A recent case involving counterfeit HIUP 27 dairy products and the Z Holding “ecosystem” has caused a stir in the public opinion due to its exceptionally large scale, with revenues reaching over VND 6,700 billion. According to authorities, HIUP 27 milk failed to meet the declared ingredients, seriously violating product quality regulations and being classified as counterfeit.
Additionally, the company used fake test certificates to provide to the authorities in Vinh Phuc province.
This information contradicts HIUP Vietnam’s announcement on April 15, 2025, indicating that the brand has been dishonest with the public.
Post on HIUP Vietnam’s account on April 15
In this post, Alama Vietnam Company Limited (ALAMA) – the owner of the distribution rights and the official distributor of HIUP milk – made confident statements about the quality, legality, and scientific basis of their product.
According to this company, HIUP milk is produced according to regulations, periodically tested, and has been granted a Certificate of Acceptance for Declaration. It is also independently tested, meeting all quality standards according to current laws and ensuring food safety throughout the production, circulation, and consumption process.
“HIUP is researched and developed based on a foundation of reputable scientific literature and professional advice from partners in the field of nutrition,” – quoted from HIUP Vietnam’s fanpage on April 15, 2025.
HIUP even emphasized that they were victims when their name was mentioned in the case of discovering nearly 600 types of counterfeit milk powder in the market in March 2025. ALAMA stressed that this information is false and that they are taking necessary legal measures to report to the authorities and protect their reputation.
Compared to the announcements made by the authorities, the post on HIUP Vietnam’s page on April 15, 2025, was untrue and deceptive to customers. As of June 20, the HIUP Vietnam page can no longer be found.
HIUP milk product (Photo: VTC News)
According to the National Portal on Enterprise Registration, Alama Vietnam Company Limited was established on May 7, 2020. Its main business line is wholesale food trading, with its head office in Hanoi and three branches in Vinh Phuc (now Phu Tho), Hai Duong (now Hai Phong), and Hung Yen. The legal representative of this enterprise is Tran Xuan Chien.
According to the investigation into the HIUP milk case, ALAMA is a company within the Z Holding “ecosystem”. Tran Xuan Chien served as the director of Alama Vietnam Company Limited and has been temporarily detained on charges of “Trading in counterfeit goods that are food” as stipulated in Article 193, Clause 3 of the Criminal Code.
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