AEON MALL Long Bien

AEON MALL Long Bien is located on Co Linh Road in Long Bien District, eastern Hanoi. Opened in 2015, it was the first AEON Mall property in Vietnam’s capital and provides 71,000 square meters of GLA. Long Bien District sits on the eastern bank of the Red River, across from Hanoi’s historic Old Quarter and central business district. The area has undergone rapid residential development since the early 2010s, with new apartment complexes and infrastructure projects reshaping what was previously a semi-industrial zone.

The property features an AEON-branded supermarket and general merchandise store as its primary anchor, supplemented by fashion retailers, electronics, home goods, a food court, restaurants, a cinema, and indoor entertainment. The mall was among the first internationally managed enclosed retail destinations in Hanoi, introducing a retail format that northern Vietnamese consumers had limited access to before its opening. The food and beverage component is particularly significant, as dining-out culture is central to Hanoi’s consumer habits.

AEON Mall Co., Ltd. entered Hanoi through Long Bien as part of a broader Vietnamese expansion that began with AEON MALL Tan Phu Celadon in Ho Chi Minh City in 2014. Northern Vietnam represented a different market from the south: lower average incomes at the time, different consumer preferences (more conservative spending patterns, stronger preference for local brands), and a competitive landscape dominated by Vingroup’s Vincom malls and state-owned department stores.

Long Bien District’s position as a residential growth corridor has benefited the mall over the years since its opening. The eastern Hanoi catchment continues to expand as new residential projects fill previously undeveloped land between the Red River and the National Highway 5 corridor toward Hai Phong. AEON MALL Long Bien’s early establishment in this corridor gave it a foothold that subsequent entrants have not displaced, making it the default mall for a large and growing eastern Hanoi population.