CRESCENT MALL

What CRESCENT MALL does

Crescent Mall is a multi-level physical shopping, dining, and entertainment destination located in the Phu My Hung New Urban Area of Tan My Ward, District 7, Ho Chi Minh City, Vietnam. It is operated by Phu My Hung Development Corporation (Công ty TNHH Phát triển Phú Mỹ Hưng), a privately-held Vietnamese real estate developer that registered the corporate entity in 2008 and developed the surrounding mixed-use urban area. The complex spans Basement 1 through the 6th floor and houses over 100 retail tenants across categories including fashion (H&M, CHANEL), supermarket (AEON), electronics, beauty, home and lifestyle, plus over 50 F&B outlets (Haidilao Hotpot, BreadTalk, BASTA HIRO, Gyu Shige Yakiniku) and entertainment operators (CGV Cinema, Crescent Wall climbing gym operated by pushclimbing.vn).

The business generates revenue primarily through leasing retail space to tenants, supplemented by entertainment service operations and event-driven promotional activity that drives foot traffic. Go-to-market is direct-to-consumer for shopper footfall and B2B for tenant relationships. Tenant pricing is set individually by each operator; the mall's own consumer-facing monetization is concentrated in the C Rewards loyalty program (C Club tiers), gift vouchers, the Crescent Mall mobile app (iOS/Android), and the Crescent Work co-working offering. Marketing is delivered through the corporate website (crescentmall.com.vn), Instagram, Facebook, TikTok, LinkedIn, and in-mall seasonal events including Lunar New Year, Mid-Autumn Festival, and Summer Shopping Festival programming.

The mall's competitive position rests on its location within a high-income residential catchment, its curated international tenant mix, and its established brand as a District 7 destination. The 19-person mall-level corporate team focuses on marketing, tenant coordination, and event programming; broader asset management, leasing and operations are handled at the parent-company level. There is no evidence of proprietary technology platforms, AI/ML capabilities, external institutional investment, or public listing. The mall operates within Vietnam's personal data protection framework (Decree 13/2023/NĐ-CP) and holds a registered Data Protection Officer.

Name

CRESCENT MALL

Legal name

CÔNG TY TNHH PHÁT TRIỂN PHÚ MỸ HƯNG

Website

https://crescentmall.com.vn

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Crescent Mall is a multi-floor shopping, dining and entertainment complex in District 7, Ho Chi Minh City, operated by Phu My Hung Development Corporation. It serves local residents and visitors with 100+ retail, F&B and entertainment tenants, plus a C Rewards loyalty program and mobile app.

Ownership category

akta.pro rank

Product category

Shopping Mall / Retail Real Estate

SIC

Retail-Department Stores (5311)

akta.pro primary industry

Mid-Tier Department Stores (Mall-Based Chains) (CRAGACAH)

Keywords

• Shopping mall operations
• Retail space leasing
• Dining entertainment destination
• Commercial real estate
• Customer loyalty program

Headquarters

HQ city

Ho Chi Minh City

HQ country

Vietnam

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Infrastructure, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Retail Space Rental: Leasing retail space to tenant brands and stores across multiple floors. Tenants span fashion, F&B, electronics, beauty, and lifestyle categories.
2. Entertainment Services: Revenue from entertainment tenants including CGV cinema, Crescent Wall climbing gym, and other recreational facilities.
3. Events and Promotions: Organizing seasonal events and promotional campaigns including Lunar New Year celebrations, workshops, and cultural events to drive foot traffic.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Crescent Mall operates a multi-level physical shopping, dining, and entertainment complex in District 7, Ho Chi Minh City, leasing retail space to over 100 third-party tenant brands across fashion, electronics, beauty, home, and supermarket categories. The mall aggregates more than 50 F&B outlets and entertainment facilities (CGV cinema, Crescent Wall climbing gym) under one roof, and drives foot traffic through a C Rewards loyalty program, the Crescent Mall Mobile App, and seasonal event programming. The core revenue driver is rental of retail space to tenants, with consumer-facing services (loyalty, gift vouchers, events) supporting tenant sales.

Product overview

Crescent Mall is a shopping center operated by Phu My Hung Development Corporation, located in Tan My Ward, District 7, Ho Chi Minh City, Vietnam. The mall operates as a multi-faceted retail and entertainment destination rather than a unified technology product. The core offering includes physical retail spaces (B1-6F) featuring fashion, electronics, health and beauty, sports, home and living, and supermarket categories, complemented by over 50 dining establishments. The digital product portfolio centers on the C Rewards loyalty program (with C Club membership tiers) and the Crescent Mall Mobile App available on iOS and Android. Additional services include entertainment facilities (CGV cinema, Crescent Wall climbing), gift voucher services, co-working spaces, and the We Care community initiative. The mall hosts regular events and promotions including seasonal celebrations like the Lunar New Year 2026 with hot air balloon displays and cultural workshops.

Differentiator

Problem solved

Functional benefit

Brands

• C Rewards: The mall's loyalty and rewards program for members, offering promotions, gift vouchers, and exclusive deals.

Products and services

• C Rewards Loyalty Program
• Crescent Mall Mobile App
• Crescent Mall Gift Voucher
• Crescent Mall Retail Space Leasing
• Crescent Wall Indoor Climbing Gym
• Crescent Fun Entertainment Zone

Named customers10 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• Phu My Hung Development CorporationcoreStrategic or Co-development PartnerParent company and developer of Crescent Mall. Phu My Hung Development Corporation is the real estate development company behind the Phu My Hung urban area development in District 7, HCMC. Business Registration No. 0300604002, Investment Certificate No. 411023000195 issued by HCMC People's Committee.
• C Rewards Partner MerchantsminorChannel Partner/ Reseller/ DistributorParticipating retail and F&B tenants within the C Rewards loyalty program offering member-exclusive discounts and promotions. Members earn rewards points for spending at participating merchants.
• Crescent Wall (pushclimbing.vn)minorStrategic or Co-development PartnerIndoor climbing wall gym located on 5F of Crescent Mall, operated as a separate entity (pushclimbing.vn). Provides recreational climbing services to mall visitors.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• AEON Mall Vietnam: Japanese mall operator with multiple locations across Vietnam. Crescent Mall already hosts an AEON supermarket as a tenant, and AEON operates competing suburban mall formats targeting middle-class families — a directly comparable retail and entertainment model.
• SC VivoCity: Major shopping mall in District 7, HCMC, directly in Crescent Mall's catchment area. Operates as a multi-category retail, dining, and entertainment destination with similar tenant mix and target demographic.
• Saigon Centre: Major multi-floor shopping center in District 1, HCMC, featuring luxury brands, dining, and entertainment. Directly comparable in format and target demographic to Crescent Mall, located in HCMC's central business district.
• Parkson Vietnam: Department store chain operating multiple locations in Vietnam. Comparable multi-category retail and F&B model targeting mid-to-premium consumers, though with a more traditional department store format.
• Takashimaya Vietnam: Japanese department store operator in HCMC (Saigon Centre). Offers comparable multi-category retail with strong F&B and event programming, targeting premium Vietnamese consumers.
• Vincom Center (Vingroup): Vietnam's largest shopping mall operator and direct competitor. Operates multiple premium malls across HCMC including Vincom Center Dong Khoi and Vincom Center Landmark. Same multi-category retail, dining, and entertainment format targeting mid-to-premium consumers.
• Estella Place: Mid-sized shopping mall in District 2 (Thu Duc City), HCMC. Comparable in scale, multi-category retail format, and family-oriented positioning, though smaller in footprint than Crescent Mall.
• Lotte Mall Vietnam: Korean retail and mall operator with major HCMC presence (Lotte Mall West Lake). Operates comparable multi-floor shopping destinations combining retail, F&B, entertainment, and a supermarket anchor.

Regional players

• SM Prime Holdings: Philippines' largest mall operator with extensive portfolio across Southeast Asia. Operates comparable large-scale shopping, dining, and entertainment destinations, providing a regional benchmark for mall operations and tenant-mix strategy.
• Central Pattana: Thailand's largest retail property developer, operating premium malls like CentralWorld and Central Embassy. Comparable multi-format retail and entertainment model targeting Southeast Asian middle-class consumers; relevant regional benchmark for mall operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/crescentmall
• LinkedInlinkedin.com/company/crescent-mall
• Instagraminstagram.com/crescentmallvn
• TikToktiktok.com/@crescentmall

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CRESCENT MALL