TẠP CHÍ ĐIỆN TỬ
Masan and the journey of nurturing a strong domestic brand.
As a consumer retail business with a clear branding strategy, Masan has built many strong brands trusted by domestic and international consumers.
For companies in the retail consumer goods industry, developing a strong brand that customers love and trust is essential. With its dominant position in the sector, Masan is one of the few indigenous businesses with a methodical approach to brand development, which has helped it succeed in Vietnam and leave its mark on the global market.
Developing a powerful homegrown brand
At the Cool Product Awards 2024 held by Tap chi Kinh te Viet Nam / Vietnam Economic Times / VnEconomy on December 20 in Hanoi, the MEATDeli brand - European-standard chilled meat of Masan MEATLife Joint Stock Company, was honored among the Top 10 Cool Products and Services of Vietnam 2024 in the Agricultural Products, Food and Beverages, and Retail Chains category. This is the 5th consecutive time that MEATDeli has been recognized by this prestigious award.
Organized yearly, the Cool Products Awards has grown into a distinguished occasion that links manufacturers, distributors, and buyers. The program's stringent requirements this year, which has as its theme “Positive Branding - Sustainable Consumption” center on recognizing companies that not only prioritize social responsibility but also provide consumers with useful products.
Furthermore, the Top 10 Most Reputable Food Companies of 2024 were revealed in September by the Vietnam Report. The fast-moving consumer products industry, which includes the Masan brand Masan Consumer, is ranked first on this list. It falls under the area of cooking oils, seasonings, and sauces.
Based on objective and scientific criteria, the Top 10 Most Reputable Food Companies of 2024 have been determined. Financial capacity as shown in the most recent financial report, media reputation as determined by the Media Coding method (which involves coding articles about the company on prominent media channels), and a survey of research participants and stakeholders carried out in August 2024 are the three primary criteria used to evaluate and rank the companies.
In addition, the Ho Chi Minh City Department of Industry and Trade presented the fourth Ho Chi Minh City Golden Brand Awards 2023 earlier this year, where the Masan Consumer brand CHIN-SU was recognized in the "Youth's Golden Brand" category. Masan Consumer is one of the Top 32 exceptional brands that have been recognized with the Golden Brand Award.
Masan's unwavering efforts to diversify products, innovate, and improve in order to meet the increasingly varied expectations of its customers are demonstrated by the company's several strong brands and numerous outstanding accolades.
Showcasing Vietnam’s delicacies
In addition to establishing a reputation at home, Masan has been introducing the distinctive tastes of Vietnamese food, like Vinacafe coffee, omachi noodles, and CHIN-SU hot sauce, to the rest of the world. In addition to embodying Vietnamese values, these goods satisfy international export regulations and user preferences in various markets.
In 2024, CHIN-SU left a distinctive mark on the global market when it ranked first among all products sold on Coupang's e-commerce platform in South Korea. The product continued to shine brightly, appearing spectacularly on enormous billboards at Myeongdong, the largest shopping district in Seoul, South Korea, and at the iconic Glico sign in Dotonbori, a bustling food district in Osaka, Japan. Most recently, CHIN-SU Pho Story collaborated with VietJet Airline to take pho instant noodles combined with traditional pho flavors and modern technology to altitudes of 10,000 meters, delighting passengers on both domestic and international flights.
In the context of Vietnam's agricultural sector constantly transforming with modern and sustainable production models, domestic consumers are increasingly accessing clean and high-quality agricultural products. The Masan’s fruits and vegetable brand, WinEco, is a pioneer in developing advanced, clean, and sustainable agriculture in Vietnam, guided by the philosophy "Health starts from what we eat." Over nearly a decade, WinEco has established its leading position. For that reason, WinEco has been honored among the Top 10 Impressive Products and Services of 2024 at the Cool Product Awards 2024.
In Q3 of 2024, WinEco made a significant stride on its journey towards global expansion. Over 90 tons of glass noodles were exported to South Korea, one of the most demanding and stringent countries for imported goods. This event further confirms the high quality of WinEco's agricultural produce.
In 2025, while focusing on domestic market development, WinEco will continue to direct its efforts toward exporting to other potential international markets such as Europe, Japan, and China. The upcoming year is expected to be a milestone, affirming WinEco's leading role in both the domestic and international markets, while also contributing to enhancing the value of Vietnamese agricultural products.
Since the beginning of the year, alongside consumer trust awards, Masan Group has consistently received recognition from reputable organizations within and outside Vietnam, being distinguished at prestigious awards like "Best Places to Work in Asia 2024" (HR Asia Award), "Southeast Asia 500" (Fortune), "50 Vietnam's Best Performing Companies 2024” and "Top 50 Corporate Sustainability Awards 2024" (Nhip Cau Dau Tu).
