Chin-su is promoting its "Around the World" strategy by introducing the Chin-su seasoning and pho set at the Seoul Food 2023 international culinary event in Korea.
South Korea is a key market after Japan, where Masan Consumer (HOSE: MCH) is introducing a series of Chin-su brand products. The company brings chili sauce, seasoning powder, fish sauce, soy sauce and instant pho to Seoul Food 2023.
The company representative said that investing in research and developing a product line that is suitable for Korean culinary culture and standards is part of the strategy to bring Vietnamese cuisine and brands to the world. The product line launched this time was designed based on the culinary tastes of groups of chefs, students, young people and Korean families.
Ribbon-cutting ceremony to open the Chin-su booth at the Seoul Food 2023 event in Korea. Photo: Masan Consumer
Accordingly, the Chin-su chili sauce collection introduced to Korean users includes three types. One is the original chili sauce with a harmonious spicy, sour, salty, sweet flavor that can be combined with typical Korean dishes such as: pancakes, fried chicken, Gyoza (dumplings), fish cakes, and tornado potatoes. The second is Bibim chili sauce - a mixed rice sauce inspired by the typical Korean cuisine of Gochujang combined with the flavor of Vietnamese Chin-su chili sauce. Finally, Wasabi chili sauce.
Chin-su chili sauce comes in a tube so that food lovers can enjoy many different flavors at the same time, alongside the signature Chin-su chili sauce bottle. Photo: Masan Consumer
At the event, the company also introduced Chin-su fish sauce with 40 degrees of nitrogen from anchovies from the East Sea, with a selected source of fish sauce with a reddish-amber color and a rich aroma. The company representative hopes that this traditional spice will bring a new breeze to the taste of Korean diners.
Pho Story at Seoul Food 2023 is dedicated by Chin-su to Korean food lovers. The product shows the research, preservation and development of the traditional flavor of Vietnamese pho, from carefully selected ingredients to create a sweet, fragrant broth with the aroma of beef, ginger and scallions, combined with soft pho noodles. The traditional flavor helps Vietnamese pho lovers feel the tradition in modern life, wherever they are.
Traditional flavors promise to conquer users' taste buds. Photo: Masan Consumer
Mr. Kim In Chon, Chairman of Hyosung International Company - representative of the distributor, said that the appearance of the Chin-su seasoning set and pho at Seoul Food 2023 shows the fusion of Vietnamese and Korean cuisine. With a population of over 50 million people and a large number of Vietnamese people working and living in Korea, Vietnamese cuisine is increasingly known to many Koreans.
According to Mr. Pham Hong Son, Deputy General Director of Masan Consumer, the launch at Seoul Food 2023 is a step to create momentum for the Chin-su spice and pho collection to continue to cover the entire Korean market, serving the enjoyment needs of Korean consumers and overseas Vietnamese living, studying and working in Korea.
Masan Consumer is promoting its "Go Global - Around the World" strategy with the goal of achieving 15% of global sales by 2027. The company representative said that success in Japan is a lever for Masan Consumer's products to penetrate many markets such as Korea, Australia, Europe and North America...
"The uniqueness of Vietnamese cuisine is the spices such as the rich flavor of anchovy fish sauce, the stimulating spicy taste of chili peppers, the aroma of pepper, garlic, typical herbs... besides traditional dishes such as pho, vermicelli, glass noodles, hot pot... Therefore, Masan Consumer wishes to contribute to bringing Vietnamese cuisine to the world through the Chin-Su spice set, Chin-su pho...", Mr. Son shared more.
Seoul Food is an annual international food event for businesses (B2B) in the food, restaurant, and hotel industries. 2023 is the 41st year of the program. The event attracts over 1,000 businesses from more than 30 countries.
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