Not only a culinary product, Phan Thiet fish sauce is the crystallization of the life of the fishing village, the rhythm of fishermen's labor and the marine cultural values preserved through many generations. In the context of fierce competition, bringing traditional stories into the brand is becoming a direction to create a difference for Phan Thiet fish sauce.
Coastal craft villages such as Phu Hai, Thanh Hai, Ham Tien, Mui Ne are famous for the method of making fish sauce by hand, using fresh anchovies incubated with salt in wooden barrels or earthenware jars. Over time, the fish sauce has a natural straw yellow color, a rich taste, and deep sweetness - characteristics that are difficult to mix.
The fish sauce profession not only creates livelihoods for thousands of coastal workers but is also a family secret, associated with each fishing village family. In 2007, the "Phan Thiet fish sauce" brand was registered for indefinite protection by the Provincial People's Committee on Vietnamese territory, affirming the legal value and long-standing reputation of the product.
Phan Thiet fish sauce profession was formed from natural advantages when this area is located near the intersection of two ocean currents in the East Sea, creating an abundant source of fish all year round. Initially, fish sauce was made in small jars serving families, then developed into large fish sauce roofs. To meet market demand, many establishments use large-capacity wooden barrels to increase output but still maintain stable quality. Since then, many product lines have been born, in which Tinh fish sauce is considered a typical symbol of Phan Thiet.
Tin is a small jar made of baked clay, used to store fish sauce after being filtered from a wooden barrel, then covered tightly. According to ancient artisans, fish sauce contained in tin becomes richer the longer it is kept, retaining its flavor regardless of the weather. The "fate" between fish sauce and tin has created the name "Tin fish sauce" - a preservation method from the 19th century and also a unique cultural story of the people of Phan Thiet.
At the beginning of 2026, for the first time, Tan Phan Thiet fish sauce passed strict standards to be on the shelves of Costco supermarkets in the US. This is an important milestone not only for businesses but also for the traditional Vietnamese fish sauce industry.
Mr. Tran Ngoc Dung - Director of Seagull Co., Ltd. (Phu Thuy ward, Lam Dong province) - the unit that brought Tinh fish sauce into the Costco system - said that this is the first time a traditional Vietnamese fish sauce brand has successfully approached the world's leading retail chain. According to Mr. Dung, in the context of a market flooded with cheap products, competition by cost is not enough; the important thing is to closely link the story of fishing villages, fishermen and the traditional fish sauce profession with the brand.
When a product has a story, has cultural depth, even if there is a cheaper brand, it is difficult to replace it," Mr. Dung shared.
This journey began more than 10 years ago, when Mr. Dung cherished the project to build the Ancient Chai Village Fish Sauce Museum in Phan Thiet. After a decade of persistence, the museum has not only become a cultural highlight of Phan Thiet - Mui Ne tourism, but also a place to recount the story of salt making, fish sauce making, the belief in worshiping Ca Ong and the life of fishermen for the younger generation and international tourists. From that cultural space, the hundred-year-old Tan fish sauce brand has been revived and repositioned in the market.
Even the fermentation process is told as a traditional story: ratio of 3 fish - 1 salt, fish are poured all over the roof, used a rack to tighten it, and stones are placed on top. After a fermentation period of 6 months to 1 year, the fish sauce is cooked before being pulled out. The main ingredients are ray anchovies, pepper rice, charcoal rice; in the July and August seasons, fatty fish gives the best quality of fish sauce. In addition, mackerel is also used to create a high-protein fish sauce, with a stronger smell and cloudy color, serving a separate segment.
Connecting the traditional story with the product not only helps Phan Thiet fish sauce create an impression in the international market but also opens up a sustainable development direction for the craft village. When each bottle of fish sauce is not only a spice but also a story about the sea, people and memories of the fishing village, the value of the product is raised - that is also the path for Phan Thiet fish sauce to stand firm with its identity, the most intangible but long-lasting asset of a traditional brand.
