Masan Consumer Holdings
Masan Consumer Holdings is one of Vietnam's largest local diversified FMCG companies, manufacturing and distributing a multi-brand portfolio of food, beverage, beer, and home care products — including CHIN-SU, Omachi, Vinacafé, and Wake-up — to Vietnamese consumers via established domestic distribution channels as a subsidiary of Masan Group.
- Company typePrivate
- Founded-
- HeadquartersHo Chi Minh City, Vietnam
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Masan Consumer Holdings does
Masan Consumer Holdings is one of Vietnam's largest local diversified fast-moving consumer goods (FMCG) companies, headquartered at 23 Le Duan Street, District 1, Ho Chi Minh City. Founded in 1996 with approximately 1,006 employees, the company manufactures and distributes a broad portfolio of branded food, beverage, and consumer products for the Vietnamese market. It is a wholly-owned operating subsidiary of Masan Group (Ho Chi Minh Stock Exchange: MSN), one of Vietnam's largest diversified conglomerates, and operates alongside the parent group's other consumer-facing businesses.
The company's portfolio spans six core categories under a multi-brand architecture: Convenience Foods (Omachi instant noodles, Kokomi instant congee); Seasoning (CHIN-SU fish sauce and soy sauce, Vĩnh Hảo chili sauce, Vivant, Quang Hanh); Coffee & Nutrition (Vinacafé instant coffee); Beverage (Wake-up and Wake-up 247 energy drinks, Compact, Lemona); Beer (Sư Tử Trắng, Red Ruby); and Home & Personal Care (Joins, Super Net, Chante', Sopa, Homey, La'Petal — added through the 2023 acquisition of NETCO, Công ty Cổ phần Bột giặt Net). Several of these brands, including CHIN-SU, Omachi, and Vinacafé, are described as category-leading in Vietnam. The company states that some of its brands have expanded internationally, though its formal operating geography is Vietnam.
Masan Consumer generates revenue through the sale of branded consumer goods via an established domestic wholesale and distribution network reaching Vietnamese consumers across multiple retail formats. Customer segments are horizontal, serving the general Vietnamese consumer market rather than concentrated enterprise accounts. The company also operates structured talent programs — Internship, Masan Graduate Engineer, and Masan Young Entrepreneur-Sales — supporting its workforce pipeline across engineering, operations, and commercial roles.
Masan Consumer Holdings firmographics
Firmographics- Name
- Masan Consumer Holdings
- Legal name
- Masan Consumer
- Website
- https://careers.masanconsumer.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Masan Consumer Holdings is one of Vietnam's largest local diversified FMCG companies, manufacturing and distributing a multi-brand portfolio of food, beverage, beer, and home care products — including CHIN-SU, Omachi, Vinacafé, and Wake-up — to Vietnamese consumers via established domestic distribution channels as a subsidiary of Masan Group.
- Ownership category
- akta.pro rank
Masan Consumer Holdings industry classification
Industry- Product category
- Consumer Packaged Goods (FMCG)
- NAICS
- Food Manufacturing (311)
- SIC
- Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090), Beverages (2080)
- akta.pro primary industry
- Condiments, Sauces & Dressings (CRADAAAB)
- akta.pro secondary industry
- Soups, Broths & Meal Starters (CRADAAAF)
Keywords
Where Masan Consumer Holdings is headquartered
LocationHeadquarters
- HQ city
- Ho Chi Minh City
- HQ country
- Vietnam
- HQ region
- Asia
Offices1 record
Markets served
Masan Consumer Holdings business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Distribution channels1 record
Marketing channels3 records
Masan Consumer Holdings product offering
Product offeringCore offering
Masan Consumer Holdings manufactures and distributes a diversified portfolio of branded FMCG products in Vietnam, including soya sauce, fish sauce, seasoning, chili sauce, instant noodles, instant congee, instant coffee, instant cereals, bottled beverages, processed meat, and beer. Following the 2023 acquisition of NETCO, the portfolio extends into home and personal care with laundry detergent, dishwashing liquid, and body wash brands. Key brands include CHIN-SU, Omachi, Kokomi, Vinacafé, Wake-up, Wake-up 247, Compact, Lemona, Vĩnh Hảo, Vivant, Quang Hanh, Sư Tử Trắng, Red Ruby, Joins, Super Net, Chante', Sopa, Homey, and La'Petal.
Product overview
Masan Consumer Holdings is Vietnam's largest local diversified FMCG company operating a multi-brand portfolio across six core categories. The product portfolio includes: Convenience Foods (instant noodles via Omachi, instant congee via Kokomi), Seasoning (fish sauce and soy sauce via CHIN-SU, chili sauces via Vĩnh Hảo, Vivant, Quang Hanh), Coffee & Nutrition (instant coffee via Vinacafé, instant cereals), Beverage (energy drinks via Wake-up/Wake-up 247, bottled drinks via Compact and Lemona), Beer (Sư Tử Trắng and Red Ruby), and Home & Personal Care (acquired through NETCO including laundry products Joins, Super Net, Chante', Sopa, dishwashing liquid Homey, and body wash La'Petal). The company also operates talent development programs including Internship, Graduate Engineer, and Young Entrepreneur-Sales programs as part of its human capital initiatives.
Differentiator
Problem solved
Functional benefit
Brands
- CHIN-SU: Seasoning brand including soya sauce, fish sauce, chili sauce
- Omachi
- Kokomi
- Vinacafé
- Wake-up
- Wake-up 247
- Compact
- Lemona
- Vĩnh Hảo
- Vivant
- Quang Hanh
- Sư Tử Trắng
- Red Ruby
- Joins
- Super Net
- Chante'
- Sopa
- Homey
- La'Petal
Products and services
- CHIN-SU
Companies that use Masan Consumer Holdings
Customer profileSegments1 record
Ideal customer profiles1 record
Masan Consumer Holdings technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Masan Consumer Holdings partnerships and signals
Strategic signalScale indicators1 record
Recent moves3 records
Expansion highlights5 records
Masan Consumer Holdings competitors and assessment
Company assessmentDirect peers
- KIDO Group (KDC): Vietnamese food manufacturer with ice cream, cooking oil, and frozen food brands. Comparable as a local diversified FMCG player operating across multiple consumer food categories within Vietnam.
- Vinamilk: Vietnam's largest dairy and branded FMCG company with a broad portfolio across beverages, dairy, and packaged foods. Direct peer given similar diversified local FMCG positioning and dominant share of branded consumer categories in Vietnam.
- Suntory PepsiCo Vietnam: Beverage joint venture producing Pepsi, Aquafina, and Sting energy drinks in Vietnam, directly competing with Masan's Wake-up energy drink and Compact bottled beverages.
- Acecook Vietnam: Major Vietnamese instant noodle manufacturer (Hao Hao, Sagami, Mi Hao) directly competing with Masan's Omachi brand in the convenience foods category, with similar domestic distribution depth.
- Saigon Beer - Alcohol, Beverage, Tobacco Corporation (Sabeco): Vietnam's largest beer company and direct competitor to Masan Consumer's Sư Tử Trắng and Red Ruby brands in the local beer market.
Regional players
- TH Group: Vietnamese conglomerate with food, dairy, and beverage operations including TH true MILK. Comparable as another diversified local FMCG platform competing in similar consumer categories within Vietnam.
Broad incumbents
- Unilever Vietnam: Global FMCG incumbent with strong Vietnam presence across home care, personal care, and food categories, competing directly with Masan's seasoning and Home & Personal Care lines.
- Procter & Gamble Vietnam: Global consumer goods incumbent competing in the home & personal care categories where Masan Consumer recently expanded via NETCO, with established laundry and body wash brands.
- Nestlé Vietnam: Global FMCG incumbent with deep Vietnam operations in coffee, beverages, and convenience foods; competes directly with Vinacafé, Wake-up, and Omachi.
- Mondelēz International: Global snacks and confectionery incumbent with Vietnam distribution that competes in adjacent convenience food categories where Masan's Omachi and processed meat products operate.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Masan Consumer Holdings social profiles
Digital presenceMasan Consumer Holdings financial estimates
Financial estimateRevenue estimate
Valuation estimate
Masan Consumer Holdings leadership team
Management profileNumber of profiles
Masan Consumer Holdings subsidiaries and ownership
Company hierarchySubsidiaries1 record
Masan Consumer Holdings funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Masan Consumer Holdings M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Masan Consumer Holdings
What does Masan Consumer Holdings do?
Masan Consumer Holdings manufactures and distributes a diversified portfolio of branded FMCG products in Vietnam, including soya sauce, fish sauce, seasoning, chili sauce, instant noodles, instant congee, instant coffee, instant cereals, bottled beverages, processed meat, and beer. Following the 2023 acquisition of NETCO, the portfolio extends into home and personal care with laundry detergent, dishwashing liquid, and body wash brands. Key brands include CHIN-SU, Omachi, Kokomi, Vinacafé, Wake-up, Wake-up 247, Compact, Lemona, Vĩnh Hảo, Vivant, Quang Hanh, Sư Tử Trắng, Red Ruby, Joins, Super Net, Chante', Sopa, Homey, and La'Petal.
Is Masan Consumer Holdings a public or private company?
Masan Consumer Holdings is a private company. It is classified as corporate owned and is currently operating.
When was Masan Consumer Holdings founded?
Masan Consumer Holdings was founded in -1. It employs 1,001 to 5,000 people.
Where is Masan Consumer Holdings based?
Masan Consumer Holdings is headquartered in Ho Chi Minh City, Vietnam, in the Asia region.
Who are Masan Consumer Holdings's main competitors?
Direct peers on record are KIDO Group (KDC), Vinamilk, Suntory PepsiCo Vietnam, Acecook Vietnam and Saigon Beer - Alcohol, Beverage, Tobacco Corporation (Sabeco). TH Group is listed as a regional player. Broad incumbents are Unilever Vietnam, Procter & Gamble Vietnam, Nestlé Vietnam and Mondelēz International.
Does Masan Consumer Holdings have an API?
No public API is recorded for Masan Consumer Holdings.
What industry is Masan Consumer Holdings in?
Masan Consumer Holdings's product category is Consumer Packaged Goods (FMCG). Its primary akta.pro industry code is CRADAAAB, Condiments, Sauces & Dressings, with a secondary code of CRADAAAF, Soups, Broths & Meal Starters. Its NAICS code is 311 and its SIC code is 2000.