Geneva: Vietnam Week 2026 officially opened at AEON LakeTown Mori shopping mall in Saitama Prefecture on June 11, bringing Vietnamese products, cuisine and culture closer to Japanese consumers. The event is jointly organised by Vietnam's Ministry of Industry and Trade and Japanese retailer AEON Group. Running from June 11-14, it is being held at more than 400 AEON outlets across Japan as well as in several Asian markets, including Malaysia, Hong Kong (China) and Cambodia.

According to Vietnam News Agency, the initiative aims to enhance the visibility and accessibility of Vietnamese goods in international markets. The event features a diverse range of products, from traditional Vietnamese food items to cultural artifacts, providing shoppers with a unique opportunity to experience the rich heritage of Vietnam. The collaboration between Vietnam's Ministry of Industry and Trade and AEON Group underscores a strategic partnership to boost trade relations and cultural exchange between Vietnam and Japan.

The event also includes cultural performances and culinary demonstrations, offering visitors an immersive experience of Vietnamese traditions. By showcasing Vietnam's vibrant culture and high-quality products, the organisers hope to strengthen economic ties and promote mutual understanding between the two nations. This initiative is part of a broader effort to expand Vietnamese exports and establish a stronger presence in the Asian retail market.