In June 2026, Vietnam's massive food maker Masan Consumer exhibited at \"THAIFEX \u2013 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.<\/p>\n
Masan Consumer exhibited at THAIFEX \u2013 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.<\/p>\n
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 Vinacaf\u00e9 and Wake-Up, and the pho product Pho Story. All are brands with overwhelming share on Vietnamese tables at home.<\/p>\n
Masan's clear slogan is \"Go Global \u2013 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.<\/p>\n
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.<\/p>\n