​After opening a series of new stores since late August, FamilyMart is accelerating its presence in Hanoi following 17 years of predominantly developing in southern Vietnam. As a major shareholder of FamilyMart Vietnam since 2016, ROX Group continues to accompany the brand in its market expansion journey.

Targeting 1,000 Stores Over the Next Five Years

Since late August, FamilyMart has been opening new stores across Hanoi, expanding its presence after 17 years of predominantly operating in southern Vietnam. Since August 20, the chain has successively opened stores at 29 Lieu Giai, 28 Xuan Dieu, 72 Hang Giay, The Tonkin 2 and SA2 Sakura in Vinhomes Smart City.

FamilyMart has successively opened new stores in Hanoi since late August 2026.

On September 19, FamilyMart is scheduled to hold its Grand Opening at Royal City, marking the brand's sixth store in Hanoi. The event will also provide an opportunity for FamilyMart to introduce its store environment and customer experiences to Hanoi consumers.

The move is part of FamilyMart's broader expansion plan in Vietnam. The brand is targeting approximately 1,000 stores over the next five years, with Hanoi identified as a key new market.

As a major urban center, Hanoi is seeing growing demand for quick shopping, convenient dining and services close to where people live and work. This creates room for the convenience-store model to evolve from a place to purchase goods into a service point that addresses a range of small but frequent everyday needs.

Differentiation Begins with Small Experiences

Experience in the convenience retail market shows that rapid expansion is not simply a matter of increasing store numbers. For a retail chain, the longer-term challenge lies in maintaining consistent service quality and customer experience as the network grows.

Since entering Vietnam in 2009, FamilyMart has accumulated 17 years of experience in convenience-store operations. This experience covers areas ranging from human resources and training to merchandise management and maintaining service standards across multiple locations.

As it expands in Hanoi, the brand said it would strengthen its workforce with personnel from Japan, while also transferring experienced store-operation employees from Ho Chi Minh City to Hanoi to support the training of new staff.

Having experienced employees directly involved in new-store openings allows operating procedures to be transferred and applied at the point of sale. This provides an important foundation as FamilyMart enters a new market with the goal of rapidly increasing its store network while maintaining service practices developed over many years.

Beyond operations, the in-store experience is another area FamilyMart emphasizes in developing its chain. The brand builds this experience around three qualities: “reassurance", “friendliness" and “proactiveness".

Clean, cool and orderly spaces are designed to create a sense of reassurance; friendly interactions with employees foster a welcoming atmosphere; while proactive assistance helps customers complete their purchases more quickly and conveniently.

FamilyMart employees provide friendly and proactive assistance to customers.

This approach focuses on everyday interactions. Someone stopping by for breakfast before work, an office worker looking for dinner after hours, or a customer wanting a hot meal in the evening can all find convenient options at FamilyMart.

Convenience food is also an important part of the Japanese brand's business model. Omusubi rice balls, bento boxes, hotpot cups, milk tea, as well as Japanese-style hot meals and quick-service foods, have been developed to meet the demand for convenient dining in urban life.

Among these offerings, the hotpot cup has become one of the brand's distinctive products. Prepared as an individual serving with hot broth and a variety of toppings, it provides an option for customers seeking a hot meal that can be enjoyed quickly and conveniently.

The value of a convenience store therefore lies not only in allowing customers to purchase products at any time, but also in its ability to meet small, frequent needs throughout the day. This is also a factor behind the model's high frequency of interaction with consumers.

Adding Convenience and Value to ROX Group's Ecosystem

FamilyMart's expansion in Hanoi takes on additional significance when viewed in the context of ROX Group's ecosystem development strategy. As a major shareholder of FamilyMart Vietnam since 2016, ROX Group has accompanied the brand in expanding its market presence and bringing retail convenience closer to consumers.

FamilyMart adds a retail convenience layer to ROX Group's ecosystem.

Convenience retail adds a consumer-facing service layer, characterized by frequent use and closely connected to everyday needs, alongside areas in which ROX Group has developed its business, including industrial parks, urban developments, property management, hospitality and resorts, and energy.

This direction is part of the Group's Go Global strategy, which aims to develop All-in-One urban developments in international markets. Within this model, alongside residential, commercial, service and large-scale amenities, convenience retail can add another layer of services closely connected to residents' daily lives.

FamilyMart's accelerated expansion in Hanoi therefore not only extends the brand's presence in a new market, but also adds a new retail touchpoint to the ROX ecosystem. By addressing everyday needs, such services can contribute to a more complete living and working experience in the urban spaces ROX aims to develop.