When look deep into the exotic Vietnamese cuisine, you can’tnever left the fish sauce behind anything. This special condimentis the soul for most of Vietnamese dishes, due to its taste andsmell are the main parts of the Vietnamese deliciousness.

Back to the ancient time, when fishermen wereunable to take long trip into the deep ocean to getbigger fish, they have to find a solution with thesmall one they have. And fish sauce was theproduct they invented from the process offermentation of fish with sea salt. This powerfulliquid are strong in protein, long time usage, andespecially, its taste and smell are very attractive,giving them a lots of ways to combine it withother foods to make new dishes bbc.co.uk

Phu Quoc Fish SauceA short explanation about fish sauce – History & Role

DOin their entire life

Phu Quoc Fish SauceBrand Equity & Customer Equity

Most fish sauce companies –both international and domestic– using Phu Quoc as their ownbrand in the fight of fish sauce.Many of them are fake or notauthorized to be real, butpeople still beloved with all,because they think and sometime, fool themselves thosebrands are real. They just wantto have the Phu Quoc fish saucein the kitchen like most others

And one of names that permanently in the top of their mind : Phu Quoc fish sauce.

Choosing rice & fish sauceis the action

92 millions Vietnamese peoplearound the world

Many Vietnamese peoplebeloved with the Phu Quocfish sauce in many decades,even they’ve already goneabroad. They always want togive their best experiences totheir child, their relatives,their friend… becauseVietnamese people have atradition in sharing the bestfood with other to be happy

Having a best fish sauce in thekitchen is the main point to guarantythe quality of foods we make. PhuQuoc fish sauce always be trusted inthis segment of Vietnamesecondiment. There are other brandslike Phan Thiet, Cat Hai, andcompanies-owned brand like HongHanh, Chinsu, Viet Huong, RedBoat… but when you have a real PhuQuoc fish sauce from the island, it isalways the most perfect one

Phu Quoc Fish SauceIdeas for branding improvement

RESPECT

In thousands years, we have been taught to respect therice by calling it “The pearl of earth and sky”. In the sameamount of time, we don’t realize that we have to respectfish sauce too, even its important role in Vietnameseculture can’t be altered with anything else.

Create a branding strategy focusing on creating the respectful with the product that was and is being a important part of Vietnamese traditional culture, which can be used as a tool to connect to world culture

• In ritual occasions, Vietnamese elders always choose what theythink are the most traditional foods to showing the respectful totheir ancestor, and this tradition continuously affect on theirsuccessors. A natural-made and high quality fish sauce like PhuQuoc can be educated as the best one for this context.

• Fish sauce event be hold by Phu Quoc brand can be taught asextracurricular activities in school to make child and their parentsknowing the role of fish sauce as an important part of Vietnameseculture (Japan was very successful with tempura and miso with thismethod)

Phu Quoc Fish SauceIdeas for branding improvement

PRIDEWhile Chinese soy sauce, Japanese miso paste, Koreangochujang are very successful in becoming the nationalcondiment brands and have very clear branding strategiesbased on the their people’s ethnic pride, why we doesn’t ?

Nation-wide campaigns in making Phu Quoc fish sauce as the strongest national brand of that can be compared directly with other nation condiment brands from Chinese, Japanese, Korean… And educate the world to use the right fish sauce.

• A nation voting campaign to choose Phu Quoc as the bestnational fish sauce brand in comparing with other countriescondiment brands.

• Make Vietnamese people proud to be expert in testing thequality of real Phu Quoc fish sauce, let them teach those skillsto people around the world.

• Invest in global context and TV reality / variety shows whereVietnamese people can educate the world the deliciousness ofVietnamese cuisines that made with Phu Quoc fish sauce

• Digital channels to introduce Phu Quoc fish sauce to the world

Phu Quoc Fish SauceThe forbidden beauty of Phu Quoc fish sauce – Smell of the nation

• Actually, afraid of the awful smell from fishsauce, but people around the world are verywilling to taste the Vietnamese food withoutthinking about how they are be made. Theyenjoy their taste and smell but don’t knowthose cuisines’ soul are created with the veryimportant role of fish sauce.

• In Vietnam, we separate fish sauce in manytype to use in difference ways to havedifference type of dishes. And the smell offish sauce effect much in the product at theend.

Real Phu Quoc fish sauce in Phu quoc island can bring the perfectsmell that you can’t imagine

• And a qualified product have to be underthe sunlight in at least six month to havethe good enough smell. The perfect oneshould be around a year.

• Its unique characteristic come from itssalty flavor and fishy smell, but theinteresting with the diners that it loses itsfishy odor once mixed with otheringredients like garlic, pepper, onion,lime…

• Difference with many people thinking, inPhu Quoc island – the kingdom of fishsauce, you will not face with the stinksmell like other fisher-village. Its hygienestandard and the local traditional secretsgive the island a sweet and attractivesmell like special perfume

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Many people don’t realize that their body smell are much effected by the food theyuse. Not officially, but we accept that The national smell of Vietnamese are mainlycome from the habit of eating fish sauce in a long time. This smell give us thefeeling of we are staying at our homeland wherever we are going.

Phu Quoc Fish SauceThe power of the a stolen brand

• Phu Quoc island people and its local house-made fish sauce make 25-30 millions littersof fish sauce right in the boat with theirtraditional secrets every year. But there aremore than 200 millions litters of Phu Quocfish sauce are being trade in the market !!!And this number increases each year. Mostof them are fake brand, but people are stillaccept them just because of the name ofPhu Quoc brand

• Many copycats and fake products comesfrom neighbor countries, which has giveVietnam a lot of difficult in enforcing anprotection for the Phu Quoc brand. Worse,many of them are chemically made, to passby the traditions of year-long fermentation.

• On Phu Quoc, locals product is better because they exclusively use the long-fresh anchovy and ferment them in year or more. And like fine wine incubated in oak barrel, local woods are used to make the 10-foot (3 metre) tall vats for the fermenting fish to guaranty the best result.

• In the end of 2012, Phu Quoc fish sauce has been qualified for the European Union’s Protected Designation of Origin. This recognition promises a new big market for the fish sauce with the accessible to around 500 million people in Europe who now can be clearly understand about the distinctive quality and characteristics of Phu Quoc fish sauce. But the war is just begin.

THIS FAKE FISH SAUCE WITH PHU QUOC NAME IN THE FRONT LABEL, BUT ACCTUALLY, IT SAYS MADE IN CHINA IN THE BACK. ACCTUALLY IT IS JUST THE MIX OF CHEMICAL JUICE.

It’s a bit ridiculous to know that many people are very proud withtheir favorite FAKE Phu Quoc fish sauce.

Around 90 percent of Phu Quoc fish sauce sold in the market is faked or having poor quality, but the problem that the brand itself is very slow and weak in the protection actions in decades. Brand awreness is still developed very fast, but most by the fake and copycats from other countries.