Nearly 30 years of creating value from the Vietnamese kitchen
Throughout its nearly three decades of development, Masan Consumer has not only been present in billions of Vietnamese meals but has also expanded its footprint internationally, becoming one of Vietnam’s leading fast-moving consumer goods (FMCG) companies in terms of revenue, profit, and market capitalization.
On this journey, the company has remained steadfast in its mission to serve consumers, embodied through three distinct strategic phases. The first phase (1996-2010) marked the company’s beginnings in the Vietnamese kitchen, as Masan Consumer won the hearts of consumers with familiar products such as fish sauce, soy sauce, and chili sauce - essential condiments in every Vietnamese meal. The second phase (2010-2020) represented an expansion into modern living spaces, from the living room to the bathroom, as the company entered beverage, coffee, and personal and home care categories, gradually establishing leadership across multiple essential segments. Entering the third phase (2020-present), Masan Consumer continues to transform with a strategy focused on product premiumization, out-of-home consumption, and global expansion (“Go Global”), bringing the essence of Vietnamese cuisine to the world.
Today, Masan Consumer’s products are present in 98% of Vietnamese households and exported to 26 countries. In 2024, the company achieved revenue of VND 30,897 billion, up 9.4% year-on-year, demonstrating the enduring strength of a brand that places consumers at its core.
Building strong, trusted brands
Masan Consumer is among the few companies in Vietnam with a portfolio of strong brands spanning nearly all major FMCG categories, each generating trillions of VND in annual revenue - a testament to its leading market position and the deep trust Vietnamese consumers place in domestic brands.
Among them, CHIN-SU has become synonymous with promoting Vietnamese flavors, embodying innovation and global ambition. The brand not only leads the domestic market in premium chili sauce and fish sauce but also has made international strides, ranking Top 1 on Coupang (South Korea) and Top 10 on Amazon (U.S.). Omachi continues to pioneer the premiumization trend in convenient foods, helping Masan Consumer expand market share in higher-margin segments. Nam Ngư, serving more than 72 billion meals annually, is Vietnam’s most chosen fish sauce brand, holding over 68% nationwide market share. Meanwhile, Kokomi is regarded as the “national instant noodle” in the mass segment, widely distributed across millions of rural outlets, while Wake-Up 247 has carved out a new segment of coffee-flavored energy drinks, beloved by the younger generation.
Thanks to its diverse and high-performing “power brand” portfolio, Masan Consumer not only maintained nearly VND 31 trillion in revenue in 2024 but also reinforced its position as one of Vietnam’s leading FMCG companies, with over 72% of total sales derived from its strong brands - a ratio few peers in the industry can achieve.
Extensive distribution network - Strength from scale and efficiency
Brand strength is only fully realized when paired with an effective distribution system - something Masan Consumer has been building for nearly three decades.
With more than 60% of Vietnam’s population still living in rural areas, Masan Consumer is among the few FMCG companies owning a comprehensive and dedicated distribution network covering both traditional trade (GT) and modern trade (MT) channels. The network currently spans over 313,000 traditional points of sale and 8,500 modern retail outlets nationwide, ensuring product accessibility from urban centers to rural communities.
In addition, its collaboration with WinCommerce (WCM) - Vietnam’s largest modern retail system with more than 4,300 WinMart/WiN/WinMart+ supermarkets and stores - allows Masan Consumer’s products to reach consumers within just 2-3 weeks after launch. The company also leverages the WiN Membership program with over 11 million users to connect and analyze consumer data, optimize product offerings and promotions, and enhance customer experience.
Masan Consumer operates a network of modern factories that meet international FSSC, ISO, and HACCP standards across Vietnam - from the Ho Chi Minh City-Binh Duong region and Dong Thap-Tien Giang, to Binh Thuan, Hung Yen, and Bac Ninh in the North - ensuring flexible and efficient nationwide production capacity. These facilities are equipped with automated production lines, real-time quality control systems, and QR-based traceability, allowing Masan Consumer to serve both domestic and export markets effectively.
Its unwavering long-term strategy and operational excellence have enabled Masan Consumer to sustain stable growth across cycles, earning recognition among investors as one of Vietnam’s true “national stocks” in the FMCG sector.