Six New Stores Opened in Hanoi on March 14
Hanoi Serves as Strategic Base for Expansion into Northern Vietnam
GS25 Aims to Surpass 600 Stores Across Vietnam This Year
GS25 announced on April 22 that the average daily sales at its Hanoi stores in Vietnam have surpassed 5 million KRW.
On March 14, GS25 Vietnam simultaneously opened six stores in Hanoi. After establishing itself as the leading convenience store brand in southern Vietnam, centered around Ho Chi Minh City, the company has now used Hanoi as a strategic base to begin a full-scale expansion into northern Vietnam.
The six stores are recording average daily sales of 5 million KRW. During the initial opening period, daily sales even exceeded 10 million KRW. This figure is approximately 2.5 times higher than the average daily sales of convenience stores in Korea.
Each of the six stores attracts an average of 1,000 customers per day, with a cumulative total reaching 300,000 customers. The top three best-selling products are GS25’s own private brand (PB) items and Korean brand products. In particular, local response to K-food items such as tteokbokki and gimbap has been explosive.
GS25 believes that its product renewal strategy, which emphasizes even more authentic Korean recipes rather than localization, has been highly effective. Through blind tests and other research, the company found that local customers prefer Korean-style products over localized versions. Based on these findings, GS25 dispatched specialized merchandisers and food development researchers from its headquarters in Korea to Vietnam, supporting the renewal of food offerings by directly applying Korean recipes.
The company’s strategy of expanding store sizes and enhancing competitiveness with unique attractions and specialized products has also had a positive impact. The six GS25 stores in Vietnam range from 115 square meters (35 pyeong) to a maximum of 540 square meters (164 pyeong), making them large-scale convenience stores. Each store features a distinct concept, such as a library, ramen and alcohol specialization, or a focus on fresh foods, setting GS25 apart from existing convenience store brands in Hanoi.
The pace of store expansion in Hanoi is also accelerating. Starting April 22, additional new stores will open in the Hanoi area. By the end of this month, the number of stores is expected to increase by seven, reaching a total of 13. GS25 Vietnam plans to focus its store rollout on northern Vietnam, including Hanoi, and aims to significantly expand the total number of stores in Vietnam to 500 this year.
Jung Chaeo, Head of GS Retail’s Overseas Business Team, stated, "With GS25’s successful entry into Hanoi, the capital and strategic gateway to northern Vietnam, we have laid the foundation to become the undisputed number one convenience store brand in Vietnam. We will continue to accelerate our growth as a global convenience store brand by increasing our market share in existing countries and seeking entry into new overseas markets."
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