With a complex distribution system and strict food safety standards, Japan is one of the most demanding markets in the world but there are many Vietnamese businesses who still want to take on the challenge of entering the market.  Masan Consumer is a typical example. In August 2019, it launched Chin-su chili sauce in Japan. The product not only meets the strict standards set by Japan but also suits the tastes of the Japanese people. The move will serve as a lever for Chin-su chili sauce to easily penetrate into many other markets around the world, such as China, the Republic of Korea, Australia, Europe, and North America. Following on from the success of Chin-su chili sauce, in March this year, Masan launched a collection of Chin-su seasonings developed specifically for the Japanese market. Along with Masan, PAN Group - another major agricultural and food group from Vietnam - has also left a mark in the hearts of Japanese customers. Before Masan and the PAN Group, in June 2022, the Tan Long Group held a ceremony to launch its ST25 rice product, “A An”, in Japan./.