Acecook Vietnam: 3 decades of perseverance in creating happiness values

Over 30 years of establishment and development, Acecook Vietnam has constantly innovated to pursue a consistent goal: bringing happiness to consumers, society and employees.

Established as a joint venture in 1993, Acecook Vietnam officially sold its first product in 1995 - starting the journey of blending Japanese spirit with Vietnamese taste.

Take quality as a solid foundation

The year 2025 marks the 30th anniversary of the first sales in Vietnam (July 7, 1995 - July 7, 2025). Up to now, Acecook Vietnam has gone through 3 proud stages: an ambitious start, strong growth and a transition towards sustainable development. In every stage, the mission of "contributing to society through culinary " has always been the consistent foundation of the enterprise.

In 1995, Acecook's first product, Beef and Chicken Pho Noodles, was launched in the Vietnamese market. This was not only the first and important milestone, but also the way Acecook "connected" the two countries through cuisine. A product manufactured according to Japanese technology and standards but with Vietnamese flavor, from the shape of the noodles to the familiar, characteristic flavor of beef pho.

At that time, the instant noodle market was still in its infancy, consumer habits were not yet defined, and the brand was still unfamiliar. Overcoming difficulties and challenges with the determination to bring quality instant noodle products to the market, Acecook has built a long-standing and beloved brand for Vietnamese people.

In 2000, Acecook officially introduced Hao Hao noodles – a major turning point not only for the company but also for the entire instant noodle market at that time. The combination of Japanese technology and the unique spicy and sour taste, suitable for Vietnamese taste, along with a reasonable price, helped Hao Hao quickly become a familiar name in every family kitchen. To date, more than 36 billion Hao Hao noodle packages have been sold on the market.

From the very beginning, Acecook chose to invest in modern production lines, apply technology and build a quality control system according to Japan. This is the foundation for products that are not only delicious but also ensure safety and convenience - factors that gradually form a new consumer culture in modern society.

Not only popular in the domestic market, Hao Hao noodles also export products to more than 40 countries, conquering even "difficult" markets such as Japan.

Taking consumers as the center, Acecook always aims to develop products that meet the needs and tastes of consumers by listening and understanding deeply. The company does not only produce instant noodles but also has a variety of other products such as vermicelli, pho, instant porridge, serving the needs of changing tastes and convenient eating needs of consumers.

Some products have been pioneered by Acecook to successfully develop in this direction such as calcium supplementation in Hao Hao, vitamin B12 in Phu Huong Vermicelli, using real meat and real vegetables in pho and instant noodles. Besides, convenient product lines have also been launched such as Kanli instant soup, Rang Rang fried rice seasoning, fried noodles, premium instant pho....

Thanks to its continuous efforts and innovation over the past 30 years, Acecook has maintained its leading position in the instant noodle market in Vietnam. According to the World Instant Noodles Association (WINA), in 2024, Vietnam consumed about 8.2 billion noodle packages. Of which, Acecook accounted for 40% of the market share, and more than 3.3 billion products were sold in the domestic market.

Happiness is not only in every meal

Acecook's core values revolve around "3H": Happy Consumers–Happy Society–Happy Employees. This is the guiding principle for all activities, from product innovation to building a working environment and contributing to the community.

With its human resources, Acecook focuses on creating a positive working ecosystem, clear remuneration policies, and a clear development roadmap. Each employee is listened to, recognized, and given development opportunities - because "happy employees" are the foundation for the company's long-term sustainability.

“Happy workers” is the foundation for the long-term sustainability of Acecook Vietnam

In addition, the company actively implements community activities. For many years, Acecook has cooperated with the Vietnam Children's Fund to award scholarships, sponsor education, support people in natural disasters, epidemics, etc. In addition, there is continuous companionship and connection in the fields of culture, sports, nutrition, food safety, etc. These activities not only demonstrate social responsibility but also express gratitude to the community that has nurtured the brand to grow.

New Vision - Innovate to Lead

After three decades, Acecook is entering a period of strong transformation. With a new development strategy - "Cook Happiness Through Innovation", Acecook Vietnam aims to become "a sustainable, world-class comprehensive food supplier".

In which, “providing comprehensive food” not only means expanding the product portfolio, but also building a comprehensive culinary ecosystem, based on 03 core advantages: More than 30 years of noodle production technology secrets from Japan, leading position in the instant noodle market with the Hao Hao brand and a wide distribution network of nearly 160,000 points of sale nationwide.

Mr. Kaneda Hiroki - General Director of Acecook Vietnam Company shared: “With that potential, Acecook is confident that it has enough necessary resources to transform strongly. Stemming from the desire to enrich Vietnamese meals, Acecook aims to build a comprehensive culinary ecosystem, fully meeting the increasingly diverse needs and consumer behaviors. In this expansion strategy, Acecook will gradually expand into adjacent product lines such as convenient spices, ready-to-eat foods and snacks that can replace main meals. All products will still maintain the core spirit that has made Acecook's name: rich taste, optimal convenience, safety and reliability, nutrition for health, environmental friendliness, while contributing to solving social problems and improving the quality of life - aiming to promote comprehensive well-being for Vietnamese consumers".

Mr. Kaneda Hiroki - General Director of Acecook Vietnam Company shared about the company's new strategic direction.

At the same time, Acecook is investing heavily and comprehensively in the green transition process. Currently, 54% of Acecook's factories use biomass fuel; the goal is to increase this rate to 80% by 2030. In addition, the company is also actively improving its products to minimize environmental impact, with 90% of its cup, bowl, and tray noodle packaging now switching to environmentally friendly paper packaging.

Emphasizing, “Innovation is not only for growth, but also to create long-term happiness for people and society.”, General Director of Acecook Vietnam Company, Mr. Kaneda Hiroki said that in the future, Acecook Vietnam will continue to steadfastly pursue the goal of enhancing happiness, creating positive values, improving the quality of life and aiming for a happy future for consumers, society and employees. These things are realized not only through quality products, but also in the journey of living a kind life, living positively, living responsibly for oneself and for the community.

Source: https://nhandan.vn/acecook-viet-nam-3-thap-ky-kien-dinh-voi-muc-tieu-tao-ra-gia-tri-hanh-phuc-post896437.html