(Tổ Quốc) – Over the two days of December 7-8, 2024, the 12th International Food Festival took place at the Diplomatic Corps Area in Hanoi. This annual event focused on culture, cuisine, and international diplomacy, featuring participation from embassies, foreign cultural centers, local foreign affairs departments, as well as support from businesses, associations, sponsors, and agencies under the Ministry of Foreign Affairs.

The event welcomed the special appearance of the wife of General Secretary To Lam – Mrs. Ngo Phuong Ly, the wife of former President Truong Tan Sang – Mrs. Mai Thi Hanh, and diplomats.

With the theme Gastronomy of Unity – Connecting Cuisine, the 2024 International Food Festival gathered more than 130 booths, opening up a colorful culinary cultural space. Diners participated in promotional activities and impressive culinary experiences performed by Vietnamese artisans and professional chefs along with foreign guests such as: giant bread served with Chin-su chili sauce, Northwest banh chung from Thai Hai village, colorful pho rolls 12 meters long…

The special bread show of 3 regions attracts diners to visit and experience.

The 12 meter long colorful pho roll display delighted visitors.

Chin-su booth attracts visitors

As the main sponsor of the 12th International Food Festival, Masan Consumer Joint Stock Company (Masan Consumer) brought its prominent domestic and international brand, Chin-su. This appearance of Chin-su has attracted great attention as the brand has continuously left its mark on the international culinary map over the past time.

Visitors were excited and lined up to visit Chin-su’s booth to experience the activities at the festival.

As a leading consumer goods company in Vietnam, famous products of Masan Consumer Goods Joint Stock Company such as Chin-Su chili sauce, Nam Ngu fish sauce, Vinacafé coffee, Omachi noodles… are available in more than 20 countries and territories around the world. Last November, Chin-su chili sauce made domestic users extremely excited when it appeared on giant advertising billboards on busy streets in Korea and Japan such as Myeongdong (Seoul) and Dotonbori (Osaka). This created a strong effect, attracting many visitors to check-in, the hashtag #Chinsujapan or #Chinsukorea also spread on social networks, affirming the mark on Chin-su’s Go Global – Around the World journey.

The image of Chin-su chili sauce appearing on giant billboards in Korea and Japan once caused a stir.

Foreign guests have many compliments for Chin-su’s spice set.

Present at the event early, Ms. Anna from Türkiye shared: “Thanks to coming here, I have enjoyed many dishes from countries that I have not had the opportunity to visit. In particular, I was extremely excited to come to the Chin-su booth to try Chin-su Sriracha chili sauce. A friend of mine who traveled to Japan said that this product is quite popular with the Japanese. And indeed, the spicy taste of Chin-su Sriracha chili sauce makes every dish more delicious.”

Contributing to promoting Vietnamese cuisine

Masan Consumer’s participation at the International Food Festival not only contributes to honoring the unique flavors of Vietnamese spices but also introduces the image of Vietnamese cuisine to friends around the world. With the strategy “Go Global – Make Vietnamese Foods Global Foods”, Masan Consumer has been constantly making efforts to widely promote products around the world, thereby elevating Vietnamese cuisine in the international market.

Raja, a Pakistani stall owner and owner of the Nan n kabab restaurant chain in Hanoi, shared that after 19 years of living in Vietnam, he has noticed similarities in the way spices are used to prepare Vietnamese dishes and his homeland’s dishes. According to him, the International Food Festival is a great opportunity to connect the culinary cultures of the countries, while helping foreigners like him discover more about the richness of Vietnamese spices and cuisine.

“Vietnamese and Pakistani people both use spices in cooking to create unique flavors for the dishes. I have made Pakistani dishes with Vietnamese spices, even made Vietnamese beefsteak with Pakistani spices and received many compliments. I am happy to be here to learn more about Vietnamese cuisine, as well as have the opportunity to introduce traditional Pakistani dishes and the characteristics of Halal food.”

Diners check-in at Chin-su’s booth to receive special gifts.

The 2024 International Food Festival has become a memorable event with many good impressions. Speaking at the event, Ms. Pauline Tamesis, UN Resident Coordinator in Vietnam shared: “This event has connected people from many different cultures through the common language of cuisine. From the rich flavors of Southeast Asia to the exquisite dishes of Europe, the International Food Festival opens up a rich and diverse journey of experiences.”