Mini Me Insights had the chance to visit Saigon Co.op’s latest concept store Finelife in January 2020. Finelife is located in a modern residential area called Ha Do Centrosa Garden in District 10, Ho Chi Minh City.
The 660 square metre supermarket has an upmarket concept featuring a wide range of imported items, a salad bar and a grocerant.
Unlike other supermarkets in Vietnam, Finelife is the first grocery store to use automatic on-shelf price tags, which ensures prices are up-to-date. According to news report, the store also comes with self-checked out counters but we did not notice it during the visit.
There is an in-store cafe D’Cafe for grocery shoppers who want a quick pick-me-up.
In line with the plant-based trend, Finelife carries a wide range of plant-based milk for consumers who are into the goodness of a plant-based diet.
There is a ready to cook section for busy shoppers. The fresh produce section is focused on organic products, befitting Fineline’s high-end status.
With Korean influence in food and drink strong in Vietnam, Finelife sells premium ginseng-based Korean health foods such as CheongKwanJang’s Hwa Ae Rak, a feminine health brand for the vitality of women experiencing menopause.
The household and beauty section has products suitable for the residential neighbourhood.
Finelife high-end supermarket concept is suitable for residential complex or area with a high concentration of expatriates and residents with higher levels of income.