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[Vietnam] Will Vietnamese people accept the traditional Japanese flavors – Ume (Plum) & Amazake (sweet sake)?

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"AJIMI" operated by Intage Vietnam at AEON MALL Binh Tan, which was introduced in the previous issue, offered tastings and samples to more than 1,000 customers in the first month of its operation.

A detailed analysis of the 30 tasting products, of which "Ume products (5 products)" and "Amazake (3 products)" were traditional Japanese flavors, revealed that the number of tasting of "Ume products" was higher than that of "Amazake," and the factors were the attractive packaging, ingredients and raw materials, and the introduction of the taste. After tasting, products with a strong sweet taste were rated higher, while those with a strong salty taste were rated lower.

It seems that "sweet and dry dried plums" are traditional in Vietnam, and they are not accustomed to Japanese "salty and wet" dried plums. In fact, "salty" stood out more than "too sweet" in the negative comments, indicating that while they are tolerant of sweetness and sourness, they tend to be less accepting of saltiness.

In the "amazake" category, many respondents found the packaging and flavor presentation attractive for sweetened amazake, while those for unsweetened amazake found the ingredients and raw materials appealing. After tasting, more respondents chose "very tasty" for the sweetened amazake than for the unsweetened amazake, but more chose "not very tasty," indicating that "too sweet" due to the added sugar was a negative evaluation, according to the comments.

Unsweetened amazake was highly favored for its "original sweetness of rice" and "moderate sweetness and aroma of rice," but it is generally more expensive, and negative evaluations of its price were noticeable.

It is said that sweet foods are preferred in southern Vietnam, but it will be important to find "the original sweetness of the ingredients and moderate sweetness" preferred by Vietnamese people, rather than "sweetened with added sugar" how to find it.

“Will Vietnamese people accept the traditional Japanese flavors – Ume (Plum) & Amazake (sweet sake)?”- Source: monthly magazine "ACCESS" (June 2022 issue)

Translated with AI Translator

  • Intage Inc

    Author profile
    (Mrs.) Yuki Makino

    INTAGE VIETNAM Customer Support Representative.
    After working for 4.5 years as a Japanese teacher and secretary to the principal at Dong Du Japanese Language School, she is now a research assistant. She provides analysis results and improvement measures using various data to clients in various industries.
    For other columns by Vietnamese expatriates click here

  • Intage Inc

    Editor profile
    Intage Inc.

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  • Aug 23, 2022
  • 1312 Views

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