Vinamilk’s “Special” and “Distinctive” Journey

For nearly 30 years in the Middle East, a Vietnamese brand has remained close to the local people. In the U.S., Japan, South Korea, and elsewhere, this national Vietnamese brand appears in both large and small supermarkets.

In 2023, with a valuation of $3 billion, Vinamilk made headlines by entering the Top 10 global dairy enterprises. It is a journey that is both “special” and “distinctive” for a national brand, contributing to elevating Vietnam’s presence on the global dairy map.

Mrs. Mai Kieu Lien, CEO of Vinamilk

 “I want the world to know about Vietnam’s dairy industry.” This ambitious statement reflects the strategic vision of Mrs. Mai Kieu Lien, CEO of Vinamilk.

Not only successful with its traditional product, the Ông Thọ condensed milk, Vinamilk now exports 387 SKUs. Having conquered 62 markets from Asia to Europe, from the Middle East to Africa, Vinamilk’s cumulative export turnover has exceeded $3.4 billion. This number may not rival major export sectors like textiles, leather, or seafood. However, considering that Vietnam once had no competitive advantage in dairy farming, no dairy processing industry, and was almost entirely reliant on imports — this is truly a proud journey.

Few people know that milk is one of Vietnam’s earliest export products, dating back to the country’s initial phase of international economic development. In 1997, Vietnam participated in the oil-for-food program with Iraq.

To engage in this program, Mrs. Mai Kieu Lien — then CEO of Vinamilk — proactively offered to donate two containers of powdered milk for Iraqi children. Beyond simply introducing the product, Mrs. Lien shared that this was also a meaningful gesture of support for Iraq, which was then recovering from war.

Soon after, the Iraqi government sent a delegation to visit the factory, learn about the company, and requested Vinamilk to supply 300 tons of milk within three months. This event marked a major turning point for Vinamilk and the domestic dairy industry, initiating a strong international expansion for the brand.

In Afghanistan — a country still facing many challenges due to war — Vinamilk has worked with partners for the past 10 years to ensure a steady milk supply for children. More than just a business goal, this effort fulfills a promise to deliver nutrition to all children and people, wherever they may be in the world.

Reflecting on nearly 30 years of global expansion, Mrs. Mai Kieu Lien distilled three essential factors for conquering any market, domestic or international: quality, service, and price.

Vinamilk identifies quality as the most important “key.” Its factories and farms strictly apply the world’s most advanced international standards in both production and raw material selection, such as: GlobalG.A.P., FDA (USA), HALAL, Organic EU, and GMP (Good Manufacturing Practices – USA).

Vinamilk is also one of the rare companies globally to receive prestigious international quality certifications and awards, such as:

• First fresh milk globally certified by the Clean Label Project for purity.
• Purity Awards for infant formula, recognizing the quality, safety, and transparency of raw materials after passing over 400 testing criteria.

In addition to a well-planned market expansion strategy, the dairy giant continuously enhances its supply capacity to fulfill large-scale, high-quality orders. Today, the company operates 15 farms and 16 factories both domestically and abroad — notably including the first two “mega” dairy factories in Vietnam, with investment capital reaching hundreds of millions of USD.

Alongside its focus on quality, Vinamilk’s creativity and spirit of innovation are “strengths” not easily found in other brands. In 2023, after nearly 50 years of development, Vinamilk once again drew public attention both domestically and internationally by launching a new brand identity built on the spirit of “boldness, determination, and staying true to oneself.”

Its early and continuous efforts to pursue green consumption trends and sustainable development have earned Vinamilk recognition as one of the Top 5 most sustainable dairy brands globally, and the leading brand in Vietnam in this regard.

By contributing positively to the value of Vietnam’s national brand, Vinamilk currently ranks among the Top 10 most valuable dairy brands in the world (according to Brand Finance 2023).

Source: According to Hà Nội Mới Newspaper
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