For the people of Phu Quoc Island, fish sauce is not just a livelihood for many families but also a source of pride. It is a condiment with a rich, savory flavor of the sea, closely associated with countless generations.
Amidst the myriad of industrial fish sauces on the market, there persists a brand tirelessly keeping the traditional fish sauce-making craft alive for over a century. This brand brings to the tables of Vietnamese families drops of savory fish sauce.
A CENTURY OF QUALITY ASSURANCE FOR “GEOGRAPHICAL INDICATION PHU QUOC FISH SAUCE”
Ms. Nguyen Thi Tinh, the founder of Thanh Quoc fish sauce brand, was born and raised in a family with a century-old tradition of making fish sauce in the pearl island. She was also one of the key contributors to obtaining the European Union’s geographical indication protection for Phu Quoc fish sauce in 2012. This milestone not only benefited her enterprise but also the entire traditional fish sauce industry of Phu Quoc. It helped control counterfeits and imitations when exporting to international markets.
Despite achieving initial “victories” in the international market, the enterprise still faced challenges in conquering domestic consumers.
Ms. Thi Phuong Hong Thuy, the brand representative, shared: “Our biggest challenge is how to make sure customers can identify the authentic Phu Quoc fish sauce among a market flooded with products labeled as such.”
To address this issue, Thanh Quoc fish sauce focused on intensifying communication activities and creating content to help consumers distinguish between genuine and fake products. Simultaneously, the brand continuously improves product quality to maintain its reputation and spread the reputation of Phu Quoc fish sauce to a wide range of domestic and foreign customers.
In addition to preserving and developing the traditional fish sauce-making craft, Thanh Quoc also creates numerous job opportunities for the local people of Phu Quoc. Currently, Thanh Quoc’s production facility can supply about one million liters of fish sauce to the market annually, significantly contributing to the local economy.
TRADITIONAL FISH SAUCE TAKES A STEP FORWARD INTO E-COMMERCE
With the goal of bringing traditional fish sauce closer to consumers, Thanh Quoc chose Shopee as its strategic distribution channel, opening a new door for this century-old brand. The brand invests in building an online store, offering “geographical indication Phu Quoc fish sauce” products such as Ha Tho fish sauce – an exclusive product only produced by Thanh Quoc in Phu Quoc. Additionally, specialty products like Phu Quoc pepper and instant fermented fish sauce are also favored by consumers.
Besides utilizing support tools like Shopee Live and the platform’s significant promotions, Thanh Quoc fish sauce also accompanies Shopee in the “Tinh Hoa Viet Du Ky” livestream series, which will be broadcast on November 15th. Through this program, the brand representative will have the opportunity to share the inspiring story of preserving the traditional fish sauce-making craft and promote the specialty products of Phu Quoc.
The fish sauce produced by Thanh Quoc is not just a condiment but also a narrative about the village industry and the perseverance and passion of the people of Phu Quoc, who aspire to spread the values of Vietnamese cuisine. With Shopee’s companionship, Thanh Quoc is motivated to continue its journey of delivering high-quality products to consumers, thereby elevating the value of local specialties.
Follow the “Dai tiec livestream trai cay” (Grand Livestream of Seasonal Fruits) at 11:00 on November 15 on Shopee Live to shop for seasonal fruits at promotional prices, delivered on the same day! In addition, Shopee will also accompany enterprises from An Giang and Kien Giang to support local farmers in promoting regional specialties from the Mekong Delta in the livestream “Shopee – Tinh Hoa Viet Du Ky,” which will be broadcast at 12:30 on the same day. Set a reminder to watch at https://shopee.vn/m/ShopeeTinhHoaVietDuKy.
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