With a legacy spanning over three decades, the Bao Minh confectionery brand has become a cornerstone of Vietnamese Tet culture. Rooted in ancestral recipes, Bao Minh has steadfastly preserved traditional flavors while innovating to bring Vietnam’s rich culinary identity to domestic consumers and international friends alike.
With a legacy spanning over three decades, the Bao Minh confectionery brand has
become a cornerstone of Vietnamese Tet culture. Rooted in ancestral recipes, Bao Minh
has steadfastly preserved traditional flavors while innovating to bring Vietnam’s rich
culinary identity to domestic consumers and international friends alike.
Products from the Bao Minh Confectionery Joint-Stock Company have
become a staple for Vietnamese families during the Lunar New Year.
Photo: Bao Minh’s Files
A variety of Bao Minh sweets and jams serving consumers
during the Tet holiday. Photo: Bao Minh’s Files
The story of Bao Minh does not begin with
rigid business strategies, but with sweet
memories in the heart of Hanoi’s Old
Quarter. General Director Ngo Thi Tinh often
speaks of her craft as a "predestined calling".
Born into a family of confectioners dating
back to the French colonial era, she grew up
surrounded by the scents of com (fresh young
rice), mung beans, and rock sugar, ingredients
synonymous with the Lunar New Year.
The application of science and technology allows Bao Minh
products to have a longer shelf life while keeping their natural, fresh
f
lavors intact. Photo: Thanh Giang/VNP
Over 35 years ago, starting from a modest
production facility, Bao Minh began winning
over hearts through sheer dedication and
secret family recipes refined over generations.
For Tinh, every banh com (young rice cake),
banh cha (crispy pork pastry), or bar of keo lac
(peanut brittle) is more than just a product; it
is an edible legacy. This heritage has helped
Bao Minh build a sustainable "wealth of trust,"
setting it apart from mass-produced industrial
goods that often lack an emotional soul.
The production line for fresh mung bean cakes. Photo: Thanh Giang/VNP
The hallmark of Bao Minh’s success lies in
its ability to balance traditional craftsmanship
with large-scale production. Driven by the
philosophy that "tradition without innovation is a path to obsolescence," the
enterprise embraced technology as its
key to growth. Bao Minh has invested
in modern, multi-thousand-square
meter factories in both Hanoi and
Ho Chi Minh City, applying advanced
science to every stage of production.
As a result, the greatest hurdles for
traditional sweets - food safety and
shelf life - have been overcome. While
fresh banh com once lasted only a few
days, Bao Minh’s modern techniques
extend its shelf life while perfectly
maintaining its signature chewiness,
subtle sweetness, and delicate aroma.
Assorted preserved fruits (o mai) during the packaging stage. Photo: Thanh Giang/VNP
The company remains committed
to a "clean" label, using no industrial
colorants or additives and selecting
only natural ingredients like premium
young rice and pure mung beans. This
blend of "rustic soul" and modern
standards provide the brand with a
powerful competitive edge.
Beyond product quality, Bao Minh
has successfully executed a brand
repositioning strategy. These familiar
rustic treats have been elevated into
"cultural gifts," designed for modern
aesthetics and high-end gifting.
Consequently, Bao Minh products
have moved from local stalls to major
supermarket shelves like Big C, AEON,
and LotteMart, and are now staples
at cultural festivals, weddings, and
diplomatic receptions.
Visitors at an exhibition sample confectionery products from Bao Minh. Photo: Thanh Giang/VNP
Consumers confidently choose products from the Bao Minh Confectionery Joint Stock Company. Photo: Thanh Giang/VNP
A significant milestone in the
brand's global journey was its first
exported shipment to North America
in late 2024. The presence of banh com,
banh phu the (husband and wife cake),
and banh cha at international culinary
festivals has affirmed the growing
prestige of Vietnamese enterprises.
With six products currently holding
4-star OCOP certification - and aiming
for 5 stars - the brand is opening
doors to demanding markets in Japan,
Taiwan, China, and Europe.
Products from the Bao Minh Confectionery Joint-Stock Company have
become a staple for Vietnamese families during the Lunar New Year.
Photo: Bao Minh’s Files
Products from the Bao Minh Confectionery Joint-Stock Company have become a staple for Vietnamese families during the Lunar New Year. Photo: Bao Minh’s Files
The spirit of "refreshing a legacy"
is most visible in the packaging,
particularly the Tet gift sets. Along with traditional cakes, a variety of candied fruits made
from natural ingredients - such as winter melon,
lotus seeds, coconut, ginger, and peanuts - are curated
into themed collections like "Reunion," "Prosperity,"
and "Wealth".
According to Tinh, Bao Minh operates at full
capacity every Tet season, supplying hundreds of
tonnes of sweets to the market. For the team at Bao
Minh, preserving traditional confectionery is not
just a business strength; it is a way to safeguard
the collective memory of the Vietnamese Tet. It
ensures that no matter where they are in the world,
consumers can experience the true, heartfelt flavors
of home./.
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- Story: Thao Vy
- Photos: Thanh Giang/VNP & Files
- Translated by Hong Hanh