On 7/1, Tran Ngoc Dung, Director of Seagull Company Limited (Phu Thuy ward, Lam Dong province), announced that Tin fish sauce, packaged in the company's traditional ceramic jars, has been stocked on shelves at Costco supermarkets in the US. This marks the first time a traditional Vietnamese fish sauce brand has entered a leading global supermarket chain.

"The shipment of 5 containers has arrived at port, delivering goods to Costco supermarkets in California, with plans to expand to most US states soon", Mr. Dung stated. He anticipates exporting about 2 million liters to this market in 2026.

Tin Phan Thiet fish sauce packaged in ceramic jars for export to the US. Photo: Khai Nguyen

Tin fish sauce boasts a history of over 300 years in Phan Thiet. It is a concentrated, pure fish sauce, also known as "mam nhi nuoc dau" (first-draw fish sauce), made from fresh anchovies fermented with pure salt. After 12 months, once the fish sauce reaches optimal flavor, it is drawn from the fermentation vats, bottled into ceramic jars for preservation, and then distributed.

After nearly half a century of neglect for various reasons, Mr. Dung restored the Tin fish sauce brand, concurrently establishing the Phan Thiet Ancient Fishing Village Fish Sauce Museum in 2016 to promote it to tourists.

Tran Ngoc Dung introduces Tin fish sauce at the Phan Thiet Fish Sauce Museum. Photo: Khai Nguyen

Mr. Dung stated that after successfully re-establishing the domestic market, he aims to introduce Tin fish sauce from his hometown to the global stage, reaching Vietnamese expatriates and foreigners who appreciate Asian cuisine.

To gain acceptance, Mr. Dung spent the past two years directly in the US, researching the market and understanding the differences in fish sauce and spice usage habits. This allowed his research team to adjust the product accordingly, ensuring: the aroma is not too strong, the taste is not excessively salty, and the fish sauce meets histamine standards.

Before export, Tin fish sauce undergoes continuous heat pasteurization using advanced technology. This process limits microorganisms while preserving its natural flavor, meeting the standards of the US Food and Drug Administration (FDA).

Costco in the US is a large supermarket chain where members can purchase a wide range of products at favorable prices by paying a membership fee and buying in bulk. Most American families prefer shopping at Costco.

Khai Nguyen