In southwestern Vietnam,Phu Quoc Island,the prestigious fish-sauce (nuoc mam) brand with over 200 years of history,'Huynh Khoa,'achieved nationalOCOP 5-star certificationfor three of its products in June 2025, and that same month realizedits first shipment to the Australian market.Representative Nguyen Huynh Anh Khoa (34) made a U-turn from Ho Chi Minh City to the island in 2016 and stands at a turning point connecting three generations of the family business to the international market.Vietnam PlusandVietnam.vnDrawing on local Vietnamese news coverage, we lay out the movements of producers, artisans, and the market.
40°N, 43°N, 45°N — Three products earn the national OCOP 5-star rating
2025June, Huynh Khoa's『Huynh Khoa Phu Quoc Fish Sauce 40°N／43°N／45°N』three products, awarded by the Vietnamese government'sOCOP (One Commune One Product) 5-starcertification."°N (degrees N)"isan indicator of nitrogen content (nitrogen-equivalent degree),and the higher the number, the deeper the fermentation and the more concentrated the umami. For Phu Quoc fish sauce, 40°N is the standard grade, while 43°N and 45°N are positioned as thepremium high-end line..
OCOP 5-star is the highest rank recognized within Vietnam as a"national-grade product,"and such items are designated as targets for export promotion. In 2021, Phu Quoc island had"Phu Quoc fish sauce production" registered as national intangible cultural heritage,and Huynh Khoa's three-product certification became a symbolic event bridging that tradition to the international market.
A 34-year-old third-generation heir who moved back from Ho Chi Minh City to the island
Huynh Khoa is led byNguyen Huynh Anh Khoa (34).He is the director of the company in the Suoi Da hamlet on Phu Quoc island,Huynh Khoa Fish Sauce Trading Co., Ltd.and to take over the three-generation family business, he quit his job in Ho Chi Minh City and returned to the island in 2016. At the time, Phu Quoc's fish sauce industry was being squeezed by cheap industrial products, and the aging of artisans and shortage of successors had become serious problems.
At the factory Khoa took over, there are nowover 120 wooden barrelsin operation, shippingone million liters a year.For production he introducedHACCP・ISO・HALALthese three standards, building a system that combines traditional methods with international quality standards. HALAL certification is a prerequisite for exporting to Muslim markets, and it is also a move made with an eye on trade flows to the Middle East and to Indonesia and Malaysia in Southeast Asia.
A major production area with 7,000 barrels island-wide and 30 million liters a year
The Phu Quoc Fish Sauce Association, to which Huynh Khoa belongs, has50 member companies,and across the islandover 7,000 wooden barrelsare in operation, producing about30 million litersof fish sauce a year.
| Indicator | Huynh Khoa alone | Phu Quoc island overall |
|---|---|---|
| Number of wooden barrels | Over 120 | Over 7,000 |
| Annual output | About 1 million L | About 30 million L |
| Number of association members | — | 50 member companies, |
| Main ingredients | Anchovies and sea salt | Same as left |
| Aging period | 12 to 15 months or more | Same as left |
| Geographical indication | EU PDO (Protected Designation of Origin), registered in 2012 | Same as left |
Phu Quoc fish sauce was registered in 2012 forthe EU's Protected Designation of Origin (PDO).This was an early example of certification for a Southeast Asian food, protecting the origin, ingredients, and production method under the same framework as Champagne or Parma ham. Theanchovies (cá cơm)are caught in the waters around the island and, along with sea salt,12 to 15 months or moreaged in wooden barrels — a traditional method that defines the product.
First shipment to Australia, next the US and Europe
Thefirst shipment to Australia in June 2025earned high praise from local partners and consumers, and the companyplans full-scale exports to the US and Europe within 2026.The Vietnamese government supports the export of OCOP 5-star products through the"National Brand Program for Vietnamese Products,"and Huynh Khoa is positioned as aleading case in the food category..
In the Australian market, Asian grocery supermarkets and the Vietnamese community are the main sales channels, and the first shipment was rolled out through Chinese and Southeast Asian grocery stores in Melbourne and Sydney. In the next target markets of the US and Europe, breaking into broadermainstream supermarkets and fine diningwill be the challenge.
Social media and travelers' reactions
"When I visited Huynh Khoa's factory on Phu Quoc island, they showed me the anchovies fermenting right in front of the barrels.45°NI bought a bottle to take home, and they wrapped it up for me at the airport." (Tripadvisor, paraphrased review from a Singapore-based man in his 40s)
"I found Huynh Khoa with the OCOP 5-star mark at an Asian grocery store in Australia. It's stunning that you can buy the authentic taste in Melbourne." (Threads, paraphrased post from a Melbourne-based woman in her 30s)
"I went to the factory to hear Khoa's story. His decision to leave HCMC and return to the island to carry on the three-generation family business is what led to today's OCOP 5-star." (Facebook, paraphrased post from a Hanoi-based food journalist)
On Phu Quoc island,factory toursare offered for a fee, and multiple Tripadvisor reviews give it4.0 stars or higher..
Impact on Japanese travelers
Phu Quoc island is about a short domestic flight from Ho Chi Minh City,1 hourand it is a popular area with Japanese tourists looking for resorts and beaches. Huynh Khoa's factory is in theSuoi Da hamlet of Duong To district,about a 20-minute drive from the airport. Factory tours are possible with advance booking, and various bottles (40°N / 43°N / 45°N) can be purchased directly.
To bring it home to Japan,since it is a liquid it must go in checked baggage,and the factory will wrap the bottle carefully. For 500ml,the 43°N and 45°N sit in the mid-to-high price range, comparable to Japanese premium soy sauce,making them suitable for gifts as well.Alongside Marou Chocolate's gold-medal-winning Bonbon Phở,it is a souvenir candidate that embodies Vietnam's"OCOP 5-star × international market"approach.
Ripple effects on the industry and society
In the past, Phu Quoc fish sauce has faced problems withimproper use of the "Phu Quoc"name and quality decline during export. The strict enforcement of the EU PDO and the OCOP 5-star system function as two wheels that curb such"brand dilution risk."Huynh Khoa's success in exporting to Australia is also a tailwind for the international expansion of other Phu Quoc island producers that follow.
The Vietnamese government has set a goal todouble overseas sales of OCOP 5-star products by 2030,and Phu Quoc fish sauce is positioned as a candidate for the"fourth export brand" after rice, coffee, and durian.In the Japanese market too, imports of commercial-use fish sauce are gradually expanding, and if regular distribution of the Phu Quoc brand advances,penetration into the household marketalso comes into view.
Practical information for factory tours and purchases
| Item | Details |
|---|---|
| Factory name | Nuoc Mam Phu Quoc Huynh Khoa |
| Address | Suoi Da hamlet, Duong To district, Phu Quoc island, An Giang province |
| Representative | Nguyen Huynh Anh Khoa (34). |
| Founded | A family line spanning over 200 years (third generation) |
| Flagship products | 40°N / 43°N / 45°N (OCOP 5-star) |
| Number of wooden barrels | Over 120 |
| Annual production | About 1 million L |
| Certification | OCOP 5-star / HACCP / ISO / HALAL / EU PDO (Phu Quoc origin) |
| Export launch markets | Australia (June 2025) / US and Europe planned within 2026 |
| Factory tours | By advance reservation (bookable via Tripadvisor, Expedia, etc.) |
Summary: The crossroads of 200 years of tradition and national brand strategy
Huynh Khoa's three-product OCOP 5-star and Australian export are a success story where Phu Quoc island's"200-year family business" and "national brand strategy"have come together. The 34-year-old third-generation heir's decision to return to the island, the production system of 120 barrels and 1 million liters a year, and the triple certification of HACCP, ISO, and HALAL have all stacked up to open the door to the world market.
When visiting Phu Quoc island from Japan, in addition to the resorts around Long Beach, you'll want to work ina factory tour in Duong To district.Standing before the barrels to take in the aroma of fermenting fish sauce and tasting the 40°N, 43°N, and 45°N side by side is an experience worth more than just picking out a souvenir.
Source
- Vietnam Plus｜Efforts made to improve Phu Quoc fish sauce brand
- Vietnam.vn｜The dream of bringing Phu Quoc fish sauce to the world
- Tripadvisor | Nuoc Mam Phu Quoc Huynh Khoa (factory tour reviews)
- Khai Hoan Phu Quoc | Explanation of Phu Quoc fish sauce cultural heritage
