Named among the Top 10 Most Reputable Retail Companies and honored among Vietnam’s Top 50 Excellent Profit-Making Enterprises in 2026, SASCO continues to strengthen its position in the retail market through its distinctive business model at Tan Son Nhat International Airport.

Strengthening Its Position Among Vietnam’s Leading Retailers

On October 22, 2026, in Hanoi, Tan Son Nhat Airport Services Joint Stock Company (SASCO) was honored in two rankings announced by Vietnam Report: Top 10 Most Reputable Retail Companies in 2026 and Vietnam’s Top 50 Excellent Profit-Making Enterprises in 2026.

A SASCO representative accepts the award for the Top 10 Retailers in Vietnam in 2026.

The 2026 rankings mark another milestone in SASCO’s journey to establish its position in retail over more than a decade. From 2015 to 2026, SASCO has consistently been recognized among the Top 10 reputable retail companies, progressively affirming the competitiveness of its airport retail model alongside major retail groups in the Vietnamese market, including Central Retail, WinCommerce (WinMart), Saigon Co.op, AEON Vietnam, LOTTE Mart, MM Mega Market,... 

Top 10 Most Reputable Retail Companies in Vietnam 2026.

SASCO’s recognition within the broader Vietnamese retail landscape demonstrates that its reputation extends beyond non-aviation services. It also highlights the strength of a specialized business model that combines a diverse product portfolio, an international shopping experience, and distinctive Vietnamese cultural identity.

In terms of business performance, SASCO’s consistent presence in Vietnam’s Top 50 Excellent Profit-Making Enterprises from 2023 to 2026 reflects its sustained profitability and operational management capabilities. This growth momentum continued in 2026. According to its recently released third-quarter financial statements, SASCO recorded pre-tax profit of more than VND 638 billion in the first nine months of the year, up 55.2% year-on-year.

SASCO Shop – Vietnamese Gifts Become Part of the Journey

With more than 30,000 carefully selected products, every item in the SASCO Shop retail system at Tan Son Nhat International Airport is subject to stringent controls over origin, quality, storage conditions, and packaging to meet air transportation requirements—distinctive standards of airport retail.

What sets SASCO Shop apart is its celebration of Vietnamese cultural identity within a modern airport environment. Handicrafts, coffee, tea, regional specialties, and souvenirs offer both practical value and a way to tell the story of Vietnam’s cultural heritage and local excellence.

A corner of SASCO Shop, where the beauty of Vietnamese culture is celebrated through a design inspired by the traditional conical hat.

In 2026, SASCO brought a fresh look to its cultural storytelling through its brand ambassador duo, Jupi & Cyon. Youthful, friendly, and adventurous, the two characters accompany passengers on journeys to destinations such as Ha Giang, Da Nang, and Saigon, bringing local beauty closer to travelers through vibrant visual storytelling, particularly appealing to younger customers and families.

The “Magical Vietnam” blind-box gift collection tells the story of Vietnamese destinations and cultural beauty through the mascot duo Jupi & Cyon.

SASCO Duty Free – Connecting the World Through an Elevated Shopping Experience

While SASCO Shop brings Vietnamese cultural identity into the shopping experience, SASCO Duty Free offers another dimension of airport retail: connecting passengers with international brands and products.

At Terminal 2’s International Departures area, the SASCO Duty Free network features more than 20 retail outlets, 15 key product categories, and approximately 200 renowned brands, spanning fragrances, premium cosmetics, fashion, accessories, gifts, and more.

Today, however, competition in the duty-free sector extends far beyond the range of well-known brands. Payment incentives, the quality of customer consultation, and transaction convenience are also important factors in shaping the shopping experience.

In 2026, SASCO continued to enhance the shopping experience through its partnership with Mastercard, offering cardholders discounts of up to USD 20 at SASCO Duty Free outlets. At the same time, the company expanded international QR-code payment options across its retail locations, connecting six markets—China, South Korea, Thailand, Singapore, Cambodia, and Laos—and supporting popular payment platforms such as Alipay, WeChat Pay, UnionPay, and Naver Pay.

These services help promote cashless payments and deliver a more convenient, seamless shopping experience for international passengers, reflecting SASCO’s commitment to digital transformation.

A customer making a payment using an international QR code at SASCO Duty Free.

Customers shopping at the SASCO Duty Free chain

Technology and People Together Shaping the Customer Experience

At the operational level, SASCO leverages technology to improve management efficiency while developing its SASCO Infinite Club membership program. The program connects shopping, dining, and lounge services into a seamless service ecosystem, offering an integrated system of points accumulation, promotions, and exclusive customer privileges.

Although technology continues to play an increasingly important role, people remain the foundation of service quality. Beyond product knowledge, SASCO employees understand the needs, cultural differences, and expectations of passengers from diverse international backgrounds. The dedication, professionalism, and empathy of the SASCO team therefore remain distinctive and irreplaceable elements of the shopping experience.

The dedication and professionalism of SASCO employees are core values underpinning the company’s service quality.

From retail offerings that celebrate Vietnamese cultural identity to international duty-free shopping, SASCO continues to strengthen its competitiveness through its products, technology, and service quality, enhancing the position of Vietnamese airport retail in an increasingly competitive market.

Mr. Bui Xuan Khang, Head of SASCO’s Hanoi Office, representing the company in receiving the Top 50 Excellent Profit-Making Enterprises in Vietnam award.

The Top 10 Most Reputable Retail Companies ranking is based on three main criteria: financial capacity, media reputation, and stakeholder surveys. Meanwhile, Vietnam’s Top 50 Excellent Profit-Making Enterprises recognizes companies with outstanding profitability while maintaining stable and sustainable business performance.