Not only does it appear on large billboard advertisements in Japan’s food districts, Chinsu chili sauce has also made its way onto the tables of numerous restaurants in Tokyo and Osaka. It is being creatively paired with dishes to suit the culinary preferences of diners in the Land of the Rising Sun.
Japanese Youth Freely Experiment with Chinsu from Vietnam
With a love for food and an affinity for Vietnam, young Japanese consumers have recently taken to social media to share moments of combining their meals with Chinsu chili sauce for a chance to win a trip to beautiful Vietnam. Many express excitement that with a simple step—adding Chinsu chili sauce—they can enjoy everyday dishes in a new and interesting way.
These creative twists show that young people are always eager to try something new, and Chinsu is never afraid to innovate in order to elevate every dish's flavor.
This chili sauce brand seems to understand young people's tastes and trends well, constantly renewing itself to stay in tune with the ever-evolving creativity of youth in various countries. In Vietnam, Chinsu is also recognized as a dynamic brand and has been honored as the “Youth's Golden Brand” (an award co-organized by the Ho Chi Minh City Department of Industry and Trade and Saigon Economic Times).
At the recent Annual General Meeting, Dr. Nguyễn Đăng Quang – Chairman of Masan Group (parent company of Masan Consumer) – made a vivid comparison: “Young people love Chinsu chili sauce like Sleeping Beauty’s prince in a dream.”
Chinsu Chili Sauce Appears Across Restaurants in Tokyo and Osaka
Welcomed in the Japanese market since 2019, Chinsu chili sauce has become familiar to many restaurants and diners in Japan’s bustling culinary hubs. Over time, the brand has introduced a variety of chili sauce flavors—including a Sriracha made from Vietnamese bird’s eye chili in 2024—demonstrating a creative fusion of Vietnamese identity and global taste preferences.
From billboards on the street to dining tables and restaurant interiors, the image of Chinsu chili sauce has become as familiar as other traditional condiments. Conquering this market wasn't just about grand promotional campaigns; it required deep research into local tastes and habits, along with continuous product innovation—both to elevate Vietnam’s signature condiments and to appeal to Japan’s discerning diners.
This effort is part of the “Chinsu Go Global – Make Vietnamese Foods Global Foods” strategy by Masan Consumer. More than just a condiment, Chinsu is helping spread Vietnamese cuisine and inspiring a modern, creative food culture that transcends borders.
Through trade promotion activities in Japan and other markets, Chinsu has become a cultural bridge, bringing the taste of Vietnam to international friends, and allowing Vietnamese people to proudly share their culinary story with the world.