Masan accompanies the Government to bring Vietnamese cuisine to the world

On September 21, Prime Minister Pham Minh Chinh chaired a conference of the Government Standing Committee working with businesses on solutions to contribute to the country's socio-economic development.

At the conference, businesses made many proposals to contribute to the overall development of the country's socio-economy. In particular, Masan Group proposed solutions to further promote export development and increase the added value of Vietnamese food products.

Developing exports in both quantity and quality In 2024, although the global economy faces many challenges, Vietnam still affirms its position as a reliable partner of the international community. According to data from the General Statistics Office, Ministry of Planning and Investment, Vietnam's export turnover in the first 8 months of the year reached 265.09 billion USD, an increase of 15.8% over the same period last year. Vietnam is one of the world's leading countries in supplying spice products with an export turnover of about 1.5 billion USD per year. Vietnamese spices are currently exported to more than 125 countries, dominating many important markets. This is an industry with a rate of 95% of exported goods, so it is necessary to focus on investing in deep processing and trade promotion to increase added value. Accordingly, the father of modern marketing, Philip Kotler, once stated that Vietnam could completely become the "Kitchen of the World", when possessing a cuisine that was ranked 5th in the list of 10 countries with the most attractive cuisine. This proves that Vietnamese cuisine is unique and has its own identity.

To spread culinary culture, increase competitive advantage, and bring Vietnamese brands abroad, at the conference "The Government Standing Committee works with businesses on solutions to contribute to the country's socio-economic development" , Mr. Nguyen Thieu Nam - Deputy General Director (PTGD) of Masan Group proposed that the Government consider issuing a roadmap and plan to promote the global strategy of Vietnamese cuisine, build the image of the national culinary brand, and create Vietnamese culinary ambassadors. This is also a form of "cultural diplomacy" to bring Vietnamese culinary culture to international and regional levels. As a consumer goods enterprise, Masan is ready to accompany the Government in implementing the strategy of bringing Vietnamese cuisine to the world. In addition, to support small and medium enterprises to have the opportunity to access information quickly, fully and accurately to expand the market, the Deputy General Director of Masan Group proposed that the Ministry of Foreign Affairs and the Ministry of Industry and Trade have more projects to build a portal for handbooks and documents on technical standards for trade promotion in countries around the world. This move will help Vietnamese enterprises when exporting abroad, not only food, but also other types of goods, can easily refer to and access quickly.

Promoting Vietnamese cuisine to 8 billion global consumers Promoting Vietnamese cuisine to friends around the world is one of the focuses that Masan has been putting into the group's strategy. To reach 8 billion people around the world with quality products imbued with Vietnamese identity, Masan has successfully built 5 strong brands with annual revenue of 150 - 250 million USD including Kokomi, Omachi, Chin-Su, Nam Ngu and Wakeup-247. The company's "Go Global" journey has also been reaping many achievements.

For example, earlier this year, CHIN-SU chili sauce surpassed hundreds of famous chili sauce brands in Korea to reach the top 1 best-selling product position on the Coupang e-commerce platform, demonstrating the love of Korean consumers for the brand. Previously, CHIN-SU was also listed in the "Top 8 Best Seller" on Amazon in the chili sauce industry. In July 2024, Masan's 12th clean glass lettuce container continued to arrive in Korea. The event marked a new step forward for Masan, not only affirming its position in the domestic market but also contributing to making Vietnamese clean vegetables mark on the world vegetable map.

As one of the leading enterprises in the field of consumer goods and retail, Masan is always ready to accompany the Government to contribute to building Vietnamese cuisine into a global brand. The close attention and support from the Government will be a lever for Vietnamese enterprises in general and Masan in particular to "spread their wings" in international markets, promoting Vietnamese cuisine. Source: https://thanhnien.vn/masan-song-hanh-cung-chinh-phu-mang-am-thuc-viet-ra-the-gioi-185240921152103176.htm