the network of stores nationwide. The opening of AEON Binh Duong Midori Park represents the next step in scaling the Super Supermarket (SSM) model in new urban areas, aiming to expand the business to more than three times its current scale by 2030.

AEON Binh Duong Midori Park – New destination, worthy experience

Expected to become a new destination for meeting the daily shopping needs of local customers, AEON Binh Duong Midori Park embodies a modern, green, and civilized lifestyle right in the heart of dynamic Binh Duong. AEON Binh Duong Midori Park aims to be a daily shopping destination, providing convenient access for urban residents while offering high-quality products, services, and shopping experiences at the “AEON standard,” allowing customers to fully enjoy everyday life.

AEON Binh Duong Midori Park aims to be an everyday shopping hub that provides urban residents with convenient, close-to-home access to what they need

AEON Binh Duong Midori Park has a total area of over 2,800 m² and is located in Block A – Lot H8, MIDORI PARK SQUARE Commercial Area, Ly Thai To Street, Binh Duong, Ho Chi Minh City. The shopping space is thoughtfully arranged into two main areas: the Super Supermarket (SSM) covering more than 1,500 m², and the Delica dining area spanning nearly 500 m².

AEON Binh Duong Midori Park aims to elevate customers’ lifestyle through three core values. First, convenience and modernity, with professional services, cashless payment options, and an optimized store layout that saves customers time in their busy daily lives. Second, high-quality products with clear origins, including a wide selection of fresh food items. Finally, a green lifestyle, promoting sustainable consumption through organic products, eco-friendly packaging, and initiatives that make it easy for customers to choose sustainable options while shopping at AEON.

The self-service dining area at AEON Binh Duong Midori Park covers nearly 500 m², offers around 80 seats, and is designed to provide a wide variety of ready-made products so customers can easily choose what they like while saving time. AEON Binh Duong Midori Park also brings together popular dishes from different cultures, including Japanese (sushi and bento), Vietnamese dishes, and Korean options (tteokbokki, and odeng fish cakes). Among them, sushi is a signature AEON product, with a self-serve sushi counter offering a wide range from fish, shrimp, and fish roe to assorted sets; bento provides convenient boxed meals; and the bakery counter features a variety of cakes and sweets following current trends, such as matcha and chocolate.

AEON Binh Duong Midori Park focuses on offering a diverse range of products to meet the needs of modern families. Customers can easily choose convenient Ready-to-cook (RTC) items such as fresh meat, fish, organic vegetables, and frozen foods, helping them save time in meal preparation. Carefully selected fruits (grapes, strawberries, and apples), health-oriented products (milk, tea, yogurt/Yakult, bird’s nest), and traditional items (Banh Pia, cashews, Trung Nguyen coffee) are also prominently featured for local customers. The store also provides a wide selection of personal care, beauty, and household cleaning products. The Delica area remains a key highlight, offering ready-to-eat dishes such as sushi, bento, and pastries, delivering a convenient and varied dining experience for every family. Customers can also enjoy “Only at AEON” products from AEON’s private brands. Among them, TOPVALU offers signature food items such as salmon and eggs, while the HÓME CÓORDY household line provides minimalist, practical solutions for everyday living.

To enhance the shopping experience, AEON Binh Duong Midori Park has implemented modern technology solutions such as AI-powered scales and advanced Face ID lockers. All POS counters are fully synchronized to support payments for all product types, ensuring a fast and convenient checkout process. In addition, digital conveniences are also integrated into the Self-Ordering Kiosk (SOK) area and the Semi-Self Cashier (SSC) counters, creating a smarter and more seamless shopping journey for customers at AEON Binh Duong Midori Park.

The self-service dining area at AEON Binh Duong Midori Park, with a capacity of about 80 seats, offers famous dishes from various cultures

Contributing to the sustainable development of local communities where AEON operates

AEON operates based on a profound business philosophy: “Retail is an industry of peace.” Guided by this philosophy, AEON not only focuses on expanding its business to meet market demand but also undertakes the mission of elevating lifestyles and bringing greater happiness to the community, while contributing to the sustainable development of the local area.

Through a newly opened business location, AEON Vietnam provides career development opportunities for the local workforce. Specifically, in September 2025, the AEON Binh Duong Midori Park Recruitment Fair offered more than 170 job openings across various departments. The event attracted strong interest, with nearly 800 candidates participating and applying. Prior to the opening, all staff underwent comprehensive training at the training center and gained hands-on experience at AEON Canary and AEON Binh Duong New City. This preparation was a crucial step to equip the team with professional skills and operational knowledge, ensuring they are ready to serve customers. This demonstrates AEON Vietnam’s ongoing commitment to cultivating high-quality retail talent for the Vietnamese market, supporting its mission to enhance the shopping experience and lifestyle of local customers.

At every location, AEON Vietnam strives to create positive environmental changes by using resources efficiently and encouraging customers to build sustainable consumption habits in daily life. Key initiatives include the “rent a bag” service, the Greenline checkout (a priority lane for customers who do not use plastic bags), and the monthly No Plastic Bag Day held every Monday. At the same time, all materials used in the Delica section have been switched to eco-friendly options, and a wide range of reusable bags are offered to customers. From April 2020 to October 2025, the single-use plastic waste reduction project recorded around 9.5 million transactions without plastic bags. Building on this achievement, AEON has set an ambitious goal: by 2030, 80% of all transactions at AEON Vietnam will be conducted without single-use plastic bags.

Prior to the opening, AEON Vietnam collaborated with BECAMEX TOKYU to hold a tree-planting ceremony under the theme “Hometown Forest” on November 8 at MIDORI PARK SQUARE Commercial Area. The event attracted more than 250 participants and resulted in the planting of over 1,500 trees. This activity contributes to promoting and preserving biodiversity in the living environment of the New City, creating a sustainable green space for local residents to enjoy while visiting and shopping.

AEON continues to expand its business operations to meet the increasingly diverse and evolving needs of customers, with the mission of elevating lifestyles and bringing greater happiness to consumers. By developing a variety of retail formats tailored to different markets, AEON delivers rich shopping experiences while maintaining its core values: promoting a modern lifestyle and providing high-quality products at reasonable prices.

Source: Vietnam Business Forum