In the context of globalization and integration, promoting Vietnamese cuisine and local specialties to the world is an important step, not only contributing to economic growth but also enhancing the position and image of Vietnamese cuisine on the international stage. With the strategy “Go Global – Bringing Vietnamese food to the world”, Chin-su has continuously made efforts and innovations to bring spices and Vietnamese dishes to international friends, especially at large-scale events such as Foodex Japan or Seoul Food.
Following the success of Foodex Japan 2023, Masan Consumer Goods Company continues to participate in Foodex Japan 2024 and introduces a set of Vietnamese flavored specialties including Chin-su Spices & Herbs, Chin-su Chili Sauce, and Chin-su Spring Rolls, which have been well-received and loved by the Japanese people.
The Chin-su Spices & Herbs set includes Dak Lak pepper – a variety of pepper with strong and aromatic flavor from the mineral-rich Basalt region, garlic powder from Ly Son island – a type of garlic with high essential oil content from volcanic and nutrient-rich soil through millions of years of formation, turmeric powder from Nghe – a type of turmeric with firm roots, fresh yellow flesh, and a fragrant scent crystallized from the harsh climate of the Central region, and Tây Ninh sour and spicy shrimp salt, suitable for a variety of dipping sauces.
According to Ms. Suzuki, one of Japan’s top chefs, Vietnamese cuisine is very popular among the Japanese people, and Chin-su’s continuous introduction of Vietnamese specialty products makes it easy for the Japanese people to enjoy Vietnamese cuisine right at home. Vietnamese specialty spices are also very suitable for some Japanese dishes, as they bring a familiar yet unique experience to diners.
The Chin-su Spices & Herbs set contains specialty ingredients from each region (Photo: Masan Consumer)
Chin-su Sriracha chili sauce is made from Vietnamese specialty chili peppers and is a new product in the Chin-su line that brings out the famous flavors. In the domestic market, Chin-su chili sauce has become widely known and is in the top 10 on the Amazon US e-commerce platform. To meet the demand for chili sauce that has the spiciness of fresh chili, Chin-su continues to introduce the new Sriracha Chili Sauce with a bold and appealing spiciness that stimulates the taste buds.
Chin-su Sriracha chili sauce made from Vietnamese specialty chili peppers (Photo: Masan Consumer)
In addition to Sriracha Chili Sauce, the Chin-su Spices & Herbs set, and the Vietnamese-style spring rolls are also popular among diners. This is a dish that Chin-su has researched with 100% fresh and selected ingredients including shrimp and fresh squid from seafood regions, mushrooms and vegetables harvested from Dalat farms, and thin and crispy nem skin handmade in the traditional craft village of Bac Ninh.
Chin-su Spring Rolls with 100% fresh and selected ingredients (Photo: Masan Consumer)
Not only promoting its own products, Chin-su also acts as a bridge to bring local agricultural and specialty products to the international market.
Chin-su also plays a role in bringing local agricultural and specialty products to the international market (Photo: Masan Consumer)
Ms. Dinh Hong Van, Senior Director of the Spice Division at Masan Consumer Goods Company, said: “Through Foodex Japan 2024, Chin-su introduces the world to the unique flavors of Vietnam such as Sriracha chili sauce made from specialty chili peppers, and the Spices & Herbs set made from the distinctive ingredients of famous regions in Vietnam, with the desire to contribute to the promotion of Vietnamese agricultural and local specialty products and Vietnamese cuisine around the world. The Chin-su product line introduced in Japan will also be available in Vietnam.”
Ms. Dinh Hong Van, Senior Director of the Spice Division at Masan Consumer Goods Company, speaks at the event (Photo: Masan Consumer)
In the long-term roadmap of bringing Vietnamese food to the world, Masan Consumer will pursue the highest standards of food safety and consumer health. Masan Consumer is accelerating its “Go Global – Around the World” strategy with the aim of achieving 15% of its sales from international business by 2027. Success in the Japanese market is a lever for the Chin-su specialty spices and other products of Masan Consumer to easily penetrate other developed markets around the world such as South Korea, Australia, Europe, and North America.
Masan Consumer Goods Company Limited
Address: 12th Floor, MPlaza Saigon Building
39 Le Duan, Ben Nghe Ward, District 1, Ho Chi Minh City, Vietnam
Tel: (84.28) 62 555 660
Fax: (84.28) 38 109 463
Website: www.masanconsumer.com
