SOFT POWER OF JAPAN IN VIETNAM: A CASE STUDY OF AEON CORPORATION

Tóm tắt

The article mainly uses the typical case analysis method to analyze Japanese factors such as Aeon Corporation and examines the general implementation process of promoting Japanese culture with its soft power. The analysis clarifies the characteristics of Omotenashi culture in particular and Japanese culture in general at Aeon and events related to Japan as well as Aeon's role in meaningful activities with the community. Aeon has gained popularity by adopting the Omotenashi business culture, which emphasizes sophisticated operations and a one-stop shop with numerous amenities and community-focused activities. Research results show that Aeon Group's prospects for Vietnam are promising and Aeon will continue to invest in Vietnam in the future. This shows the attractiveness of the Vietnamese market to foreign businesses, including Japanese.