E-Mart to open first outlet in Hanoi

1 min readOct 4, 20189:20 AM

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South Korean retail group E-Mart is to build its first hypermarket in Hanoi’s StarLake urban area.

According to StarLake, E-Mart and THT Development have signed an agreement to transfer two commercial land lots within StarLake Project, for an area of 1.86 million sqm in Hanoi’s Tay Ho (West Lake) district.

In late 2015, E-Mart opened first location in Vietnam, on a 3ha site in Go Vap district, in Ho Chi Minh City, investing up to US$60 million.

After exiting China, E-Mart plans to open 50 stores in Vietnam during the next five years.

Another South Korean retail and entertainment group CJ has also deposited an agreement with THT for two land lots at StarLake Project.

CJ plans to open CGV cinemas, a Tous les Jours bakery, and FMCG businesses there.

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What this means

E-Mart’s Hanoi hypermarket represents a calculated expansion into Vietnam's northern market, aiming to replicate its Ho Chi Minh City success and aggressively pursue its 50-store target. This direct investment in prime land with THT pressures existing players like Central Retail, which plans 30 new large-format stores, and rivals such as CJ, which is establishing complementary F&B and entertainment services nearby. While the land acquisition offers long-term stability, E-Mart risks market saturation if its rapid expansion outpaces consumer demand. The integrated development at StarLake, especially with CJ's imminent openings, could be a key differentiator or a formidable competitor. Watch the next commercial land transfer announcement within StarLake.

Sarah Chen · Retail News Asia newsroom

Questions & Answers

Where will E-Mart's first hypermarket in Hanoi be located?

E-Mart plans to build its first hypermarket in Hanoi within the StarLake urban area. This development will be situated in Hanoi's Tay Ho (West Lake) district, on commercial land lots transferred by THT Development.

What is the total area of the land E-Mart is acquiring for its Hanoi development?

E-Mart and THT Development have agreed to transfer two commercial land lots totalling 1.86 million square metres. This land is specifically designated for the new hypermarket within the StarLake Project in Hanoi.

When did E-Mart open its first store in Vietnam?

E-Mart opened its initial location in Vietnam in late 2015, in Ho Chi Minh City. This first store was built on a three-hectare site in Go Vap district, representing an investment of up to US$60 million.

Are other South Korean businesses developing in the StarLake Project?

Yes, another South Korean retail and entertainment group, CJ, has also made an agreement with THT for two land lots at StarLake Project. CJ intends to open CGV cinemas, a Tous les Jours bakery, and Fast Moving Consumer Goods businesses there.

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