Masan Consumer promotes Vietnamese cuisine to international friends

Masan Consumer, the consumer goods arm of Masan Group, recently showcased its products at the 2024 International Food Festival in Hanoi, helping promote the unique cuisine of Vietnam to visitors from across the globe.

Taking place on December 7-8, the 12th edition of the festival captured considerable attention from both local and international visitors.

The annual event, honoring culture, cuisine, and international diplomacy, featured the participation of various embassies, foreign cultural centers, local foreign affairs departments, as well as support from businesses, associations, sponsors, and the Ministry of Foreign Affairs.

With the theme “Gastronomy of Unity”, the event brought together over 130 booths, creating a colorful culinary and cultural space.

Visitors had the chance to take part in impressive cooking demonstrations and food experiences hosted by professional chefs from Vietnam and foreign guests. Among those were giant bread with Chin-su chili sauce, Tay Bac (Northwestern) sticky rice cake from Thai Hai village, Thai Nguyen province, and a 12-meter long, colorful spring roll.

Chin-su booth lures visitors

As the main sponsor of the 2024 International Food Festival, Masan Consumer introduced its prominent domestic and international brand, Chin-su. Chin-su’s presence at the festival garnered significant attention, especially given the brand's greater hallmarks on the global culinary map.

As one of Vietnam’s leading consumer goods companies, Masan Consumer’s popular products, including Chin-su chili sauce, Nam Ngu fish sauce, Vinacafé coffee, and Omachi noodles, are now available in over 20 countries and territories around the world.

Last November, Chin-su chili sauce made waves in South Korea and Japan, where it appeared on giant billboards in bustling streets like Myeongdong (Seoul) and Dotonbori (Osaka).

This generated a strong reaction, with many visitors taking photos and using hashtags #Chinsujapan and #Chinsukorea on social media, further solidifying Chin-su’s position in the international and domestic markets.

Anna, a visitor from Turkey, said: "Thanks to this festival, I have been able to taste many dishes from countries I hadn’t had the chance to visit. I’m especially excited to try Chin-su Sriracha chili sauce. A friend who visited Japan told me that the Japanese love this product, and it’s true! The spicy flavor of Chin-su Sriracha really enhances any dish."

Promoting Vietnamese cuisine

Masan Consumer’s participation in the 2024 International Food Festival not only celebrates the unique flavors of Vietnamese spices but also introduces Vietnamese cuisine to the world.

With the strategy "Go Global - Make Vietnamese Foods Global Foods", Masan Consumer has been actively promoting its products worldwide, thereby raising the stature of Vietnamese cuisine on the international market.

Raja, the owner of a Pakistani booth and the Nan n Kebab restaurant chain in Hanoi, shared that after 19 years living in Vietnam, he noticed similarities in the way spices are used in Vietnamese and Pakistani cooking.

According to him, the International Food Festival is an excellent opportunity to connect the culinary cultures of different nations while allowing people like him to explore the rich flavors and spices of Vietnamese cuisine.

“Both Vietnamese and Pakistanis use spices in cooking to create unique flavors. I’ve made Pakistani dishes using Vietnamese spices, and even prepared Vietnamese ‘bo né’ using Pakistani spices, receiving positive feedback. I’m happy to be here to learn more about Vietnamese cuisine and have the chance to introduce traditional Pakistani dishes along with the distinctive features of Halal food," Raja said.

The 2024 International Food Festival has become a memorable event, leaving many positive impressions.

Speaking at the event, Pauline Tamesis, UN Resident Coordinator in Vietnam, said that this event has brought people from diverse cultures together through the common language of food. From the rich flavors of Southeast Asia to the refined dishes of Europe, the festival offers a rich and diverse journey of culinary experiences.