Masan Consumer Aims to Build Five International Brands by 2031

Masan Consumer General Director Trương Công Thắng said the company currently exports its products to about 60 countries. It plans to select one or two priority markets between November and December 2026 and gradually expand its business model from Vietnam to overseas markets. Cambodia, Laos and southern China are under consideration, while the company is also studying the US, Japanese and South Korean markets.

Masan Consumer plans to select priority overseas markets.（VietVance）

In the first three quarters of 2026, the company’s overseas revenue reached VND 1.235 trillion, up 15% year on year; third-quarter overseas revenue reached VND 397 billion, up 10.6% year on year. The company said it would assess product suitability, scope for brand development, distribution networks and financial returns when selecting priority markets.

Condiments and convenience foods are key businesses in its international strategy. In the third quarter of 2026, revenue from the two categories reached VND 2.919 trillion and VND 2.94 trillion, respectively, up 18.8% and 19.3% year on year. Revenue from the CHIN-SU condiment brand rose about 15% year on year in the first three quarters; premium convenience food products grew nearly 30% in the third quarter.

Masan Consumer has identified condiments as a priority category for developing international brands.（VietVance）

The company aims to build five brands recognized in international markets by 2031 and establish three research and development centers, two overseas and one in Vietnam. It plans to make condiments the main category for international brand development while adapting products to tastes and consumption habits in each market.

Source: VietVance