On the occasion of the 30th anniversary of the first sales day (July 7, 1995 - July 7, 2025), Acecook Vietnam Company officially announced a new development strategy - "Cook Happiness Through Innovation - New changes to enhance the dream of happiness", marking a strategic transformation on the journey of sustainable development and reaching the world.
The new strategy not only affirms Acecook Vietnam's pioneering position in the fast food industry, but also demonstrates the company's deep commitment to creating positive values, improving the quality of life and towards a happy future for consumers, employees and the whole society.
New vision - Innovation to lead
In this strategy, Acecook Vietnam aims to become a "sustainable synthetic food supplier, reaching the world". In particular, "supplying synthetic foods" not only means expanding the product portfolio, but also building a comprehensive culinary ecosystem, based on 3 core advantages: More than 30 years of secret technology in noodle production from Japan, leading the instant noodle market with the Hao Hao brand and a wide distribution network of nearly 160,000 points of sale nationwide.
Mr. Kaneda Hiroki - General Director of Acecook Vietnam Company shared: With that potential, Acecook is confident that it has enough resources to transform strongly. Originating from the desire to enrich the meals of Vietnamese people, Acecook aims to build a comprehensive culinary ecosystem, fully meeting the increasingly diverse needs and consumption behaviors. In this expansion strategy, Acecook will gradually move into related industries such as convenience spices, ready-to-eat foods and snacks that can replace main meals. All products will still uphold the core spirit that has made Acecook famous: rich flavor, optimal convenience, safety and reliability, nutrition for health, environmental friendliness, while contributing to solving social problems and improving the quality of life - towards the goal of promoting comprehensive well-being for Vietnamese consumers".
Increasing internal strength to reach the world
In the period of 20252030, Acecook Vietnam will continue to promote infrastructure investment, improve operational capacity through:
Expanding production scale, upgrading modern factory systems from North to South to meet ISO 22000 standards, HACCP, BRCGS, IFS.
Promote digital transformation, automation, and supply chain optimization.
The factory is environmentally friendly, meeting green development criteria.
Along with that, the enterprise has implemented a new set of values with 6 core spirit: Innovation - Excellence - Cooperation - integrity - autonomy - Responsibility, to build a sustainable corporate culture, arouse creativity, and accompany development with each individual.
Innovation of consumer products
With consumers as the focus, Acecook Vietnam has promoted innovation through three main product development axes:
First, increase nutritional value, convenience and emotions. Acecook is focusing on researching domestic and foreign consumer trends, listening to the market, and to deeply understand the real needs of customers, especially the younger generation, new family generations and those interested in health as well as a green lifestyle, to develop convenient, fast, nutritious products, and suitable for diverse dining backgrounds.
Some products have been successfully developed in this direction, including:
Hao Hao noodles supplement 333mg of calcium, meeting 1/3 of the recommended daily calcium requirement.
Mien Phu Huong adds vitamin B12.
Use real meat, real vegetables in the cheese and the noodles to eat immediately.
"YEMO" packaging is easy to open, diverse gift and travel designs.
The soup lines include Kanli, Rang Rang fried rice spices, stir-fried noodles, high-quality packaged pho.
Second, the application of Japanese technology - creativity exceeded expectations.
Acecook develops a unique "melting cheese fever" technology for Siukay Ga products to become a "hot trend" for spicy noodles. In August 2025, Acecook will launch DALAGO - a Da Lat vegetable supplement, delicious, convenient, and healthy. The R&D center project is expected to be completed in 2026, focusing on research:
Meat reduces salt, sugar, fat.
Healthy ingredients, plant-based foods.
New categories such as star fruit, chili sauce, snacks, and convenient spices.
Third, preserving identity - leading global culinary trends.
Acecook continues to create familiar dishes in a more modern form, suitable for international tastes. For example: the product "Pho De Nhat" cooperates with the restaurant "Pho Khoi Hoi" - representative of Michelin Guide in Hanoi, recreating the flavor of crispy crab beef core pho - allowing users to enjoy local specialties wherever they are.
Conquering the global market with Vietnamese values
In 2024, Acecook will account for 40.7% of the domestic market share with 3.3 billion product packages, up 7%. Acecook products have been exported to more than 40 countries with 239 million packages, an increase of 23% compared to 2023.
In the coming time, the enterprise will focus on exploiting the North American, European, and Asian markets and developing products that suit local tastes. The focus is on the international brand Hao Hao, along with satellite products such as Ippin cup of noodles, Hello bowl, and Siukay spicy noodles.
Acecook also focuses on sustainability: the product is gluten-free, using RSPO-certified palm oil, Halal label serving the Islamic market.
Commitment to a sustainable future
Innovation is not only for growth, but also to create long-term happiness values for people and society. Mr. Kaneda Hiroki emphasized.
Currently, 54% of Acecook plants have used biomass fuel, the target by 2030 is to increase to 80%. 90% of cup, bowl and tray packaging has now been converted to environmentally friendly paper.
Through the "Cook Happiness Through Innovation" strategy, Acecook affirms its commitment to contributing to building a modern, globally competitive Vietnamese food industry, while bringing consumers better products every day - both in quality, emotions and social and environmental responsibility.
