Retail market drives development

Dong Nai is now a city and is striving to become a strong growth pole in Vietnam. Alongside industrial development, Dong Nai is developing logistics and commercial services.

Residents shop at MM Mega Market Bien Hoa in Tran Bien Ward.

A large population, rapid urbanization, and improving living standards are creating favorable conditions for investors in commercial centers and supermarkets to expand their investments while contributing to the consumption of goods and products from local enterprises.

Great potential

With a population of nearly 5 million, Dong Nai City is developing large urban clusters to attract people to live and work there. At the same time, Dong Nai plans to develop the area around Long Thanh International Airport into a regional and international airport city.

According to Nguyen Kim Long, Member of the City Party Committee’s Standing Board and Permanent Vice Chairman of the City People's Committee, Dong Nai's major development orientations are essential factors for domestic and foreign investors to develop modern commercial and service centers, thereby improving residents' quality of life.

In recent years, the city's commercial infrastructure has undergone a strong transformation to capitalize on opportunities arising from Long Thanh International Airport and socioeconomic development. Dong Nai currently has a network of 194 markets, 20 supermarkets, and 374 convenience stores serving all areas. New momentum is expected from several large-scale projects in the coming period. According to the Dong Nai Statistics Office, retail sales of goods reached more than 147.2 trillion VND in the first six months of 2026, up 15.6% year-on-year.

In addition to expanding the availability of Vietnamese goods to meet residents' shopping needs, the supermarket system in Dong Nai also has a strong demand for human resources, providing a foundation for closer cooperation and resource sharing between universities and businesses.

As residents' living standards continue to improve, demand for essential goods, household products, fashion items, and consumer services is also increasing. The rapid growth of e-commerce and omnichannel retail models has further helped meet consumer demand, contributing to continued growth in total retail sales compared with the same period.

In the coming period, with the participation of domestic and foreign retail groups, Dong Nai aims not only to expand its network of supermarkets and commercial centers but also to develop multifunctional service complexes that will become destinations for both residents and visitors. This is expected to make an important contribution to increasing the share of trade and services in the city's economic structure, promoting domestic consumption, creating additional jobs, and improving residents' quality of life, while gradually establishing Dong Nai City as a modern commercial and service hub for the region.

Expanding opportunities for local products

MM Mega Market is currently one of Vietnam's largest modern wholesale and retail operators, with dozens of wholesale centers and supermarkets nationwide, as well as many goods purchasing and distribution stations and delivery warehouses. Across the MM Mega Market Vietnam supermarket system, Vietnamese products account for more than 80% of goods sold. Many key products, such as agricultural produce, pork, vegetables and fruit, are sold widely, helping stabilize the market during difficult periods and supporting the consumption of local products. According to Nguyen Ky Hiep, Director of MM Mega Market Bien Hoa, the supermarket regularly organizes promotional programs to stimulate consumption, especially programs dedicated to Vietnamese products. It is also ready to cooperate with and support local brands that wish to display and sell their products there.

Japan's AEON Group is likewise expanding its presence in Vietnam. Tezuka Daisuke, Member of the Executive Board of AEON Group and General Director of AEON Vietnam, said Vietnam is one of the group's key overseas markets. AEON has recently announced its medium-term business strategy for 2026-2030, under which investment in Vietnam will continue to be accelerated, with the number of stores expected to triple from its current level. In Dong Nai, the AEON Mall Bien Hoa project, with a total investment of more than 6 trillion VND, is under development and is among the largest shopping centers in the region. Beyond the retail sector, AEON sees considerable potential for cooperation in other fields and looks forward to implementing additional projects in Dong Nai, thereby contributing to local development.

Nguyen Thi Ngoc Hue, Senior Director of Human Resources, Branding, and Supplier Strategy at AEON Vietnam, said AEON will continue expanding its network of supermarkets and retail outlets in urban and densely populated areas while increasing the volume of domestically produced goods. The AEON supermarket system is ready to collaborate with suppliers to promote and distribute agricultural products, food, and a wide range of "Made in Vietnam" products in both domestic and international markets, thereby enhancing the production capacity of local enterprises.

By Vuong The –  Translated by Minh Hong, Minho