Vietnamese Goods Week 2026 opens across AEON stores in Japan, other Asian markets

Jointly organized by the Vietnamese Ministry of Industry and Trade and AEON, the annual event runs through Sunday across AEON outlets in Japan, Malaysia, Cambodia, mainland China, and Hong Kong.

The launch ceremony was held at AEON LakeTown Mori shopping mall in Saitama Prefecture, Japan, the Vietnam News Agency (VNA) reported.

Under the theme ‘Awakening all senses through a journey to discover Vietnam: The allure of cuisine, culture and tourism,’ Vietnamese Goods Week 2026 offers consumers an immersive introduction to Vietnam’s people, products, and cultural identity.

A wide range of Vietnamese goods is being showcased this year, including premium rice and rice-based products, dried fruits, cashew nuts, traditional spices, bird’s nest products, and regional specialties.

Textiles, handicrafts, and household items with strong aesthetic appeal are also on display, reflecting evolving consumer preferences in international markets.

Notably, to mark the program’s 10th anniversary, the number of new Vietnamese stock-keeping units (SKUs) introduced into AEON Group’s system has doubled compared with previous editions.

Beyond activities at AEON LakeTown Mori, the program is also being rolled out across more than 400 stores nationwide in Japan.

A key highlight of this year’s program is the introduction of Vietnamese dishes and beverages tailored to Japan’s summer season, including fresh lychees, dragon fruit, bananas, and coconut-based desserts, as well as savory offerings such as Hoi An fried wontons, braised fish, ‘pho’ (Vietnamese noodle soup with beef or chicken), and Saigon Lager beer.

Speaking at the opening ceremony, Deputy Minister of Industry and Trade Phan Thi Thang highlighted 2026 as a milestone year marking a decade of cooperation between the ministry and AEON Group in organizing the program in Japan.

She said the initiative has evolved from an annual trade promotion event into a symbol of a trusted and effective partnership between Vietnam and Japan, helping bring Vietnamese products closer to Japanese consumers.

The deputy minister noted that Vietnamese enterprises are increasingly adopting green, clean, and sustainable production practices, with greater emphasis on environmentally friendly materials, energy efficiency, and social responsibility across supply chains to meet rising requirements in the Japanese market.

She stressed that the simultaneous roll-out of Vietnamese Goods Week across multiple Asian markets underscores the effectiveness of cooperation between the ministry and AEON Group in helping Vietnamese companies integrate more deeply into global distribution networks, enhance brand value, and promote sustainable exports.

AEON vice-president Mitsuko Tsuchiya said cooperation between the two sides began 18 years ago, when AEON Financial Service Co., Ltd. launched consumer finance operations in Vietnam in 2008, according to VNA.

The group now operates eight shopping malls, 15 general merchandise stores, 45 supermarkets, 182 convenience stores, and several subsidiaries in Vietnam.

She said she hopes Vietnamese Goods Week will allow Japanese consumers to better experience the appeal of Vietnam while also bringing enjoyment to the Vietnamese community living in Japan.