Maggi brand and more than a decade in Vietnamese Dictionary

The ceremony also featured the launch of a book entitled “Maggi – Magi in Vietnamese Dictionary and in Nestlé’s brand portfolio” compiled by a group of scientists from the Vietnam Institute of Lexicography and Encyclopedia, co-authored by professors Dinh Ngoc Vuong Lai Van Hung.

In the northern region, consumers have long known Magi/Maggi as a ‘dark brown sauce made from protein-rich ingredients.

In early century 20 Magi/Maggi followed French people to enter Vietnam, and today, Magi/Maggi has won the favour from Vietnamese people thanks to its tasty flavor. Then it was brought into the dictionary as a popular seasoning sauce.

But Maggi is an international brand of Swiss-based Nestle Group.  

This brand has a long-established history of more than 100 years when Julius Maggi, owner of Maggi, pioneered in providing protein-rich seasoning sauces and bouillon cubes, supplementing another protein source into meals of millions of families at that time.

Today, Maggi is a food brand with a diverse portfolio of products such as oyster sauce, soy sauce or bouillon cubes, delivering its unique flavors and finest quality to consumers worldwide.

Maggi brand is registered and protected in 156 countries and territories worldwide. In Vietnam, Maggi brand has gained popularity and is an integral condiment in the kitchen.

With a desire to protect Maggi- a long-established, renowned brand, Nestle worked with the Vietnam Institute of Lexicography and Encyclopedia for more than a decade (since 2000) to obtain an appropriate annotation of Magi/Maggi in Vietnamese dictionary, avoiding the confusion of Magi/Maggi with other brands.

Jena Pierre Maeder, head of Brand Intellectual Property, Nestle said “With this study, the Maggi brand has become the first case in the world that the brand owner successfully worked with scientists to bring the brand back to its right position in Vietnamese dictionary. This study opened a new door for brand owners in solving problems related to language.”

Nestle is a world leader in food and drink with a global production and business network. Nestle is managing a pipeline of around 500 factories employing over 339,000 staff globally.

In Vietnam, Nestle has built five factories employing more than 2,000 labourers. Nestle’s popular brands in the Vietnamese market are Nescafe, Nestle Milo, Maggi, Nan, Lactogen, Cerelac, Lavie and more.