Take advantage of all distribution channels to consume seafood specialties

From a traditional dish, Uncle Hoat's Ha Lung Cha Chia has been promoted on modern distribution channels and online trading platforms, becoming a dish with its own brand of the coastal city of Hai Phong.

Coming to the coastal city of Hai Phong, besides famous dishes such as crab noodles, spicy bread, coconut jelly, chrysanthemum tea..., food lovers cannot miss Uncle Hoat's Ha Lung Cha Chia. This dish has also been included in the top 6 most special dishes of Hai Phong to participate in the Vietnam Cuisine Map.

For the dish to have the position and love of customers like today, it is a long journey, from research, production to promotion and introduction of the dish to customers.

The “father” of Cha Chia is Mr. Le Khac Hoat. Born in 1995, Cha Chia was developed based on the traditional pork roll, made from the main ingredient of pork combined with typical dishes of Hai Phong coastal region such as Cat Ba dried squid, Cat Hai fish sauce..., adding a little Vietnamese coriander, dill and rolled into a sugarcane stick, steamed, then fried and served on a plate. The characteristic salty flavor of the ocean combined with the sweetness of pork and sugarcane has helped Mr. Hoat's Ha Lung Cha Chia quickly win the love of diners.

Thanks to its unique and attractive flavor, Uncle Hoat's Ha Lung Cha Chia has become a famous new dish in the village, neighboring provinces and participated in fairs, promoting Hai Phong delicacies, opening a new opportunity for the dish to be known by more people.

Uncle Hoat's Ha Lung Cha Chia dish appeared at the fair introducing products of members and women organized by the Hai Phong City Women's Union.

Bringing traditional dishes far and wide

Inheriting, continuing and developing her father's Ha Lung pork roll product, Ms. Le Thuy Giang (women's union member of Dang Hai ward, Hai An district, Hai Phong city) has innovated the design and model, as well as modern customer approach methods, so that the product is widely consumed and reaches more consumers.

Ms. Thuy Giang said: “Competing in a diverse and rich processed food market, there are many strong industrial manufacturers, so right from the start, I understood that Uncle Hoat’s Ha Lung Cha Chia establishment needed to find a difference for itself”. Instead of focusing only on housewives and women, she narrowed down the target customers to those who need Hai Phong specialty gifts, need a strange product with a sea brand to give as gifts or as a gift. When specifying the target customers like that, the establishment was also developed according to a traditional but modern and new positioning.

Ms. Le Thuy Giang innovated in terms of design and modern customer approach, so that the product could be consumed more widely.

In addition, identifying social media as a popular form of communication today, Ms. Thuy Giang created a personal Facebook page "Cha chia Ha Lung Bac Hoat" to introduce the dish created by her father, to talk about customers' feelings about cha chia... and receive feedback from customers. Along with that, she also carried out communication activities to increase brand awareness among customers and promote the brand's products. "The platforms we use most are Facebook, Instagram, Tiktok, Youtube... to quickly reach and convey information to customers. Although it is a traditional product, I still have to adapt to social trends," said Ms. Le Thuy Giang.

In 2024, Uncle Hoat's Ha Lung Cha Chia product, along with Ms. Le Thuy Giang, participated in the contest "Hai Phong Women's Creative Startup - Digital Transformation - Green Transformation" and was selected for the final round of the contest. With the support of the Women's Union at all levels, the dish with the bold flavor of the coastal city of Hai Phong will continue to be promoted and consumed, bringing coastal products far and wide.

Source: https://phunuvietnam.vn/tan-dung-moi-kenh-phan-phoi-de-tieu-thu-dac-san-vung-bien-20241023162008575.htm