Japanese-quality brand originated from Vietnam’s gio cha (Vietnamese ham & sausage)

Vietnamdeli is the passion of CEO/Founder Mori Kazuki and his Vietnamese wife – Ms Dang Mai Nhi. It all started when Mai Nhi and her sister were still students in Japan. The two opened a mini supermarket called Little Hanoi in 2015, located near Nagoya’s central station, selling foods, spices and vegetables imported from Viet Nam and a few other Asian countries.

Vietnamdeli's products are very popular and trusted by the Vietnamese community in the land of cherry blossoms.

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During their first Tet season, the demand for banh chung (Vietnamese square sticky rice cake) and gio cha rose sharply, but due to the sisters’ lack of experience, the pre-ordered stock was insufficient to meet such demand. For the second year, they increased the quantity, nevertheless, the suppliers’ small production capacity failed to deliver both in quantity and quality.

Meanwhile, Mr Mori Kazuki has extensive experience in the advertising industry and Food &Beverage business. He founded a company named Food Force to support restaurants. The biggest turning point of the company was his meeting with his future wife Ms Dang Mai Nhi. Thanks to the delicious dishes of his wife, he began to develop a deep love for the cuisine of the S-shaped country.

Vietnamdeli was born with a core value of "Vietnamese Taste - Japanese Quality". By applying modern technology and rigorous processing under the supervision of Japanese experts, the products not only ensure food safety and hygiene, but also retain the traditional flavour.

The journey to conquer one of the world’s most difficult markets

Vietnamdeli's first gio cha factory was launched in 2017 and has since expanded in production scale. The brand is proud to be one of the very few Vietnamese food companies to achieve JFS-B certification on Japanese food safety standards. Currently, only 8% of food companies in Japan hold a JFS certificate.

The brand's factory is under the supervision of Japanese experts.

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After 6 years of robust development, Vietnamdeli has a distribution system of more than 2,000 agents throughout Japan. Their products such as gio cha, bread, frozen pho/bun bo set, etc. are available at most Asian food stores and supermarkets. The company is in the process of completing paperwork to introduce their products on the shelves of Japan’s big shopping centres such as Aeon Mall, Matsuzakaya and Donkihote.

In addition to distributing food products, Vietnamdeli has also opened a restaurant chain specialising in Vietnamese dishes. Thanks to the harmony of flavours, the brand is becoming more and more popular and pleasing to Japanese diners who are famous for their meticulousness when it comes to cuisine. The chefs use Vietnamdeli products as ingredients for the familiar Vietnamese dishes.

For two consecutive years in 2022 and 2023, Vietnamdeli has been listed in "High-Growth Companies Asia - Pacific". During the same 2-year period, the company was Japan’s market leader in terms of growth in the Food & Beverage category. The ranking is organised by Nikkei (Japan), Financial Times (UK) and Statista (Germany) magazines with the aim of identifying the fastest growing companies in the Asia-Pacific region in all sectors.

From left to right: Ms Mai Nhi and Mr Mori Kazuki of Vietnamdeli, Mr. Kunihiro Kiwamu and honourable guests at the Vietnamdeli booth at Foodex Japan 2023. Mr. Kunihiro Kiwamu is Vietnamdeli's advisor in the journey to conquer the Japanese market. He is the former director of Sapporo beer, and former president/sales director of Pokka Sapporo food group.

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Vietnamdeli expects 2023 to continue to be a booming year, developing the company into a cultural bridge connecting Viet Nam and Japan through the art of cuisine in celebration of an important milestone which is the 50th anniversary of Viet Nam – Japan diplomatic relations. In March this year, together with 36 Vietnamese enterprises, the brand participated in the Foodex Japan 2023 International Fair for the first time and received a lot of attention from many potential business partners.

Thanks to their continual efforts, CEO Mori Kazuki and wife Dang Mai Nhi with Vietnamdeli are still on the journey to fulfil their dream of elevating Vietnamese food and bringing Vietnamese cuisine to the tables of Japanese families.