Building on the success of Foodex Japan 2023 and the desire to introduce Vietnamese cuisine to the world, Chin-su has launched a selection of Spices & Herbs featuring specialties from each region at the Foodex Japan 2024 event. This new collection includes Dak Lak Pepper – a variety of pepper with a strong and fragrant taste from the volcanic basaltic soil of the region rich in minerals, Ly Son Island Garlic Powder – garlic with a high content of essential oil from volcanic lava and ash deposits formed over millions of years, golden turmeric from Nghệ – a variety of turmeric with firm roots, fresh and fragrant, crystallized from the harsh climate of the Central region, along with a dipping sauce set consisting of Tây Ninh shrimp salt and spicy sour shrimp salt, perfect for seasoning and dipping in various dishes.
The Vietnamese specialty spice and herb collection is a new and unique product carefully selected by Chin-su to meet the taste and quality standards of Japan and the global market, serving the consumer demand both domestically and internationally.
Vietnam is a country rich in natural spices and herbs. Along the length of the country, each region has its own distinctive spices such as pepper, garlic, chili, cinnamon, galangal, etc., bringing perfect balance to each dish, creating a unique culinary identity.
With an impressive debut at the world-leading culinary exhibition, Chin-su not only promotes its products but also acts as a bridge to bring local agricultural and specialty products to the international market. Through Foodex Japan 2024, with its new spice collection, Chin-su introduces the world to the flavors of Vietnamese heritage, with high-quality, clean, and unique ingredients from Vietnam.
High-quality black pepper from Dak Lak plateau with firm grains, fragrant aroma, and bold spiciness (Photo: Masan Consumer)
Ms. Dinh Hong Van, Senior Director of the Spice Division at Masan Consumer, said: “Through Foodex Japan 2024, Chin-su introduces the distinctive flavors of Vietnam to the world, such as Sriracha chili sauce, the special spice collection with rich flavors from famous regions in Vietnam, with the desire to contribute to the promotion of local agricultural products and dishes from Vietnam to the world. The Chin-su product line launched in Japan this time will also be available in Vietnam.”
Chin-su’s duo of flavorful and appetizing dipping sauces, perfect for any dish (Photo: Masan Consumer)
In addition to showcasing unique products, Chin-su also presents culinary performances, introducing Vietnamese dishes as well as the methods of preparation and the combination of Vietnamese spices with local ingredients. Through these activities at the booth, Chin-su provides international consumers with the opportunity to fully experience and enjoy the authentic flavors of Vietnam.
Japanese youth enthusiastically experience the flavors of Vietnamese specialties (Photo: Masan Consumer)
Chef Suzuki, one of the top chefs in Japan, shared: “Vietnamese specialty spices are also suitable for some Japanese dishes. When combined, they bring a familiar yet unique experience to diners. I especially love Chin-su’s ground pepper, just a sprinkle on Udon noodles and the fragrant aroma of pepper immediately emerges, accompanied by a mild spiciness that warms the heart in Japan’s chilly weather.”
Chef Suzuki – one of the top chefs in Japan showcasing Vietnamese cuisine at Chin-su’s booth (Photo: Masan Consumer)
Success in the Japanese market is an opportunity for Chin-su’s specialty spice and herb collection, as well as other products from Masan Consumer, to further expand into other developed markets worldwide such as South Korea, Australia, Europe, and North America.
Foodex Japan is considered the largest exhibition in Japan and ranks among the top 3 in the world in the food and beverage industry (F&B). This event attracts a large number of F&B businesses, importers, and Japanese consumers who come to explore and seek potential partners. 2024 marks the 49th year of Foodex Japan, attracting over 2,500 leading food and beverage companies from more than 60 countries and regions.
