The key to success for AEON Vietnam

As part of the Japanese retailing giant, AEON Vietnam recognises that sustainable development is essential for long-term growth. Guided by this commitment, it has built a sustainable development strategy closely aligned with its business philosophy, emphasising the pillars of sustainability in human resources, the environment, and society.

Nguyen Thi Ngoc Hue, AEON Vietnam’s general manager of strategic human resource management, corporate communications, sustainability, and external affairs, said, “Building a workforce is central to our human sustainability strategy, helping AEON achieve its sustainable development goals. Our workforce is a valuable asset that ensures compliance with regulations and enhances our competitive standing in the Vietnamese retail market.”

Vietnam’s retail market is forecast to grow to $488 billion by 2029, with an average annual growth rate of 12 per cent, according to Mordor Intelligence. In this competitive landscape, a sustainable workforce enables AEON Vietnam to strengthen its brand with customers, partners, and investors, supporting both the company’s image and growth ambitions.

“Aligning personnel with the company’s values fosters innovation,” Hue added. “Harmonising individual goals with the corporate culture encourages our employees to feel committed, improving productivity and supporting stable operations.”

A sustainable workforce also inspires creativity for new solutions, enabling innovation across processes and products. This flexibility allows AEON to adapt to changing customer demands and market conditions, supporting its goal to open three new shopping centres in 2024.

“We prioritise people and see personnel development as key to sustainable success. Following the AEON Career Garden concept, we aim to create a nurturing environment where talent grows collectively, based on sustainable career development, sustainable work culture, and sustainable enterprise,” Hue said. “We are building a workplace where each individual can nurture their unique qualities and thrive in their career.”

AEON Vietnam’s approach to sustainable personnel development revolves around enhancing capabilities for sustainability, strong recruitment and retention policies, and fostering a corporate culture tied to sustainable development.

Currently, AEON employs nearly 6,000 staff and offers regular training programmes to instil sustainable principles across its workforce. Annual training sessions cover AEON’s business philosophy and ethical commitments for all employees.

To further boost management teams’ professional capabilities in sustainable development, it offers specialised courses in partnership with external experts. These courses address pressing issues affecting the business and support AEON’s sustainability goals.

In addition, AEON provides internal training to reinforce the company’s philosophy and core values, fostering a unified vision and mission among employees. Staff are encouraged to contribute to community-focused initiatives, such as using their skills to support sustainability, organising community events, and involving family and friends in company-hosted events.

Several staff-led initiatives have been successfully implemented. Examples include the marketing team’s switch from plastic cards to an app, the HR department’s digitalisation of processes, the creation of green office spaces, and an e-commerce platform, which includes automated ordering kiosks to enhance the shopping experience.

To ensure transparency, AEON updates all employees monthly on business performance and expansion plans, reinforcing trust and loyalty. The company’s recruitment and retention strategies further reflect a long-term vision with attractive employee benefits.

AEON Vietnam has also embraced a coaching culture as a cornerstone of its workplace strategy, viewing it as essential for talent development and workforce engagement. Various coaching methods are employed, including career coaching, team sessions, and empathetic leadership discussions, ensuring that all employees understand and apply these values in their daily work.

Recognising talent development as a central pillar alongside business expansion, AEON Vietnam encourages employees to challenge themselves and pursue their chosen career paths. Employees have the flexibility to opt for either generalist or specialist roles, with the company’s support in reaching their professional goals.

AEON promotes employee growth through a range of internal learning and development opportunities, equipping staff with the skills they need for a sustainable career. The company also offers a 50 per cent tuition reimbursement policy for external training courses, underscoring its commitment to employee advancement.

To cater to the retail sector’s specific demands, AEON provides training programmes tailored to industry needs, including a retail trainee programme with five levels, product category training, and operational training for department stores and supermarkets. Employees can also benefit from regional learning programmes, gaining exposure to practices in other ASEAN countries and participating in study and work programmes in Japan.

Employees also frequently participate in government-organised training programmes to stay up-to-date on industry knowledge and standards.

The retail sector’s diverse and extensive workforce presents challenges for implementing sustainable practices. AEON’s approach to sustainability blends top-down strategies with bottom-up employee initiatives, empowering staff to take ownership of sustainability efforts. The company also keeps pace with evolving regulations and trends to align with Vietnam’s international commitments.

Hue acknowledges that while some challenges are temporary, the demand for sustainable, inclusive workplaces will continue to grow. “AEON Vietnam is committed to creating a positive working environment where every individual is respected and encouraged to explore, innovate, and realise their potential, contributing to a sustainable community,” she said.

AEON Vietnam has been honoured with awards such as Best Workplace in Vietnam’s Retail Sector in 2023, and was named as one of HR Asia’s Best Companies to Work For in Asia for six consecutive years, as well as being ranked in the top three sustainable businesses in Vietnam in the trade-service sector. It was also awarded the HR Asia Diversity, Equity, and Inclusion Award in 2024 and the ICF Coaching Impact Awards 2024 from the International Coaching Federation.

At the 2024 Human Resources (HR) Asia Awards on August 8, AEON Vietnam was recognised for the sixth consecutive year as the Best Company to Work for and also picked up the HR ASIA Diversity, Equity and Inclusion (DEI) Award.

Members of AEON Group in Vietnam and the AEON 1% Club Foundation have donated nearly VND2.5 billion ($105,000) to support people affected by Typhoon Yagi.

AEON Vietnam opened AEON Ta Quang Buu last week, its eighth general merchandise store in Vietnam, as part of a strategy to expand its multi-retail formats to meet the needs of Vietnamese customers.