The Masan Group (HoSE: MSN) has had 19 products and services recognized under the 2026 Vietnam National Brand Program as it builds on its domestic presence to expand internationally.
The Ministry of Industry and Trade (MoIT) announced this year’s selection on August 29, recognizing 499 products from 227 companies in the program’s tenth edition. Launched in 2003, the government’s long-term trade promotion program evaluates product quality, innovation, and companies’ ability to lead in their industries.
Masan’s first-time recipients include five CHIN-SU product lines covering chili sauce, soy sauce, fish sauce, sauces, and seasonings, as well as WinEco’s safe vegetables and the WinMart, WinMart+, and WiN retail chains.
The recognition reflects the capabilities supporting Masan’s next phase of growth. Having established a strong domestic presence through brands including CHIN-SU, Omachi, Vinacafé, Wake-Up, MEATDeli, WinMart, and WinEco, the Group is drawing on its scale, financial resources, technology, workforce, and brand management expertise to pursue international expansion.
Business strength supports brand growth
Masan’s brand development is supported by the financial strength of its broader business.
The Group reported net revenue of VND77.023 trillion ($3.08 billion) in the first eight months of 2026, up 52 per cent from a year earlier. Net after-tax profit before minority interests reached VND8.518 trillion ($340.72 million), or about 2.2-times the level a year prior.
Its businesses are also moving toward funding their own growth, marking a significant shift after years of investment in the Group’s consumer and retail ecosystem.
Together, these developments underscore the business capabilities behind the 19 products and services recognized under the National Brand Program.
Technology and workforce investment strengthen operations
Masan is using technology and data to improve distribution, strengthen retail execution, and connect its brands more closely with consumers.
At its 2026 annual general meeting, the Group outlined its Consumer Operating System (cOS), which links brands, retailers and consumers. At its core is WinX, a membership platform with 15 million members that provides transaction data to help Masan understand purchasing behavior and improve operations.
Masan Consumer’s Retail Supreme model extends this approach to traditional retail, connecting about 500,000 outlets through technology and data. The company is also developing Digital 4P, which uses AI to manage outlets, assess product displays, optimize sales routes, and track market trends.
These systems help Masan consistently manage the retail presence of its Power Brands, including CHIN-SU, Nam Ngu, Omachi, Vinacafé, and Wake-Up, across hundreds of thousands of consumer touchpoints.
The Group’s manufacturing capabilities also extend to high-tech materials. It operates an integrated complex spanning mining, mineral processing, and tungsten refining, with its high-tech tungsten products meeting quality and technology standards and supplied to markets such as Germany, the EU, the US, Canada, Japan, South Korea, and India.
Masan is also investing in the workforce needed to run its manufacturing and business operations. In 2026, the Group again received recognition from HR Asia in three categories: Best Companies to Work for in Asia, People Transformation Awards, and Tech Empowerment Awards.
These investments underpin Masan’s brands across production, R&D, distribution, and retail. The coordination of these operations shapes product quality and consumer experience, extending brand development beyond marketing.
National Brand recognition supports global expansion
National Brand recognition adds credibility to Masan’s products as the Group expands internationally, reinforcing confidence in their origin, quality, and the capabilities of their producers.
The Vietnam National Brand Program is placing greater emphasis on these business capabilities. Ta Hoang Lan, Deputy Head of the Trade Promotion Capacity Development Division at the Vietnam Trade Promotion Agency under the MoIT, said the priority is to improve brand quality and value as well as increase the number of exporters.
The Ministry is moving the program toward a four-tier ecosystem comprising national, sector, corporate, and product brands. Under this model, the national brand provides an assurance of credibility while companies build value through production, innovation, and management.
For Masan Consumer (HoSE: MCH), this approach aligns with its “Go Global” strategy. The company has brought its products to 26 international markets and is expanding brands including Omachi and CHIN-SU, along with coffee and other products. Its strategy focuses on building brand value overseas as well as increasing exports.
Forbes Vietnam valued Masan Consumer’s brand at some $1.1 billion in its 2025 ranking of the Top 25 listed brands, reflecting the role of brand assets in business value.
Masan’s minerals business also contributes to its international presence. Its high-tech tungsten products made in Vietnam have helped expand the reach of Vietnamese brands, strengthen the domestic materials industry, and improve the country’s position in the global value chain.
“The recognition of Masan’s products under the Vietnam National Brand Program acknowledges the values we have worked consistently to build over many years: product quality, innovation, manufacturing capabilities, and consumer trust,” a representative from Masan’s leadership said.
“We believe Vietnamese brands must be built on real capabilities and tested in the market. Building on that foundation, Masan will continue to invest in technology, people, R&D, and distribution to better serve Vietnamese consumers and take more Vietnamese brands to the world.”
Recognition of the 19 products and services marks a milestone in Masan’s brand development. Its scale and financial resources support investment, while technology and workforce capabilities improve productivity and enable expansion. Brand management translates those resources into consumer trust.
These capabilities underpin Masan’s ambition to strengthen its domestic position and grow internationally, with progress measured through business results, products, and market reach.
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