VIETNAM September 2019
‘Chin-Su’ chilli sauce entry into Japan marks its global debut
Vietnamese-based Masan Consumer Holdings has successfully gained entry into Japan for its Chin-Su chilli sauce, developed specifically for the Japanese market.
The chilli sauce is the end-result of a comprehensive survey done on the Japanese consumer market to understand their tastes and preferences. Masan Consumer has earlier been issued the license to export and sell its Chinsu-branded chilli sauce, Nam Ngu fish sauce and Vinacafe Bien Hoa JSC products in Japan.
According to Pham Hong Son, Deputy General Director of Masan Consumer, the company is now eyeing to export its chilli sauce to other markets like Europe, US, China and Australia with a goal to make its Chin- Su among the Top 10 chilli sauce brands by 2030.
Makoto Ryoke, Head of the Health Promotion Office under the Osaka Department of Public Health and Medical Affairs, had praised Masan’s Chin-Su chili sauce as the product has excellently passed Japan’s strict food safety and quarantine process within a short period of time.
Masan Consumer also plans to sell Chin-Su chilli sauce in Vietnam to introduce local consumers with a new taste.



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