ACECOOK VIETNAM ANNOUNCES NEW DEVELOPMENT STRATEGY ON THE OCCASION OF THE 30TH ANNIVERSARY OF ITS FIRST SALES DAY: “COOK HAPPINESS THROUGH INNOVATION”

On the occasion of the 30th anniversary since its first sales day (July 7, 1995 – July 7, 2025), Acecook Vietnam has officially announced its new development strategy – “Cook Happiness Through Innovation,” marking a strategic transformation toward sustainable growth and global expansion.

This new strategy not only reaffirms Acecook Vietnam’s pioneering position in the instant food industry but also demonstrates the company’s deep commitment to creating positive values, improving quality of life, and striving for a happier future for consumers, employees, and society at large.

A New Vision – Innovation to Lead

With this strategy, Acecook Vietnam is aiming to become a “sustainable total food solutions provider with global reach.” “Total food solutions” here not only refers to expanding the product portfolio but also building a comprehensive culinary ecosystem based on three core strengths: over 30 years of Japanese noodle-making expertise, a leading market position in the instant noodle sector with the Hao Hao brand, and an extensive distribution network of nearly 160,000 points of sale nationwide.

Acecook Vietnam’s General Director – Mr. Kaneda Hiroki announces the “Cook Happiness Through Innovation” development strategy.

Mr. Kaneda Hiroki, General Director of Acecook Vietnam, shared: “With such capabilities, Acecook is confident in having the necessary resources for a strong transformation. Driven by the aspiration to enrich Vietnamese meals, Acecook is focused on building a comprehensive culinary ecosystem that fully meets the increasingly diverse needs and consumer habits. Under this expansion strategy, Acecook will gradually enter adjacent categories such as convenient seasonings, ready-to-eat foods, and snack products that can serve as meal replacements. All products will continue to embody Acecook’s core values: rich and delicious flavor, optimal convenience, safety and reliability, nutritional value, environmental friendliness, and contribution to social issues and quality of life – all toward the goal of promoting comprehensive well-being for Vietnamese consumers.”

Strengthening Internal Capabilities for Global Reach

From 2025–2030, Acecook Vietnam will continue to heavily invest in infrastructure and enhance operational capabilities by:

Expanding production scale and upgrading its modern factory system from north to south, meeting international standards such as ISO 22000, HACCP, BRCGS, and IFS.
Actively promoting digital transformation, implementing automation, and optimizing the supply chain.
Designing environmentally friendly factories that meet green development criteria.

In addition, the company has introduced a new set of values based on six core principles: Innovation, Excellence, Collaboration, Integrity, Autonomy, and Responsibility, aiming to build a sustainable corporate culture, foster creative spirit, and accompany the growth of every individual.

To ensure fast, accurate, and comprehensive testing results, Acecook Vietnam has invested in the construction of a modern laboratory meeting ISO 17025 standards.

Product Innovation for Consumers

With a consumer-centric approach, Acecook Vietnam has accelerated innovation across three main pillars of product development:

First, enhancing nutritional value, convenience, and emotional connection

Acecook is focusing on researching consumer trends both domestically and internationally, listening to the market, and deeply understanding real customer needs—especially among the younger generation, new family structures, and those concerned with health and green lifestyles—to develop products that are more convenient, quick, higher in nutritional value, and suitable for diverse dining situations. Some successful products developed along these lines include:

Adding essential nutrients like calcium in Hao Hao (333mg calcium, supplying one-third of the daily need as recommended for adolescents and adults at 1,000mg/day under Circular 43/2014/TT-BYT), vitamin B12 in Phu Huong Vermicelli, and real meat and vegetables in instant pho and bun.
Optimizing user experience with easy-open “YEMO” packaging and diverse designs suitable for gifting, travel, and presentation.
Launching product lines tailored to modern lifestyles such as Kanli instant soup, Rang Rang fried rice seasoning, stir-fried noodles, and premium pho packs.

Second, applying Japanese technology – Innovative solutions beyond expectations

Developing unique production technology—for example, the “melting cheese sauce” for Siukay Chicken, which has become a hot trend in the spicy noodle segment.
Coming in August 2025, Acecook will launch “DALAGO” products using “noodles fortified with vegetables” made from Da Lat produce, offering a delicious, convenient, healthy, and safe option.
Acecook’s new R&D center, scheduled for completion in 2026, will focus on researching new technologies for instant noodles (reduced salt, sugar, fat, FD technology, new packaging, etc.); fundamental research (healthy ingredients, plant-based foods, analysis of taste and aroma); and developing new product categories beyond instant noodles, such as seasonings (satay, chili sauce), snacks with new shapes, ready-to-eat foods, and convenient seasonings. These food products promise to be tastier, more convenient, and more nutritious.

Third, preserving identity – Leading global culinary trends

Acecook continues to reimagine familiar dishes in a more modern form, catering to international tastes. For example, the “De Nhat Pho” product, developed in cooperation with “Pho Khoi Hoi” restaurant—a Michelin Guide representative in Hanoi—recreates the authentic beef shank pho flavor, allowing consumers to enjoy local specialties wherever they are.

Conquering the Global Market with Vietnamese Values

With its global vision, the company’s aspiration goes beyond its 40.7% market share and 3.3 billion packs sold in the domestic market in 2024 (a 7% increase over the previous year). Acecook is striving to reach international consumers. Currently, Acecook exports to over 40 countries, with 2024 sales topping 239 million packs—up 23% over 2023. In the near future, the company will focus on deeply penetrating key markets such as North America, Europe, and Asia through partnerships with major distributors and developing products with designs and flavors tailored to local preferences. Emphasizing the international Hao Hao brand, Acecook is also introducing satellite products that meet distinct local tastes, such as Ippin cup noodles and Hello bowl pho with authentic Asian flavors, and Siukay in line with the Korean spicy noodle trend. Moreover, the company is consolidating its production systems to meet sustainability trends in advanced markets. Key achievements include gluten-free certifications, the use of RSPO-certified palm oil, and Halal-certified products for vegetarian needs in countries with large Muslim populations.

Commitment to a Sustainable Future

“Innovation is not just for growth—it is to create lasting happiness and value for people and society,” emphasized Mr. Kaneda Hiroki, General Director of Acecook Vietnam.

Following this vision, Acecook is making comprehensive investments in green transformation. Currently, 54% of Acecook’s plants utilize biomass fuel, with a goal to raise this to 80% by 2030. In addition, the company is actively improving products to minimize environmental impact, with 90% of cup, bowl, and tray noodle packaging now made from eco-friendly paper.

Solar panels installed at the Acecook Vietnam HCM factory

Through the “Cook Happiness Through Innovation” strategy, the company affirms its commitment to building a sustainable, modern, and globally competitive Vietnamese food industry, while offering consumers better products every day—delivering higher quality, emotional resonance, and greater responsibility to the environment and society.