The CHIN-SU specialties set received warm reception at Foodex Japan 2024

Building upon the success of Foodex Japan 2023 and the aspiration to showcase Vietnamese cuisine to the world, Masan Consumer Corporation (Masan Consumer) continues its participation in Foodex 2024 with the introduction of CHIN-SU chili sauce, CHIN-SU specialty spice blends, and CHIN-SU spring rolls.

With the Go Global strategy - Bringing Vietnamese cuisine to the world, and Japan as one of the key markets, CHIN-SU continues to bring the rich flavors of Vietnamese specialties to Foodex Japan 2024. Subsequently, CHIN-SU products were welcomed and beloved by Japanese consumers. CHIN-SU emphasizes investment in modern technology, establishing product lines tailored to Japanese tastes and meeting Japanese standards to cater to domestic and global demands.

Vietnamese spices and dishes are becoming a highlight on the world culinary map, praised by renowned chefs, culinary experts, and major media outlets worldwide.

Fresh, nutritious, fragrant, sweet, sour, fermented, spicy; these are the essence of Vietnamese cooking, embodying the perfect balance of various spices in each dish, and elevating every ingredient and seasoning to fame. These traits result in a balanced, fragrant, and exquisite cuisine with complex flavors such as pho, banh mi, spring rolls, and more. Vietnamese cuisine has enchanted both foreign tourists and Vietnamese expatriates worldwide.

CHIN-SU specialty spice blends

Vietnam is blessed with an incredibly rich and diverse array of natural spices and herbs. Each region across the country boasts its own unique selection of characteristic spices and herbs such as onions, pepper, garlic, chili, cinnamon, chive, galangal, basil, fenel, etc., creating a distinct culinary identity of Vietnam. When combined with dishes, these spices and herbs produce a harmonious symphony of flavor, aroma, and taste, which both delights the palate, and leaves an unforgettable impression.

The CHIN-SU specialty spice blends introduces a meticulously curated selection of seeds and powders, which captures the essence of Vietnamese regional specialties. Products from this collection include Dak Lak pepper, cultivated in mineral-rich basalt soil and renowned for its robust, aromatic qualities; Ly Son Island garlic powder, known for its high essential oil content derived from volcanic ash-enriched soil formed over millions of years; Nghe An golden turmeric, featuring firm roots, vibrant yellow flesh, and an intense aroma unique to the harsh climate of Central Vietnam.

CHIN-SU Sriracha made from Vietnamese special facing heaven pepper

CHIN-SU chili sauce has enjoyed considerable popularity within the domestic market by enhancing a variety of dishes with its rich flavor profile. Consequently, this CHIN-SU chili product earned the esteemed title of Vietnam's number one chili sauce and secured a place amongst the top 10 products on the Amazon US e-commerce platform. With the aim of meeting the demand for chili sauce with the authentic spiciness akin to fresh peppers, whether for dipping, marinating, seasoning, or cooking, CHIN-SU introduces its latest product line, Sriracha chili sauce.

Sriracha, a widely popular style of chili sauce globally, ranks second only to the fragrant and spicy  CHIN-SU chili sauce, which currently dominates the Vietnamese market. Sriracha is commonly used to simulate a spicy kick from fresh peppers. The new CHIN-SU Sriracha chili sauce is produced from high-quality facing heaven peppers, roasted over charcoal for fifteen minutes, blended with ripe red peppers, and fermented for twelve months. The result is an aromatic and spicy CHIN-SU Sriracha Chili Sauce, a delectable alternative to fresh peppers. CHIN-SU Sriracha captivates consumers when enjoyed with dishes such as Gyoza dumplings, Udon noodles, Tempura, Spicy Salmon tartare, and spicy buttered scallops, elevating culinary experiences to new heights.

CHIN-SU Spring Rolls

The distinctive flavor of Vietnamese spring rolls has been meticulously researched and enhanced by CHIN-SU, using carefully selected fresh ingredients including shrimp, fresh squid from seafood regions; mushrooms and vegetables harvested from Dalat farms; and handmade crispy rice paper from the traditional craft village of Bac Ninh province. Each CHIN-SU spring roll is expertly hand-rolled with delicious fillings wrapped in a thin, golden, crispy outer layer.

Consumers can experience the convenience of authentic, high-quality Vietnamese spring rolls in an instant, produced using modern Japanese technology and quality standards. Notably, the combination of CHIN-SU Spring Rolls and CHIN-SU Sriracha is guaranteed to tantalize the taste buds of anyone experiencing the flavors of Vietnamese cuisine.

Mr. Luke Nguyen, a renowned chef known for his series showcasing Vietnamese cuisine on Netflix, expressed enthusiasm while participating in the Sriracha Sauce Foodshow made from Vietnamese special facing heaven pepper. Chef Luke Nguyen utilized CHIN-SU Sriracha sauce as a secret ingredient to elevate the flavor profile of Spicy Sriracha Salmon Tartare, thanks to the smoky notes of charcoal-grilled chilies and the rich depth of heat from chilies fermented for months that CHIN-SU Sriracha delivers.

According to Ms. Suzuki, one of Japan's top chefs, Vietnamese cuisine is highly beloved by the Japanese, and CHIN-SU's continuous introduction of Vietnamese specialty products allows the Japanese to enjoy Vietnamese cuisine at the comfort of their own homes. Vietnamese specialty spices also complement a variety of Japanese dishes, creating a dining experience that is both familiar and novel.

"I am a fan of CHIN-SU's ground pepper product. Just a sprinkle of this spice on my Udon noodles can bring forth an enticing aroma, and its subtle spiciness warms the heart amidst Japan's chilly weather. I will explore CHIN-SU's entire range of specialty spices to innovate and enhance my dishes, so I can leave a lasting impression on my customers."

In its long-term trajectory of bringing Vietnamese cuisine to the world, Masan Consumer is committed to strictly pursuing the standards of food safety and consumer health. With the aim of accelerating its "Go Global - Around the World" strategy, Masan Consumer set a goal to achieve 15% of its revenue from international business by 2027. Success in the Japanese market serves as a leverage for the CHIN-SU specialty product line, and Masan Consumer's other products as a whole, thereby facilitating access into other developed markets around the world such as South Korea, Australia, Europe, and North America.

Ms. Dinh Hong Van, Senior Director of the Spice Category at Masan Consumer Corporation, stated: "With the hope of promoting Vietnamese cuisine globally, CHIN-SU would like to introduce Foodex Japan 2024 to the rich flavors of Vietnamese specialties, which have been warmly embraced and beloved by Japanese consumers. With products such as Sriracha chili sauce made from Vietnamese facing heaven peppers, and the richly flavored spice blends and powders sourced from renowned regions around Vietnam such as Dak Lak pepper, Ly Son garlic, and Nghe An turmeric, along with delicious spring rolls - a globally beloved dish, CHIN-SU aims to contribute to the promotion of Vietnamese local agricultural products and cuisine worldwide. The CHIN-SU product line recently launched in Japan will also be concurrently available in Vietnam."

The product line will be widely available across the Japanese market to serve the demand for Vietnamese cuisine in Japan, as well as the majority of Vietnamese expatriates living, studying, and working in the country.

Masan Consumer is one of the largest consumer goods companies in Vietnam, responsible for manufacturing and distributing a wide range of food and beverage items, including condiments (fish sauce, soy sauce, chili sauce, seasoning powder), convenient food items (instant noodles, convenient breakfast meals), and beverage products (instant coffee, nutritional cereal, mineral water, energy drinks). The company began its operations in 1996 and successfully developed a portfolio of products and distribution system to establish its leading position in the branded food and beverage market in Vietnam. Masan Consumer has created multiple favorite and trusted brands such as CHIN-SU, Omachi, Kokomi, Nam Ngu, Tam Thai Tu, Vinacafé, Wake-Up Saigon, Wake-Up 247, Vinh Hao, Teabupnon365, and Faith, with a strategy that prioritizes Vietnamese consumers.

Foodex Japan is a premier event for food in Asia. Notably, 2024 marks the 49th edition of Foodex Japan. The event has attracted 2,500 leading food and beverage companies from over 60 countries and regions. With numerous networking opportunities to develop new business relationships and strengthen existing partnerships, this year's exhibition provides an even larger platform for initiating partnerships, transactions, collaborations, and exchanging new information.
For more information, visit: https://www.jma.or.jp/foodex/en/