"Brand Success Story" is a key component of Brand Footprint (part of Worldpanel by Numerator). The annual report highlights that amidst a fluctuating consumer market and increasingly cautious spending habits, Chin-Su still exceeded expectations last year. The brand attracted 800,000 new buyers, maintained its position in the top 2 or 3 in food product rankings, and was listed among the fastest-growing FMCG (Fast-Moving Consumer Goods) companies.

Chin-Su's success is attributed to four key strategies:

Prioritizing innovation

Chin-Su has made its mark in the spice industry with an innovation-focused strategy. Beyond its strengths in fish sauce, soy sauce, and chili sauce, the brand consistently introduces products that blend global culinary inspiration with Vietnamese tastes. The company aims to offer new taste experiences, changing how consumers approach spices in a context that emphasizes convenience, nutrition, and personalized cooking styles.

Three strategic products stood out last year: shiitake mushroom and kombu seaweed seasoning granules, combining Japanese shiitake mushrooms and kombu seaweed for a mild sweetness that complements both Vietnamese and international dishes; premium scallop oyster sauce, offering a smooth, subtly rich texture that enhances stir-fries, braised dishes, and grilled foods; and 100% natural rice bran oil, rich in gamma oryzanol (12,000 mg/kg), vitamin E, phytosterols, antioxidants, and heat-resistant up to 220°C, suitable for frying, deep-frying, or salads, preserving nutrients while supporting cholesterol control.

Shiitake mushroom and kombu seaweed seasoning granules combine Japanese shiitake mushrooms and kombu seaweed. Photo: Masan

Shiitake mushroom and kombu seaweed seasoning granules combine Japanese shiitake mushrooms and kombu seaweed. Photo: Masan

Expanding usage occasions

Chin-Su is also strengthening its strategy to increase consumer touchpoints with a range of convenient products suited to modern life. A prime example is the "restaurant sauce" set for those who want to enjoy restaurant-quality meals at home.

Each sauce in the "restaurant sauce" set has been carefully formulated to suit both everyday meals and special occasions. The braised pork sauce offers a rich flavor for traditional braised dishes; the fish sauce fried chicken sauce delivers a familiar sweet and savory aroma.

For important gatherings, the brand introduces barbecue sauce, spicy chili salt marinade, cheese sauce catering to younger tastes, and a sweet and sour Thai hot pot sauce. This diverse range of flavors saves preparation time and inspires more varied and enjoyable meals.

Featured products from the brand. Photo: Masan

Featured products from the brand. Photo: Masan

Deepening product development

Besides continuous innovation and product diversification, Chin-Su is also deepening its product portfolio with its chili sauce line. Spice lovers can enjoy the international flair of Sriracha, the fiery 100 Chili Sauce with the heat of 100 chilies, or the two-toned chili salt sauce (green for seafood and red for rich grilled dishes).

The brand also launched Dak Lak black pepper made from 100% basalt peppercorns, fragrant and intensely spicy. The sweet and sour shrimp salt for dipping fruit has also won over food enthusiasts, enriching the "world of spicy flavors."

From a familiar dipping sauce, Chin-Su chili sauce is now inspiring its use in various cooking stages: as a marinade, a stir-fry ingredient, or a secret to enhancing flavor when grilling. Each bottle of chili sauce not only delivers an exciting kick but also opens up creative possibilities in the kitchen, allowing cooks to personalize their dishes.

Investing in strong brand building

For years, the brand has connected with young people through relatable communication, inspiring creativity and enjoyment of life. The brand has appeared in popular programs such as: Spring Summer Autumn Winter Then Spring Again - emphasizing music and shared emotions along with culinary experiences; 2 Days 1 Night - exploring regions, picnics, and spreading the message of "convenient yet delicious"; Ha Ha Family - togetherness and laughter evoking family meals; and Team 102 - challenges celebrating teamwork and culinary experiences.

This natural presence in everyday meals and cultural and entertainment experiences helps Chin-Su transcend the role of a mere spice brand, aiming to become a symbol associated with youth, inspiration, and positive energy - where cooking is seen as a journey of enjoyment, creativity, and sharing the joy of life.

Chili sauce excites the taste buds and enhances dishes. Photo: Masan

Chili sauce excites the taste buds and enhances dishes. Photo: Masan

"We are thrilled to be honored by Brand Footprint Vietnam 2025 in a highly competitive industry. This recognition reflects our concrete achievements last year and demonstrates our commitment to accompanying Vietnamese consumers and inspiring Vietnamese cuisine for the long term," a representative added.

Brand Footprint is an annual report by Worldpanel by Numerator, a consumer behavior research firm operating in over 50 countries, formed from the merger of Kantar Worldpanel and Numerator. In Vietnam, this report is used by businesses, investors, and FMCG marketers to assess brand strength, distribution strategy effectiveness, and market penetration.

This year, Worldpanel by Numerator notes that the Vietnamese market has experienced a complex period: the economy is growing steadily, but people remain cautious and discerning in their spending. They prioritize convenient products that suit their tastes and are willing to switch to new options if familiar brands no longer meet their expectations.

Dong Ve