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

[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 maker of chilli, fish and soy sauces, 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.