Why is Cao Sao Vang (a type of herbal balm) absent from the Vietnamese market?

Since the 1960s and 70s, Cao Sao Vang balm has not only been a familiar health care product for Vietnamese people, but it was also famous in the Soviet Union and Eastern Europe.

Oil cans, priced at a few cents, are exported in huge quantities.

Cao Sao Vàng has been researched and produced since 1954, based on a previously popular product, the White Tiger brand balm, originating from Singapore.

Initially, this pharmaceutical product was entrusted by the State to Central Pharmaceutical Enterprise No. 3, now Central Pharmaceutical Company No. 3 (Hai Phong), for research and production. After a long period of investment in improving quality, the Sao Vang branded medicated balm was officially launched onto the market in 1969.

Cao Sao Vang balm contains camphor, beeswax, and precious Vietnamese essential oils such as peppermint, cinnamon, tea tree, and basil. Its most notable effects include combating colds, treating stomach aches, headaches, runny noses, and motion sickness. The small jar of balm, which cost only a few cents at the time, quickly became a go-to item for many people during changes in weather.

Product marketing activities from the very beginning. Photo: OPCPharma.

Cao Sao Vang balm is a popular travel companion for many, especially for office workers, employees, and students on business trips abroad. The balm box, featuring the golden star logo symbolizing victory, has also become a useful and meaningful gift from Vietnamese people to their international friends.

Following the reunification of Vietnam in 1975, Vietnam reached a cooperation agreement on exporting Cao Sao Vang balm to the Soviet Union. To ensure the fulfillment of the committed export quota, the Vietnam Pharmaceutical Corporation assigned five pharmaceutical factories to produce this product. A record export volume was recorded in 1983, when one factory in Da Nang was assigned to produce up to 20 million boxes.

However, after the contract with the Soviet Union ended, the production of Cao Sao Vang balm decreased significantly. Many pharmaceutical companies registered to produce this product using the same logo and brand, but few operated effectively and maintained stable output. Besides domestic production and distribution, some companies sought export channels to Russia and Germany.

Domestic tourists are bored, foreign tourists are fascinated.

Currently, due to intense competition from a wide variety of personal health care products, such as medicated oils, eucalyptus oil, and cajeput oil, the Cao Sao Vang balm box seems to have become a "faded" product in the domestic market.

And with consumers' preference for foreign products, the market has seen a significant number of Vietnamese customers willing to spend large sums of money on imported products, instead of just over 2,000 VND for a quality Vietnamese balm.

But after a period of stagnation, from 2013 to the present, Cao Sao Vang has suddenly "re-emerged" in the international market, with sales consistently showing "almost sold out" or "out of stock" on popular online shopping websites such as eBay and Amazon, and online pharmacies in many countries such as the UK, the US, and Australia...

Despite facing strong competition in the domestic market, Cao Sao Vang balm is now a best-selling product on many international online shopping sites. (Image taken from website.)

Numerous public reviews from foreign users on these websites indicate that even if they have to buy at retail prices of around 40,000 VND per box, 10 times more expensive than the domestic price, not including the 5 USD shipping fee per delivery, customers still accept it.

What makes Cao Sao Vang so appealing to the majority is its practical effectiveness in preventing and treating diseases, and its compact, portable packaging.

"Furthermore, the presence of international online sales networks in Vietnam has given many businesses and retailers more opportunities to introduce their products. As a result, retail sales have increased significantly."

"Direct customer reviews under product information, if positive, are also an effective and meaningful advertising method for the product," said Nguyen Ngoc Anh, a marketing specialist at a pharmaceutical company.

Emily G., a young British mother, shared: "I've been giving it to my daughter since she was 3 years old, and it's very effective. Especially in winter, I always keep one or two boxes at home to use for colds, runny noses, and headaches for the whole family. The balm has a warm and pleasant scent. Compared to many other products, this one is cheaper and better."

Currently, the market sees many companies producing Cao Sao Vang balm under the same brand name and logo. The retail prices between these products do not differ significantly. Leveraging the satisfaction of international customers, Cao Sao Vang Vietnam is now available in more than 15 countries worldwide.