The retail market in Vietnam has grown strongly after recovering from the global crisis in 2007-2008. In 2010, the retail goods and services market grew 24.5% to over 1.5 trillion VND. Modern retail channels in Vietnam are still underdeveloped compared to traditional markets, providing opportunities for further local and foreign investment. Large retail brands have expanded but not fully met consumer demand, especially in rural areas where living standards are improving. Retailers from Japan and Korea are establishing new shopping centers and hypermarkets. E-commerce is also developing as a modern retail channel that is well-suited to urban consumers. The retail market is expected to continue strong growth in 2011, with large supermarkets growing dramatically and small supermarkets