Japanese youth create ways to combine Chin-su chili sauce with many dishes

(Dan Tri) - Not only appearing on large billboards in Japanese food streets, Chin-su chili sauce has appeared on the dining tables of many restaurants in Tokyo and Osaka and is creatively combined with dishes according to diners' culinary preferences.

Japanese youth freely create dishes combined with Chin-su chili sauce from Vietnam

Loving food and Vietnam, recently, Japanese youth enthusiastically shared moments of combining dishes with Chin-su chili sauce for a chance to win a trip to the beautiful country of Vietnam. Young people were delighted when with just a simple operation, adding Chin-su chili sauce, they immediately had a new and interesting way to enjoy everyday dishes.

An account named Cheizo108 by a young Japanese person shared on social networks.

Cheizo108 shared: “An idea to make a dish super delicious by simply adding Chin-su chili sauce. The dish I usually make is instant noodles (this time chicken noodles) and Mapo tofu (using leftovers from dinner and just adding Chin-su chili sauce. Even the egg yolk is more flavorful! Super simple but extremely delicious”, with the hashtag #CuocThiChinsuBestMatch.

Meanwhile, member Nene_macb combined the seductive spicy flavor of Chin-su with American cherry into pancakes. “The hidden mild spiciness of Chin-su stands out. Sweet and sour cherry blends together to create a complex, mature flavor. An unexpected combination. The cool feeling of vanilla ice cream highlights the spicy chili sauce,” this account wrote with the show’s hashtag.

Not only served with savory dishes, Chin-su has also been tried with pancakes and is rated as having a "seductive spicy taste".

The chili sauce brand knows how to innovate to blend in with the endless creativity of young people in many countries. Domestically, Chin-su also received the "Golden Brand of the Youth" award (organized by the Department of Industry and Trade of Ho Chi Minh City in coordination with Saigon Economic Magazine). At the recent general meeting of shareholders, Dr. Nguyen Dang Quang - Chairman of Masan Group (parent company of Masan Consumer) - likened: "Young people who like Chin-su chili sauce are like "the prince in the dream of Sleeping Beauty".

Chin-su chili sauce is available at restaurants in Tokyo and Osaka.

Welcomed by the Japanese market since 2019, Chin-su chili sauce is no longer unfamiliar to many restaurants and diners in the bustling culinary streets of the Land of the Rising Sun. By introducing many different chili sauce flavors, including Sriracha from Vietnamese chili peppers (2024), Chin-su has partly demonstrated its ability to creatively combine Vietnamese identity and international tastes.

From the streets, on the dining table, or in the space of restaurants in Japan, the image of Chin-su chili sauce has become as familiar as other traditional spices. To conquer this market, it is not simply about attracting with grand promotional campaigns, but also thanks to investment in researching the tastes and habits of the locals and investing in research and innovation to both elevate the Vietnamese spice specialty and appeal to, and be close to, the picky Japanese diners.

Whether it's a soup or a fried dish, just add a little bit of the aromatic, spicy flavor of Chin-su and the dish becomes more appealing.

Asia Yatai Mura Restaurant (Japan) places bottles of Chin-su chili sauce on the table as a condiment option to go with many dishes.

This is one of the activities within the Chin-su Go Global - Make Vietnamese Foods Global Foods strategy of Masan Consumer Company. More than just a spice, Chin-su is contributing to spreading Vietnamese cuisine and inspiring modern culinary creativity, transcending geographical boundaries.

Along with many trade promotion activities in Japan as well as other markets, Chin-su becomes a bridge, bringing the flavors of Vietnam to regional and international friends so that Vietnamese people can proudly tell the culinary story around the world .

Source: https://dantri.com.vn/kinh-doanh/gioi-tre-nhat-sang-tao-cach-ket-hop-tuong-ot-chin-su-voi-nhieu-mon-an-20250609152302924.htm