This information was announced at the press conference "Acecook Vietnam: 30 Years of Innovation, Elevating Happiness" on 3/7 in Ho Chi Minh City, marking the 30th anniversary of the company's first product launch (7/7/1995-7/7/2025).

Mr. Kaneda Hiroki, General Director of Acecook Vietnam, stated that in this new strategy, Acecook Vietnam aims to become a "sustainable, global provider of comprehensive food products." This strategy not only expands the product portfolio but also builds a comprehensive culinary ecosystem that meets increasingly diverse consumer needs and behaviors.

The company's vision is heavily focused on exports, after having captured 40.7% of the instant noodle market share and sold 3.3 billion product packages domestically in 2024.

Mr. Kaneda Hiroki expressed high expectations for the potential of the international market. Currently, Acecook products are exported to over 40 countries, with sales in 2024 reaching over 239 million packages, a 23% increase compared to 2023. In the future, the company will focus on deeply exploiting key markets such as North America, Europe, and Asia through cooperation with large-scale distributors and developing products with designs and flavors suited to local consumer preferences. The focus for export remains the Hao Hao brand. In addition, the company is developing complementary products, such as instant pho, which is popular in the EU and North American markets.

Mr. Kaneda Hiroki, General Director of Acecook Vietnam, speaks at the event. Photo: Acecook

Mr. Kaneda Hiroki, General Director of Acecook Vietnam, speaks at the event. Photo: Acecook

Improving "national" product lines

To increase market share both domestically and internationally, the company is focusing on improving "national" products like Hao Hao noodles and Phu Huong vermicelli by enhancing nutritional value, offering convenience, and appealing to consumer emotions, suitable for various dining contexts.

Recently, Hao Hao has been supplemented with essential nutrients such as 333 mg of calcium per package, providing one-third of the Ministry of Health's recommended daily calcium intake for adolescents and adults. "If converted based on Hao Hao's annual output, the company provides about 800 tons of calcium to consumers. The amount of calcium provided from just one brand like this can be considered top in the food industry," said Mr. Shimamura Masafumi, Marketing Director.

Meanwhile, Phu Huong vermicelli has been supplemented with vitamin B12. Instant pho and bun products use real meat and vegetables. In August, Acecook will launch the "Dalago" product line – using "vegetable-enriched noodles" made from Da Lat vegetables, making the product tasty, healthy, and good for overall well-being. The instant noodle, pho, and bun lines are being upgraded with several premium versions.

Simultaneously, Acecook continues to create dishes inspired by traditional cuisine in a more modern form, suitable for international tastes. For example, the "Pho De Nhat" product, in collaboration with "Pho Khoi Hoi" restaurant – a Michelin Guide representative in Hanoi, recreates the flavor of pho with crispy beef brisket. Or the "Hanoi Bun Cha" product allows users to enjoy local specialties wherever they are.

Based on the application of Japanese technology, the company has many unique and pioneering products on the market. For instance, Siukay Ga, launched in April, with its "melting cheese sauce," is setting a trend in spicy noodle products.

To meet the demand for convenient consumption, Acecook is also gradually expanding into adjacent sectors such as convenient seasonings, ready-to-eat foods, and snacks that can replace main meals.

The company has launched product lines suitable for modern lifestyles such as Kanli instant soup, Rang Rang fried rice seasoning (with a topping package including vegetables, seafood, and spices to make fried rice in just 3 minutes). New product categories (outside of instant noodles) being researched include seasonings (chili sauce, chili paste), snacks with new shapes, pre-packaged foods, and convenient seasonings.

Greening both packaging and processes

Besides product quality, Acecook is also innovating packaging designs towards greening, with 90% of current cup, bowl, and tray noodle packaging now using eco-friendly paper packaging.

To achieve the goal of expanding the product range and going green, the company is building a new product research and development center, expected to be completed in 2026. This center will focus on researching new health-beneficial technologies such as low-salt, low-sugar, low-fat instant noodles, FD technology, new packaging, and more. It will also analyze and research the basis of healthy ingredients, plant-based foods, and analyze and research taste and smell.

The company is focusing on strengthening its production system to meet the sustainable trends of consumers in developed countries. "Some typical efforts include products achieving gluten-free certification, using RSPO-certified palm oil, Halal-labeled products specifically for vegetarian needs in many Muslim countries, upgrading the factory system, meeting international standards such as ISO 22000, HACCP, BRCGS, IFS," said Mr. Horikawa Masashi, Chief of Staff to the General Director of Acecook Vietnam.

The company also plans to expand many production lines at factories from North to South towards greening in the period from 2025 to 2030. Currently, 54% of Acecook's factories use biomass fuel; the goal is to increase this rate to 80% by 2030. The factory in Vinh Long, expected to be operational from early 2026, is also being built in an environmentally friendly way with a solar power system to self-supply electricity for production and biomass fuel. This factory has an investment of 200 million USD, built on an 11-hectare area, including 17 production lines, creating jobs for over 3,000 workers.

Automated instant noodle production line at Acecook. Photo: Acecook

Automated instant noodle production line at Acecook. Photo: Acecook

"Innovation is not only for growth but also to create long-term happiness for people and society," emphasized General Director Kaneda Hiroki.

He said that on the occasion of the 30th anniversary, the company does not set specific numerical targets but emphasizes stable growth. The new strategy, titled "Cook Happiness Through Innovation," aims for sustainable development and global reach. The company aims to bring happiness to three groups: customers, society, and employees through food.

"Each product developed is not only measured by sales volume but must also be evaluated by the level of emotional connection with consumers," added Mr. Shimamura Masafumi.

Hoang Anh