1. TOP
  2. Enriching+TOP
  3. WORLD BIZ+ ―Exploring the Reality of the Workplace Vol. 3― Vietnam’s Supermarket Business Opening the 19th Store – Challenging Japanese-Style Chain Expansion

2025.8.27

Business

WORLD BIZ+
―Exploring the Reality of the Workplace Vol. 3―
Vietnam’s Supermarket Business
Opening the 19th Store – Challenging Japanese-Style Chain Expansion

Every day, Sumitomo Corporation Group employees go above and beyond in their daily work across a wide range of industries worldwide. In "WORLD BIZ+ ― Exploring the Reality of the Workplace—" we show the real-life struggles of these employees in the field. Today we're showcasing FujiMart, a supermarket chain expanding in Vietnam.

Entered the Supermarket Business in Vietnam in 2018 to Capture Trends in Food Retail

Vietnam's rising incomes and improved standard of living due to economic growth in recent years have increased interest in safe, high-quality food, and demand for supermarkets with outstanding hygiene and quality control has been on the rise.
For more than half a century, Sumitomo Corporation has been involved in hands-on retail businesses development in Japan, including Summit, a food retail business. In 2018, Sumitomo Corporation entered the supermarket business in Vietnam with the BRG Group, which is involved in real estate, finance and retail business in Vietnam. This partnership takes advantage of Sumitomo Corporation’s expertise in merchandising and extensive retail development and operational experience.

Three Strengths of FujiMart: Developing a "Japanese-Style" Chain

Sumitomo Corporation currently operates 19 FujiMart supermarket chain stores in Vietnam’s capital city, Hanoi (as of the end of June 2025). FujiMart offers a wide product selection with freshness and quality control equivalent to Japanese supermarkets. Stores are thoughtfully designed with the customer experience in mind.

Keyword 1
Extensive product lineup

Vietnamese culture has traditionally emphasized purchasing fresh, perishable foods at traditional markets, and many local supermarkets sell mainly non-perishable foods and daily necessities with long expiration dates. Sumitomo Corporation believes that consumers will shift their purchasing channels from traditional markets to supermarkets in the future. To this end, FujiMart's store concept focuses on offering fresh foods to draw in traditional market customers.

Keyword 2
Freshness management comparable to Japanese standards

In traditional markets, products are on offer until they are sold. In contrast, FujiMart has a strict rule of checking freshness every morning and discounting or discarding products accordingly. This ensures that fresh products are always available.

Keyword 3
Customer-focused store design

Sumitomo Corporation designs and operates its stores from the customer's perspective first, devising store layouts that facilitate smooth shopping while maintaining a sales floor that always has in stock the products customers need. The company also produces deli items and bakery goods, which are rarely offered by competitors, to provide a diverse range of products that meet local needs and delight customers.

Challenges in Retail Business overseas

Through FujiMart, Sumitomo Corporation has contributed to healthier diets and provided new lifestyle options for Vietnamese customers. In addition to expanding business in Vietnam, the company is also planning market entry in other countries and regions. Moving forward, Sumitomo Corporation will continue to take on the challenge of operating retail businesses overseas.

Recommend

2025.5.22

Culture

From Sumitomo Corporation to President of Tiffany Japan, the Sumitomo Spirit Lives On: "Passionate Beginners Can Outperform Experts"

2024.12.3

Business

Sumitomo Corporation Supports Regional Healthcare in Malaysia: Becoming the Country’s Leading Clinic Network

2024.6.6

Culture

"That’s quality sugarcane!" A Sumitomo Corporation Employee’s 30-year Dedication to Sugar: Cultivating Sugarcane on Tanegashima Island

2024.5.20

Business

SUMMIT: Making Supermarkets in Japan More Enjoyable

2024.4.23

Business

Project Managers Take Us Behind the Scenes into the Development of "Herb Yongenton"

2023.12.12

Business

Increase Motivation with Uniforms! How Sumisho Montblanc Cares About Workers

2023.10.24

Business

50 years of FEILER Japan: Rebranding to continue another 50

2023.10.2

Business

Aiming for the Creation of the Community-based Integrated Care System Platform

2023.10.2

Business

Developing a rich future of “food”, together with the customers and local producers

Ranking

2025.7.29

Culture

Making the Jump to an Integrated Trading Company: A Second-Year Manager Takes on the Challenge of Building a Base in Bengaluru, India with a 10-Year Vision

2025.5.22

Culture

From Sumitomo Corporation to President of Tiffany Japan, the Sumitomo Spirit Lives On: "Passionate Beginners Can Outperform Experts"

2025.7.15

Business

Why Is Sumitomo Corporation Taking on Quantum Computing? Pioneering Real-World Applications at the Forefront of Social Implementation

2025.6.16

Business

Tackling offshore wind challenges! Behind the Scenes with a Newcomer from Sumitomo Corporation on Assignment in Saikai, Nagasaki

2025.7.11

Business

Sumitomo Corporation's Commitment to Japan's Largest Onshore Wind Power Project: Continued Reconstruction in the Abukuma Area, Fukushima Prefecture

  • twitter
  • facebook
  • facebook