Amidst the troubles of the 1974 oil crisis, major producers announced they wanted to raise the price of ramen instant noodles, but AEON decided not to accept the price increase because it could not. Is a clear and reasonable explanation for the customer. Aeon began to think of self-produced alternative products, to meet the needs of customers. Thanks to the continuous improvement efforts, AEON has finally reaped the first success with the successful launch of the J-Cup noodles, priced 30% lower than The same products from other manufacturers, became one of the best-selling products of the day.
Since then, our stores have received a lot of requests from customers. In order to meet the high requirements of its customers, AEON's own brand, "TOPVALU" was officially introduced in 1994 on behalf of customers to exploit the products they expected. The name of the manufacturer is not shown on the TOPVALU product because AEON has ensured responsibility and oversight of all processes from the planning, production and sales of TOPVALU. This demonstrates AEON's "Customer First" philosophy. We implement stringent quality management standards for our own brand development process from planning to inventory control to ensuring the safety and security of our TOPVALU products. TOPVALU has become one of the largest and most recognized private label brands in Japan, and sales of TOPVALU products in 2013 have increased to 681.6 million yen with more than 6,000 items.
At present, Aeon Vietnam has more than 100 TOPVALU products ranging from daily food, leather goods to fashion products. In the future, Aeon Vietnam will try to bring more TOPVALU products to meet the needs of customers.