Lotte Mart Opens First New Store in Vietnam in Three Years, Kicking Off Southeast Asia Expansion

Lotte Mart Opens 16th Store in Tay Ninh, an Emerging Industrial City

First Application of the "Grocery Specialty Store" Model

Targeting Local Consumers with K-Food and K-Beauty

Vietnamese Subsidiary Achieves Five Consecutive Years of Growth

Lotte Mart has opened a new store in Vietnam for the first time in three years, stepping up its efforts to target the Southeast Asian market.

Lotte Mart announced on July 12 that it opened its "Tay Ninh Branch" in Tay Ninh City, an emerging economic hub in southern Vietnam, on the 9th. This is the company’s first new store in Vietnam since the opening of the West Lake Hanoi Branch in 2023, roughly three years ago, bringing the total number of Lotte Mart stores in Vietnam to 16.

Exterior view of Lotte Mart Tay Ninh, located in Tay Ninh City, Vietnam, which opened on the 9th. The store spans from the basement level 1 to the ground floor, with an operating area of approximately 2,165 square meters (655 pyeong). It features a condensed selection focused on popular products and key categories. Provided by Lotte Mart.

Tay Ninh City is an industrial and logistics hub located about 90 kilometers northwest of Ho Chi Minh City. The city shares a border with Cambodia and is adjacent to tourist attractions such as Ba Den Mountain and the Cao Dai Temple, making it a location with demand from both tourists and local residents.

The Tay Ninh Branch is a medium-sized store with a sales area of 2,165㎡ (655 pyeong), designed as a "grocery specialty store," with about 88% of the store's layout dedicated to food products. The store features a model that has already been proven through the renewal of the West Lake Hanoi, Da Nang, and Nha Trang branches.

The store offers K-food, globally sourced products, fresh produce, and a dedicated K-beauty zone. In particular, the “Yorihada Kitchen” features approximately 300 deli items, including K-food favorites such as gimbap, tteokbokki, and Korean fried chicken. The "K-Noodle Station" and "K-Grocery Shop" showcase around 1,500 Korean products, including instant noodles.

In the beauty section, the store sells about 400 products from Korean brands such as VT and TFIT as well as popular Daiso cosmetics. There is also a fixed-price zone offering products in the 5,000 to 10,000 won range, targeting local Millennials & Gen Z consumers.

The Tay Ninh Branch has been developed as a multi-purpose complex where visitors can enjoy shopping, culture, and leisure all in one place, with facilities such as Lotteria, Lotte Cinema, a hospital, and a kids’ café integrated into the site.

With this opening, Lotte Mart plans to expand its presence beyond major metropolitan areas such as Ho Chi Minh City and Hanoi to smaller cities and provinces across Vietnam. Since turning a profit in 2022, the Vietnamese subsidiary has continued to grow, recording sales of 426.6 billion won and operating profit of 40.5 billion won last year. In the first quarter of this year, sales reached 134.3 billion won and operating profit was 16.9 billion won, up 15.3% and 34.8%, respectively, compared to the same period last year.

Shin Jubaek, Head of Lotte Mart & Super Vietnam, said, "The Tay Ninh Branch is a medium-sized base model that integrates Lotte Mart’s strengths in K-food and grocery. We plan to further expand our business across Vietnam, including the opening of the Bac Giang Branch in the second half of the year."

This content was produced with the assistance of AI translation services.