Pushing through rows of neatly parked motorcycles to enter the convenience store, a rare duplex structure caught the eye. Upon climbing to the second floor, an atmosphere reminiscent of a fast-food restaurant permeated the space. A male student worked on an assignment with his laptop open, while a female student watched YouTube with earphones in. Between them, a group of university students sat around engaged in discussion. The convenience store, optimized for purchasing simple items, appeared to function as both a dining hall and a study café here. This was the scene at the "GS25 Nguyen Thai Binh" store located in Ho Chi Minh City, Vietnam, visited at the end of last month.
Leading with an expansion strategy tailored to the lifestyle of Vietnamese consumers, GS25 is aiming squarely for the No. 1 spot in the local convenience store market. Since opening its first store in Ho Chi Minh City in 2018, GS25 has operated 445 stores across Vietnam as of the end of August. It has narrowed the gap with industry leader Circle K (504 stores) to just 59 stores. In March last year, it also entered Hanoi, a region in northern Vietnam.
Behind the rapid store expansion was a location strategy that considered local commercial characteristics. In Vietnam, where motorcycles are the primary mode of transportation, motorcycle parking space in front of the store is an important condition. The GS25 Nguyen Thai Binh store in Ho Chi Minh City reflects this local situation. Located on a main road, the two-story store has a spacious area in front that allows access from multiple directions. A GS25 official said, "If you cannot park motorcycles in front of the store, sales drop to half."
Placing tables and chairs so customers can stay in the store for long periods is a scene unique to this convenience store. The first floor sells products, while the second floor operates as a dining area equipped with tables and chairs. Wi-Fi and power outlets are naturally free. Manager Yi said, "Since many customers eat at the store, a spacious area and free Wi-Fi are essential."
Such specialized stores attract demand with concepts suited to regional characteristics. For example, the GS25 Rivergate store in Ho Chi Minh City, located in a densely populated residential area, focuses on fresh food items such as fruits and processed meats. Huy, the manager of this store, said, "Fresh food accounts for about 7% to 8% of total sales," adding, "Customers carefully check expiration dates, so we must inspect product conditions every day."
The Dien Bien Phu store, a food-specialized outlet, is betting on Korean-style convenience meals. One side of the store displayed instant noodles by type, and next to it was an instant noodle cooking machine, known as "Han River Noodles," where customers can boil and eat noodles on the spot. A food station in front of the checkout counter sells tteokbokki (spicy rice cakes) and fish cakes.
The Cafe 25 specialized store at Tran Cao Van serves as a study room for university students, similar to the Nguyen Thai Binh store. When asked why he frequently visits GS25, a student attending a nearby university said, "It is good because there is a wide space to study," adding, "Prices are also cheaper compared to other convenience stores."
GS25 plans to expand its presence centered on standard stores with high operational efficiency while simultaneously checking local customer reactions to specialized stores. It has also set a goal to become the No. 1 in the Vietnamese convenience store market by number of stores within the next year. Choi Geum-seong, head of GS25's Vietnam subsidiary, said, "Considering intensified market competition and leasing environments, we plan to steadily open 100 to 150 stores annually," adding, "We will focus on operational efficiency and product differentiation."
It is also accelerating efforts to improve profitability. Head Choi stated, "Through cost savings from increased store numbers and strengthened product competitiveness, we aim to turn cumulative EBITDA positive in 2026," revealing, "While expanding stores in existing entry regions, we will actively develop new commercial areas with low convenience store density."
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