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

Japan International Food Event-Foodex Japan is one of the largest international food and beverage fairs in Asia. First held in 1976, the event is not only an opportunity for Japanese businesses, importers, and consumers to visit and seek 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 more than 125 million people.

Foodex Japan 2023 opened on March 7 in Tokyo with the participation of thousands of businesses from 44 countries and territories. In order to introduce and honor Vietnamese cuisine to the world, Masan Consumer Joint Stock Company (Masan Consumer) has for the first time launched the Chin-su spice collection that the group has painstakingly researched and developed, in which the most prominent product is Chin-su Anchovy Fish Sauce from the East Sea.

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

The appearance of fish sauce - a typical spice of Vietnamese cuisine, the quintessence of every Vietnamese family's meal tray - quickly attracted the attention of many visitors. Many Japanese people were impressed with the rich, unique flavor of Chin-su Anchovy Fish Sauce from the East Sea when eaten with specialties such as spring rolls, spring rolls, etc. at the event.

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

The first time he tasted the fish sauce at the stall, Seizo Kuroda said he found the fish sauce to have a very distinctive taste. “It’s salty but not too strong, I can even feel a very special and subtle sweetness aftertaste, and when dipped in food, the delicious taste really surprised me. I once saw a Japanese person eating soba noodles with fish sauce on YouTube. At that time, I thought it was a strange combination, but after today, maybe I will try it too. It will be quite an interesting experience.”

Exhibition attendees in Japan were excited to try Chin-su fish sauce products.

Besides the taste, the luxurious packaging design is also a factor that helps Chin-su Anchovy Fish Sauce products score points with many exhibition visitors. “There are not many seasoning products packaged in a glass bottle like this, it looks very high-class and different. Actually, at first I thought this was a wine product,” said Ms. Uchida Tsuju.

Not only foreign customers, Chin-su Anchovy Fish Sauce is also loved and highly appreciated by Vietnamese diners. Mr. Tu Nguyen, 39 years old, a Vietnamese who has lived and worked in Osaka for many years, said that Chin-su fish sauce reminds him of the typical flavor of his homeland. “Chin-su fish sauce has all the elements to be called delicious. The fish sauce has a pleasant fishy aroma, is thick, has a rich flavor, and has a beautiful brown color. With this product, even though I am in Japan, my family still has delicious fish sauce for our authentic Vietnamese meals.”

At Foodex Japan 2023, attendees will have the opportunity to experience famous Vietnamese dishes with authentic dipping sauce from Chin-su fish sauce.

Chin-su Anchovy Fish Sauce from the East Sea is housed in a luxurious glass bottle with a wine pouring cap, offering a classy and unique experience.

Being a high-end product, Chin-su Anchovy Fish Sauce is brewed from the quintessential products of the East Sea - fresh anchovies and pure salt, creating a delicious, premium quality fish sauce with a shimmering amber color. With a high source of bone marrow, natural protein over 40 degrees, Chin-su fish sauce brings the original delicious taste, rich aroma and rich, sweet aftertaste of cooked fish.

By introducing Chin-su Anchovy Fish Sauce from the East Sea at a major international culinary event such as Foodex Japan 2023, Masan Consumer has contributed to bringing the values ​​of Vietnamese cuisine to the world, helping more and more international friends know the quintessence of a culinary culture rich in identity.

PV