VN brands hold a special place in the hearts of consumers

The mark of “Made in Vietnam” is a gold standard for brands, it shows they hold a unique position with their golden heritage and recognizable brand.

Reminsicing about brand heritage

The 1930s and 40s were truly a golden age of consumer goods, Vietnamese brands were top quality and of the same high standards as any foreign brand.

Some of the big-name brands that made their mark in this era include; Da Lan and Hynos toothpastes; Tribeco; and the electric machines made by Viettronic.

Hynos toothpaste billboards were a regular feature of the old streets

The cosmetics industry was dominated by Hynso and Da Lan; their banners and advertisements plastered the streets of every neighbourhood across the country. Tribeco was a big player: unrivalled in the beverages industry and Viettronic offered aspirational electronic products that were the talk of the towns. Growing on their successes in the Vietnamese markets, they went international and exported their wares as far as Thailand, Singapore, and Hong Kong.

These brands have now sadly diminished in size from their heydays, floundering in the face of competition from new brands and innovation. The coming of foreign brands and investors sadly meant that they lost their competitive edge.

These names now only exist in old copies of magazines or in a brief glimpse in classic movies from the 50s and 60s. These momentary reminders spark nostalgia in the older generations’ hearts – recalling the days these beloved brands were top of their game.

Brands that evolve to exist 

Some brands were able to make it through the turbulent times. It’s impossible not to call to mind such companies as Chuong Duong soy sauce, Thorakao cosmetics, Viet An Curry, or Lien Thanh fish sauce; all are held dear by their loyal customers. Even without a massive media presence, they have earned their place as the popular choice of Vietnamese people thanks to their consistent quality and usefulness. Viet An Curry and Thorakao cosmetics have been a hit on the international market too, often being sold out on the international sales websites.

Chuong Duong soy sauce, once known as Tiger soy sauce, is still on the market today

Owing to their understanding of their consumers’ demands, these brands are still successful today.

Being responsive to the needs and demands of customers, whilst still preserving the characteristics and features that won them their loyalty is the key to maintain prosperity. All of this, and more can be found in Nam Duong soy sauce, instantly recognizable with the “Black Cat” motif, they retain their traditions whilst focusing on their developmental goals.

More than 60 years is a long time to spend perfecting your brand, and over this time the “Black Cat” soy sauce has earned its reputation as the bottle to have served with every meal. The flavor lingers in the memories of everyone who has tried it. By knowing the tastes of their Vietnamese customers and having taken years to perfect their product, the soy sauce with the “Black Cat” truly earned its position in the psyche of Vietnam. Now, Saigon Co-op have partnered with Wilmar to modernize and develop production and distribution methods ready for the 21st Century.

Having once nearly been consigned to the history books, Nam Duong has revitalized and reenergized its brand and gained a firm footing in Vietnamese and international markets once again. Nam Duong soy sauce, with the seal of the “Black Cat”, has cemented its place at the tables and in the hearts of all Vietnamese families. It now feels as if Nam Duong has always been a part of the family in Vietnam.