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| YesHue’s Hue-style beef noodle seasoning has firmly established its place in the market |
From going online...
I first met Le Thi Kim Thoa, a citizen of A Luoi district, over five years ago when she was working at the A Luoi District Women's Union. At the time, she was a dedicated officer and tirelessly traveled to remote villages to gather local products and find ways to help the local people sell their goods. Having worked in the highlands myself, I often felt regret seeing many local products left unsold, lying by the roadside, exposed to the elements. But I believed that once people tasted A Luoi's beef, wild honey, black sticky rice cakes, or green Lingzhi mushroom liquor, they would surely appreciate them.
What Thoa was doing wasn’t just about selling products; it was about the heart of a highland officer who deeply cared for her people. In A Luoi township, she opened a store specializing in highland products, serving as a reliable outlet for the locals. She then expanded to the city, creating a bridge to bring mountain products to lowland consumers. Sometime later, I stumbled upon Thoa dressed in traditional ethnic attire, livestreaming with her colleagues on Facebook to sell products. In no time, everything was sold out.
Every day, knowing that she had to manage her online store for agricultural and highland specialties on Facebook while also collecting, processing, and delivering products, I understood why she eventually left her government job. “By selling highland products, I hope to help the flavors of the highlands reach far and wide,” shared Thoa.
Now, not only city dwellers but anyone, anywhere, “craving” the flavors of the mountains no longer need to travel to remote areas. With just a click, products are delivered to their doorstep. Social media has created a massive ripple effect. Ms. Lisa Phạm, a Vietnamese Swede, excitedly shared that she finally fulfilled her dream of tasting the fragrant, sweet flavors of lagoon shrimp and Cau Hai fish.
During her recent visit to her hometown, she coincidentally contacted a Facebook seller and requested 40 kg of various lagoon fish and shrimp, divided into two boxes for convenient air shipping. She was surprised when her request was immediately fulfilled. The products were cleaned, frozen, vacuum-sealed, and carefully packaged. “When I returned to Sweden, the boxes were intact. I shared the fish and shrimp with my relatives and friends, and together we enjoyed the flavors of home,” said Ms. Lisa Phạm.
In the digital age, besides e-commerce platforms, customers can easily find desired products through social media. Social media also serves as an effective bridge for businesses to promote their products. Some organizations even offer training programs on online selling methods, such as inviting TikTok and Facebook content creators to directly guide and support businesses. “It’s about telling brand-building stories through creative videos and advising businesses on how to seize opportunities on e-commerce platforms. This helps connect passionate, creative young people who leave a lasting impression on customers,” said Tran Duc Minh, Chairman of the City’s Young Entrepreneurs Association.
...To crossing “borders”
Startups are now a common term. Many young people dare to try, dare to venture and dare to accept failure. What remains is their ability to spread creativity and inspiration. From startup stories, the passion of many is ignited. Startups not only create tangible products but also generate intangible values for the community and society.
At the conference summarizing socio-economic development solutions for 2023, when reporting to leaders of the province (now Hue City), Mr. Nguyen Dinh Duc, Director of the Department of Agriculture and Rural Development, highlighted YesHue’s Hue-style beef noodle seasoning. What’s impressive isn’t just the annual revenue of 3 billion VND mentioned by the commander of the agricultural sector at the time but the story of how the flavor of Hue-style beef noodles touched the hearts of customers halfway around the world, particularly in the demanding U.S. market.
I have a friend named Chuong, who lives and works in California, USA. He’s a huge fan of Hue-style beef noodles. Since settling in the U.S., he had never fully experienced the authentic taste of his hometown. When he “discovered” YesHue’s beef noodle seasoning, he finally satisfied his craving. “Vietnamese food in the U.S. isn’t lacking, but the authentic flavors of home are rare. When I saw YesHue’s seasoning on an e-commerce platform, I immediately ordered it to try, and unexpectedly, I found the taste of home again,” shared Chuong.
The creator of that Hue-style beef noodle seasoning is now the Vice Chairman of the Young Entrepreneurs Association, Le Thi Kim Hang. After participating in the startup competition, YesHue’s products have strongly expanded into international markets, becoming a “brand” that inspires young entrepreneurs. “Our production process strictly adheres to U.S. FDA standards, meeting the demands of discerning markets like Japan, Australia, and Europe,” explained Le Thi Kim Hang.
Recently, at the 2024 Innovation Startup Competition of the province (now Hue City), among the 15 honored projects, I was particularly impressed by the Hue Thuong brand. Although the project only won third prize, Hue Thuong has exported around 50,000 products to the U.S. market, with snakehead fish thick-noodle soup being a flagship product, showcasing the founder’s dedication to bringing the flavors of their homeland far and wide. “Our aspiration is to see our hometown’s specialties reach all five continents so that Vietnamese people, especially those from Hue, can feel a little closer to home,” shared Pham Le Nguyen Hao, one of the founders of HueThuong.
There may be many other refined, creative, and valuable products from Hue being exported. But knowing that the flavors of Hue have crossed “borders” surely warms everyone’s hearts. Rumor has it that even the humble Thuan An pressed cake from Hue One Food is making its way to “the East and West”... Thus, the flavors of Hue carry the image of the imperial land, spreading the culinary culture of the ancient capital to friends around the world.
Mr. Ho Thang, Director of the Department of Science and Technology, shared that since the Innovation Startup Competitions in Thua Thien Hue Province (now Hue City), 80 ideas and projects have been honored and awarded at the provincial level. Some projects later won awards at the Central Highlands regional competition and even ranked among the top national projects. Notably, products from some award-winning projects have reached major markets like the U.S., China, and Europe.