AEON Style vs AEON Store (Supermarket) and MaxValu Prime: Any Differences? | ENGLISH

AEON is one of Malaysia's leading retailers. The Japanese company started its operation under the name JUSCO (Japan United Stores Company) in 1988. The stores offer a unique concept compared to typical supermarkets or hypermarkets.

As of 2009, JUSCO had 29 stores and shopping centers in Malaysia. In 2012, JUSCO was rebranded as AEON, following AEON's acquisition of Carrefour.[1]

In Malaysia, AEON operates AEON Mall, AEON Store, AEON Style, AEON BiG (hypermarket format), AEON MaxValu Prime, AEON Wellness, Petemo, Rocky Basecamp, and Daiso.

AEON Style Taman Maluri - Source: AEON Malaysia

The sheer variety of AEON sub-brands can be overwhelming to understand. That being said, let's look at the differences between AEON Style, AEON Store Supermarket, and AEON MaxValu Prime.

AEON STYLE & AEON STYLE SUPERMARKET
Fun fact: AEON Style made its Malaysian debut at Taman Maluri (2021), followed by AEON Style Supermarket at Setia Eco Hill in 2025.[2]

AEON Style in Japan - Source: AEON Japan

Unlike regular AEON Store, AEON Style adopts a more compact, exclusive, and premium format. A wide range of imported goods is available, particularly FMCG and fresh products. Its size is relatively smaller than regular AEON Stores but bigger than AEON MaxValu Prime.

According to the company, this concept prioritizes four main pillars: merchandise & sales floor curation, concierge & communication, and interior & environment.[3]

Meat & seafood area in AEON Style Taman Maluri  - Source: AEON Malaysia

AEON Style's space zoning isn't much different from AEON Store, featuring AEON Style Supermarket, a delicatessen, and a houseware section. Its size is relatively smaller than a regular AEON Store, but bigger than AEON MaxValu Prime.

Fashion and accessories product lines are also available at several AEON Style locations.

To make the brand stand out, AEON Style offers several tech innovations and special services, including smart trolleys, self-checkout counters, and an AI-based weighing machine. You can also ask the staff to cook meals at the cook station.

Avocado scanner - Source: AEON Retail Malaysia

Locations of AEON Style Malaysia:

• AEON Style Taman Maluri
• AEON Style Setia EcoHill Mall

AEON STORE (GMS)
AEON Store is a general merchandising store format that we usually encounter. These stores are typically large in size with a variety of product categories, from toys to ready-to-eat meals.

AEON Store (Supermarket) - Source: Setia City Mall/Instagram

AEON Store focuses on the middle class by offering general merchandise, AEON Supermarket, and a delicatessen. The products are generally more affordable, with a larger portion of local products.

When customers enter the general merchandise area, they will be greeted with clothing (formal and casual), kitchenware, electrical and electronic appliances, bedding, and furniture sections.

AEON fashion section - Source: AEON Retail Malaysia

AEON MAXVALU PRIME
AEON MaxValu Prime is a small-sized supermarket targeting densely populated areas. The brand's positioning is somewhat similar to AEON Style Supermarket with premium products, whilst maintaining competitive prices.

AEON MaxValu Prime storefront - Source: AEON MaxValu Malaysia

The supermarket hosts a wide variety of fresh produce products, bakery, ready-to-eat food, wine & liquor, frozen food, and other FMCG.

Indoor farms can also be found in several branches, creating a unique experience and sense of freshness for customers.

Asian Grocer area - Source: AEON MaxValu Malaysia

REFERENCES
[1] - https://www.fruitnet.com/asiafruit/three-new-stores-for-aeon-malaysia/3263.article

[2] - https://aeongroupmalaysia.com/aeon-taman-maluri-introduces-aeon-style-first-in-asean/

[3] - https://www.aeonstores.com.hk/new/detail?id=632