Global flavours flood Vietnamese retail market

At the "Taste of Malaysia" event (Photo: VNA)

HCM City - International specialty products are making significant inroads into Vietnam's domestic retail channels, offering consumers an expanding array of culinary and cultural experiences through strategic marketing and distribution networks.

In Ho Chi Minh City, a prime example is MM Mega Market Vietnam's ongoing "Taste of Malaysia" event that is offering a large variety of traditional cuisine of Malaysia. Consumers can enjoy up to 27% discounts on directly imported goods until December 11.

Consul General in the city Firdauz Othman said beyond promoting food, Malaysia aims to strengthen the economic and trade relations with Vietnam. The event is showcasing a wide range of high-quality and sustainable products from confectionery and beverages to health supplements and sustainably cultivated agricultural goods, reflecting Malaysia's ambition to reach out to the world.

According to MM Mega Market's Associate Marketing Director Dinh Quang Khoi, Malaysian cuisine remains relatively little known to Vietnamese consumers. The partnerships with the Consulate General of Malaysia, the Malaysia External Trade Development Corporation, and the Malaysian business sssociation in Vietnam are expected to bring traditional Malaysian flavours closer to local consumers.

The retailer is also organising professional customer workshops to introduce Malaysian culinary ingredients and spices to the hospitality sector, thereby diversifying the local market's supply chain.

Other retailers in the city are similarly expanding their imported specialties to improve their competitive edge and better shopper experience. Supermarket chains are now courting consumers with imported products from various countries and territories, including Australia, China, Italy, and the Republic of Korea (RoK).

Local consumers are increasingly interested in imports which not only make home cooking of international cuisines easier but also provide novel culinary experiences without dining out. (Photo: VNA)

Finelife supermarket under Saigon Co.op exemplifies the trend, with imported goods accounting for more than 40% of its inventory. As many as 12,000 premium products such as organic fruits, seafood, poultry, cheese and cosmetics are on the shelves.

Meanwhile, imports from Australia, the EU, Japan, New Zealand, the RoK, Singapore, and the US have hit the shelves of Co.opXtra supermarket chain.

Local consumers said families are increasingly interested in imports which not only make home cooking of international cuisines easier but also provide novel culinary experiences without dining out. They also expressed their confidence in the quality of the imports introduced through the promotion campaigns by commercial agencies, business associations, and retailers./.