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- 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.
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.
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.
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.
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