From malls to forests: How AEON is growing its green legacy

This post is sponsored by AEON.

When you think of AEON, chances are “shopping mall” comes to mind. But beyond its bustling retail spaces, the brand has been quietly nurturing something even more meaningful – a forest. And now, that forest is growing even bigger.

In June, AEON announced a three-year reforestation initiative in Segamat, Johor, expanding on the success of its Malaysia-Japan Friendship Forest Programme in Bidor, Perak. The initiative, which is being carried out in partnership with the Forest Research Institute Malaysia (FRIM), represents the next chapter in AEON’s journey to make environmental stewardship part of its brand DNA.

A symbolic tree planting session at Padang 44, FRIM Kepong to mark the launch of the Segamat initiative.

From a retail footprint to green roots

The Malaysia-Japan Friendship Forest story began in 2014, when AEON and FRIM embarked on a mission to transform a degraded former tin mining site in Bidor into a thriving rainforest ecosystem.

Eleven years later, that site is now home to 30,000 trees across 22.75 hectares – a living, breathing ecosystem that has attracted wildlife, including migratory birds. The project has also supported Malaysia’s 100 million tree planting campaign, becoming a flagship example of how corporate and scientific collaboration can restore balance to nature.

For AEON, it wasn’t just about tree planting. It was about demonstrating that long-term sustainability is not a corporate checkbox – it’s a brand philosophy.

“The Bidor project is a testament to what can be achieved when corporate responsibility meets scientific expertise,” said Naoya Okada, managing director of AEON.

“We’re proud to carry this legacy forward in Segamat. At AEON, caring for the environment is not a CSR activity, it’s part of who we are as a brand and as a community partner.”

Naoya Okada and Dato’ Dr. Ismail Parlan planting a tree during the symbolic tree planting session.

Planting the seeds of the future

Unveiled during a ceremony at FRIM in Kuala Lumpur, the Segamat Reforestation Project will see 30,000 trees planted across 36 hectares between 2025 and 2027. The initiative will mirror the phased approach used in Bidor, with 10,000 trees planted per year.

During the launch, AEON and FRIM formalised their collaboration through a letter of intent, exchanged by Okada and Dato’ Dr Ismail Parlan, director general of FRIM, and witnessed by FRIM’s Dr Norwati Muhammad and AEON’s Tsugutoshi Seko.

To mark the start of this next chapter, a symbolic tree planting took place at FRIM Kepong, featuring native rainforest species such as meranti temak nipis, meranti tembaga, and sesenduk – each chosen for its role in restoring biodiversity.

“The Bidor site will continue to be maintained as a research and educational plot as well as a seed production area,” Parlan said.

“Our collaboration with AEON shows that sustainability can flourish when the private and scientific sectors work hand in hand. It’s a partnership built on shared responsibility for the environment.”

557,000 trees and counting

While most retailers are focused on expansion in malls and markets, AEON is expanding in forests.

Since its first tree planting initiative in 1991, AEON has planted more than 557,000 trees nationwide – a testament to its consistent effort to reduce its environmental footprint and give back to the communities it serves.

From energy-efficient store designs to waste reduction and sustainable sourcing, AEON’s sustainability agenda runs across its entire ecosystem. The company’s efforts are guided by its environmental, social and governance principles, ensuring that growth and responsibility evolve side by side.

Beyond retail, into the future

The Segamat initiative marks another milestone in AEON’s journey to make sustainability a shared experience, not just a corporate goal. Every tree planted represents a small, but powerful act – a reminder that retail can do more than just sell, it can restore.

Because for AEON, sustainability isn’t just part of the business strategy – it’s part of its identity.