On January 10, in Nha Trang ward, the RiCanCook brand officially launched with the first 12 pre-processed products, using typical seafood ingredients of Khanh Hoa.
From famous seafood sources of Khanh Hoa such as lobster, sea tiger shrimp, eel, goby, squid, mackerel, anchovies... The products aim to serve convenient meals, while preserving the flavor and identity of Vietnamese family meals.
According to Mr. Phan Tat Trung - General Director of Viet 54 Joint Stock Company, Khanh Hoa cuisine has long made its mark with many familiar dishes such as Nha Trang fish vermicelli, Ninh Hoa grilled spring rolls, banh can, squid banh xeo, and fresh seafood dishes.
However, most of these dishes depend on eateries and restaurants, are difficult to preserve and are not suitable for tourists to buy as gifts after a trip.
Tourists, especially family and international tourists, often want to bring home gifts that are both convenient, food-safe, and have local cultural values. This is a large gap for Khanh Hoa culinary tourism," Mr. Trung shared.
Starting from that reality, after a long period of research, the business has developed a line of pre-processed products according to a semi-manual process combined with modern technology, without using preservatives or toxic additives.
Not only aiming for convenience, the products are also positioned as tourism gifts, helping tourists better understand the people, cuisine and land of Khanh Hoa.
According to the Department of Culture, Sports and Tourism of Khanh Hoa province, in 2025, the province's total tourism revenue is estimated at 66,700 billion VND, an increase of 16.84% compared to the same period. In 2026, the tourism industry aims to achieve revenue of about 77,073.2 billion VND, an increase of 15.6%; the total number of visitors reached more than 18.1 million, of which international visitors reached more than 6 million.
To achieve this goal, the Khanh Hoa tourism industry determines that it is necessary to promote the development of new tourism products with high competitiveness, especially exploiting the value of cultural heritage associated with tourism development.
Ms. Thu Nga - representative of a tourism business in Nha Trang said that Khanh Hoa culinary tourism currently lacks three important product groups.
These are ready-made, convenient products from local ingredients; culinary gifts with cultural value, with clear stories and locations; and products meeting international standards to serve foreign customers, MICE customers and exporters.
The participation of businesses such as Viet 54 Joint Stock Company shows a new direction for Khanh Hoa culinary tourism: connecting cuisine - tourism - processing industry and cultural gifts.
If it is replicated and with the companionship of the government and the Khanh Hoa tourism and culinary association, it can completely become a destination brand, contributing to increasing sustainable tourism value and competitiveness for the local tourism industry," Ms. Nga said.
