Masan has 19 products and services named Vietnam National Brands

The recognition highlights Masan's manufacturing, innovation and distribution capabilities as the group seeks to expand Vietnamese brands into international markets.

Masan Group has had 19 products and services recognized under the 2026 Vietnam National Brand Program, reinforcing its efforts to strengthen domestic brands and expand overseas.

The Ministry of Industry and Trade announced the results on Aug. 29, recognizing 499 products from 227 enterprises in the program's 10th edition.

Launched in 2003, the government initiative evaluates businesses based on product quality, innovation and industry leadership.

First-time recipients from Masan include five Chin-Su product lines covering chili sauce, soy sauce, fish sauce, sauces and seasonings, as well as WinEco vegetables and the WinMart, WinMart+ and WiN retail chains.

Masan's portfolio also includes Omachi, Vinacafé, Wake-Up and MeatDeli. The group aims to leverage its manufacturing capacity, technology, distribution network and brand management capabilities to support further growth.

Financial performance supports brand development

In the first eight months of 2026, Masan reported net revenue of VND77.023 trillion (US$2.9 billion), up 52% year on year.

Net profit after tax before minority interests reached VND8.518 trillion, about 2.2 times the level recorded in the same period last year.

The group said its businesses are increasingly able to fund their own growth after years of investment in its consumer and retail ecosystem, giving it greater flexibility to invest in manufacturing, product development and international expansion.

Technology and workforce investment strengthen operations

Masan is using technology and data to improve distribution and connect brands with consumers. Its Consumer Operating System (cOS), outlined at the group's 2026 annual general meeting, is designed to link brands, retailers and consumers through shared technology and data infrastructure.

Its WinX membership platform has 15 million members, while Masan Consumer's Retail Supreme model connects approximately 500,000 traditional retail outlets through technology and data. The company is also developing Digital 4P, an artificial intelligence-based system to support outlet management, assess product displays, optimize sales routes and track market trends.

These tools aim to improve product availability and brand visibility across the distribution network.

Beyond consumer goods, Masan operates an integrated production complex spanning mining, mineral processing and tungsten refining. Its tungsten products reach markets including Germany, other European Union countries, the United States, Canada, Japan, South Korea and India.

The group is also investing in workforce development. In 2026, it received three HR Asia awards: Best Companies to Work for in Asia, People Transformation Awards and Tech Empowerment Awards.

National Brand recognition supports international expansion

Masan expects the recognition to support its efforts to bring Vietnamese products to overseas markets.

Ta Hoang Lan, deputy head of the Trade Promotion Capacity Development Division at the Vietnam Trade Promotion Agency under the Ministry of Industry and Trade, said the program aims to improve brand quality and value while increasing the number of Vietnamese exporters.

For Masan Consumer, the recognition aligns with its "Go Global" strategy. The company has introduced products to 26 international markets and is expanding the overseas presence of CHIN-SU, Omachi, coffee and other consumer brands.

In its 2025 ranking of Vietnam's 25 most valuable listed brands, Forbes Vietnam valued Masan Consumer's brand at $1.1098 billion.

Masan said the recognition reflects its long-term investment in product quality, innovation, manufacturing and consumer trust.

"We believe Vietnamese brands must be built on real capabilities and tested in the market. Building on that foundation, Masan will continue to invest in technology, people, research and development, and distribution to better serve Vietnamese consumers and bring more Vietnamese brands to the world," a company representative said.

The group aims to build on its financial resources, manufacturing infrastructure, distribution network and technology investments to strengthen its domestic businesses and expand the international reach of Vietnamese products.