Bringing Vietnamese goods into foreign supermarket chains: From connecting to conquering

Connecting rhythm from modern trade promotion events

The week of trade connection and space to introduce Vietnamese products at the AEON Vietnam distribution system in 2025, which opened on December 4 at AEON MALL Binh Tan, Ho Chi Minh City, is one of the outstanding trade promotion activities, opening up direct opportunities for Vietnamese enterprises to get closer to the standards of international retail chains. The program is organized by ITPC in coordination with AEON Vietnam, as part of a series of annual activities to support enterprises in accessing modern distribution channels.

*Trade connection week and space to introduce Vietnamese products at AEON Vietnam distribution system in 2025*

According to Mr. Takeuchi Takashi - Deputy General Director of AEON Vietnam Office Division, since its presence in Vietnam in 2011 and opening its first center in 2014, AEON has always pursued a development strategy associated with improving the quality of life for people. By 2030, AEON aims to triple its business scale in Vietnam. In its sustainable orientation, AEON identifies its role as a bridge between manufacturers and customers, while supporting Vietnamese enterprises to improve their competitiveness to meet the standards of international distribution chains.

This year's event took place on an area of 114,000 m² at AEON MALL Binh Tan. Based on the selection criteria, the Organizing Committee received 162 applications and selected 40 businesses to display products from a variety of industries: processed foods, agricultural products, organic products, regional specialties... All products are selected based on criteria of safety, quality, novelty and traditional values, suitable for modern consumption trends.

For many businesses, this is not only a display space but also a place to learn about international standards as well as consumer tastes. A representative of Pulls Coffee Co., Ltd. said that the business mainly sells wholesale and distributes through a system of domestic coffee shops. To reach consumers directly, they actively participate in trade promotion events such as the program at AEON to introduce products, observe tastes and especially exchange directly with distribution channel representatives to update technical standards, thereby adjusting production processes according to market demand.

Within the framework of the event from December 4-7, more than 100 Vietnamese enterprises participated in trade connection sessions with the Head of AEON Vietnam's product line, receiving advice on technical standards and professional distribution chain approaches. This is an essential preparation step to expand not only the domestic market but also towards the goal of exporting to Japan - one of the most demanding markets in the world .

Expanding the network to bring Vietnamese goods into foreign distribution systems

Not only Japan, the door to the Chinese market is also opening wider through official promotion activities. On November 29, 2025, the Vietnam Trade Office in China coordinated with Wumart Group and Goodfarmer to organize the "Vietnamese Goods Day in China and Vietnamese Fruit Festival" at the Wumart retail system in Beijing. The event is part of a series of programs to implement the common awareness of the two countries' senior leaders on promoting bilateral trade cooperation, while implementing the project "Promoting Vietnamese enterprises to directly participate in foreign distribution networks by 2030".

The event was attended by Vietnamese Ambassador to China Pham Thanh Binh, representatives of Wumart, Goodfarmer, 10 Vietnamese enterprises and many Chinese enterprises and retail associations. Dozens of Vietnamese brands such as Trung Nguyen, TH True Milk, Sao Thai Duong, Savanest Khanh Hoa , IMEX News, VihaMark... brought a variety of products: bird's nest, coffee, fresh - dried fruit - drinks, cashew nuts, candy, rice... Being displayed directly in supermarkets helps Chinese consumers better understand the quality and taste of Vietnamese products, thereby increasing awareness and promoting purchasing power.

The presence at Wumart is not only to promote the brand but also to motivate businesses to grasp the tastes of the market of 1.4 billion people. This is an important foundation for businesses to continue upgrading technology, improving products and diversifying their portfolio to meet the high demands of foreign distribution systems.

In parallel, the Vietnam Trade Office in China also organizes the "Vietnam - China Business Connection Program", creating a space for direct exchange between Vietnamese businesses and buyers, distribution systems and industry associations. This is a practical activity that helps businesses expand opportunities to penetrate deeper into the Chinese market - a market where, if conquering the domestic distribution system, Vietnamese products can achieve remarkable growth.

A clear example of Vietnamese products' journey to "conquer" international retail chains is CHIN-SU chili sauce. Masan Consumer's product has officially been on the shelves of the Costco supermarket chain (USA) since October 2025, after passing the strict management standards of this market. The carefully researched formula, strict production process and modern packaging help CHIN-SU create a strong impression, becoming a sauce loved by many American diners.

CHIN-SU not only attracts the Vietnamese community living abroad but is also welcomed by American consumers as a flavorful “Vietnamese-style hot sauce”. The spread on social media platforms, especially among young people, shows the influence of Vietnamese products when entering foreign distribution systems at the right time and in the right way.

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