Hanoi’s Shopping Malls Pivot toward Lifestyle and Dining as Fashion Moves Online

As online fashion grows, shopping centres in the Vietnamese capital are reinventing themselves as social and lifestyle destinations.

Shopping malls in Hanoi are quietly reshaping themselves to match how people shop, eat, and spend their free time today. According to a recent report by Savills Vietnam, traditional fashion-led retail is giving way to a more lifestyle-focused mix, with food, leisure, and everyday experiences taking the lead.

Fashion and beauty stores still play an important role in malls, but their influence has slightly declined as more consumers turn to online shopping. Vietnam’s e-commerce market grew by 40% in 2024, reaching nearly US$14 billion, making it easier than ever for shoppers to buy clothes and cosmetics from their phones. As a result, physical stores now account for just under three-quarters of total retail sales, prompting mall operators to rethink how they use their space. Some international fashion brands have also slowed expansion or exited the market, accelerating this shift.

At the same time, food and beverage outlets have become a major attraction. Between 2021 and 2025, restaurants, cafés, and casual dining spots made up about 24% of tenant space in Hanoi malls. Eating out has become a social habit, with people choosing malls as places to meet, relax, and spend time together.

“Shopping malls in Hanoi are evolving from being mere retail spaces to becoming lifestyle hubs,” Savills Vietnam noted, highlighting a broader global trend where shopping is as much about experiences as it is about fashion.

This change is supported by the growing lifestyle segment, including home products and essential goods, which appeals to shoppers looking for comfort, convenience, and experience rather than just products. Entertainment options remain limited but steady, reinforcing the idea that malls are no longer just about buying things.