A successful year for Chin-su with global market development strategy

2023 - A successful year for Chin-su with a global market development strategy — A shipment of Chin-su Anchovy Fish Sauce from the East Sea on its way to the US. Photo: Masan Consumer

Masan Consumer is currently promoting the strategy of “Go Global - bringing Vietnamese brands to the world”, aiming at two important goals. One is to contribute 15% of sales from international business activities by 2027. The other is to develop Chin-su - the leading spice brand in Vietnam, to become an international brand bringing Vietnamese spices to the world.

Representatives and partners of Masan Consumer at the Foodex Japan 2023 event - March 7 - 10, 2023. Photo: Masan Consumer — Representatives and partners of Masan Consumer at the Foodex Japan 2023 event taking place from March 7 to 10, 2023. Photo: Masan Consumer

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

The latest step in "Go Global" in 2023, besides Chin-su fish sauce products that are already popular in the international market such as: Chin-su Salmon, VIP Bien Dong Anchovy, in October 2023, the container carrying Chin-su Dong Anchovy 720 fish sauce - the newest product line in the Chin-su fish sauce "collection", has also been exported to many markets such as the US, Canada, Australia, Europe, Japan.

The event not only marks a memorable milestone in Masan Consumer's global strategy but also carries the mission: consumers anywhere can enjoy the rich flavor of Vietnamese fish sauce.

Before being released to the market, all bottles of Chin-su Anchovy Fish Sauce from the East Sea must undergo a strict inspection process. Photo: Masan Consumer

Chin-su Anchovy Fish Sauce from the East Sea is produced from selected raw materials, which are fresh anchovies caught from the East Sea, fermented using traditional methods and then refined to create a more harmonious flavor, rich aroma and rich, sweet aftertaste of cooked fish. The product has a classy flavor and quality, proudly introduced to the international market with the message "From No.1 chosen Fishsauce Manufacturer in Vietnam" - Coming from the No.1 fish sauce manufacturer in Vietnam (Masan Consumer Goods Joint Stock Company is the No.1 fish sauce manufacturer chosen to buy in urban areas of 4 main cities and rural areas of Vietnam - According to Kantar data according to World Panel Division - Household Panel).

In a year of focusing on the "Go Global" strategy, the Chin-su brand has achieved certain successes. In March 2023, during its launch at Foodex Japan, the Chin-su seasoning set immediately took the "spotlight" and attracted Japanese diners with its unique and novel flavors. As a result, just over a month after the event, the seasoning set was officially on the shelves of Japanese supermarkets and received an enthusiastic welcome from the people and high praise from culinary experts.

Not long after Foodex Japan 2023, the Chin-su seasoning set was officially launched in Japan and was popular with consumers. Photo: Masan Consumer — Not long after the Foodex Japan 2023 event, the Chin-su seasoning set was officially launched in Japan and was popular with users. Photo: Masan Consumer

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

The acceptance of users and positive feedback from experts not only affirm the superior quality of Chin-su spices in general and Chin-su Anchovy Fish Sauce in particular, but also show the dedication in creating unique and creative products and Chin-su's agility in capturing market tastes.

Chin-su Anchovy Fish Sauce booth at Foodex Japan 2023. Photo: Masan Consumer

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

For Masan, "Go Global" is an important strategy for the group to expand the market, create new development space, increase brand value and enhance competitiveness with the world's leading corporations. Ms. 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.

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