Japanese diners are impressed with Chin-su Anchovy Fish Sauce from the East Sea.

Japan International Food EventButFoodex Japan is one of the largest international food and beverage trade fairs in Asia. First held in 1976, the event is not only an opportunity for Japanese businesses, importers, and consumers to visit and find potential partners, but also opens the door for foreign businesses to promote and boost exports of goods, agricultural and aquatic products, and food to a market of over 125 million people.

Foodex Japan 2023 opened on March 7th in Tokyo, with the participation of thousands of businesses from 44 countries and territories. To introduce and celebrate Vietnamese cuisine to the world, Masan Consumer Corporation launched its Chin-su spice collection, which the group has meticulously researched and developed, most notably the Chin-su Anchovy Fish Sauce.

Chin-su Anchovy Fish Sauce and Chin-su Soy Sauce booth at Foodex Japan 2023.

The appearance of fish sauce – a characteristic condiment of Vietnamese cuisine, an essential element in every Vietnamese family's meal – quickly attracted the attention of many visitors. Many Japanese people were impressed by the rich, unique flavor of Chin-su Anchovy Fish Sauce when eaten with specialties such as spring rolls and fresh rolls at the event.

Chin-su fish sauce "won the hearts" of Japanese people at the Foodex Japan 2023 event.

After tasting the fish sauce for the first time at the booth, Seizo Kuroda said he found it to have a very distinctive flavor. “It’s salty but not harsh; I even sensed a very special and subtle sweetness afterwards. Dipping it with food really surprised me. I once saw a Japanese person eating soba noodles with fish sauce on YouTube. At the time, I thought it was a strange combination, but after today, I might try it too. It would be quite an interesting experience.”

Visitors to the exhibition in Japan enthusiastically tried Chin-su fish sauce products.

Besides its flavor, the elegant packaging design also helped Chin-su Anchovy Fish Sauce from the East Sea score points with many exhibition visitors. “Not many condiment products are packaged in a glass bottle like this; it looks very high-end and unique. Actually, at first I thought it was a wine product,” said Ms. Uchida Tsuju.

Not only foreign customers, Chin-su Anchovy Fish Sauce from the East Sea is also loved and highly appreciated by Vietnamese diners. Anh Tú Nguyễn, 39 years old, a Vietnamese man who has lived and worked in Osaka for many years, said that Chin-su fish sauce reminds him of the distinctive flavors of his homeland. “Chin-su fish sauce has all the elements to be called delicious. It has a pleasant fishy aroma, a thick consistency, a rich flavor, and a beautiful amber color. With this product, even in Japan, my family can still have delicious fish sauce for authentic Vietnamese meals.”

At Foodex Japan 2023, attendees had the opportunity to experience renowned Vietnamese dishes served with authentic dipping sauces made from Chin-su fish sauce.

Chin-su Anchovy Fish Sauce from the East Sea is presented in an elegant glass bottle with a wine-filling cap, offering a premium and distinctive experience.

As a premium product, Chin-su Anchovy Fish Sauce from the East Sea is fermented from the finest produce of the East Sea – fresh anchovies and pure salt, creating a high-quality fish sauce with a shimmering amber color. With a high concentration of fermented fish paste and a natural protein content of over 40 degrees, Chin-su fish sauce delivers an authentic taste, a rich aroma, and a deep, sweet aftertaste of cooked fish.

By introducing Chin-su Anchovy Fish Sauce from the East Sea at a prestigious international culinary event like Foodex Japan 2023, Masan Consumer has contributed to bringing the values ​​of Vietnamese cuisine to the world, helping more and more international friends learn about the essence of a rich and distinctive culinary culture.

PV