With strong promotional support for Ly Son garlic, Masan Consumer – Nam Ngu brand cooperates with ministries, departments and local farmers to develop the local economy and maintain the renowned specialty of Quang Ngai province.

Support for Ly Son garlic specialty

Recently, on August 17, 2024, a promotional event for the specialty of Ly Son garlic took place with the participation of representatives from the Ministry of Agriculture and Rural Development, the People’s Committee, and local farmers from Ly Son Island, along with the Nam Ngu brand under Masan Consumer Joint Stock Company. The event is considered a new milestone that continues to enhance the status of Ly Son garlic, not only in the domestic market but also internationally.

The specialty of Ly Son garlic is closely tied to the lives of local farmers on the island.

For a long time, Ly Son island has been known as the “Kingdom of Garlic”. Thanks to its fragrant aroma, spicy yet sweet taste, small white bulbs, uniform cloves with high essential oil content, Ly Son garlic is considered a valuable specialty of this central island district. In addition, garlic also brings practical economic value as it is currently priced 3-4 times higher than regular garlic as it is favored by consumers and is used as a precious medicinal resource in healthcare. Understanding this value and aiming to create delicious, high-quality products that incorporate Vietnamese specialties, Masan Consumer team has researched and developed the product Nam Ngu Chili Garlic Ly Son using 100% garlic from Ly Son island.

A bowl of sweet and sour chili garlic fish sauce is always associated with Vietnamese family meals.

Exactly 1 year since its launch, more than 5 million bottles of Nam Ngu Chili Garlic Ly Son have been consumed, demonstrating consumer trust in a quality product, thereby elevating the reputation and value of Ly Son garlic to a new level. From July 1, 2023, Nam Ngu brand officially signed a long-term supply agreement with the People’s Committee and local farmers from Ly Son island to supply Ly Son garlic long-term to process Nam Ngu Chili Garlic Ly Son fish sauce, ensuring a stable market for this local specialty.

The cooperation between Nam Ngu and farmers contributes to enhancing the value of Ly Son garlic specialties.

At the event, Nam Ngu brand committed to continue to strongly promote the status of Ly Son garlic to reach far in the domestic and international markets, with quality products available in retail stores and supermarkets nationwide. In addition, Masan Consumer also supported 1 billion VND for the project to expand the agricultural irrigation system using the water source of Thoi Loi reservoir, directing water to garlic fields, and ensuring irrigation water for farmers. This will bring great motivation to farmers in the island district. As the output is guaranteed, the garlic value along with brand value will increase, leading to higher incomes, allowing them to focus on increasing productivity and sustainably developing the local economy.

Setting a record for the most diverse fillings 15-meter spring rolls in Vietnam

Many other exciting activities also took place at the recent promotional event. Notably, there was an attempt to set a record for the 15-meter spring rolls with the most diverse fillings in Vietnam by Nam Ngu. 15 artisans worked diligently together to create a giant, colorful spring roll featuring 15 different fillings from various regions, measuring up to 15 meters long.

Nam Ngu sets a Vietnamese record with the most diverse colorful spring rolls.

Spring rolls are a famous specialty of Vietnam. The spring roll that recently set an impressive record was created by 15 artisans using various colorful fillings, showcasing the culinary characteristics of different regions. Most notably, the spring rolls are enjoyed with Nam Ngu Ly Son Chili Garlic Fish Sauce, which adds a sweet and sour, spicy flavor, enhanced by the fragrant aroma of Ly Son garlic. Guests at the event who tasted this spring roll along with Nam Ngu Ly Son Chili Garlic Fish Sauce were left praising its delightful taste.

The unexpected appearance of singer My Tam excited the audience.

Additionally, the audience was delighted by My Tam’s performance and interaction at the event. As a native of the Central region, My Tam’s participation in this special event not only demonstrated her support for the region’s famous specialty but also helped spread the value of Ly Son garlic closer to the audience. In her performance, My Tam sent the touching and emotional song “My Childhood Homeland” as a tribute to her beloved Central region.
It can be said that the promotional event not only helped people understand the valuable qualities of Ly Son garlic but also opened new opportunities for the potential development of this specialty brand in the future. Through this, Masan Consumer demonstrates its unwavering efforts in the journey alongside farmers across the country to elevate the value of Vietnamese specialties, including garlic, ginger, chili, pepper, onion, and turmeric …
As part of Masan Consumer’s strategic plan “Go global – Make Vietnamese Foods – Global Foods”, Nam Ngu has been and will continue to collaborate with regions with famous specialties, enhancing research and development to bring quality products made from local specialty ingredients, serving the enjoyment needs of domestic and foreign consumers.

CHIN-SU E4-C03 Booth at Foodex 2024, Tokyo, Japan, March 5, 2024: Masan Consumer Joint Stock Company (UpCOM: MCH, Company: Masan Consumer) launched a product line featuring the flavors of Vietnam in the Japanese market. With the Go Global strategy – Bringing Vietnamese food to the world and Japan being one of the key markets, CHIN-SU continues to present the rich flavors of Vietnamese specialties at Foodex Japan 2024, which have been warmly received and loved by Japanese consumers. CHIN-SU focuses on investing in modern technology to produce product lines that cater to Japanese tastes, in accordance with Japanese standards to serve domestic consumption needs as well as global demands.

Figure 1

Vietnamese spices and dishes are becoming a notable highlight on the global culinary map as they are increasingly praised by renowned chefs, culinary experts, and major media outlets worldwide. Fresh, nutritious, aromatic, sweet, sour, fermented, spicy. These are all descriptions of Vietnamese cooking, the perfect balance of different spices in each dish truly elevates every ingredient and seasoning to fame. This gives the dish a more balanced, aromatic and sophisticated taste with complex flavors such as Pho, Banh mi, Cha gio, Goi cuon… which have captivated many foreign tourists as well as Vietnamese people living and working around the world.

Figure 2

1. CHIN-SU SPICE BLEND SET & SPECIALTY SPICE POWDER

Vietnam is a country rich in natural spices and herbs, with each region offering unique spices such as onions, pepper, garlic, chili, cinnamon, shallots, ginger, basil, dill, mint, etc. creating a distinctive culinary identity. These spices and herbs, when combined with dishes, create a harmonious blend of color, flavor, and aroma that is delicious and unforgettable.

CHIN-SU Spices & Herbs launches spice blend set and specialty spice powder that distill the essence of regional specialties such as: Dak Lak pepper – a firm and aromatic pepper from the mineral-rich basalt soil; Ly Son garlic – a type of garlic with high essential oil content from volcanic lava-formed land over millions of years; Nghe An turmeric – a turmeric variety with firm tubers, fresh yellow flesh, and a strong aroma crystallized from the harsh, sunny and windy soil of the Central region.

Figure 3

2.CHIN-SU Sriracha Chili Sauce is made from Vietnamese specialty Chi thien chili pepper

In the domestic market, CHIN-SU Chili Sauce helps “Myriad of Bursting Flavor Dishes” gain widespread popularity and is currently the number one chili sauce in Vietnam, ranking in the top 10 on the Amazon US e-commerce platform. To meet the demand for chili sauce with the same spiciness as real chili when dipping, marinating, seasoning, and cooking, CHIN-SU has launched a new Sriracha Chili Sauce product line. Sriracha is a globally popular type of chili sauce that ranks second after the aromatic and well-balanced chili sauce that CHIN-SU holds as number one in the Vietnamese market. Sriracha is commonly used when a fresh chili flavor is desired. The new CHIN-SU Sriracha Chili Sauce is made from the best quality chilli peppers that are grilled over charcoal for 15 minutes, mixed with ripe red chili peppers fermented for 12 months, creating CHIN-SU Sriracha Spicy Chili Sauce Replace Fresh Real Chili Peppers. CHIN-SU Sriracha delights diners when paired with Gyoza dumplings, Udon noodles, Tempura, Spicy Salmon tatar, Scallops with spicy butter sauce…

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3. CHIN-SU Spring Rolls

The flavor of Vietnamese specialty spring rolls was carefully researched by CHIN-SU with 100% fresh selected ingredients: shrimp and squid from seafood regions; mushrooms and vegetables harvested from Da Lat farms; thin and crispy rice paper handmade in the traditional craft village of Bac Ninh. Each CHIN-SU spring roll is tightly rolled with a delicious sweet filling wrapped in a thin, golden, crispy shell after frying, embodying the famous spring roll taste. Produced using modern technology with Japanese quality standards, you can now enjoy authentic Vietnamese spring rolls anywhere in no time. Notably, CHIN-SU spring rolls paired with CHIN-SU Sriracha chili sauce create a perfect duo that will satisfy any diner experiencing Vietnamese cuisine.

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Mr. Luke Nguyen, a renowned chef known for his series on Vietnamese cuisine on Netflix, expressed his excitement about demonstrating the Foodshow featuring Sriracha chili sauce made from the specialty Chi Thien chili. Chef Luke Nguyen used CHIN-SU Sriracha chili sauce as a secret to ingredient to elevate the flavor of Spicy Sriracha Salmon Tartar with the smoky notes of charcoal-grilled chili and the deep spicy flavor of chili fermented for many months that CHIN-SU Sriracha offers.

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According to Ms. Suzuki, one of Japan’s top chefs, Vietnamese cuisine is highly favored among the Japanese, and CHIN-SU’s continuous launch of Vietnamese specialty products allows Japanese to easily enjoy Vietnamese cuisine right at home. The unique Vietnamese spices also pair well with certain Japanese dishes, when combined, creating an experience that is both familiar and novel for diners. In particular, I really like CHIN-SU’s ground pepper set, just a light sprinkle on Udon noodles brings out an enticing aroma, and the mild spiciness is very comforting in Japan’s cool weather. I will explore the complete line of CHIN-SU specialty spices to create many familiar yet unique dishes that leave a lasting impression on diners.

In the long-term journey of bringing Vietnamese food to the world, Masan Consumer will pursue the highest standards of food hygiene, safety, and consumer health. Masan Consumer is accelerating its “Go Global – Around the World” strategy, aiming for 15% of its 2027 revenue to come from international business. Success in the Japanese market serves as a springboard for the CHIN-SU specialties in particular and other Masan Consumer products in general to easily penetrate many other developed markets in the world such as Korea, Australia, Europe and North America…

Ms. Dinh Hong Van, Senior Director of Spices Division at Masan Consumer Joint Stock Company, stated: “With the desire to contribute to bringing Vietnamese food to the world, the CHIN-SU brand presents at Foodex Japan 2024 rich flavors that are distinctly Vietnamese and well-received by Japanese consumers. Through Sriracha chili sauce made from specialty chilies, a spice blend set featuring famous regional specialties from Vietnam such as Daklak pepper, Ly Son garlic, Nghe An turmeric, along with delicious spring rolls – a beloved dish in global culinary, CHIN-SU wishes to contribute to promoting local agricultural products and Vietnamese dishes to the world. The CHIN-SU product line launched in Japan this time will also be sold in parallel in Vietnam”.

The product line will be widely distributed throughout the Japanese market to meet the demand for enjoying Vietnamese cuisine in Japan as well as the majority of overseas Vietnamese living, studying and working here.

ABOUT MASAN CONSUMER GOODS JOINT STOCK COMPANY

Masan Consumer (“MSC”) is one of the largest consumer goods companies in Vietnam, currently manufacturing and distributing a wide range of food and beverage products, including seasonings (fish sauce, soy sauce, chili sauce, seasoning powder), convenience foods (instant noodles, convenient breakfast meals), and beverage products (instant coffee, nutritional cereals, mineral water and energy drinks). The company commenced operations in 1996 and has since successfully developed its product portfolio and distribution system to establish its leading position in the branded food and beverage market in Vietnam. Masan Consumer has created leading and trusted brands such as CHIN-SU, Omachi, Kokomi, Nam Ngu, Tam Thai Tu, Vinacafé, Wake-Up Saigon, Wake-Up 247, Vinh Hao, Teabupnon365, Faith… through the strategy of putting Vietnamese consumers first.

ABOUT FOODEX JAPAN

Foodex Japan is the world’s leading food event in Asia. The 2024 edition marks the 49th year of Foodex Japan. The event attracts 2,500 leading food and beverage companies from over 60 countries and regions. With countless networking opportunities to develop new business relationships and strengthen existing relationships, this year’s exhibition offers an even larger platform for creating partnerships, transactions, collaborations, signings and much more.

For more information visit: https://www.jma.or.jp/foodex/en/n

CHIN-SU Pho Story features authentic broth flavor from the traditional recipe of the 70-year-old Pho Thin Bo Ho restaurant. Merging traditional artistry with modern technology, CHIN-SU Pho Story encapsulates the refined taste of Pho Thin Bo Ho, which will be served by Vietjet to passengers on flights throughout Vietnam and internationally to destinations including Australia, India, China, Japan, South Korea, Kazakhstan, Indonesia, Thailand, Malaysia, Singapore, Laos, and Cambodia, etc.

Notably, Vietjet’s new generation A321 aircraft featuring flight attendants serving CHIN-SU Pho Story was officially launched on this occasion. With a youthful, impressive and friendly image, Vietjet aircraft will bring the iconic Pho – an emblem of Vietnamese cuisine to passengers and international friends.

 Vietjet aircraft with CHIN-SU Pho Story image

At the event, CHIN-SU Pho Story brand representative shared: “Becoming a partner of Vietjet is a testament to the quality commitment of Pho Story and the strategic vision of CHIN-SU on the journey of “Go Global – Make Vietnamese Foods Global Foods”. We hope to work with Vietjet to bring Pho closer to international friends and especially create the best experience for global consumers, contributing to affirming the status of Vietnamese cuisine on the world map.”

The representative of the CHIN-SU Pho Story brand delivered the opening speech.

Vietjet representative stated: “Vietjet always pays attention to every dish served to passengers on every flight, offering a green culinary feast in the air with 9 hot, fresh, delicious, and nutritious dishes that embody the essence of Vietnamese and global cuisine. In collaboration with Masan Consumer, Vietjet will continue to introduce the quintessence of Vietnamese cuisine to passengers and international friends on flights and at all destinations that Vietjet operates.”

Vietjet representative shared at the event

The representative from the Ministry of Culture, Sports and Tourism, Mrs. Nguyen Phuong Hoa – Director of the Department of International Cooperation shared: “Today’s event will open up many new opportunities, helping Vietnamese cultural values ​​continue to shine in the flow of globalization. When each passenger enjoys a bowl of pho in the air, they not only savor its rich flavor but also touch the spirit, essence, and pride of the Vietnamese people.”

Mrs. Nguyen Phuong Hoa – Director General of the International Cooperation Department delivered congratulatory remarks at the event

CHIN-SU Pho Story aircraft was welcomed by leaders from the Ministry and various departments, along with representatives of Masan Consumer and Vietjet

CHIN-SU Pho Story aircraft was welcomed by leaders from the Ministry and various departments, along with representatives of Masan Consumer and Vietjet

The collaboration between these two leading enterprises in the aviation and food sectors marks an important step in promoting Vietnamese culinary culture, contributing to bringing unique culinary experiences on flights for both domestic and international travelers, showcasing a beautiful and hospitable Vietnam while boosting the economy and tourism, etc.

ADDITIONAL INFORMATION

About Masan Consumer

Masan Consumer Corporation is one of the largest consumer goods companies in Vietnam, currently manufacturing and distributing a wide range of food and beverage products, including seasonings (fish sauce, soy sauce, chili sauce, seasoning powder), convenience foods (instant noodles, ready-to-eat breakfast meals), and beverages (instant coffee, nutritional cereals, mineral water and energy drinks). The company commenced operations in 1996 and has since successfully developed its product portfolio and distribution system to establish its leading position in the branded food and beverage market in Vietnam. Masan Consumer has created leading and trusted brands such as CHIN-SU, Omachi, Kokomi, Nam Ngu, Tam Thai Tu, Vinacafé, Wake-Up Saigon, Wake-Up 247, Vinh Hao… through a strategy that puts Vietnamese consumers first.

About Vietjet

The new generation airline Vietjet is leading a revolution in the aviation industry in Vietnam, the region, and globally. With superior cost management, operational efficiency, and performance, Vietjet offers affordable and flexible flying opportunities, providing a diverse range of services to meet all customer needs.
Vietjet is an official member of the International Air Transport Association (IATA) and holds an IOSA Operational Safety Audit (IOSA) certificate. As the largest private airline in Vietnam is ranked 7 stars – the highest in the world for aviation safety by the prestigious organization AirlineRatings, top 50 best airlines in the world for operations and financial health in 2018, 2019 by AirFinance Journal, continuously receiving the award for best low-cost airline awarded by prestigious organizations such as Skytrax, CAPA, AirlineRatings…

“CHIN-SU One Million Meals with Meat” continues the journey of love, supporting children in the highlands on their quest for knowledge to build a brighter future.

The necessity for solidarity among compassionate hearts

“CHIN-SU One Million Meals with Meat” aims to provide nutritional support for children in disadvantaged areas, not only delivers warm and loving meals to encourage regular school attendance, but also focuses on the holistic development of their physical health, stature, and intellect as they embark on their journey toward literacy and a brighter future.

“One Million Meals with Meat” aims to promote the holistic development of students’ physical health, stature, and intellect on their journey toward literacy.

A recent survey conducted by the Vietnam General Confederation of Labor revealed that only 26.2% of respondents can afford to have meat and fish in their daily meals. This is an unbelievable and unacceptable number when Vietnam is among the countries with the highest happiness index in Southeast Asia.

The 2020 National Institute of Nutrition’s general survey also indicated that although the national malnutrition rate has decreased, the stunting rate among ethnic minority children (31.4%) remains twice as high as that of Kinh children. Along with that, the rate of underweight ethnic minority children is also 2.5 times higher (21%) compared to Kinh children (8.5%).

These statistics highlight the critical need for nutritional care as a special priority for the holistic development of children in mountainous areas and requires the contributions from both businesses and the community.

‘The Journey of Millions Meals with Meat’

The Mountainous Underprivileged Students Fund is a charitable social fund, formerly known as the ‘Meals with Meat’ Program. Operating on a non-profit basis, the fund aims to support impoverished students in the highlands by providing them with more nutritious meals in class, warm clothing, school supplies, books, medicine, and assistance in building schools, dormitories, kitchens, wells, and other essential needs.

The students receiving “Meals with Meat” support are those from poor families living close to the school (within 4 km) who do not qualify for the state’s lunch subsidy. These children must walk several kilometers along mountainous paths to return home regardless of the weather, resulting in a low rate of afternoon school attendance.

The journey to school for children in the highlands often requires them to walk several kilometers along mountainous paths, crossing numerous hills and streams, regardless of whether it is sunny or rainy

The meals with meat are designed to encourage the children to stay at school for afternoon classes, allowing them to gain more knowledge, receive better nutrition, and enjoy moments of love and connection as they share their challenges with gentle, innocent smiles in a warm little kitchen filled with warm affection.

Meals with meat at school not only bring joy and laughter, but also motivate children to attend school more diligently

Not stopping at merely caring and supporting the children, “One million meals with meat” also brings meaningful spiritual contributions, encouraging and “igniting” the passion of teachers working in the remote and difficult areas of the country.

In addition to teaching, teachers at highland schools also take care of the student’s daily meals

Mr. Quynh – Principal of Tan Tien Primary School for Ethnic Minorities, Ban Pe shared, “We feel like we are fueled by a meaningful program like “CHIN-SU One Million Meals with Meat” accompanying us. Thanks to the meals with meat, students are motivated to go to school more diligently, and classes are more complete. This is the greatest happiness for us teachers.”

Images of children eagerly participating in the “Special Meat Pan” brought by CHIN-SU in collaboration with The Mountainous Underprivileged Students Fund and the Vietnam Chefs Association on Teachers’ Day, November 20, at Tan Tien Primary Boarding School for Ethnic Minorities, Ban Pe village, Yen Lo commune, Binh Gia town, Lang Son province.

Each meal is not only about being full but also about warmth, igniting in the children’s hearts the hope for a brighter future

 “One million meals with meat” – Joining hands to support the future buds

The “One Million Meals with Meat” project marks the beginning of a long-term community journey. One million meals are just the start, beyond that, CHIN-SU hopes to bring millions of smiles and nurture millions of future dreams of children. Through these meals with meat, CHIN-SU aims to provide motivation for the children to firmly step on the journey to pursue their dreams.

Representatives from the CHIN-SU brand and The Mountainous Underprivileged Students Fund presented the symbolic board “One million meals with meat” with a total funding of 10 billion VND for the 2024 – 2025 school year at Tan Tien Ethnic Boarding Primary School, Ban Pe village, Yen Lo, Binh Gia, Lang Son

Ms. Dinh Hong Van – Senior Marketing Director, CHIN-SU brand representative shared: “With the program “One Million Meals with Meat”, CHIN-SU and The Mountainous Underprivileged Students Fund not only aim not only to provide nutritious meals but also to instill trust and motivation for the children to bravely pursue their education and build their future. We believe that each meal is not just about being full but also about warmth, igniting hope for a bright future in their hearts.”

CHIN-SU “One Million Meals with Meat” has created a meaningful activity, marking the journey of “Supporting Students – Supporting Teachers” on the memorable November 20th

Journalist Nguyen Anh Tu – Vice President and Director of the Fund for “ Mountainous Underprivileged Students” stated: “Over the past decade, the Fund for “Mountainous Underprivileged Students” has received great support from the community. We are extremely grateful for the kind hearts that have been sent to the students, becoming a great source of encouragement to help them firmly step on the journey of conquering knowledge. CHIN-SU’s companionship in the second year has further affirmed the value of sharing, marking a solid milestone in the solidarity of Vietnamese enterprises for the community, helping us continue to nurture the dreams of children in the highlands.”

Opt 2 “The efforts of CHIN-SU and The Mountainous Underprivileged Students Fund are also a testament to the spirit of solidarity and sharing. We hope that, with the support of the community, we will not only improve meals but also change the lives of many children in deep and remote areas.”