After the Vietnamese-Korean co-production film "Me oi, ve nha" (Here I Am) premiered nationwide, many viewers expressed admiration for the familiar Vietnamese cultural elements meticulously captured in the frames. These included bougainvillea trellises, swaying bamboo curtains, cans of Ong Tho condensed milk, and Miliket's "two-shrimp" instant noodle packs in convenience stores. The film was directed by Yun Byung Ki and featured actors Lee Yi Kyung, Choi Daniel, Hoang Yen Chibi, and Minh Ha.

On online forums, audiences commented, "Beyond the touching story of a person returning home to find their roots, I was moved by the crew's attention to detail in recreating Vietnamese life." Another said, "The image of the kraft paper noodle packet, printed with two traditional red shrimp, is familiar to many generations." A third added, "Behind the noodle packet are memories of late-night study sessions, steamy hotpots with friends, and the warm taste from a mother's kitchen."

Miliket's kraft "two-shrimp" noodles appear in a scene from the film "Me oi, ve nha". Photo: Miliket

After this "touchpoint" on the big screen, Colusa - Miliket continues its partnership with Sports Festival 2026. This large-scale sports and cultural event series will take place at NovaWorld Phan Thiet from July to September. Organized by the Vietnam People's Public Security Sports Association in collaboration with NovaGroup, the festival is expected to welcome 21,000 domestic and international athletes competing in 10 sports. These include the "81-year Journey - For National Security" run, golf, pickleball, tennis, clay pigeon shooting, and cycling.

During Sports Festival 2026, Miliket will directly support and energize athletes through its product ecosystem, including: cup noodles, bowl noodles, kraft mixed noodles, and a duo of matcha noodles. With an experience space embodying the spirit of "Forever Young" (eternally youthful), the brand's booth is positioned as "a destination for family bonding, energizing the community."

The product range available to athletes at Sports Festival 2026. Photo: Miliket

This shift, from "healing" on screen to "fueling" physical strength at a high-intensity sports festival, reflects the brand's strategic vision. A company representative stated, "More than just a legacy preserved in memory, Colusa - Miliket is transforming into a dynamic symbol, ready to break through with the rhythm of contemporary youth."

The company has been present in the market since before 1975, known for its kraft paper packaging, and at one point, it nearly dominated the domestic market. A merger and acquisition consulting firm once noted that Colusa - Miliket's greatest value lies in its nostalgic brand, linked to the memories of many generations, fostering trust and loyalty from a specific customer base.

The company currently holds assets of approximately 300 billion dong and a charter capital of 48 billion dong. It is currently issuing 9.6 million shares to existing shareholders to triple its charter capital to 144 billion dong.

Dong Ve