Berli Jucker Targets Vietnam for Significant Expansion
Berli Jucker Public Company Limited (BJC) is strategically positioning itself for substantial growth, with a keen focus on expanding its operations within Vietnam. The company aims to significantly increase the contribution of its international markets to its overall revenue, a key objective under its ambitious “Vision 2030” strategy.
Ambitious Global Sales Target
Under this long-term vision, BJC intends for international sales to constitute 30% of its total revenue, a notable increase from the current 10%. This expansion push is expected to be driven by growth across BJC’s manufacturing, trading, and retail sectors, with Vietnam identified as a prime target.
Vietnam: A Market of High Potential
Thapanee Techajareonvikul, senior executive vice-president of BJC Big C Group, highlighted Vietnam’s appeal as a high-potential market. The nation boasts a population exceeding 100 million and a burgeoning middle class, presenting a fertile ground for business development. Economic forecasts from the World Bank project Vietnam’s economic growth at an impressive 6.8% in 2026, further underscoring its promising outlook.
Streamlined Business Environment
Ms. Thapanee also pointed to recent administrative reforms in Vietnam that have simplified business processes. These changes facilitate easier acquisition of permits and legal documentation through a one-stop service, making it more conducive for companies to operate and expand.
Competitive Market Dynamics
Recognizing the high growth potential of the Vietnamese market, Ms. Thapanee noted that numerous competitors are also entering the fray. This competitive landscape necessitates swift action from Berli Jucker to capitalize on the opportunities available.
Current Operations and Regional Presence
Currently, BJC operates 30 MM Mega Market Vietnam stores, encompassing a variety of retail and wholesale formats, including 19 Cash & Carry outlets, one supermarket, and one hypermarket. As of the end of 2025, the company also maintained store operations in Laos, Cambodia, and Hong Kong, in addition to its established presence in Vietnam.
