Acecook accompanies Vietnamese people - 30 years of innovation journey to enhance happiness

Thirty years of development of Acecook Vietnam is not only a journey of expanding scale, but also a process of spreading sustainable values. From the first instant noodle packages born with the mission of "Contributing to society through culinary path", Acecook has become a brand associated with millions of Vietnamese families, with constant innovation and the desire to enhance happiness.

Start with empathy, endure with quality

Since 1993, when it officially appeared in Vietnam through a joint venture model, Acecook has established a different direction. Stemming from the desire to bring quality Japanese products to Vietnamese consumers, the company has combined modern production technology transferred from the parent company with product development based on Vietnamese tastes. Flavors are researched by a team of domestic experts, exploiting the depth of traditional cuisine to create a familiar yet unique experience.

A clear demonstration of that orientation is the birth of instant noodles Pho beef flavor, chicken flavor, and Mi Ga in July 1995. The noodles simulated pho noodles, the rich broth true to Vietnamese taste helped the product quickly make its mark. Beyond the flavor factor, these products also marked a step forward in quality, when Acecook applied high quality standards in each stage of production. These strict requirements became a big problem for the domestic supply chain at that time. Instead of compromising, Acecook chose to accompany domestic suppliers. Step by step, the enterprise mastered the process, controlled quality and modernized production - laying a solid foundation for the journey of sustainable development later.

From "national" product to international brand

Five years later, Hao Hao was born and quickly became an instant noodle phenomenon in the 2000s. With its delicious, palatable flavor, especially the rich sour and spicy taste, delicious chewy noodles and reasonable price, the product has penetrated tens of millions of kitchens, becoming a part of the memories of many generations of Vietnamese people. By the end of 2024, more than 36 billion Hao Hao packages had been consumed, affirming the brand's enduring vitality and irreplaceable position in the hearts of consumers.

From that successful foundation, Acecook has continuously expanded its portfolio with familiar options such as Phu Huong vermicelli, Nhip Song noodles, Hang Nga noodles, De Nhat pho, Modern cup noodles... Each product is a new discovery of taste and consumer lifestyle, but all maintain the Vietnamese spirit as the core value.

Hao Hao has become a familiar instant noodle brand trusted by many Vietnamese people.

Hao Hao has become a familiar instant noodle brand trusted by many Vietnamese people.

In parallel with the expansion of its portfolio, Acecook is also accelerating its production scale expansion. The company currently operates 11 factories and 6 branches nationwide, creating a solid foundation for domestic distribution and export.

From this system, Acecook has gradually expanded its global presence, bringing products to more than 40 countries, including Japan - a market famous for its strictest standards. Starting as a Vietnam - Japan joint venture, Acecook has shaped its international stature based on a sustainable development strategy. Joining the World Instant Noodles Association (WINA) in 2008 is a milestone affirming Acecook's long-term commitment to promoting the convenience food industry in a safe, transparent and responsible manner towards the global community.

Innovation to enhance happiness

After three decades, Acecook has entered a new stage of development with the orientation of “Innovation to enhance happiness”. This is not only a long-term strategy, but also a specific commitment in each product, each process and each person. The value of 3HAPPY continues to play a central role, with three pillars throughout: happiness for consumers, for society and for staff.

Acecook Vietnam continues to conquer a new journey with the orientation of

Acecook Vietnam continues to conquer a new journey with the orientation of "Innovation to enhance happiness"

The company aims to become a sustainable and internationally-oriented comprehensive food company. In particular, “providing comprehensive food” not only means expanding the product portfolio, but also creating a comprehensive culinary ecosystem with a solid foundation from three core advantages: More than 30 years of noodle production technology know-how, leading position in the instant noodle industry with the Hao Hao brand, and a distribution network covering nearly 160,000 points of sale nationwide. Acecook Vietnam will continue to affirm its pioneering position in the instant food industry, but also demonstrate the company's deep commitment to creating positive values, improving the quality of life and moving towards a happy future for consumers, employees and the whole society.

Acecook identifies sustainable development as an essential requirement in the new era. Environmental, social and governance factors are closely integrated into all operations. From the use of clean energy to the innovation of environmentally friendly packaging, all are aimed at an efficient, circular and harmonious production model with the community.

With the innovation of formulas, many product lines have been supplemented with vitamin B12, calcium and fiber, meeting the increasing demand for healthy living. Convenient options such as Kanli soup cubes or Rang Rang fried rice seasoning continue to be developed to suit modern life while still preserving nutritional value.

To meet the new strategy, Acecook will comprehensively upgrade the management system, focus on people, build training programs to develop an elite team of human resources. A positive and creative working environment with the spread of the spirits: Integrity - Cooperation - Autonomy & Responsibility - Excellence - Innovation, will be the foundation for a modern, dynamic corporate culture and attract talent for Acecook in the future.