Want - Want: Gradually Conquering the Market

With perseverance and endeavor to improve product quality, business strategy and the right approach, Want - Want confectionery brand has gradually won the heart of customers and affirmed its position and brand in the Vietnamese market.

Tien Giang - Strategic destination

Want - Want, a big brand from Taiwan (China), is a multinational corporation engaged in many industries like food production, media, healthcare, insurance, hotel, real estate, agriculture and fishery. Want - Want is present in 59 countries on all six continents and has over 50,000 employees. The Hong Kong-listed company has 450 sales offices and over 100 manufacturing plants that meet global quality standards (ISO 22000 and HACCP).

In 2019, Want - Want Group officially entered Southeast Asia with its innovative food production and Vietnam was a key link and a core for its globalized production development. In July 2022, Want - Want Vietnam’s factory officially went into production and asserted its resolve to conquer this potential and important market.

The factory, covering 75,000 square meters in Long Giang Industrial Park (Tien Giang province), includes two main workshops - a 5-storey rice cake workshop and a 5-storey dairy workshop - and other supporting facilities. The project was expected to provide jobs for more than 2,000 people and make annual revenue of US$150 million. Thus, it has helped agricultural and economic development in Tien Giang province and the Mekong Delta region as a whole.

Remarking on a 3-year journey in Vietnam, Mr. Tran Han Hoa, General Director of Want - Want Vietnam Co., Ltd, said the company encountered numerous difficulties and challenges upon its arrival in the country, especially because of the COVID-19 pandemic outbreak that resulted in prolonged social distancing. However, with the support of the local government and the ingenious guidance of the Group President and the executive board, Want - Want Vietnam had a clear plan with solid steps to complete construction of its factory and market entry, as evidenced and affirmed by thousands of agents nationwide.

Approach to sustainable development

In the Vietnamese market, Want - Want is planning to increase investment, develop production technology and conduct R&D on food empowered by a complete quality control and management system, HACCAP and BRC standards. Want - Want Tien Giang Factory will use local inputs, including rice, white sugar and tapioca starch. Its rice consumption may reach 12,000 tons a year.

Especially, as a food producer, Want - Want and its partners always highly regard quality as No. 1 criterion, constantly innovate and develop suitable products for consumer tastes and consumer habits in Vietnam and broader Southeast Asia. Placing the interests and trust of customers on top, Want - Want Vietnam constantly strives to upgrade technology, strictly controls production processes, and ensures the safety of each product supplied to the market.

Not only fostering investment, technology and equipment upgrading, Want - Want Vietnam also focuses investment on product research and development to meet various demands for good-for-health customers such as products with added micronutrients (zinc, calcium and anti-aging substances.), sugar-reduced products, slimming products and nutritional products.

General Director Tran Han Hoa said, with an abundant source of inputs from one of the world's largest rice exporters like Vietnam, combined with the "know-how" of a rice cake king, Want - Want believes that it will create products that capture the heart of Vietnamese consumers.

In addition, towards sustainable development, Want - Want Vietnam has invested in using a recycling system to save energy, reduce emissions, and build a green - clean factory, thus responding to and keeping pace with the recently approved “Mekong Delta Development Plan.”

Beside business development, Want - Want Vietnam takes the lead in charity and social security. As soon as it entered Vietnam, the company was determined that sustainable development must be a harmonious blend of two factors - Business growth and social responsibility. This is also considered a guideline for its business development.

In the coming time, Want-Want Vietnam will further improve product quality. In the near term, the company will invest in machinery and technology, improve designs, especially food safety and hygiene. In addition, it will introduce its products; develop supply chains; and distribute its products to all customers.

Nam San (Vietnam Business Forum)