2023 - A year of great success for Chin-su with the 'Go Global' strategy

Masan Consumer is promoting the "Go Global - bringing Vietnamese brands to the world" strategy, aiming at two important goals. One is 2027, contributing 15% of sales to international business activities. The second is to develop Chin-su - the leading spice brand in Vietnam, to become an international brand that brings Vietnamese spices to the world.

Regarding the "Go Global" strategy, Mrs. Dinh Hong Van - Senior Marketing Director of Masan Consumer, said: "Starting as an export company, then building a domestic production and sales factory, Masan gradually became one of the leading consumer companies in Vietnam. Previously, when exporting to the international market, Chin-su focused on quality and did not strongly promote the brand. Therefore, at this stage, we will focus on developing both distribution channels, along with advertising campaigns to introduce products, opening the door to promoting Vietnamese culture and cuisine to 5 continents."

The latest step in "Go Global" in 2023, in addition to Chin-su fish sauce products that are already popular in the international market, such as Salmon Chin-su, VIP East Sea Anchovies, October 2023, a container carrying East Sea Anchovy Chin-su fish sauce 720 - the newest product line in the Chin-su fish sauce "collection", which has also been exported to many markets such as the US, Canada, Australia, and Europe, Japan. The event not only marked a memorable milestone in Masan Consumer's around-the-world strategy but also carried the mission: consumers anywhere can enjoy the rich flavor of Vietnamese fish sauce.

East Sea Anchovy Chin-su fish sauce is produced from selected raw materials, schools of fresh anchovies caught from the East Sea, fermented through traditional methods and refined for a more harmonious flavor. , rich aroma and rich, sweet taste of cooked fish. The product has a classy taste and quality. It is proudly brought to the international market with the message "From No.1 chosen Fishsauce Manufacturer in Vietnam - to the No. 1 fish sauce manufacturer in Vietnam (Masan consumer company is the number 1 fish sauce manufacturer chosen to buy in urban areas of 4 main cities and rural regions of Vietnam - According to Kantar data according to World Panel Division - Household Panel).

During a year of focusing on the "Go Global" strategy, the Chin-su brand has achieved specific successes. In March 2023, during its launch at Foodex Japan, the Chin-su seasoning set immediately took the "spotlight" and attracted diners to the land of cherry blossoms with its unique and new flavor. As a result, just over a month after the event, the spice set was officially released on Japanese supermarket shelves and received an enthusiastic welcome from the people and high praise from culinary experts.

After Japan, in May 2023, the "storm" called Chin-su spice also continued to "sweep" Seoul Food and was highly praised by Korean people. Many diners expressed their wish for the spice set to soon be available in this country so they can use it and combine it with many dishes of the land of kimchi.

The reception from users and positive feedback from experts not only confirms the outstanding quality of Chin-su seasoning in general and East Sea Anchovy Chin-su fish sauce in particular but also shows enthusiasm for creating unique and innovative products and Chin-su's agility in capturing market tastes.

Currently, Masan Consumer is continuing to promote the strategy "Go Global - bringing Vietnamese brands to the world." To realize the goal of 15% of sales coming from international business activities by 2027, each year, the business must increase the proportion by 2-3% because currently, this number is only 4%.

For Masan, "Go Global" is an essential strategy for the group to expand its market, create new development space, increase brand value, and improve competitiveness with leading corporations. Mrs. Dinh Hong Van also affirmed that in the coming time, Masan Consumer will continue to carry out many export promotion activities to bring the brand to global coverage and soon complete the set goals.