Beyond contributing flavor to millions of meals, during its 30-year journey in Vietnam, the brand has also aimed to enhance happiness and support the development of the country and its people.
A pioneering presence
Acecook arrived in Vietnam in the early 1990s when instant noodles were still a novel product, and the market for this product category remained largely untapped. In 1995, the company launched its first products, Pho Noodles and Chicken Noodles, developed with noodles mimicking pho rice noodles and broth inspired by traditional pho. The products quickly captivated consumers at the time.
From the outset, Acecook positioned its products according to high-quality standards: convenient, safe, and suited to Vietnamese tastes. This was the company's initial commitment to enhancing the culinary experience for domestic consumers.
The first three years presented numerous challenges. Instead of faltering or pursuing short-term goals, the company focused on building a strong foundation of quality. This dedication fostered trust with consumers and partners, and elevated the overall product quality within the industry.
In 1996, Acecook officially exported its first batch of instant noodles to the US market. This milestone was hailed by experts as a positive sign for the export potential of Vietnamese goods to the international market.
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Acecook Vietnam representatives receive the "High-Quality Vietnamese Goods" award for the 29th consecutive time, early 2025. Photo: Acecook Vietnam |
Acecook Vietnam representatives receive the "High-Quality Vietnamese Goods" award for the 29th consecutive time, early 2025. Photo: Acecook Vietnam
Rising to the top
After three decades of development, Acecook has become the leading brand in Vietnam's instant noodle industry. According to company data, in 2024, Acecook sold approximately 3.3 billion noodle packets in Vietnam, capturing about 40% of the market share. To achieve this, the company has maintained stable operations and continuous innovation.
From a single instant noodle product, Acecook has gradually created an ecosystem of convenient foods with various products inspired by traditional Vietnamese dishes (such as Phu Huong Vermicelli, Nhip Song Flat Rice Noodles, Hang Nga Rice Noodles, De Nhat Pho) or Japanese cuisine (such as Modern instant noodles). Each product represents a creative blend of advanced Japanese technology and Vietnamese flavors. Simultaneously, the company improves the nutritional aspects of its products to enhance the user experience.
Acecook's "Made in Vietnam" products are now available in over 40 countries and territories, contributing to the affirmation of the quality and position of the Vietnamese food industry.
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Instant noodle production line at an Acecook factory. Photo: Acecook Vietnam |
Instant noodle production line at an Acecook factory. Photo: Acecook Vietnam
Towards a future of enhanced happiness
A company representative shared that, for Acecook, Vietnam is the starting point for a new journey. Building on the foundation established by the first generation of leaders and the current team's unwavering desire for innovation, Acecook is continuing its journey of happiness.
This year, Acecook Vietnam celebrates 30 years since its first sale (7/7/1995 - 7/7/2025). From a pioneering position, the company has become the leading brand in Vietnam's instant noodle industry. The company's mark is not only due to its product coverage and leading position in the instant noodle market but also to its community-focused development strategy.
To date, the company has contributed tens of billions of Vietnamese dong to community projects. Acecook Vietnam collaborates with the Vietnam Children's Fund on numerous projects, supporting disadvantaged children and providing them with better learning and development opportunities.
Committed to a sustainable future, Acecook is comprehensively investing in the green transition. Currently, 54% of Acecook's factories utilize biomass fuel; the goal is to increase this to 80% by 2030. Additionally, the company actively improves its products to minimize environmental impact, with 90% of its instant noodle cups, bowls, and trays now using environmentally friendly paper packaging.
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Solar power system on the roof of Acecook Vietnam's factory in Ho Chi Minh City. Photo: Acecook Vietnam |
Solar power system on the roof of Acecook Vietnam's factory in Ho Chi Minh City. Photo: Acecook Vietnam
Entering a new phase, Acecook Vietnam is orienting its development towards a new strategy: "Cook Happiness Through Innovation." With the goal of sustainable development and global reach, this new strategy affirms the company's pioneering position in the instant food industry and demonstrates its commitment to creating positive values, enhancing quality of life, and striving for a happy future for consumers, employees, and society as a whole.
Hoang Anh
