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Vincom Plaza Long Bien is a mid-sized retail center located in the prestigious Vinhomes Riverside urban development in Long Bien District, Hanoi, Vietnam. With a gross leasable area of approximately 28,000 square meters across four floors, it serves as a community hub for shopping, dining, and entertainment in the eastern suburbs of Hanoi. Opened in 2014, the mall benefits from its integration within a high-end residential complex featuring luxury villas and apartments, attracting affluent families and young professionals.
The tenant mix includes anchor stores such as VinMart supermarket, Lotte Cinema with multiple screens, international fashion brands like Uniqlo, Mango, and local retailers, alongside a variety of F&B outlets ranging from fast-casual chains to specialty restaurants offering Vietnamese, Asian, and Western cuisine. Dining and entertainment options comprise about 30% of the space, promoting dwell time and repeat visits.
Market positionally, it holds a strong local dominance in the Long Bien area, with average occupancy rates around 94% as per Vincom Retail's 2024 reports, reflecting stable performance amid Hanoi's retail recovery post-COVID. Footfall averages 1.5-2 million visitors annually, driven by residential proximity and events.
Rent levels for prime spaces hover at US$20-25 per square meter per month, competitive for suburban locations, with incentives like rent-free periods for new tenants.
Accessibility is facilitated by proximity to Long Bien Bridge and National Highway 5, though Hanoi traffic poses challenges; public transport includes bus routes, and future metro extensions could enhance connectivity.
Leasing advantages include flexible terms, strong co-tenancy with quality anchors, and marketing support from Vincom Retail, which operates 88 malls nationwide. However, market saturation in east Hanoi, with competitors like Aeon Mall Long Bien and Mipec Rubik 360, pressures secondary rents downward by 5-10% year-over-year.
Demographic profile features a catchment of over 500,000 residents within 5 km, median household income of VND 20-30 million monthly, and a young population (average age 32) favoring lifestyle retail.
Operational quality is high, with modern infrastructure, air-conditioned spaces, and ample parking for 500 vehicles, though aging elements in surrounding roads may require attention. Risks include economic slowdowns affecting discretionary spending and competition from e-commerce platforms eroding physical retail traffic.
Overall, it offers balanced opportunities for retailers targeting middle-upper income segments in a growing suburban market.
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Hours of Operation
Hours
| Monday | 10:00 AM — 09:30 PM |
| Tuesday | 10:00 AM — 09:30 PM |
| Wednesday | 10:00 AM — 09:30 PM |
| Thursday | 10:00 AM — 09:30 PM |
| Friday | 10:00 AM — 09:30 PM |
| Saturday | 10:00 AM — 09:30 PM |
| Sunday | 10:00 AM — 09:30 PM |
Hours may vary on public holidays. Check with individual stores for specific holiday schedules.
Insights
Demographics and Catchment
Long Bien District in Hanoi has a population exceeding 320,000 as of 2024, with the primary catchment for Vincom Plaza Long Bien encompassing affluent residents of Vinhomes Riverside and adjacent areas, totaling around 500,000 within a 5 km radius. The demographic skews toward middle to upper-middle income families, with median household incomes of VND 20-30 million per month, and a youthful profile averaging 32 years old, including young professionals and families with children. This group exhibits strong spending on fashion, dining, and entertainment, supported by rising urbanization and proximity to industrial zones. However, income disparities in outer suburbs could limit broad appeal, and seasonal fluctuations from tourism may affect consistent footfall.
Competition and Market Saturation
The eastern Hanoi retail market faces moderate saturation, with key competitors including Aeon Mall Long Bien (larger at 30,000 sqm, strong Japanese tenant mix) and Mipec Rubik 360 (focus on local brands). Vincom Plaza Long Bien differentiates through its residential integration, achieving 94% occupancy versus citywide 93%, but faces downward rent pressure of 5-10% YoY in secondary spaces due to oversupply. Broader market factors include Hanoi's retail growth at 8-10% annually, yet e-commerce competition from Shopee and Lazada diverts 15-20% of sales. Weak categories like electronics show slower recovery, while F&B remains resilient. Retailers should evaluate co-tenancy synergies to mitigate risks from nearby big-box formats.
Accessibility and Lease Terms
Vincom Plaza Long Bien offers good accessibility via Long Bien Bridge and Highway 5, 10-15 minutes from Hanoi city center, with bus lines 08A and 47 serving the area; however, peak-hour traffic congestion reduces efficiency, and limited pedestrian pathways pose safety risks. Parking accommodates 500 vehicles, sufficient for suburban traffic. Lease terms are tenant-friendly, with base rents at US$20-25/sqm/month for ground floor, escalating 5-7% annually, and incentives including 1-3 months rent-free plus fit-out contributions up to US$50/sqm. Minimum lease 3-5 years, with turnover rent options at 8-10% of sales. Operational quality includes 24/7 security and maintenance, but aging infrastructure in external roads may impact logistics. Potential challenges involve negotiating exclusive categories amid competitive tenant mix.
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