Vietnamese Consumer Goods Expand Presence at Costco Retail System

In October 2025, CHIN-SU and Nam Ngu products were officially available at Costco (USA, Korea) and Woolworths (Australia) - the world's leading retail channels. This move demonstrates the production capacity, international standards and growing appeal of Vietnamese consumer goods in the global market.

Vietnamese brands' production and R&D capabilities help expand international markets

In the context of the fast-moving consumer goods (FMCG) industry entering a period of fierce competition, Vietnamese enterprises are proving their ability to conquer the international market with product quality and innovation speed. The appearance of CHIN-SU and Nam Ngu in leading retail systems such as Costco and Woolworths not only opens up new export opportunities for the Vietnamese spice industry, but also reflects the modern production capacity and systematic investment in R&D of domestic enterprises.

In Vietnam, Masan Consumer (UPCOM: MCH), a member of the Masan ecosystem, is also one of the leading enterprises in the FMCG industry in Vietnam. This unit owns a synchronous production value chain, from raw materials to finished products, meeting international standards on quality management and food safety. It can be said that one of the cores of this capacity is the Consumer Innovation Center (CIC), which focuses on product research and development (R&D) activities based on a deep understanding of consumer tastes and behavior.

MCH's development strategy revolves around three pillars: Premiumization, Out-of-home consumption expansion and R&D promotion. Each year, CIC creates more than 100 new initiatives, many of which have become modern consumer trends, such as Omachi Self-boiling Hotpot, Nam Ngu Chili Garlic Ly Son or Wake-Up 247.

In particular, possessing outstanding R&D capabilities and advanced technology helps MCH shorten the time to launch new products to the market to less than 12 months, twice as fast as the average FMCG industry. Thanks to that, nearly 20% of MCH's revenue in the period 2018 - 2024 comes from innovative products, demonstrating the effectiveness of the growth-oriented R&D strategy.

Bringing products into international retail chains not only expands export opportunities but also affirms the internal capacity of the Vietnamese consumer goods industry, from quality management, logistics, to the ability to adapt to global standards. This is considered an important step for Vietnamese goods to gain a competitive position in the regional consumer value chain.

Restructuring the distribution system - signs of growth returning from the fourth quarter

After restructuring the distribution system, Masan Consumer expects positive growth to return in the fourth quarter of 2025, creating a solid foundation for the recovery period in 2026. At the Masan Investor Conference on October 29, Mr. Huynh Viet Thang - Chief Financial Officer of Masan Consumer said that the third quarter revenue decreased by 5.9% and EBITDA decreased by 7.4% due to short-term impacts from the implementation of the direct distribution system. However, this project has been completed in 34 provinces and cities and has been recording positive signals since October.

The direct distribution system project is a model to optimize inventory and distribution network, helping MCH goods reach the points of sale closest to consumers. The project focuses on three core elements: people, technology and connection, with a restructured sales team by region, an automated order suggestion software system, and a direct connection channel between sales representatives and points of sale. As a result, direct coverage increased by 40% to 345,000 points of sale, the proportion of wholesale channels decreased from 60% to 30%, labor productivity increased by 50% while costs were kept stable.

Mr. Danny Le - General Director of Masan Group emphasized in a recent meeting with investors: "Restructuring the distribution system is the right step for medium and long-term growth. We are not only aiming for the results of a quarter, but also towards modernizing the entire consumer value chain in Vietnam."

According to the plan, Masan Consumer (MCH) is expected to return to growth trajectory in the fourth quarter of 2025. In parallel with business activities, the enterprise is implementing steps to prepare for the IPO, under the advice of international investment banks.

A representative of Masan Group's Board of Directors said that the possibility of listing MCH shares on the HOSE in the last months of 2025 or early 2026 is very feasible, thanks to its solid financial foundation, positive business results and optimistic sentiment of the Vietnamese stock market. A successful listing is also expected to help MCH soon qualify to join the VN30 index basket, thereby expanding its investor base and consolidating its position as a leading consumer enterprise in Vietnam.

In the overall picture of Masan Group, the third quarter of 2025 marks the quarter with the highest profit since the beginning of 2022, thanks to the strong growth of WinCommerce, Masan MEATLife and Masan High-Tech Materials. For Masan Consumer, the period of late 2025 - 2026 is expected to be an important turning point, when the business re-grows and repositions itself in the capital market.

The strategy of strengthening the distribution system, promoting R&D and expanding international markets is helping Masan Consumer continue to affirm the pioneering role of Vietnamese enterprises in the modern consumer value chain, where quality, innovation and speed are the foundation for sustainable growth.

Source: https://www.masangroup.com/vi/news/masan-news/Vietnamese-Consumer-Goods-Expand-Presence-in-Costco-Global-Retail-Network.html