China's largest convenience store chain "Meiyijia" makes its first entry into Vietnam — 3 stores in Hanoi under the "Ohmee" brand

Meiyijia, China's largest convenience store operator with more than 40,000 stores, has landed in Vietnam for the first time under the overseas brand "Ohmee." It opened three locations in Hanoi in March 2026, marking its first entry into Southeast Asia alongside Malaysia. In Vietnam's convenience store market, WinMart+ leads by a wide margin with about 4,500 stores, but Ohmee, armed with the franchise expansion power and logistics efficiency it has honed in China, will now go head-to-head with GS25 and Circle K as well.

Ohmee — the overseas brand of China's largest chain

Meiyijia was founded in Guangdong Province in 1997 and grew rapidly through a franchise model, becoming China's largest convenience store chain. Its store network, about 20,000 stores as of 2020, doubled over five years and surpassed 40,000 in mid-2025. Domestically in China, it far outnumbers 7-Eleven and Lawson in store count. Its annual revenue reaches about $8.05 billion (approximately 1.2 trillion yen).

For its overseas expansion, it launched a new brand, "Ohmee," choosing Vietnam and Malaysia as its first destinations. Rather than launching under its Chinese brand as-is, it redesigned the brand for local markets. Its three Hanoi stores are located on Tran Kim Xuyen Street, Trieu Khuc Street, and in Vinhomes Smart City.

The current state of and competitive landscape in Vietnam's convenience store market

Vietnam's convenience store and mini-supermarket market expanded to about 7,800 stores as of the end of 2025, up from 7,362 the previous year. Annual growth of more than 13% is projected to continue through 2028.

Market leader WinMart+ (under Masan Group) has about 4,500 stores and plans to open another 1,000 new stores in 2026. South Korea's GS25 has more than 400 stores mainly in the south and aims for 700 by 2027. Circle K has more than 190 stores in Hanoi alone and continues to expand around Ho Chi Minh City. Japan's FamilyMart and 7-Eleven also have a presence in urban areas.

Ohmee is entering right into the thick of this intense competition.

Comparison of major convenience store chains in Vietnam

* Exchange rate calculated at 1 USD ≈ 150 yen (as of May 2026)

Reaction locally and in the industry

A Vietnamese retail industry analyst points out: "Meiyijia's strength is the speed of franchise expansion and vertically integrated logistics, but Vietnam's income levels and urban structure differ from China's. Success will hinge on how well it localizes."

A Hanoi retail industry sourceexpressed caution, saying, "With WinMart+ planning to add 1,000 stores, it's uncertain how much trading area a new entrant can secure. Still, Chinese-style efficient management is a real threat."

Initial consumer reaction has been mixed, with comments on social media, especially about the Vinhomes Smart City store, saying its assortment resembles Circle K's but prices seem slightly lower. With only three stores so far, however, a full assessment is still to come.

What it means for Japanese companies

Ohmee's entry means that a "large-scale Chinese franchise model" is now being brought into Vietnam's convenience store market. For FamilyMart and 7-Eleven, it represents a new competitor added on top of WinMart+ and Circle K.

For Japanese food makers and suppliers, it is worth noting that Ohmee may bring its own private-brand products, already proven in China, into Vietnam. If Chinese-made private-brand products occupy Vietnamese convenience store shelves, the shelf-space competition for Japanese makers will only get tougher. On the other hand, as Ohmee increases local sourcing, there may also be room to sell in Japanese-quality ingredients and packaging materials.

Ripple effects on the convenience store industry

Meiyijia's entry into Vietnam brings three ripple effects. First, competition for franchise partners. Meiyijia's franchise model in China is known for low investment and high turnover, giving Vietnamese sole proprietors a new point of comparison against existing chains. Second, changes in the private-brand supply chain. If low-cost private-brand goods backed by the purchasing power of 40,000 stores in China flow in, price competition will intensify. Third, the Shopee x Meta partnership style acceleration of convenience stores adopting O2O (Online to Offline) functions. If Ohmee brings the digital payment and mini-app integration it has already implemented in China into Vietnam, digitalization across the industry will advance.

Data Useful for Store-Opening Decisions

Conclusion

With Meiyijia, backed by more than 40,000 stores in China, entering as "Ohmee" in Hanoi, Vietnam's convenience store war has entered a new chapter. As WinMart+ adds 1,000 stores, GS25 expands in the north, and Circle K deepens its urban presence all at once, the focus is on whether the speed and efficiency of the Chinese franchise model will work. MINISO's expansion in Vietnam shows that the pace of Chinese-origin brands entering Asia is accelerating, and it is time for Japanese convenience store chains and food makers to raise the priority of competitive analysis.

Citations and references

• China’s Retail Giant Meiyijia Enters Southeast Asia – The Investor
• China’s Meiyijia Enters Vietnam Under Ohmee Brand – Inside Retail Asia
• China’s Largest Convenience Store Chain Makes Foray in Vietnam – VIR
• Comprehensive Market Report on Vietnam Convenience Stores 2025-2026 – DPS Media