Bringing hometown fish sauce to the world

From a coastal craft village in Thanh Hoa, traditional fish sauce is gradually reaching international markets, carrying with it the flavors of home and the cultural story of Viet Nam.

From the salty taste to a journey of preservation

In the coastal area of Thanh Hoa, where sun and wind seem to seep into every rooftop, fish sauce making has existed for generations. Khuc Phu craft village (Hoang Phu Commune, now Hoang Thanh Commune) is not only a place that produces a familiar condiment but also a keeper of memories, traditions, and the pride of local coastal communities.

Building on this foundation, Le Gia has chosen a difficult path: preserving traditional fish sauce-making methods in the rhythm of modern life. Fresh anchovies are salted immediately after being caught, then slowly fermented in wooden barrels for 24 months. No additives, no interference, only time, sunlight, wind, and the patience of the makers.

Perhaps that is why each drop of fish sauce carries its own character: a clear amber color, a rich yet smooth taste, with a gentle sweet aftertaste. It is not just a flavor, but the essence of a long journey.

In an increasingly diverse market, preserving traditional methods sometimes means facing significant challenges. But for craft producers, it is also a way to protect the soul of the product.

Beyond the story of a business, behind every drop of fish sauce is also the livelihood of coastal communities.

Mr. Nguyen Van Hoa, a fisherman with many years of experience in anchovy fishing in Khuc Phu fish sauce village, shared: “In the past, the market was unstable when we had a good catch, prices would drop. Since businesses started stable purchasing, people have felt more secure staying at sea. Each fishing trip is not only about making a living, but also about contributing to preserving our ancestral nghề (traditional craft).”

According to Mr. Hoa, the most important factor is not just price, but long-term stability. When fish sauce products are exported, demand for raw materials increases, giving local people more motivation to continue their traditional craft.

Bringing a traditional product to the world is not simply about expanding markets, but also about preserving the craft and keeping coastal communities intact.

Strict standards on food safety, traceability, and packaging requirements have forced businesses to adapt. However, throughout this process, the product's core values have remained intact.

Step by step, Le Gia fish sauce has entered markets such as Japan, South Korea, United States, and various countries in Europe. Each market comes with different requirements, but they share a common trend: increasing interest in natural, transparent, and culturally distinctive products.

What makes the difference lies not only in product quality, but also in storytelling. Inside each bottle of fish sauce are images of fishermen who brave the sea, wooden barrels of fermentation under the sun, and a craft village quietly preserving its traditions.

It can be said that fish sauce is no longer just a condiment, but has become a culinary passport carrying Vietnamese culture to the world.

International markets place trust in OCOP products

In this journey, the national 5-star OCOP certification serves as an important foundation. Beyond recognizing quality, OCOP also reflects community values and the sustainable development orientation of the product.

Sharing about maintaining and developing the OCOP 5-star brand, Mr. Le Ngoc Anh, Director of Le Gia Food and Trading Services Co., Ltd., said: "Achieving OCOP 5-star is difficult, but maintaining and developing it is even more difficult. We are committed not to chasing output volume, but to consistency in quality and traditional methods. To go far, we must stay rooted. When the product is good enough, the market will open on its own."

According to Mr. Anh, in the context of global integration, improving standards is inevitable, but cultural identity must not be compromised. The company chooses a balanced development approach meeting international requirements while preserving traditional values.

Few people realize that behind each bottle of fish sauce is the livelihood of many people from fishing trips at sea, shimmering salt fields, to the diligent hands working in fermentation houses. As products reach global markets, not only is economic value enhanced, but local livelihoods also become more stable.

This is also a way for traditional crafts to continue, allowing artisans to live on their own craft.

Alongside this are efforts to protect the environment, such as responsibly sourcing raw materials, minimizing waste, and utilizing by-products. These seemingly small actions contribute to building a sustainable circular system.

An interesting aspect of Le Gia’s approach is expanding the product narrative through experiential tourism.

At the factory, visitors can directly observe wooden barrels used for fish sauce fermentation, listen to stories about the production process, and even participate in traditional folk activities.

The space serves both as a production site and as a place that preserves and retells the story of the craft village. For many visitors, this is the first time they fully understand how a drop of fish sauce is made.

And once they understand, their appreciation for the product becomes much deeper.

In the context of global integration, traditional products face both opportunities and challenges. Opportunities come from the growing trend toward green, clean, and natural consumption. Challenges, however, lie in increasing competition and ever-stricter standards.

To go far, quality alone is not enough; it also requires steadfast commitment to core values. Because if cultural identity is lost, traditional products will no longer be themselves.

The journey of fish sauce from a coastal village to the world is therefore not just a business story. It is a journey of preservation, adaptation, and diffusion. And within that flow, each drop of fish sauce still retains the salty taste of the sea.

For us, traditional fish sauce is not just a condiment but also a part of culture and a source of pride in our homeland. Fish sauce is made not only from salt and fish, but also from sunlight, sea breeze, the sweat of labor, and generations of ancestral experience passed down over thousands of years. Preserving and promoting this product is also a way to improve the livelihoods of coastal fishing communities and to spread the nation’s cherished traditional cultural values.

- Le Ngoc Anh, Director of Le Gia Food and Trading Services Co., Ltd.