Masan Consumer Roadshow: Investors Flock to Hear About the $10 Billion “Crown Jewel” Set to List on HOSE

On the afternoon of December 4th, the Ballroom of the Sheraton Saigon Hotel witnessed a rare spectacle in Vietnam’s stock market in recent years. Hundreds of investors, representatives from major funds, and securities companies were seen crowded together, filling even the aisles, to attend Masan Consumer’s Roadshow.

The buzz that filled the check-in lobby from early afternoon vividly demonstrated the market’s colossal expectations for Masan Group’s “crown jewel” ahead of its official listing on HoSE.

This unique atmosphere harked back to the golden era of the stock market, where investment opportunities in leading enterprises were fiercely sought after. MCH emerged as a heavyweight “Bluechip” with a leading market capitalization in the consumer goods sector, poised to activate the substantial capital awaiting deployment at year-end.

Kicking off the event, CEO Truong Cong Thang made a strong impression by officially unveiling the MCH stock logo, featuring two rice grains and an upward curve, symbolizing the ambition to bring Vietnamese values to the global stage. The message, “consumers who love Masan products will also love MCH stocks,” was a firm declaration from the outset of the sustainable partnership between the company and its shareholders, establishing MCH not just as a manufacturer but as a national brand reaching global heights.

Continuing the narrative, members of Masan Consumer’s leadership team deciphered the company’s allure through compelling financial figures, cementing its position as a true cash-generating machine. Data revealed that MCH boasts a robust business foundation with a 98% household penetration rate, meaning nearly every Vietnamese household uses at least one Masan product.

More notably, MCH is one of the rare enterprises in Southeast Asia to maintain a compound revenue growth rate of approximately 13% throughout 2017-2024, coupled with a record net profit margin of over 23%, a dream return on investment that even multinational corporations envy. This exceptional financial health enables the company to implement a generous cash dividend policy, totaling $1.5 billion over the past 7 years, a key factor attracting value investors seeking safety and sustainability.

Complementing the impressive financial picture is the “secret weapon” from the R&D team, as revealed by Ms. Le Thi Nga, R&D Director. This is a new product success rate of up to 20%—four times the industry average of 5%. This achievement stems from a rigorous testing process combined with the advantage of owning the WinCommerce system, allowing MCH to reduce market entry time by 50% compared to competitors.

Delving into growth drivers, Ms. Nguyen Truong Kim Phuong, Marketing Director, vividly outlined the shift from serving “family kitchens” to meeting the personalized needs of 100 million Vietnamese consumers. This strategy is materialized through aggressive penetration into the out-of-home consumption market and complete meal solutions, expanding the target market size to $15.7 billion by 2030. Alongside this is the premiumization strategy, bringing premium Chin-su fish sauce priced at $15/liter into demanding markets like the US and Japan, affirming the brand’s global culinary presence.

To realize these ambitions, Mr. Yuri, Chief Technology Officer of Masan Group, unveiled the “weapon” Retail Supreme and the Digital 4P platform, which fully digitizes the value chain. Instead of the traditional push model with its inventory blind spots, Masan is building an ecosystem directly connecting factories, 345,000 digitized retail points, and consumers through product identification codes. Real-time data control not only helps the company accurately forecast demand, reduce inventory and operating costs but also creates a technological competitive edge that industry rivals cannot replicate in the short term.