ACECOOK has been running for the top share in Vietnam’s instant noodle market for a long time. It sells more than 3.3 billion meals a year, and its flagship “Hao Hao” is also called a national dish. The signature flavor “TOM CHUA CAY” features a spicy and refreshing sour shrimp broth. The local subsidiary, ACECOOK Vietnam, has celebrated its 30th anniversary since it started manufacturing and selling instant noodles. To commemorate this, this year, they are developing a campaign to win luxurious prizes such as a trip to Japan, as well as llaunching limited super spicy flavors, to liven up the market.
Cup noodles and new products contribute to sales
In 1993, a joint venture was established with a local company in Vietnam, and the production and sales of instant noodles began in 1995. Five years later, “Hao Hao” was released, which became an explosive hit and laid the foundation for today.
According to ACECOOK’s performance data, overseas business sales for the fiscal year ended on December 2024 were 94.377 billion yen, an increase of 10.4%. The company’s overseas business department said, “The growth of Vietnam’s instant noodle market has slowed down compared to the past, and although the performance of our core products has been flat, cup noodles and new products have been in good shape.”
In recent years, in order to make the “Hao Hao” brand even more solid, the lineup has been expanded so that all generations, from children to adults, can enjoy it in a variety of food scenes.
Among them, the “Hao Hao Handy Hao Hao” series of vertical cup noodles, mainly among young people, is gaining popularity. With the growth of sales channels that are considered modern trade, such as convenience stores and supermarkets, sales floor for cup noodle is steadily expanding.
Last year, the main bag noodles were released at “Hao Hao TOM CHUA CAY” with a 100g serving. In Vietnam, instant noodles are mainly used for breakfast and snacks, but the aim was to develop demand for lunch and dinner with a 30% increase in quantity compared to regular products.
In FY 2025, with gratitude for the 30th anniversary, a large-scale campaign was held during the period of May to July. For 21 SKUs, including “Hao Hao”, you can win luxurious prizes such as Japan travel, smartphones, and motorcycles.
The “Siukay” brand, which was launched in 2017, has released a limited edition in bag noodles and cup noodles with tripled the amount of extremely spicy spices in honor of the 30th anniversary. Based on the seafood flavor, you can enjoy the exciting spiciness that is also a trend in Vietnam.
Exports increased by double digits in the previous fiscal year, expanding to Europe and the United States
ACECOOK Vietnam also focused on its export business, which expanded by double digits in the previous fiscal year. “Hao Hao” and other products are available in more than 40 countries, but in recent years, the handling of “pho” has expanded in Europe and North America. In addition to the wheat noodles that have been used so far, rice noodles unique to Vietnam also meet the needs of gluten-free and vegan, and are increasingly being adopted by leading local supermarkets. In order to accelerate this momentum, the “Export Business Headquarters” was newly established in 2025. The company will strengthen its functions and promote further business development.
This year, ACECOOK Vietnam’s products are also increasing their presence in Japan. In June, full-scale sales of “Handy Hao Hao Tom Chua Cay”(vertical) for Japan began. It is popular because it allows you to easily enjoy Vietnam’s No. 1 instant noodle brand.
ACECOOK overseas business department said, “In the past, Vietnamese people living in Japan were the main target, but recently, ethnic flavors have become widely spread in Japan. We will increase the lineup focusing on Vietnam’s locally popular products.
