CHIN-SU chili sauce makes its mark in Japan, Korea and the US
Established in 1996, Masan Consumer (MCH) - a subsidiary of Masan has quickly taken the leading position in many fast-moving consumer goods industries. According to Kantar, CHIN-SU and Nam Ngu are the most chosen brands in urban areas; while in rural areas, there are 4 brands: Nam Ngu, CHIN-SU, Kokomi and Tam Thai Tu.
Promoting the "Go Global" strategy in 2023, CHIN-SU has gone global with a seasoning set exclusively for the Japanese market. In addition, CHIN-SU Anchovy Fish Sauce from the East Sea has brought its products to a series of international markets such as the US, Canada, Australia, Europe, and Korea.
CHIN-SU Sriracha chili sauce has surpassed more than 400 chili sauce brands currently sold on the Amazon e-commerce platform to be listed in the "Top 10 Best Sellers". In Korea, surpassing hundreds of famous brands in the world, it has become the number 1 best-selling product on the Coupang e-commerce platform. Coupang is one of the leading e-commerce platforms in Korea, with more than 50 million unique and diverse products for users around the world to choose from.
In 2024, CHIN-SU chili sauce created a "fever" when it covered Myeongdong, the bustling shopping paradise of Seoul, Korea. With a prominent billboard located at the M-vision building, this brand created the trend "Check-in Myeongdong - Easily hunt for chili flowers", attracting many young people to participate.
The Vietnamese chili sauce brand continues to affirm its strong appeal, captivating the hearts of young people in the land of cherry blossoms with an impressive appearance on a giant billboard at Glico sign, the vibrant culinary district of Dotonbori, Osaka. With its presence in bustling centers such as Osaka, Tokyo and Myeongdong, CHIN-SU continues to make its mark on the journey of spreading Vietnamese flavors everywhere: “Go Global - Make Vietnamese Foods Global Foods”.
Not only stopping at grand promotional campaigns, CHIN-SU's "Go Global" journey is also a series of activities to honor Vietnamese cuisine at international events.
In 2024, the brand launched a new product line including CHIN-SU Sriracha Chili Sauce, CHIN-SU Specialty Spices and Powders at two major food exhibitions, Foodex Japan and Seoul Food. At both events, CHIN-SU's booth attracted thousands of visitors, becoming a highlight thanks to its rich Vietnamese specialty flavors and closeness to international youth.
Most recently, CHIN-SU Pho Story has joined hands with Vietjet Air to bring instant pho combining the essence of traditional pho and modern technology to an altitude of 10,000 meters, conquering diners on all domestic and international flights.
WinEco's "steps" in the international market
2024 also marks the "step" of another Masan brand, WinEco, on the "Go Global" journey. By promoting the export of glass lettuce to the Korean market, WinEco not only affirms its position in the domestic market but also contributes to making Vietnamese clean vegetables make their mark on the world vegetable map.
Another Masan brand, the Phuc Long tea and coffee chain, is planning to “Go Global”. At the 2024 Annual General Meeting of Shareholders, Mr. Danny Le - General Director of Masan Group said that this milk tea and coffee chain currently has 2 stores in the US to initially gather the tastes of international consumers. The company is taking steps to prepare and have innovative initiatives to expand its network in Vietnam, and at the same time expand to other countries around the world. “In the tea & coffee sector, Phuc Long is a strong brand and can reach out to the world” - General Director of Masan Group shared.
Last October, Export Development Canada (EDC) and Masan Group signed a Memorandum of Understanding to promote cooperation. Key areas of cooperation include retail consumption, branded fast-moving consumer goods, fresh produce and branded meat, F&B retail chains, financial services, and mineral exploitation and processing.
The partnership with EDC is expected to promote Masan Group’s “Go Global” strategy. With its extensive international network and ability to provide long-term financial resources, EDC will support businesses in Masan Group’s ecosystem.
With the orientation of "Make Vietnamese Foods Global Foods", Masan aims to bring Vietnamese cuisine to the global level, to the world with strong domestic brands, representing the unique culinary culture of Vietnam.
