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Vietnam retail king Masan bets on one-stop stores as foreign rivals converge

Alibaba-backed group seeks to capture nation's growing middle class

This Win minimall in Hanoi includes a bank, a coffee shop and a pharmacy, along with grocery items. (Photo by Tomoya Onishi)

HANOI -- Vietnam's Masan Group started out making instant noodles. Now it has the stores to sell them, along with a host of other goods and services as Vietnam's top retailer.

The group's expansion continued in September, when Masan opened the first of the all-in-one stores it calls "minimalls" under its Win brand. Lanh, an office worker living in Hanoi, has become a frequent customer.

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