Acecook Vietnam unveils new development strategy

Jul 4th at 15:31

04-07-2025 15:31:00+07:00

Acecook Vietnam announced its new development strategy on July 3 with the theme “Cook Happiness Through Innovation”, marking a strategic step on its journey towards sustainable growth and global expansion to celebrate its 30th anniversary.

Under this new strategy, Acecook Vietnam aims to become a “sustainable total food solution provider with global reach”.

This approach goes beyond simply expanding its product portfolio to building a comprehensive culinary ecosystem.

It is grounded in three core strengths: over 30 years of Japanese noodle production expertise, its leading market position in the instant noodle sector with the flagship brand Hao Hao, and a nationwide distribution network spanning nearly 160,000 retail outlets.

Acecook Vietnam unveils new development strategy

Kaneda Hiroki, general director of Acecook Vietnam, at the announcement ceremony of its new development strategy on July 3 in Ho Chi Minh City

Kaneda Hiroki, general director of Acecook Vietnam, expressed confidence in the company’s readiness for transformation.

“Driven by the aspiration to enrich Vietnamese meals, Acecook is committed to building a comprehensive food ecosystem that meets the increasingly diverse needs and behaviours of consumers,” said Hiroki.

As part of this expansion, Acecook will gradually move into adjacent categories, including convenient seasonings, ready-to-eat meals, and snack products that can be substituted for main meals. All offerings will continue to embody Acecook’s core values: rich flavour, optimal convenience, safety and reliability, nutritional value, environmental friendliness, and social responsibility, ultimately contributing to the overall wellbeing of Vietnamese consumers, he added.

Currently, Acecook holds 40.7 per cent of Vietnam’s instant noodle market share, with 3.3 billion units sold in 2024, a 7 per cent increase on-year.

Its products have also reached more than 40 countries, with export volumes exceeding 239 million units in 2024, up 23 per cent on-year.

Looking ahead, Acecook plans to deepen its presence in key markets such as North America, Europe, and Asia by partnering with major distributors and developing products tailored to local tastes and preferences, Hiroki said.

Innovation is not only for growth, it’s about creating lasting happiness for people and society, emphasised Hiroki.

Aligned with this vision, Acecook is investing heavily in green transformation. As of now, 54 per cent of its factories have adopted biomass fuel, with a target to raise this to 80 per cent by 2030.

The company is also innovating to reduce its environmental impact, with 90 per cent of its cup, bowl, and tray noodle packaging now made from eco-friendly paper.

Through the “Cook Happiness Through Innovation” strategy, Acecook reaffirms its commitment to building a modern, globally competitive, and sustainable Vietnamese food industry, delivering better products each day in terms of quality, emotional connection, and environmental and social responsibility.

From 2025 to 2030, Acecook will continue to invest in infrastructure and enhance its operational capabilities by expanding production capacity, upgrading its state-of-the-art facilities nationwide, driving digital transformation, adopting automation, optimising its supply chain, and designing environmentally friendly plants in line with green development standards.

In tandem, the company has introduced a new set of six core values, innovation, excellence, collaboration, integrity, autonomy, and responsibility, aimed at fostering a sustainable corporate culture, inspiring creativity, and encouraging personal and collective growth.

Placing consumers at the heart of its operations, Acecook Vietnam has accelerated innovation across three product development pillars: enhanced nutritional value, convenience and emotional experience, and leveraging Japanese technology while preserving cultural identity.

Some successful products developed under this direction include Hao Hao with added calcium, Mien Phu Houng fortified with vitamin B12, easy-to-open "YEMO" packaging, a wider variety of designs, and new product lines catering to modern lifestyles.

In August, Acecook will launch a new product line called “DALAGO” featuring vegetable-fortified noodles made from Dalat-grown vegetables, offering delicious, convenient, safe, and healthy meals.

The company’s new research and development (R&D) centre, equipped with cutting-edge facilities, is expected to be completed in 2026.

The new R&D centre will focus on pioneering research into advanced food technologies, including innovative instant noodle technologies, and new product categories beyond instant noodles. These offerings aim to be more delicious, more convenient, and more nutritious.

In addition, Acecook continues to modernise traditional Vietnamese dishes to appeal to global palates. A notable example is the “The First Pho” product, developed in collaboration with Pho Khoi Hoi, a Hanoi-based restaurant recognised by the Michelin Guide. This product faithfully recreates the rich, savoury flavour of traditional pho with beef brisket and crunchy tendon, allowing consumers to enjoy an authentic local speciality anywhere in the world.