• CHIN-SU SRIRACHA CHILI SAUCE, SPICE BLEND SET AND CHIN-SU SPECIALTY SPICE POWDER, CHIN-SU SPRING ROLLS RECEIVE WARM WELCOME AT FOODEX JAPAN 2024
• CHIN-SU BRINGS SPECIALTIES TO FOODEX JAPAN 2024
• CHIN-SU SPECIALTY SET AT FOODEX JAPAN 2024 RECEIVES WARM RECEPTION

* Building on the success of Foodex Japan 2023 and the ambition to bring Vietnamese food to the world, Masan Consumer Joint Stock Company continues to participate in Foodex 2024 and launches CHIN-SU Chili Sauce, CHIN-SU spice blend set & specialty spice powder and CHIN-SU Spring Rolls.

CHIN-SU E4-C03 Booth at Foodex 2024, Tokyo, Japan, March 5, 2024: Masan Consumer Joint Stock Company (UpCOM: MCH, Company: Masan Consumer) launched a product line featuring the flavors of Vietnam in the Japanese market. With the Go Global strategy – Bringing Vietnamese food to the world and Japan being one of the key markets, CHIN-SU continues to present the rich flavors of Vietnamese specialties at Foodex Japan 2024, which have been warmly received and loved by Japanese consumers. CHIN-SU focuses on investing in modern technology to produce product lines that cater to Japanese tastes, in accordance with Japanese standards to serve domestic consumption needs as well as global demands.

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Vietnamese spices and dishes are becoming a notable highlight on the global culinary map as they are increasingly praised by renowned chefs, culinary experts, and major media outlets worldwide. Fresh, nutritious, aromatic, sweet, sour, fermented, spicy. These are all descriptions of Vietnamese cooking, the perfect balance of different spices in each dish truly elevates every ingredient and seasoning to fame. This gives the dish a more balanced, aromatic and sophisticated taste with complex flavors such as Pho, Banh mi, Cha gio, Goi cuon… which have captivated many foreign tourists as well as Vietnamese people living and working around the world.

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1. CHIN-SU SPICE BLEND SET & SPECIALTY SPICE POWDER

Vietnam is a country rich in natural spices and herbs, with each region offering unique spices such as onions, pepper, garlic, chili, cinnamon, shallots, ginger, basil, dill, mint, etc. creating a distinctive culinary identity. These spices and herbs, when combined with dishes, create a harmonious blend of color, flavor, and aroma that is delicious and unforgettable.

CHIN-SU Spices & Herbs launches spice blend set and specialty spice powder that distill the essence of regional specialties such as: Dak Lak pepper – a firm and aromatic pepper from the mineral-rich basalt soil; Ly Son garlic – a type of garlic with high essential oil content from volcanic lava-formed land over millions of years; Nghe An turmeric – a turmeric variety with firm tubers, fresh yellow flesh, and a strong aroma crystallized from the harsh, sunny and windy soil of the Central region.

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2.CHIN-SU Sriracha Chili Sauce is made from Vietnamese specialty Chi thien chili pepper

In the domestic market, CHIN-SU Chili Sauce helps “Myriad of Bursting Flavor Dishes” gain widespread popularity and is currently the number one chili sauce in Vietnam, ranking in the top 10 on the Amazon US e-commerce platform. To meet the demand for chili sauce with the same spiciness as real chili when dipping, marinating, seasoning, and cooking, CHIN-SU has launched a new Sriracha Chili Sauce product line. Sriracha is a globally popular type of chili sauce that ranks second after the aromatic and well-balanced chili sauce that CHIN-SU holds as number one in the Vietnamese market. Sriracha is commonly used when a fresh chili flavor is desired. The new CHIN-SU Sriracha Chili Sauce is made from the best quality chilli peppers that are grilled over charcoal for 15 minutes, mixed with ripe red chili peppers fermented for 12 months, creating CHIN-SU Sriracha Spicy Chili Sauce Replace Fresh Real Chili Peppers. CHIN-SU Sriracha delights diners when paired with Gyoza dumplings, Udon noodles, Tempura, Spicy Salmon tatar, Scallops with spicy butter sauce…

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3. CHIN-SU Spring Rolls

The flavor of Vietnamese specialty spring rolls was carefully researched by CHIN-SU with 100% fresh selected ingredients: shrimp and squid from seafood regions; mushrooms and vegetables harvested from Da Lat farms; thin and crispy rice paper handmade in the traditional craft village of Bac Ninh. Each CHIN-SU spring roll is tightly rolled with a delicious sweet filling wrapped in a thin, golden, crispy shell after frying, embodying the famous spring roll taste. Produced using modern technology with Japanese quality standards, you can now enjoy authentic Vietnamese spring rolls anywhere in no time. Notably, CHIN-SU spring rolls paired with CHIN-SU Sriracha chili sauce create a perfect duo that will satisfy any diner experiencing Vietnamese cuisine.

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Mr. Luke Nguyen, a renowned chef known for his series on Vietnamese cuisine on Netflix, expressed his excitement about demonstrating the Foodshow featuring Sriracha chili sauce made from the specialty Chi Thien chili. Chef Luke Nguyen used CHIN-SU Sriracha chili sauce as a secret to ingredient to elevate the flavor of Spicy Sriracha Salmon Tartar with the smoky notes of charcoal-grilled chili and the deep spicy flavor of chili fermented for many months that CHIN-SU Sriracha offers.

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According to Ms. Suzuki, one of Japan’s top chefs, Vietnamese cuisine is highly favored among the Japanese, and CHIN-SU’s continuous launch of Vietnamese specialty products allows Japanese to easily enjoy Vietnamese cuisine right at home. The unique Vietnamese spices also pair well with certain Japanese dishes, when combined, creating an experience that is both familiar and novel for diners. In particular, I really like CHIN-SU’s ground pepper set, just a light sprinkle on Udon noodles brings out an enticing aroma, and the mild spiciness is very comforting in Japan’s cool weather. I will explore the complete line of CHIN-SU specialty spices to create many familiar yet unique dishes that leave a lasting impression on diners.

In the long-term journey of bringing Vietnamese food to the world, Masan Consumer will pursue the highest standards of food hygiene, safety, and consumer health. Masan Consumer is accelerating its “Go Global – Around the World” strategy, aiming for 15% of its 2027 revenue to come from international business. Success in the Japanese market serves as a springboard for the CHIN-SU specialties in particular and other Masan Consumer products in general to easily penetrate many other developed markets in the world such as Korea, Australia, Europe and North America…

Ms. Dinh Hong Van, Senior Director of Spices Division at Masan Consumer Joint Stock Company, stated: “With the desire to contribute to bringing Vietnamese food to the world, the CHIN-SU brand presents at Foodex Japan 2024 rich flavors that are distinctly Vietnamese and well-received by Japanese consumers. Through Sriracha chili sauce made from specialty chilies, a spice blend set featuring famous regional specialties from Vietnam such as Daklak pepper, Ly Son garlic, Nghe An turmeric, along with delicious spring rolls – a beloved dish in global culinary, CHIN-SU wishes to contribute to promoting local agricultural products and Vietnamese dishes to the world. The CHIN-SU product line launched in Japan this time will also be sold in parallel in Vietnam”.

The product line will be widely distributed throughout the Japanese market to meet the demand for enjoying Vietnamese cuisine in Japan as well as the majority of overseas Vietnamese living, studying and working here.

ABOUT MASAN CONSUMER GOODS JOINT STOCK COMPANY

Masan Consumer (“MSC”) is one of the largest consumer goods companies in Vietnam, currently manufacturing and distributing a wide range of food and beverage products, including seasonings (fish sauce, soy sauce, chili sauce, seasoning powder), convenience foods (instant noodles, convenient breakfast meals), and beverage products (instant coffee, nutritional cereals, mineral water and energy drinks). The company commenced operations in 1996 and has since successfully developed its product portfolio and distribution system to establish its leading position in the branded food and beverage market in Vietnam. Masan Consumer has created leading and trusted brands such as CHIN-SU, Omachi, Kokomi, Nam Ngu, Tam Thai Tu, Vinacafé, Wake-Up Saigon, Wake-Up 247, Vinh Hao, Teabupnon365, Faith… through the strategy of putting Vietnamese consumers first.

ABOUT FOODEX JAPAN

Foodex Japan is the world’s leading food event in Asia. The 2024 edition marks the 49th year of Foodex Japan. The event attracts 2,500 leading food and beverage companies from over 60 countries and regions. With countless networking opportunities to develop new business relationships and strengthen existing relationships, this year’s exhibition offers an even larger platform for creating partnerships, transactions, collaborations, signings and much more.

For more information visit: https://www.jma.or.jp/foodex/en/n