Showa Sangyo, a food company that produces flour and other products, held an opening ceremony on the 22nd for its local unit, Showa Sangyo International Vietnam, at a hotel in central Ho Chi Minh City. The company invited local media and influencers and unveiled a premixed tempura flour made at its Vietnam factory, highlighting adjustments in flavor and color to suit Vietnamese tastes.
At the event, the company held cooking demonstrations and tastings using tempura flour produced at the factory, which began operating in March. Showa Sangyo said its immediate goal is to win market share among Vietnamese consumers and restaurants, and it will also consider exporting to global markets.
The company said the product was developed to match local preferences. Based on market research, it said Vietnamese consumers tend to prefer a stronger yellow color than typical Japanese tempura, and they rate highly a “crispy” texture with a firm bite.
The head of the Japanese cuisine section at the event venue, Hotel Nikko Saigon, demonstrated tempura preparation. “Showa Sangyo’s tempura flour stays crispy for a long time even after frying, which is excellent from an operational standpoint,” he said.
Showa Sangyo said it is looking beyond retail sales to supply Japanese restaurants and other food-service operators in Vietnam. It also plans to expand its production lineup step by step, including products for bakeries.
For now, the company said it will focus on building share in Vietnam, while longer term it will consider expansion to other countries, including neighboring markets. President Hideyuki Tsukagoshi said the company is also looking to global markets, including across Asia as well as Europe and North America. He added that it aims to create new value by combining the quality control and product development capabilities built in Japan with Vietnam’s rich food culture.
* This article has been translated by AI.
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