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Vietnam’s condiment king Masan Consumer wants to spice things up in South-east Asia, China

The maker of household brands such as Chinsu, Nam Ngu and Omachi aims to double global revenue share in three years

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Jamille Tran

Jamille Tran

Published Tue, Dec 9, 2025 · 02:22 PM
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    • Masan Consumer’s Chinsu fish sauce has been exported to international markets such as the US, Australia, Europe and Japan.
    • Masan Consumer’s Chinsu fish sauce has been exported to international markets such as the US, Australia, Europe and Japan. PHOTO: JAMILLE TRAN, BT

    [HO CHI MINH CITY] With its move to the big league – the Ho Chi Minh City Stock Exchange (HoSE) – slated for this month, Vietnam’s leading condiment maker Masan Consumer is saucing up its global expansion.

    It is strengthening marketing and distribution efforts for multi-brand entry in neighbouring markets from Laos, Myanmar and Cambodia to southern China.

    “These markets share Asian consumer habits and tastes, as well as a similar consumption level and purchasing power with Vietnam,” said Masan Consumer chief executive Truong Cong Thang at a recent roadshow on its upcoming upgrade to the main bourse.

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