{"id":25723,"date":"2026-08-25T18:27:51","date_gmt":"2026-08-25T11:27:51","guid":{"rendered":"https:\/\/b-company.jp\/?p=25723"},"modified":"2026-08-25T18:27:51","modified_gmt":"2026-08-25T11:27:51","slug":"onigiri-bento-and-ready-to-eat-meals-is-vietnam-ready-for-japanese-convenience-food","status":"publish","type":"post","link":"https:\/\/b-company.jp\/vi\/onigiri-bento-and-ready-to-eat-meals-is-vietnam-ready-for-japanese-convenience-food\/","title":{"rendered":"Onigiri, Bento v\u00e0 c\u00e1c b\u1eefa \u0103n s\u1eb5n: Vi\u1ec7t Nam \u0111\u00e3 s\u1eb5n s\u00e0ng cho th\u1ef1c ph\u1ea9m ti\u1ec7n l\u1ee3i Nh\u1eadt B\u1ea3n ch\u01b0a?"},"content":{"rendered":"
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B&Company is the first Japanese company specializing in market research and investment consulting in Vietnam since 2008.<\/em><\/p>\n

In this section “Vietnam Briefing”, young researchers of B&Company will provide timely information of Vietnam’s industrial trends, consumer trends, and social movements.<\/em><\/p>\n

This article is written in English and automatic translation is used for other language versions. Please refer to the English version for accurate content. Although we strive to ensure the accuracy of the original information, please check separately for each information. Interpretations and future prospects are the personal opinions of each researcher. <\/em><\/p>\n<\/div>\n\t

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Vietnam\u2019s food culture has traditionally been built around freshly prepared meals, street food and made-to-order dishes. However, changing urban lifestyles, longer commuting times and the growth of modern retail are creating new demand for convenient meal solutions. Japanese-style ready-to-eat (RTE) products such as onigiri, bento boxes and packaged meals are gaining attention, but success in Vietnam will require more than importing Japanese formats. Brands need to adapt products, pricing, distribution channels and consumer experiences to local preferences.<\/p>\n

Vietnam\u2019s changing food habits create new opportunities for convenience food<\/strong><\/h3>\n

For decades, Vietnamese consumers have preferred freshly prepared meals. Breakfast from street vendors, lunch at local restaurants and family-style dinners remain deeply embedded in daily life. Compared with Japan, where convenience stores provide a wide range of high-quality prepared meals, Vietnam\u2019s ready-to-eat market is still developing.<\/p>\n

However, consumer lifestyles are changing rapidly. Urban workers face longer commuting times, younger consumers increasingly value convenience, and modern retail channels are expanding in major cities.<\/p>\n

Vietnam\u2019s ready-meal sector has benefited from these lifestyle changes. The market has been supported by demand from office workers, students and urban consumers seeking affordable and convenient meal options. According to FiinGroup\u2019s Ready Meals in Vietnam report, Vietnam\u2019s ready-meal market reached around USD 1.1 billion in 2024 and continued expanding in 2025, driven by modern retail development and changing consumption habits[1]<\/a>.<\/p>\n

Japanese noodle at the supermarket<\/strong><\/p>\n

\"Japanese<\/p>\n

Source: Aeon<\/a><\/p>\n

This creates an opportunity for Japanese convenience food concepts. Products such as onigiri, bento, chilled meals and hot deli items are not only food products; they represent a lifestyle built around convenience, quality control and accessibility.<\/p>\n

Why Japanese convenience food has potential in Vietnam<\/strong><\/h3>\n

Japanese food already has strong recognition among Vietnamese consumers. Sushi, ramen, Japanese curry, matcha desserts and yakiniku have become increasingly familiar in major cities. This familiarity creates a foundation for introducing more everyday Japanese food formats.<\/p>\n

The growing interest in Japanese food culture can be seen through consumer events and promotional activities. In 2026, the Japan External Trade Organization (JETRO) and Japan Food Product Overseas Promotion Center (JFOODO) promoted Japanese food culture in Vietnam through the Japan Vietnam Festival in Ho Chi Minh City[2]<\/a>. Activities included onigiri workshops, Japanese tea experiences, Japanese fruit tasting and processed food demonstrations. The event attracted strong consumer interest, showing growing curiosity toward Japanese food experiences.<\/p>\n

Japanese food festival in Ho Chi Minh city<\/strong><\/p>\n

\"Japanese<\/p>\n

Source: VTV<\/a><\/p>\n\n\n\n\n\n\n\n\n
Product<\/strong><\/td>\nJapanese concept<\/strong><\/td>\nPotential in Vietnam<\/strong><\/td>\n<\/tr>\n
Onigiri<\/td>\nRice ball with various fillings<\/td>\nAffordable breakfast, snack and convenience meal<\/td>\n<\/tr>\n
Bento<\/td>\nBalanced meal box with rice, protein and side dishes<\/td>\nOffice lunch and student meal solution<\/td>\n<\/tr>\n
Chilled meals<\/td>\nReady-prepared Japanese dishes<\/td>\nSupermarket and convenience store channel<\/td>\n<\/tr>\n
Hot deli<\/td>\nCurry, fried food, noodles and snacks<\/td>\nConvenience store consumption<\/td>\n<\/tr>\n
Frozen meals<\/td>\nLong-life Japanese dishes<\/td>\nHome consumption and online sales<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

However, Japanese brands need to recognize that Vietnamese consumers may not adopt products exactly as they are in Japan.<\/p>\n

Convenience stores will be the key distribution channel<\/strong><\/p>\n

The growth of Japanese-style ready meals is closely connected with convenience store expansion.<\/p>\n

Vietnam\u2019s convenience store market has developed rapidly due to urbanization, changing lifestyles and demand for quick meals. According to B&Company\u2019s overview of Vietnam\u2019s convenience store market, convenience stores have become an important part of urban consumption by providing daily necessities, snacks, beverages and ready-to-eat food[3]<\/a>.<\/p>\n

Japanese convenience store brands already have experience introducing Japanese-style food concepts in Vietnam. FamilyMart and Ministop offer prepared meals and snacks, while 7-Eleven has introduced ready-to-eat meals as part of its product strategy[4]<\/a>.<\/p>\n

Number of convenience stores by brand (March 2025)<\/strong><\/p>\n

\"Number<\/p>\n

Source: B&Company<\/a><\/p>\n

A stronger example is Sojitz\u2019s retail value chain development in Vietnam. Through its investment in Ministop Vietnam and Japan Best Foods, Sojitz has developed capabilities across retail, prepared-food manufacturing and logistics. Japan Best Foods produces daily prepared foods such as onigiri and bento using Japanese food safety standards, while logistics infrastructure supports temperature-controlled distribution.<\/p>\n

This demonstrates an important lesson: convenience food success requires an ecosystem. Products alone are not enough. Companies need manufacturing capability, cold-chain logistics, retail access and quality management.<\/p>\n

The biggest challenge: localization<\/strong><\/h3>\n

The biggest question is not whether Vietnamese consumers like Japanese food. Many already do. The challenge is whether Japanese convenience food can fit Vietnamese consumption habits.<\/p>\n

A traditional Japanese onigiri may contain simple fillings such as salmon, tuna or kombu. However, Vietnamese consumers may prefer stronger flavors, larger portions or more familiar ingredients.<\/p>\n

Successful localization may require:<\/p>\n\n\n\n\n\n\n\n\n
Area<\/strong><\/td>\nLocalization approach<\/td>\n<\/tr>\n
Flavor<\/strong><\/td>\nIntroduce fillings closer to Vietnamese preferences<\/td>\n<\/tr>\n
Portion size<\/strong><\/td>\nAdapt meals for Vietnamese lunch habits<\/td>\n<\/tr>\n
Pricing<\/strong><\/td>\nCreate affordable everyday options<\/td>\n<\/tr>\n
Packaging<\/strong><\/td>\nMake products attractive for younger consumers<\/td>\n<\/tr>\n
Distribution<\/strong><\/td>\nCombine convenience stores, supermarkets and online channels<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

B&Company’s synthesis<\/p>\n

Price is especially important. Japanese convenience food competes not only with packaged meals but also with Vietnam\u2019s large street-food ecosystem. Consumers can often buy freshly prepared meals at affordable prices, meaning RTE products must provide a clear advantage in convenience, hygiene, quality or experience.<\/p>\n

The most successful products may not be the most traditional Japanese products. They may be products that combine Japanese quality standards with Vietnamese eating habits.<\/p>\n

Beyond convenience stores: supermarkets and digital channels<\/strong><\/h3>\n

The opportunity for Japanese ready meals extends beyond convenience stores.<\/p>\n

Japanese retailers have expanded their presence in Vietnam\u2019s modern retail market. B&Company\u2019s analysis of Japanese supermarkets in Vietnam highlights how Japanese retailers have created additional channels for Japanese food, beverages and consumer products.<\/p>\n

Aeon Vietnam is one example. The retailer has expanded its food retail business, including prepared food sections offering products such as sushi, ramen, fried items, bento boxes and bakery products. (Vietnam News)<\/p>\n

Online channels also create opportunities for testing. Instead of immediately investing in physical stores, Japanese food companies can use e-commerce and social commerce to evaluate demand, collect customer feedback and identify successful products before expanding offline.<\/p>\n

B&Company support<\/strong><\/h3>\n

B&Company supports food and beverage companies entering Vietnam through market research, consumer interviews, competitor analysis, distributor search and business matching.<\/p>\n

For Japanese convenience food and RTE companies, B&Company can support:<\/p>\n

– Market sizing and category analysis.<\/p>\n

– Consumer research on taste, pricing and purchase behavior.<\/p>\n

– Retail channel assessment covering convenience stores, supermarkets and e-commerce.<\/p>\n

– Partner identification for distributors, manufacturers and retailers.<\/p>\n

– Product localization evaluation.<\/p>\n

B&Company has also supported Japanese food companies in understanding Vietnamese consumer preferences. A Japanese tea market-entry case showed that local feedback on taste, pricing and product positioning was essential before commercial expansion[5]<\/a>.<\/p>\n

Vietnam is not yet a convenience-food market like Japan, but the foundation is developing. As lifestyles become busier and modern retail expands, products such as onigiri, bento and ready-to-eat meals have the opportunity to become part of everyday Vietnamese consumption \u2014 if brands can successfully combine Japanese quality with local market needs.<\/p>\n

Read more<\/strong><\/h3>\n

Beyond Omakase: The rise of high-end Japanese dining in Vietnam<\/a><\/p><\/blockquote>\n