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Vietnam’s overall store foot traffic showed a notable rebound, increasing by +8.6% year-over-year as of May 2025, signaling strong momentum in the retail recovery following a significant dip in 2024.
Central Vietnam stood out as the most dynamic region, recording the highest growth in store traffic at +17.0%, indicating a robust resurgence in consumer movement and spending activity.
Although the Northern region experienced a prolonged slump in traffic until the end of 2024, it saw a sharp turnaround by May 2025 with a growth of +13.9%, reflecting a surge in delayed consumer demand.
The Southern region demonstrated consistent and steady growth patterns, with positive performance starting from August 2024 and maintaining upward momentum until reaching +4.6% by May 2025.
Street-front stores began recovering earlier than mall-based stores, with traffic increasing from September 2024 onward and reaching +6.8% by May 2025, suggesting they align more effectively with evolving shopper preferences.
Mall stores, despite a slower adaptation, achieved strong growth of +13.4% in May 2025, highlighting the success of format improvements and strategic adjustments in response to new consumer behaviors.
Based upon the store traffic analysis data from Palexy
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