The Ho Chi Minh City-based retail group has introduced dedicated aisle spaces for Vietnamese coffee, produce and ready-to-eat meals as part of a partnership with Russian supermarket chain Magnit
Vietnam’s Masan Group has strengthened its partnership with Russian retail giant Magnit Group by launching a shopping space dedicated to Vietnamese products at its flagship Magnit Extra hypermarket in Moscow.
The ‘Vietnam Corner’ space features over 150 Vietnamese products – including Phuc Long, Vinacafé, Omachi, CHIN-SU and Nam Ngư packaged coffee, as well as fresh and dried fruits, ready-to-eat meals and spices.
In a press release, Masan said the concept will be expanded across Magnit’s vast retail network, which comprises over 31,000 convenience stores, supermarkets and pharmacies.
“Beyond introducing distinctive Vietnamese products to Russian consumers, we believe Vietnam Corner serves as a cultural bridge-fostering greater understanding, connection, and friendship between the people of Vietnam and the Russian Federation,” said Nguyễn Tân Kỷ, Export Business Director, Masan Group.
The move follows the launch of a corresponding Magnit-led Russia Corner at Masan’s WinMart Royal City supermarket in Hanoi in June 2025, which stocks Russian vodka, sausages, black bread and chocolate.
Russia has been ramping up trade ties with Vietnam in recent months as it seeks to bypass Western sanctions and replace brands that exited the market following its full-scale invasion of Ukraine in 2022.
In January 2025, Russian Prime Minister Mikhail Mishustin committed to increasing bilateral trade with Vietnam to $15bn by 2030.
Vietnam is the world’s second-largest coffee producer and exporter after Brazil. The value of Vietnamese coffee exports to Russia grew 25% in 2024 to reach $306m, even as volumes fell year-on-year following severe droughts that negatively impacted production.
In the first quarter of 2025, the total value of Vietnamese coffee exports to Russia increased 69% year-on-year to $165.3m, according to data from the Vietnamese Government’s General Department of Customs. Coffee represented over 30% of Vietnam’s total $545.4m exports to Russia during the period.
Vietnamese packaged coffee brands could capture a greater share of the Russian market following the exit of major coffee brands in 2022, following Russia’s full-scale invasion of Ukraine.
Premium Italian coffee roasters Lavazza and illycaffè were among those to fully exit the market, while F&B groups Nestlé and JDE Peet’s halted non-essential exports to Russia and significantly scaled back production and portfolio size in the country.
