Tradition, innovation keys to elevating Vietnamese cuisine globally: exec

Vietnam boasts a wide array of beloved food products, but more innovative and eye-catching packaging is needed to boost global appeal, said Nguyen Trung Dung, founder and CEO of Dh Foods JSC, a Vietnamese spice company.

Dung made the remarks at an e-commerce export conference themed “Vietnamese brand – taking off globally,” organized by Amazon Global Selling Vietnam and Vietnam Trade Promotion Agency (Vietrade) in Ho Chi Minh City on Friday.

Dh Foods began exporting in 2016, but didn’t register to sell on Amazon until three years later. Just as they were gaining momentum, the Covid-19 pandemic struck, forcing the company to pause and later relaunch operations in 2022.

According to Dung, direct exporting poses significant challenges for small and medium-sized enterprises (SMEs). Although Dh Foods spent a lot annually to participate in international trade shows, direct exports only accounted for about 5% of their revenue.

In the early days of selling on Amazon, the company faced numerous obstacles. However, with support from Amazon Global Selling, they eventually made a breakthrough.

The platform provided detailed data on product performance, sales trends, and global consumer behavior - helping Dh Foods save time and reduce costs. This allowed the company to develop trend-aligned products tailored to different markets.

"The U.S. is a highly promising market, with a population of 300 million, including 30 million people of Asian descent and 3 million of Vietnamese origin - that represents a major opportunity. E-commerce platforms like Amazon help sellers understand what customers want and which products are selling well,” said Dung.

He emphasized two key elements for success on Amazon: tradition and innovation. "Vietnam has a rich and increasingly popular culinary culture. Dishes like pho, bun bo Hue, bun cha, and banh mi are gaining global recognition, and our spices are also being embraced internationally."

However, innovation is equally essential. According to Dung, sellers must adapt their packaging and recipes to modern consumer preferences - while preserving the authentic flavors of Vietnamese cuisine.

"Made in Vietnam" products see 300% surge on Amazon

Larry Hu, general director of Amazon Global Selling Southeast Asia, noted that “Made in Vietnam” products are becoming increasingly popular worldwide - from handicrafts to specialty agricultural goods.

Over the past five years, the number of Vietnamese sellers registering brands on Amazon has grown more than 35-fold, and product listings have jumped by 300%. The top five fastest-growing categories include health and personal care, home, kitchen, apparel, and beauty. In the first half of this year, Vietnam’s wood product exports alone rose by 12%.

Looking ahead, Hu said Amazon will prioritize promoting high-potential categories under its “Viet-Selection” program, including wooden furniture, food, and apparel.