AsemconnectVietnam - Japan opens the door for Vietnamese agricultural products, but strict standards require businesses to change their approach.

Vietnamese agricultural products and processed foods are gradually asserting their position in the Japanese market thanks to modern retail channels and high standards.
Vietnam and Japan are entering the period of the closest economic cooperation ever, especially after the two sides upgraded their relationship to the level of Comprehensive Strategic Partnership for Peace and Prosperity at the end of 2023.
This is not only a diplomatic milestone but also opens up extensive opportunities for Vietnamese goods to reach Japanese consumers, who are famous for being meticulous and loyal to quality.
With a population of more than 120 million people, Japan has stable and diverse import demand, especially for products with sustainability certification, environmental friendliness and transparent traceability. However, penetrating this market has never been easy, due to fierce competition from domestic products and other Asian suppliers.
In that context, cooperating with AEON is becoming a strategic solution, helping Vietnamese enterprises not only overcome technical standards barriers but also build a long-term brand image in Japan.
Consumption trends pave the way for Vietnamese agricultural products
According to the assessment, AEON Group is not simply a supermarket system but also plays the role of a strict "quality filter". With high requirements on environmental certification, ethical standards, traceability and food safety, AEON forces suppliers to comply comprehensively, but in return will open up a very wide and reputable distribution channel.
AEON does not just stop at importing goods but also participates with Vietnamese businesses to improve products, develop standards, and even support the construction of sustainable raw material areas - such as coffee community projects in Son La or seafood certified by MSC, ASC. Through that, Vietnamese businesses have the opportunity to learn management experience, enhance their brands to serve not only the Japanese market but also other demanding markets.
In recent years, Japanese consumer demand has increasingly shifted to safe, convenient and healthy products. Products such as frozen agricultural products, dried fruits, processed foods, and environmentally friendly clothing and household appliances are on the rise.
Vietnam has a clear advantage in tropical agricultural products, processed fruits and clothing, which are products that Japan finds difficult to produce domestically at reasonable prices. By joining hands with AEON, Vietnamese businesses can take advantage of the logistics system, cross-border retail channels and quality standards network to bring products further.
A journey with many barriers but still feasible
Of course, to be present on Japanese supermarket shelves is not simple. The Japanese value stability and long-term reputation, not just through one order but throughout the supply chain. Vietnamese businesses that want to maintain cooperation with AEON must make serious investments: from factories, production standards, quality control, to management skills, transparent financial reporting and understanding of international law.
Frozen foods, for example, are considered a direction with a lot of potential but require high preservation and transportation technology, along with the ability to meet large quantities over a long period of time. This is the weakness that many Vietnamese businesses are still struggling with.
However, if overcome, the benefits will not only be revenue, but also help position Vietnamese brands sustainably in the international market, when AEON is a "bright door" but also a "strict playground".
Japan is always considered the most demanding market, but that is why, once conquering Japanese consumers, Vietnamese brands will have a particularly high position, prestige and strong spread. AEON is the "ticket" to support Vietnamese businesses to shorten the time to build trust, if businesses determine to stick with and invest long-term, instead of just exporting fragmentedly.
It can be said that, in the context of increasingly fierce global competition, AEON not only opens a market door, but also gives opportunities for Vietnamese industries to upgrade quality, learn processes, and develop a methodical and sustainable business mindset.
CK
Source: VITIC/haiquanonline.com.vn