Nestlé and VNAT announce new cooperation initiative

Last year marked an important milestone in the strategic partnership between VNAT’s Tourism Information Centre and Nestlé Vietnam’s Maggi brand as the two sides implemented several meaningful activities to promote Vietnamese tourism, cuisine, and culture, including promoting culinary tourism online and organising food festivals and events.

Ridding on this success, the two sides announced their 2024 cooperation scheme on October 1, with many new and exciting highlights, with a focus on exploring unique local ingredients that are not popular yet. The initiative aims to honour the diversity of Vietnamese cuisine, developing tourism through new experiences of variations of local ingredients.

There will be a version 2.0 of the online culinary map with a new interface and many new features that will be updated regularly with information about ingredients and recipes that are submitted by the locals. By participating and experiencing this new version of the online map, the public can promote unique local ingredients and recipes while learning about and experiencing other regional specialities from across the country.

Tran Duy Vu, director of Food Industry at Nestlé Vietnam, said, "Building on the success of last year, Maggi is proud to promote these events and contribute to the online culinary map. This project aims to unlock the tourism potential of localities, positioning Vietnam as a colourful and unique destination on the global tourism and culinary map."

Hoang Quoc Hoa, director of the Tourism Information Centre, said, "The centre and Maggi will carry out new activities to promote the application of digital technology and online communication activities specifically aimed at promoting Vietnamese cultural and culinary values to the wider public to promote tourism through attractive culinary experiences."

Since its arrival in 1935, Maggi has become a top brand in Vietnam, accompanying generations of Vietnamese families. Currently, Maggi cooperates with partners to carry out many programmes to inspire and make positive differences for the community through passion for cooking and healthy lifestyle, as well as supporting startup programmes in the culinary field.

Nestlé Vietnam bringing Maggi products to the world Carving out for itself a reputation for being a force for good in the corporate community and being very local in its operations through sourcing, talent pipeline, and corporate sustainability activities, Nestlé Vietnam is also becoming the Nestlé Culinary Hub for the entire region, lending its expertise to neighbouring markets in producing Maggi liquid products with a local flare such as soya sauce and oyster sauce.

MAGGI supports Vietnamese cuisine 'The glory of Vietnamese culinary culture' festival took place October 20-22 at the Independence Palace in Ho Chi Minh City. The three-day festival was co-organised by the Ho Chi Minh City Tourism Association, the Saigon Chef’s Guild, and the Vietnam Culinary Conservation, the Research and Development Centre.

Nestlé and Maggi campaign goes from strength to strength A campaign by Vietnam Women's Union, Nestlé Vietnam and the MAGGI brand aims to diversify opportunities to create sustainable livelihoods for women and contribute to women's empowerment.