In June 2026, Vietnam's massive food maker Masan Consumer exhibited at "THAIFEX – Anuga Asia 2026," one of Asia's largest food trade fairs, held in Bangkok, Thailand, showcasing its flagship brand "CHIN-SU" and other core products to the world. CHIN-SU is already exported to over 26 countries and regions, ranking No. 1 in the seasoning category on South Korea's major e-commerce platform "Coupang" and breaking into the top 10 on the U.S. Amazon as well. It's an event symbolizing that Vietnamese food's overseas expansion has at last moved to a stage of full-fledged global competition.
Vietnamese brands make their presence felt at THAIFEX 2026
Masan Consumer exhibited at THAIFEX – Anuga Asia 2026, held at IMPACT Muang Thong Thani near Bangkok, on June 2, 2026. The venue gathered 3,620 companies from 59 countries and regions, and Vietnam, with 176 participating companies, was among the top five countries in scale.
In the Vietnam pavilion, the company put front and center a lineup including CHIN-SU, known for its chili sauce and premium fish sauce (nuoc mam), plus the fish-sauce brand Nam Ngu, the instant noodle Omachi, the coffees Vinacafé and Wake-Up, and the pho product Pho Story. All are brands with overwhelming share on Vietnamese tables at home.
"Making Vietnamese food global food"—inside the Go Global strategy
Masan's clear slogan is "Go Global – Make Vietnamese Food Global Food." Its products already reach over 98% of households within Vietnam, and using that base as a foothold, it has expanded sales channels to over 26 markets, including the U.S., Canada, Japan, South Korea, mainland China, Taiwan, and Russia. Growth in major Asian markets in particular is striking.
What underpins the exports is the depth of quality certifications. Its production sites meet standards such as ISO 22000, ISO 9001, BRCGS, FSSC 22000, HACCP, HALAL, and U.S. FDA, with a system in place to clear each country's import regulations.
Key indicators: CHIN-SU's overseas position
| Item | Details |
|---|---|
| Number of export markets | Over 26 countries and regions |
| Coupang (South Korea) | No. 1 in the seasoning category |
| Amazon (U.S.) | Top 10 |
| Domestic penetration | Over 98% of all Vietnamese households |
| THAIFEX exhibitors | 3,620 companies (59 countries and regions) |
| Participating Vietnamese companies | 176 (top five countries) |
* Indicators are based on various published figures as of June 2026.
The industry's take
In Vietnam's FMCG (fast-moving consumer goods) industry, voices watching Masan's move as "the global expansion of a national brand" are spreading.
- A food-export insider: "No. 1 on Korea's Coupang is proof that the seasoning has been accepted not only by overseas Vietnamese demand but by local consumers too."
- An FMCG analyst: "Top 10 on the U.S. Amazon means the presence on Asian-food shelves has risen a notch."
- A buyer visiting the trade fair: "Being able to source fish sauce and instant noodles in one stop looks appealing to overseas distribution."
The impact on Japan's Vietnam lovers and travelers
CHIN-SU and Nam Ngu fish sauce, and Omachi instant noodles, are becoming easier to find at Japan's Asian grocery stores and online. For those who want to recreate at home the taste of pho or bun they enjoyed on the ground, the flow is that options for trustworthy seasonings are increasing. The day Vietnamese brands line Japanese supermarket and e-commerce shelves may not be so far off.
Ripple effects on the industry
Masan's success has shown all of Vietnam's food makers an expansion model of "domestic share → overseas e-commerce → local retail." Exports, which had centered on overseas Vietnamese communities, are shifting to a stage of winning over local general consumers. Overlapping with the flow of Vietnamese food's rising international standing—such as the bid to have pho added to UNESCO's Intangible Cultural Heritage—the tailwind is strengthening.
Practical information
| Item | Details |
|---|---|
| Company | Masan Consumer |
| Main brands | CHIN-SU / Nam Ngu / Omachi / Vinacafé / Pho Story |
| Exhibited event | THAIFEX – Anuga Asia 2026 (Bangkok) |
| How to obtain (in Japan) | The Vietnamese food corner at Asian grocery stores and major e-commerce sites |
Summary
Masan Consumer's THAIFEX 2026 exhibit and CHIN-SU's overseas e-commerce leap show that Vietnamese food is evolving from "a local taste" into "a product lining tables around the world." If Vietnamese seasonings become familiar in Japan too, the hurdle to making authentic flavors at home drops sharply. We'll be watching the further expansion of sales channels and the rollout in the Japanese market.
Related articles
- Pho formally nominated for UNESCO Intangible Cultural Heritage: the craftsmanship of "Van Cu village" in Nam Dinh Province, its birthplace, takes on the world
- Michelin Guide Vietnam 2026 to be announced in Hanoi on June 4: highlights of the 100th-anniversary ceremony
- Lunch Lady in Vancouver named No. 9 on Food & Wine's "World's Best Restaurants"
- Recreating Saigon's street cafés at San Francisco's "Nau Coffee"
