FujiMart: The perfect blend between Vietnamese food culture and Japanese service culture

On the occasion of the first FujiMart open in Vietnam, we have an interview with Mr. Keisuke Hitotsumatsu, CEO of FujiMart Vietnam about the retail store model where the Vietnamese food culture is being honored by the famous Japanese thoroughly service culture.

As noted, FujiMart is result of a strong corporation between BRG and Sumitomo. Could you tell us why both BRG and Sumitomo choose supermarket sector, a hard competition area, in Vietnam under the name of FujiMart ?

Despite the retail market is very competitive, the Vietnam macroeconomic recently showed that the demand of the Vietnamese retail market is growing at a double-digit rate. We recognize the trend will continue as Vietnam's economic prospects are very positive, making Vietnamese life standard getting better day by day.

Mr. Keisuke Hitotsumatsu, CEO of FujiMart Vietnam

Many friends of mine said that the buying attitude of Vietnamese is changing as economic growing. Furthermore, the food retail market is about to undergo a major transformation period. Growing interest in food safety and trust in Vietnamese people might cause transition of place to shop fresh foods from traditional wet market to modernized supermarket.

Both BRG and Sumitomo have great resources to invest comprehensively in this project. Besides, Sumitomo has experiences to operate supermarket chain over 50 years and BRG has knowledge a variety of business in Vietnam.
Therefore, we agreed to develop a modern supermarket chain in Vietnam.

Through the FujiMart retail model, both BRG and Sumitomo hope to provide Vietnamese people with the most delicious, nutritious and safety food products.

In Japan, the supermarket chain of Sumitomo is known for store operation to keep freshness and to provide good service for the customers. So, would they be the core values of the FujiMart chain in Vietnam?

Exactly, we are sure FujiMart will be also known for excellent store operation soon in Vietnam. And we bring some basic concept to organize it. For instance, let me introduce ‘5S’. ‘5S’ is a slogan, which is introduced by Japanese manufacturers, retailers and servicers. It is important for us to work based on its concept and to ensure “Fresh Everyday”. We guess it can also be acceptable for Vietnamese and try to educate it. ‘5S’ can be explained as Seiri ; Disposal of disused items; Seiton; Arrangement to necessary position after ‘Seiri’ ; Seisou; Cleaning; Seiketsu; To keep cleanliness by implementation of ‘Seiri’, ‘Seisou’ and ‘Seiketsu’ continuously in the workplace. and Shituke; Discipline.

Do you think this “Fresh Everyday” may result to higher operation costs and then making higher sale prices ?

We will apply our modern management model to produce most efficient labor productivity, to reduce markdown or disposal losses.

We will manage all the operating expenses to realize affordable prices for the customers.

What are the differences between soon-coming FujiMart with others in Vietnam ?

We will create brand-new model that Vietnamese customers have never been experienced, by transplanting Japanese supermarket know-how as much as possible. At the same time, we will treasure Vietnamese food culture and communication style, because FujiMart is the supermarket chain for Vietnamese people. Seeing is believing. We are welcome all the customers. Every customer is surely satisfied with the shopping experiences with us at FujiMart.

Doing business in retail industry requires long term plan. So do you recognize challenge to implement the project now and for the future?

With the purpose of bringing best quality product for Vietnamese consumer, we decide to blend Vietnamese food culture with Japanese quality of services. BRG and Sumitomo discussed many times in order to deepen mutual understanding and realize our concept in the first FujiMart store.

This challenge will continue forever, because FujiMart stores have to change according to the Vietnamese market trend and customers needs. However, when both BRG and Sumitomor share the same desire to improve the quality of life for the Vietnamese people, we will always try to find common solution to maximize value for our consumers.