The 'family heirloom diamond' of Masan Chairman

A bottle of Chin-su fish sauce sold for $10 in Korea, 10 times the price in Vietnam, is an example that Mr. Nguyen Dang Quang, Chairman of Masan Group, talks about the value of creativity and the strength of Vietnamese brands when they are elevated.

Billionaire Nguyen Dang Quang, Chairman of Masan , tells the story of Vietnamese fish sauce being sold for 10 USD in Korea, 10 times the price in Vietnam - Photo: CH

Vietnamese goods sell at high prices internationally.

The roadshow "MCH listed on HOSE and the growth story" took place in Ho Chi Minh City on the afternoon of December 4 and lasted until the evening when Mr. Nguyen Dang Quang suddenly appeared from below the auditorium, making hundreds of investors excited to watch.

Masan’s Chairman said that Vietnamese people today do not just need to eat well and wear warm clothes, but also crave quality, emotional life experiences. Seeing the potential market, for Masan Consumer (MCH), the journey of premiumization has just begun.

Citing the fact that a bottle of fish sauce can be sold for $10 in Korea compared to $1 in Vietnam, he said the difference does not come from the ingredients but from the creativity and brand experience when the product is "elevated".

This is also the basis for the premiumization strategy that MCH is pursuing in the context of Vietnamese people increasingly prioritizing quality.

From the story of fish sauce, Mr. Quang introduced three strategic pillars that MCH will pursue on the journey of "Go Global" to spread Vietnamese culinary values ​​to the world with the spirit of "fall down where you stand up there".

Applying technology to do "the same things differently" with consumer-tech platforms and product premiumization to meet increasingly sophisticated consumer needs.

This is also the first time Mr. Quang explained why he considers MCH the "family heirloom diamond" of Masan.

MCH converges five core values. Stable cash flow and dividends; sustainable growth thanks to Vietnamese income exceeding 5,000 USD; leading position accounting for 80% of industry profits; distribution system covering 500,000 points of sale and especially brand building capacity.

New products displayed at the MCH Roadshow event - Photo: CH

Chin-su, Nam Ngu, Omachi, Wake-Up... in the top 100 million USD/year

At the event, MCH announced many outstanding business results for the period 2017 - 2024, operating profit margin maintained at over 23%, after-tax profit grew at a compound annual growth rate of nearly 20%, revenue in 2024 reached about 1.2 billion USD and from 2018 to present, the company has paid nearly 1.5 billion USD in cash dividends.

The company also said that since 2002 it has launched 1,200 new products, with a 20% success rate, four times the Asian FMCG average. The system of nearly 4,500 stores has shortened the time to market by 50%, to just 15 days and 6-12 months from idea to nationwide commercialization.

With diverse consumer approach strategies, according to Ms. Nguyen Truong Kim Phuong - Marketing Director, MCH has shifted from serving "family kitchens" to meeting the personalized needs of 100 million Vietnamese people. From there, it aims to capture 10-20% of the $15.7 billion food and beverage market share by 2030 and develop high-end products for the Japanese and Korean markets.

Mr. Truong Cong Thang - General Director - said that MCH does not build a parent brand but forms an ecosystem of national brands such as Chin-su, Nam Ngu, Omachi, Wake-Up, Kokomi... Each brand achieves revenue of over 100 million USD/year.

There are currently 11 brands in the potential group, the goal by 2030 is for all 16 brands to exceed this milestone in Vietnam and internationally.

Mr. Thang cited data showing that among 16 FMCG enterprises with a capitalization of over 1 billion USD in Southeast Asia, only Masan Consumer simultaneously achieved compound growth of over 10% and a profit margin of over 20% in the 2022 - 2024 period.

MCH shares will move from UPCom HoSE in December

According to the company representative, MCH plans to list on HoSE in December, promising to attract new capital flows in the context of the Vietnamese stock market accelerating at the end of the year.

Vietcap representative commented that MCH could soon be considered for inclusion in the VN30 basket and attract strong ETF capital flows after the margin eligibility period.

Currently, MCH shares are traded on UPCoM at a price of around VND 220,000/share.

JUSTICE

Source: https://tuoitre.vn/vien-kim-cuong-gia-bao-cua-chu-cich-masan-20251204211504984.htm