IMMERSIVE TOURISM – A NEW PATH FROM THE TRADITIONAL FISH SAUCE VILLAGE
Immersive tourism is becoming a trend that attracts domestic and international tourists. At Le Gia fish sauce warehouse, a warehouse in Khuc Phu craft village, Hoang Hoa, Thanh Hoa, tours not only help visitors understand the traditional fish sauce-making process but also experience the unique beauty of the craft village culture.
Here, visitors witness the steps of filtering fish, fermenting them in brine, and the fermentation process in wooden barrels. The tours also bring participants stories about the lives of fishermen and the traditional craft of the Khuc Phu fishing village.
“Through immersive tourism, we aim to educate the younger generation about traditional culture and introduce the lush beauty of Thanh Hoa to tourists,” said Mr. Le Anh, director of Le Gia. This model not only enhances local tourism value but also helps preserve traditional crafts and increase income for the fishing community.
“Le Gia’s goal is not only to create Tinh Tuy Tu Bien Me products but also to create a sustainable cycle, accompanying fishermen and salt farmers to raise awareness of sustainable fisheries exploitation and comply with common regulations for sustainable livelihoods. The enterprise has provided regular jobs for local fishermen and salt farmers, helping them feel secure in their work and maintain their traditional craft,” he added.
Le Gia’s fish sauce is fermented for 24 months using the traditional compression method. The selected ingredients include fresh fish from Thanh Hoa sea, 2-year-old salt grains, and absolutely no preservatives or additives.
Le Gia also applies strict control standards such as FDA, HACCP, and ISO 22000 to ensure consistent quality. These certifications not only affirm domestic prestige but also serve as a foundation for the brand to reach international markets.
Currently, Le Gia fish sauce has been exported to major markets such as the US, Japan, South Korea, Australia, and Singapore. This is a testament to the harmonious combination of traditional secrets and modern standards.
Le Gia does not stop at fish sauce but also develops other traditional condiment products such as shrimp paste, shrimp sauce, and instant foods. Each product carries the original, natural, and safe flavor, affirming the quality commitment to consumers.
JOURNEY OF PROMOTING TRADITIONAL PRODUCTS THROUGH E-COMMERCE PLATFORMS
Recognizing the trend of businesses shifting to online platforms and consumers’ preferences for shopping on e-commerce sites, Le Gia quickly realized the potential and started building this sales channel early on.
Up to now, the Le Gia store on Shopee has been operating sustainably for more than 7 years and has achieved impressive figures: nearly 18,000 followers, and specifically, more than 8,500 special fish sauce products have been sold. In 2022, Le Gia successfully transitioned to Shopee Mall to reach a wider range of customers and build a more meticulous image of Thanh Hoa fish sauce brand.
Le Gia does not stop at bringing the traditional specialties of its hometown to the kitchens of many families across the country but also continuously diversifies its product portfolio to meet the demands of modern consumers.
Accordingly, Le Gia diligently researches and develops condiment and instant food products such as meat braised in shrimp paste, shrimp floss, dipping fish sauce, and instant shrimp paste, which are favored for their traditional and natural flavors (no preservatives) and convenience.
With its meaningful story and positive activities on the platform, Le Gia was honored in the “Cung Shopee Ton Vinh San Pham Viet” program in 2021. On December 15, Le Gia will continue to accompany Shopee to promote products in the “Shopee – Tinh Hoa Viet Du Ky” livestream series. Here, viewers will have the opportunity to “visit” the traditional craft village of Khuc Phu and shop for local specialties.
“Participating in Tinh Hoa Viet Du Ky is an opportunity for Le Gia to spread its mission of preserving local culinary culture. We hope that through the program, more users will appreciate the dedication of artisans, fishermen, and salt farmers in the Thanh Hoa fishing village to create delicious and fresh fish sauce, containing the essence of the sea,” said a representative of Le Gia.
Shopee will accompany local enterprises to promote specialties from three provinces: Thanh Hoa, Nghe An, and Ha Tinh in the livestream “Shopee – Tinh Hoa Viet Du Ky”. The program will be broadcast at 12:30 on December 15. Don’t forget to tune in to the “Dai Tiec Livestream Trai Cay” at 11:00 on the same day on Shopee Live to shop for seasonal fruits at discounted prices, delivered on the same day!
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