Chin-su is promoting its "Around the World" strategy by introducing Chin-su seasoning and noodle sets at the Seoul Food 2023 international food event in South Korea.
Korea is a key market after Japan, introduced by the Masan Consumer Company (HOSE: MCH) with a series of Chin-su branded products. Enterprises bring to Seoul Food 2023 chili sauce, seasoning seeds, fish sauce, soy sauce and instant noodle soup.
The business representative said that investing in research and development of a set of products suitable to Korean culinary culture and standards is part of the strategy to bring Vietnamese cuisine and brands to the world. The set of products launched this time is designed based on the understanding of the culinary taste of Korean chefs, students, young people and families.
Ribbon-cutting ceremony to open Chin-su booth at Seoul Food Event 2023 in Korea. Image: Masan Consumer
Accordingly, the Chin-su chili sauce collection introduced to kimchi users includes three types. One is the chili sauce with the original original flavor that harmonizes spicy, sour, salty and sweet that can be combined with typical Korean dishes such as pancakes, fried chicken, Gyoza (dumplings), fish cakes, potato tornadoes. The second is Bibim chili sauce - a mixed rice sauce inspired by the typical Korean cuisine of Gochujang combined with the flavor of Vietnamese Chin-su chili sauce. Finally, wasabi chili sauce.
Chin-su chili sauce comes in tube form so that foodies can enjoy many different flavors at the same time, besides the signature Chin-su chili sauce bottle. Image: Masan Consumer
At the event, the company also introduced Chin-su anchovy fish sauce from the East Sea with 40 degrees of protein with a selected source of fish sauce with amber-red brown color, sweet aroma. The company representative hopes that this traditional spice will bring a new breeze to the taste of Korean diners.
Pho Story at Seoul Food 2023 is exclusively for Korean food lovers by Chin-su. The product shows the research, preservation and development of the traditional flavor of Vietnamese pho, from carefully selected ingredients to create a fresh, aromatic taste of beef, ginger and scallions, blended with soft noodle soup. The traditional flavor helps Vietnamese pho lovers feel the tradition in modern life, wherever they are.
Traditional flavors promise to conquer the taste buds of users. Image: Masan Consumer
Mr. Kim In Chon, Chairman of Hyosung International Company - a distributor, said that the appearance of the Chin-su seasoning and pho set at Seoul Food 2023 shows the intersection of Vietnamese and Korean cuisine. With a population of over 50 million people and a large number of Vietnamese working and living in Korea, Vietnamese cuisine is increasingly known to Koreans.
According to Pham Hong Son, Deputy General Director of Masan Consumer, the launch at Seoul Food 2023 is a step to create momentum for the Chin-su seasoning and noodle collection to continue to cover the Korean market, serving the enjoyment needs of Korean consumers and Vietnamese expatriates living, studying and working in Korea.
Masan Consumer is promoting the strategy of "Go Global - Around the World" with the goal of achieving 15% of sales in the global market by 2027. The business representative said that success in Japan is a lever for Masan Consumer's products to penetrate many markets such as Korea, Australia, Europe and North America...
“The uniqueness of Vietnamese cuisine is spices such as the rich taste of anchovy fish sauce, the stimulating warmth of chili peppers, the aroma of peppers, garlic, and typical herbs… besides traditional dishes such as pho, vermicelli, vermicelli, hot pot… Therefore, Masan Consumer wishes to contribute to bringing Vietnamese cuisine to the world through Chin-Su seasoning, Mr.
Seoul Food is an annual international food event for businesses (B2B) related to food, restaurants, and hotels. 2023 is the 41st year the show takes place. The event attracted more than 1.000 businesses from more than 30 countries.
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