As Japan Grays, Retailers Covet Youthful Masses in Vietnam
- Aeon invests big and sees strong growth in Asean country
- Vietnam’s middle class expansion powered by rising incomes
AEON Mall in Hanoi, Vietnam.
Photographer: Luong Thai Linh/BloombergThis article is for subscribers only.
These days Thu Huong no longer shops at the fresh produce market near her home, opting instead to hop in a taxi and head off to Aeon Co.’s 9-month-old mall in Hanoi. There, as she shops for her family of five, she can bask in the air-conditioning and enjoy free Wi-Fi.
“It’s very convenient to shop there, I can buy all the different things that my family needs for a whole week. I also feel more modern and fancy when shopping in a place like this,” said the 30-year-old dairy company employee.