Hanoi promotes agricultural products through AEON

October 29, 2019 | 09:17
A first-of-its-kind trade promotion event has taken place at AEON Mall Long Bien, with a deal realised to reach $500 million in the export value of made-in-Vietnam goods sold through the AEON retail system by 2020, before touching $1 billion by 2025.
hanoi promotes agricultural products through aeon
The Hanoi Agricultural Fair took place during October 10-13

The Hanoi Promotion Agency (HPA) joined hands with AEON Group Vietnam, part of Japanese retail giant AEON Group, to host Hanoi Agriculture Fair 2019 for trade promotion of local agricultural products into AEON’s modern retail chains.

The event was part of an MoU between the Ministry of Industry and Trade, Hanoi People’s Committee, and AEON based on the $500 million goal. Since 2017, the committee has entrusted the HPA to join efforts with the group to aid businesses in the city and all over Vietnam in approaching AEON’s expansive distribution system through organising Vietnam Goods Week at retail venues in Japan.

According to HPA deputy general director Nguyen Thi Mai Anh, the Hanoi Agriculture Fair is an important trade promotion event that helps businesses produce and trade processed food and agricultural products of Hanoi and other localities, to enhance capacity and orient strategies on goods export to Japan through participating in trade fairs and sales promotion programmes hosted by Hanoi.

hanoi promotes agricultural products through aeon
The fair helps businesses trade products from Hanoi and further afield

The event attracted 72 businesses from 15 provinces and municipalities across Vietnam such as Hanoi, Ho Chi Minh City, Danang, Haiphong, Hai Duong, Hung Yen, Ninh Binh, and Dak Lak, among others.

On display was a wide variety of organic agricultural products and specialties from Vietnam’s different regions that have high quality and clear origin.

This marked the first time Hanoi had held such a promotional event to approach AEON’s modern distribution system. With 80 pavilions, the four-day event featured a string of activities such as a symposium on measures to stimulating the sale of domestic agricultural products in Hanoi, tea culture performance, and trial use of certain products.

This year alone, HPA has organised Vietnam Goods Week at 40 retail venues of AEON Group in Japan, combined with culture and tourism promotion activities to help local firms directly present products to Japanese consumers, as well as gain better knowledge about the Japanese market and its consumers.

These promotional events took place this past June, with the launching ceremony held at AEON Mall Lake Town Mori in Japan’s Saitama prefecture. The programme posted VND10 billion ($434,800) in revenue after just a week, according to HPA’s latest figures.

To help Vietnamese businesses become suppliers for AEON Group’s 1,000 supermarkets globally, AEON has been working on plans to provide them with technical support to boost production capacity to be able to reach AEON and Japanese market standards in the future. This will help Vietnamese firms enhance their branding and increase their share in this demanding market.

By Anh Duc

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