Marui & Bánh Mì Xin Chào: When Interests Drive Sustainable Business Strategy

In Japanese, the word “Suki” (好き) refers to everyday interests, hobbies, and simple likes—such as loving pets, enjoying art, or savoring a warm banh mi. Marui Group intentionally adopted this accessible concept to empower individuals to contribute to society through their daily interests. Retaining this genuine definition of “Interests” captures the true warmth and inclusivity of this corporate philosophy.

A casual interest provides initial excitement but is easily set aside under the weight of daily pressures ^[2]; whereas passion involves enduring commitment ^[1]. In a developing economy like Vietnam, livelihood constraints mean that starting a business based solely on fleeting hobbies carries real risks ^{[1] [2]}. However, Marui’s focus on “Interests” is not about impractical pursuits, but about respecting authentic individual values and everyday preferences.

For Bánh Mì Xin Chào, keeping the authentic meaning of “Interests” (what we love) anchors our partnership. Born from a simple love for our homeland's street food, our journey naturally aligns with Marui Group’s vision of an “Economy Driven by Interests.”

It All Begins with “Interests” (Suki)

Why did an esteemed retail conglomerate like Marui Group choose to collaborate with Bánh Mì Xin Chào?

This partnership rides the crest of the expanding banh mi phenomenon across Japan. With over 500 points of sale nationwide by 2024, banh mi has officially woven itself into the fabric of Japan's everyday culinary landscape ^[3].

Rising consumer demand prompted major burger chains like Freshness Burger and retail leaders like 7-Eleven to introduce banh mi items to meet market demand ^[3]. In this context, Marui’s partnership with Bánh Mì Xin Chào—recognized in Japanese media as an early pioneer (草分け的存在)—is grounded in clear market data and consumer demand ^[3].

Looking ahead to 2031, Marui is pursuing an “Economy Driven by Interests” through its strategy of “Businesses Supporting Interests” ^{[4] [5]}. According to Marui's official metrics, its Impact Financial Value is projected to reach 3.5 trillion yen, accounting for roughly 65% of total transaction volume in FY2026 ^[5]. Rather than competing solely on price and utility, Marui is building a commercial ecosystem that values individual preferences and social impact.

This framework complements the journey of Bánh Mì Xin Chào since 2015. Guided by the mission “Taste banh mi, Taste Vietnam,” the brand has demonstrated that nurturing genuine interests with rigorous standards can build sustainable enterprise value abroad.

Understanding across borders

Bánh Mì Xin Chào’s deployment across Marui properties employs tailored retail formats designed for specific customer demographics:

• Mizonokuchi Marui Family: Serves as the operational benchmark for high-traffic shopping facilities, operated by a native Japanese franchisee.
• Kichijoji Marui: Focuses on menu innovation, featuring upgraded grilled pork fresh spring rolls (gỏi cuốn) developed from sales data showing strong local affinity for pho and spring rolls.
• Kinshicho Marui: A compact, take-away-focused format tailored for fast service in a busy transit hub, operated by a Chinese franchisee.

Menu adjustments across outlets are guided by granular POS data. Insights confirming customer demand for pho and fresh spring rolls alongside traditional banh mi informed the menu design of the newer outlets to optimize customer satisfaction.

Supply chain stability and product consistency are maintained through the central kitchen in Kawaguchi (Saitama) and comprehensive franchise operation manuals.

Managing multi-ethnic franchise partners within Japan demonstrates the cross-cultural management capacity and operational maturity of a Vietnamese-founded brand.

Resilience & Global Horizons

Expanding within Marui’s retail ecosystem provides valuable operational refinement. Balancing authentic Vietnamese culinary roots with Japanese standards of discipline establishes a resilient foundation for long-term growth.

Readers interested in learning more about Marui Group’s sustainability framework and value-creation model can review the official Impact Book 2026 Report ^[5].

Bánh Mì Xin Chào values its collaboration with Marui Group as a meaningful contribution to cultural and economic exchange between Vietnam and Japan.