Lotte Mart Renovates Hanoi Center Store in Vietnam... Reopens as a 'Grocery Specialty' Store

Grocery Store Area Expanded by 20%
Fresh Foods Including Fruits, Salmon, and K-Food
PB-Focused 'Lotte Zone' and 'Gift Product Zone' Also
"Aiming to Become the Number One Grocery Market"

Lotte Mart announced on the 4th that it will renew and reopen its Hanoi Center store in Vietnam. Through this renewal, Lotte Mart aims to challenge itself as the 'Number One Grocery Market' leading Vietnam's food culture.

Opened in September 2014, Lotte Mart Hanoi Center is located on the basement first floor of 'Lotte Hanoi Center' in the Ba Dinh district of Hanoi, Vietnam. Ba Dinh district is home to a population of 250,000 and has a geographical characteristic connecting Hanoi's old and new downtown areas. The per capita Gross Domestic Product (GDP) here is three times that of Vietnam's overall per capita GDP.

Store entrance view of Lotte Mart Hanoi Center Branch. [Photo by Lotte Shopping]

Lotte Mart is relaunching the Hanoi Center store as a 'grocery specialty store' with more than a 20% increase in grocery store area compared to before. This store will operate as a grocery specialty store combined with local shopping culture.

First, fresh food items will be introduced. A specialized zone for imported fruits will be set up at the front of the store, offering Korean fruits such as strawberries, pears, and Shine Muscat grapes in season. More than 10 types of sliced fruits, popular in Korea, are also sold, and the operation of Korean fruits will gradually expand seasonally. A salmon specialty counter will also be introduced, operating an 'Air-Direct Salmon Live Zone' showcasing various types of salmon including Norwegian salmon. Salmon products will be sold in various sizes to suit customers' preferences such as grilled, sushi, and steak.

The deli section will be renewed as 'Yorihada Kitchen,' a specialty store for ready-to-eat meals. The existing deli store has been expanded more than twice, featuring an open kitchen where customers can watch the cooking process and a dining area with 90 seats. Here, over 50 types of K-food including popular Vietnamese snacks like tteokbokki and gimbap, as well as bulgogi lunch boxes and fried chicken, will be sold. Additionally, premium sushi and Western food and various other ready-to-eat products will be available.

Lotte Mart's own bakery brand 'Pungmiso' will launch its second store at Hanoi Center. According to Lotte Mart, the Pungmiso store opened earlier at West Lake store is so popular that customers line up on weekends. The second Pungmiso store will offer about 70 products including French dessert breads like 'Eclair' and 'Premium Tiramisu.'

In the processed food section, a specialized product zone exclusive to Lotte Mart will be created. Notably, the 'Lotte Zone' will sell Korean Lotte Mart's private brands (PB) 'Oneul Joeun' and 'Yorihada,' as well as the local PB 'Choice L' products. About 80 types of Korean Lotte Confectionery products will be sourced locally and sold at the lowest prices. Also, the 'Popular Gift Product Zone' will target tourists by selling about 680 popular gift items such as coffee, nuts, jelly, and tea.

In the Health & Beauty (H&B) specialty store, the beauty cosmetic product range will be expanded to promote 'K-Beauty.' Reflecting the preferences of Vietnam's MZ generation (Millennials + Gen Z) who are interested in beauty, specialized brands such as 'Mediheal,' 'VT,' and 'Lilybyred' will be newly introduced. Additionally, about 300 cosmetic products from cost-effective brands like 'JudyDoll' and 'Silky Girl' will also be offered.

Shin Ju-baek, head of Lotte Mart & Super Vietnam Corporation, said, "The newly renovated Hanoi Center store is a differentiated grocery specialty store incorporating Korea's successful model, and it is a store where Lotte Mart's grocery capabilities are fully concentrated." He added, "Through this, we plan to lead the next-generation food culture in Southeast Asia and leap forward as Vietnam's 'Number One Grocery Market,' a key base for overseas expansion, securing Lotte Mart's future growth engine."

Meanwhile, Lotte Mart, which first entered Vietnam and Indonesia in 2008, currently operates a total of 64 overseas stores (16 in Vietnam and 48 in Indonesia).

Lotte Mart Hanoi Center Branch's ready-to-cook food store 'Yorihada Kitchen' K-Food Zone.
[Photo by Lotte Shopping]