Tan-Viet Group Poland: Bringing Vietnamese Brands to 115 Countries

	Overseas Vietnamese, Ambassadors Introducing Vietnamese Brands to the World
	Vietnam's National Brand Value On the Rise, Among 100 Strongest Brands Globally

20 global brands

In the 1990s, when the concept of “globalization” was still relatively new to many domestic enterprises, Tan-Viet Group Poland, founded by entrepreneur Tao Ngoc Tu, steadily laid its foundation in Poland, opening the door for Vietnamese food products to establish a lasting presence in international markets.

Rather than following the conventional path of contract manufacturing for export, Tan-Viet Group Poland chose a systematic approach: standardizing production in accordance with EU regulations; ensuring traceability; developing multilingual packaging and labeling; building brand identity; and establishing cross-border logistics systems.

Not stopping at a single successful product, Tan-Viet Group Poland developed according to a brand ecosystem model, gradually expanding its food portfolio to meet diverse segments and international tastes. Currently, Tan-Viet Group Poland owns more than 20 brands worldwide. Among them, five key brands favored in Europe and many other markets include VIFON, TAOTAO, VIETNAMESE LADY, KIMCHOO, and TOKYOTO. These brands have been distributed in multinational retail systems such as Carrefour, Auchan, Kaufland, Lidl, Aldi, Biedronka, Żabka, Walmart, and Costco, etc. since the mid-1990s.

Product images of Tan-Viet Group Poland at the Auchan supermarket system in Poland during the Lunar New Year of the horse (Binh Ngo).

Product images of Tan-Viet Group Poland at the Auchan supermarket system in Poland during the Lunar New Year of the horse (Binh Ngo).

Each brand carries a distinct positioning: from traditional Vietnamese cuisine and convenient Asian foods to innovative product lines tailored to diverse international tastes. This tiered structure enables the enterprise to avoid reliance on a single label, while optimizing its ability to capture multiple segments within the same distribution system.

Within the Tan-Viet Group model, roles are clearly defined: VIFON focuses on excelling as the “manufacturer” - mastering technology, controlling quality, and creating products that meet global standards; meanwhile, Tan-Viet Group and its member entities are responsible for market expansion, from demand research and brand building to organizing international distribution systems. In Tan-Viet Group’s ecosystem, VIFON plays the role of the flagship brand, serving as the “standard-bearer” in the journey to conquer international markets. VIFON is currently present in more than 115 countries and territories.

Product images of VIFON at the Carrefour system in France.

Through Tan-Viet, VIFON’s first product containers reached Europe; today, VIFON holds the leading position in Poland in the instant noodle segment, with nearly 50% market share and brand recognition exceeding 70%. The company has consistently been honored with domestic and international accolades, including the Vietnam National Brand title, High-Quality Vietnamese Goods certification; the global IUFoST award; and the Golden Laurel, voted by Polish consumers for 21 consecutive years.

This represents not merely the value of a food product, but the crystallization of brand strength that the Group has steadfastly built over 36 years in international markets - from quality, standards, and distribution systems to the trust of global consumers.

The strategy of diversification and brand segmentation reflects a long-term vision: not only creating “a best-selling product,” but building an entire food portfolio with global competitiveness, capable of standing firmly within major retail systems and flexibly adapting to international consumer trends.

To attain such a position, VIFON must fully comply with the stringent standards of the European Union regarding food safety, traceability, quality control, and packaging requirements. Beyond meeting standards, the brand is positioned in the premium segment, emphasizing the value of Vietnamese cuisine - from the traditional flavor of pho and rich broth to the refinement of spices and modern processing technology. VIFON is the only company to achieve top global rankings at two IUFoST Global Food Awards - one of the world’s most prestigious awards in the food sector. Specifically, VIFON’s Pho product was ranked in the Top 10 in Cape Town, South Africa in 2010, and in 2012, its Banh Da Cua product won First Prize in Brazil.

The sustained presence of VIFON in major hypermarket systems across five continents such as Carrefour, Auchan, Lidl, Aldi, Costco, Walmart, and Spar does not merely reflect commercial effectiveness. It also stands as evidence of cross-border supply chain management capability, the ability to standardize production according to international standards, and the long-term vision of the enterprise in its globalization strategy.

Product images of VIFON Pho at the Costco Korea system.

Vietnamese brands shining in a new era

The story of Tan-Viet Group stands as clear evidence of the role played by the overseas Vietnamese community in bringing Vietnamese goods to the world. From its foundation in Poland, the enterprise has steadily established a robust international distribution network, enabling Vietnamese brands to successfully penetrate markets characterized by high standards and intense competition.

Tan-Viet Group Poland operates within a structured and standardized ecosystem, where each product is not only a commodity but also a “cultural ambassador” carrying the story of Vietnamese cuisine, people and identity. From internationally standardized production processes and professional distribution systems to long-term brand-building strategies, all efforts converge toward a common goal: bringing Vietnamese values to the world through substantive quality and an equal standing in the global marketplace.

Entrepreneur Tao Ngoc Tu, Founder and Chairman of Tan-Viet Group Poland, stated: “The presence of Tan-Viet Group Poland’s brands within multinational retail systems worldwide is clear proof of the genuine competitiveness of Vietnamese enterprises. When a Vietnamese food product can stand alongside global brands in major European supermarkets, it demonstrates that we have overcome the most stringent barriers in terms of standards, legal requirements, and market trust.

For me, building Vietnamese brands overseas is not merely a business objective. It is a journey to affirm the position of Vietnamese goods on the global food map. To go the distance, enterprises must seriously invest in quality, ensure transparency of origin, standardize according to international benchmarks, and build sustainable credibility. I believe that when Vietnamese brands are strong enough, we will not only sell products at higher value, but also export pride, identity, and Vietnamese intellect to the world.”

This spirit reflects readiness for a new era - an era of national rise and radiance for the Vietnam National Brand, in which Vietnamese enterprises not only participate in global value chains, but progressively affirm their role and voice on the international economic map.

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