The grand opening of the Lien Thanh fish sauce exhibition house took place on 6/6 at 243 Ben Van Don, Vinh Hoi ward, attracting a large public, cultural enthusiasts, and food industry partners. This space is considered a "miniature museum", narrating the story of one of Vietnam's oldest brands.

The opening ceremony of the Lien Thanh fish sauce exhibition house. Photo: Lien Thanh Joint Stock Company

The exhibition house is located in a centuries-old ancient building. According to a Lien Thanh representative, choosing this ancient architecture symbolizes the brand's enduring existence through many historical ups and downs. Amidst the city's modern pace, the house retains architectural features from the pioneering era, creating an interesting contrast and evoking a nostalgic atmosphere for visitors. Here, the story of patriotic entrepreneurs from the early 20th century comes to life, helping viewers understand the national spirit embedded in each product.

Lien Thanh fish sauce company was founded in 1906, during the strong spread of the Duy Tan movement. Six patriotic scholars established Lien Thanh Thuong Quan with the desire to build an autonomous economy for Vietnamese people. They chose fish sauce – a simple yet identity-defining national spice – as a tool to develop commerce and build economic strength. The profits from the fish sauce business at that time also contributed to nurturing educational activities and national modernization efforts.

Visitors learn about the history of fish sauce making. Photo: Lien Thanh Joint Stock Company

For over a century, this enterprise has preserved traditional fish sauce making while embracing a spirit of innovation. A brand representative shared that the exhibition house project stemmed from a desire to preserve and spread Vietnamese culinary culture to the community, especially the younger generation. According to the company, a brand's 120-year existence is a guarantee of quality and strict standards trusted by many generations of consumers. Lien Thanh's current strategy extends beyond spice trading; it aims to provide a piece of economic-cultural history, creating a unique appeal.

A Lien Thanh representative introduces the fish sauce making process to visitors. Photo: Lien Thanh Joint Stock Company

The distinctive feature of the Lien Thanh fish sauce exhibition house lies in its experiential storytelling approach. Instead of merely displaying static documents, this space allows visitors to engage with the fish sauce making process through their senses. From valuable artifacts and original documents to the "clean fermentation" philosophy, everything is logically and vividly connected. Viewers can directly observe and feel the journey of a drop of fish sauce, from sea ingredients to its presence in Vietnamese family kitchens.

During its first two days of opening, the exhibition space recorded nearly 300 visitors, including a large number of young people. Many guests appreciated the company's efforts to transform dry historical values into accessible, engaging experiences.

A large number of guests attended on the exhibition's opening day. Photo: Lien Thanh Joint Stock Company

Lien Thanh hopes this venue will become a cultural hub, connecting communities and honoring traditional culinary values. "Beyond helping residents and tourists understand the fish sauce making profession, this place also preserves the memories and identity of Vietnamese people through centuries," the representative stated.

Lien Thanh Seafood Processing Joint Stock Company, formerly Lien Thanh Thuong Quan, was established in 1906 in Binh Thuan. Known for its rich, pure flavor from Phu Quoc anchovies, Lien Thanh currently offers several popular product lines: Ngoc Label (40 protein degrees), Vang Label (35 protein degrees), and Bac Label.

Thanh Thu