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[Vietnam] How to get Vietnamese people who are conservative in texture and taste to buy your product repeatedly

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Intage operated a test marketing store "Ajimi" at Fujimart Hoang Cau supermarket in Hanoi from October to mid-December 2022, offering tastings of two kinds of thin rice crackers, salt and soy sauce flavors. The soy sauce flavor was the most popular, with 50 people tasting the salt flavor and 70 tasting the soy sauce flavor.


Positive evaluations of both flavors included the "crispy" texture of the thinly baked crackers. On the other hand, both flavors received a score of 4 or higher out of 5 before the tasting, but after the tasting, the score dropped to 3.03 for the soy sauce flavor compared to 4 or higher for the salt flavor, leading many to complain that the soy sauce flavor was "too salty/bitter/burnt.


Considering the texture and flavor, it is thought that the "crunchiness" of the rice crackers tasted this time was similar to that of the traditional rice crackers in Vietnam, which are usually roasted on a charcoal grill to give them a light "crunchy" or "crunchy" texture, and that this was positively received by the Vietnamese consumers.


In the Vietnamese market, there are many salt- and sugar-flavored salad crackers. Since soy sauce-flavored crackers are rare in the Vietnamese market, it is believed that the number of tasters exceeded that of salt-flavored crackers due to the freshness of the flavoring. However, the fact that the tasted products were made with "Super Special Dark Soy Sauce," which tasted different from the "Soy Sauce that emphasizes umami rather than saltiness" that consumers are usually accustomed to, led to negative evaluation.


Japanese products are highly rated in terms of reliability and quality. However, Vietnamese people, who are said to be "conservative in terms of texture and seasoning," are interested in unique Japanese flavors, but in some cases this does not lead to repeat purchases. In terms of texture and seasoning, it can be said that product development that focuses on local tastes will be successful.

“How to get Vietnamese people who are conservative in texture and taste to buy your product repeatedly” from ACCESS (Jan. 2023)

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.

    ＊＊＊

  • Jan 30, 2023
  • 367 Views

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