Omachi introduced its new product line, the “Quán Xá Châu Á,” at a grand artistic parade featuring hundreds of beautiful dancers and brand ambassador HIEUTHUHAI on Le Loi Boulevard.
The “Omachi Debut” event is the brand’s annual new product showcase. Kicking off Omachi Debut 2025 was the theme “Asian Street Food.”
The parade event “Omachi Debut 2025 – Asian Street Food” attracted tens of thousands of spectators in downtown District 1, Ho Chi Minh City. The grand celebration featured 350 professional dancers and 5 massive parade floats representing five iconic dishes from five different countries in Omachi’s new “Quán Xá Châu Á” collection. Attendees were dazzled by dozens of giant costume displays along the 250-meter Le Loi Boulevard, elaborate light shows, confetti cannons, and vibrant fireworks.
The explosive appearance and performance of brand ambassador HIEUTHUHAI set the stage on fire, making “Omachi Debut 2025 – Asian Street Food” more thrilling than ever.
As a brand known for innovation, Omachi impressed consumers in 2023 with its self-heating hotpot, which gained widespread popularity. In 2024, the brand continued to make waves with its self-cooking rice product, integrating 7 leading technologies. At this year’s event, Omachi unveiled its latest creation: the Quán Xá Châu Á – a collection of popular Asian dishes “boxed up” using freeze-drying technology.
This is one of the technologies Omachi pioneered in its self-heating hotpot and self-cooking rice products, ensuring fresh and flavorful meals that can be stored at room temperature without added preservatives. The result is a convenient yet high-quality street food experience at a price accessible for daily enjoyment. The Quán Xá Châu Á will hit the market in June 2025 at VND 26,000 per box (approximately USD 1).
In its initial launch, Omachi introduces five signature Asian dishes: Taiwanese Beef Noodles, Peking Duck Noodles, Hokkaido Miso Ramen, Hong Kong Tomato & Egg Noodles, and Bangkok Tom Yum Noodles.
Omachi also plans to expand the Quán Xá Châu Á lineup by further exploring the culinary cultures of various Asian countries — aiming to complete a 30-dish menu by the end of 2026.
Previously, at Masan Consumer’s 2025 Annual General Meeting, the Quán Xá Châu Á was introduced to investors and received enthusiastic feedback, positioning it as a potential pioneer in Vietnam’s convenient meal industry. With Omachi, consumers now go beyond “tasting for curiosity” — they are “eating for enjoyment,” savoring life to the fullest.
The “Omachi Debut 2025 – Quán Xá Châu Á” event concluded with a colorful spectacle and memorable experiences. It marked a major milestone in Omachi’s journey toward product premiumization, setting new consumer trends in Vietnam, and continuously improving the material and spiritual well-being of Vietnamese people through relentless innovation and technology-driven product development.