The journey of bringing Vietnamese brands to the country of businesswoman Jolie Nguyen

Nguyen Thi Kim Huyen (Jolie Nguyen) is probably a familiar name to the business community. She is known for many past and present positions such as Co-Founder of Global Maritime Services Company, CEO of Luong Nguyen Services Co., Ltd., CEO of Genki Japan House and most notably the position of CEO of LNS International Corporation when she settled down. on American soil.

Passionate about business since childhood

Nguyen Thi Kim Huyen (Jolie Nguyen) grew up in the coastal region of Lagi, Binh Thuan, in a family with 4 siblings, her parents worked in a cooperative. Understanding her family's economic situation, from the age of 7-8, she started practicing business. Cashew nuts, cans of cow's milk, sugarcane juice, lottery tickets... are items that have been closely associated with childhood and contributed in no small part to Huyen and her sisters' education.

"I think you have to study well to have a chance to get rich and you can't rely on luck like winning the lottery," said the girl selling lottery tickets, determined to become an entrepreneur while still in school. In 1997, Ms. Kim Huyen passed the entrance exam to Ho Chi Minh City Foreign Trade University. During her student days, she tutored English, taught Vietnamese to foreigners, and sold seasonal flowers on holidays. With the money she earns, she covers herself and sends her parents to help the family.

In 2002, after graduating, Kim Huyen joined a shipping company. Just a year later, after saving some money, she and two colleagues founded a logistics company called Global Maritime Services.

In 2008, the company encountered many problems at the same time and almost went bankrupt. Businessman Kim Huyen decided to change shares, change the company name, move offices, take over most of the management and accept a real challenge. Global Maritime Services rose from there and this year, 2023, Global officially celebrates its 20th anniversary, which is also 20 years of youth and her career.

Wishing to bring Vietnamese products far

"Every 5 years, I open a new company, larger in scale than the previous company and also with greater challenges," businesswoman Kim Huyen shared. And that is also the reason for the birth of LNS International Corporation in 2018 in the United States on the foundation of Luong Nguyen Service Joint Stock Company since 2008 in Vietnam (LNS Vietnam).

By 2021, after settling in the United States, Kim Huyen decided to expand LNS's food business, with the desire to bring many Vietnamese specialties to the world, especially the US market.

Fulfilling her dream, she traveled to Japan, Europe, New Zealand, and throughout the United States, attending seminars and exhibitions to learn about markets and products that could be developed in major markets. .

With more than 3 million Vietnamese people in the United States, realizing that this is a large, potential market with great demand for products from Vietnam, Kim Huyen and his colleagues have traveled to many regions of the United States. Vietnam to find typical products that meet standards for export.

“Vietnam has a special climate and soil that can grow and produce products with very unique flavors. Therefore, in their nostalgia for their homeland and to fully enjoy the taste of home, Vietnamese customers in the US are always willing to pay to buy products from Vietnam," she commented.

In the last 3 years, there have been many Vietnamese products in the US market. Diversifying products and meeting consumer needs is also a competitive advantage for LNS and its partners. LNS chooses to approach customers by offering the product's differences, letting customers try it, experience it, and decide to use the product long-term. To do that, LNS must find a quality supply source.

She emphasized: "LNS and CT Choice focus on developing regional specialty products, vegan products, herbs, and pure natural products to contribute to improving the nutritional value of meals, focusing more on health for consumers, but still ensures convenience in a busy society. Especially in order for goods to enter the US market, LNS and its partners must comply with strict regulations on registering factory identification codes, separate certificates for each type of product, packaging, labels, and regulations. FSMA food safety and hazard control process for manufacturing plants and FSVP process for importers”.

Proud of the journey "Walk with your family"

LNS associated with the slogan "Walk with your family" was born, with the desire to make LNS a companion for every family: "I spent the first year in the US to explore the market, with the mindset of A child living far away from home to know what customers need and want, from there, decide on the right direction for LNS," she said.

LNS is always proud to accompany CT Produce Wholesales INC., Dba LV Food Supply as a pioneer in the journey of bringing Vietnamese products to the US market: “LNS is proud to be able to help Many Vietnamese businesses understand the story of importing to the US according to the correct procedures and regulations. Whether they directly cooperate with us in the future or not, those consultations are a good direction for companies and businesses, especially start-up businesses." The US market is not just for large businesses, the FDA does not care whether the factory's production scale is large or small, the most important thing is that factories and importers must comply with regulations and maintain stability. commitment to quality.

Current products of LNS International Corporation such as Nam Xanh honey-roasted ginger, Ca Men packaged snakehead fish powder porridge, K COFFEE coffee, Western Ginger Nuggets Cordyceps Tea, Yose biological skin mask fermented from water Ben Tre fresh coconut. Or most recently NAP Food's Nu Rim Ba Ba Hoi Quang Nam and Eel Banh Muot Soup Nghe An.

Sharing about an impressive product, the owner of LNS said: Around the beginning of this year, in the US, especially in the Houston area, packaged snakehead fish powdered porridge (Banh Canh) emerged. Out of curiosity, she tried to buy it and was impressed by the taste of the dish, so she determined to find an importer: "I didn't think that a packaged product had whole pieces of snakehead fish, giving me the feeling are enjoying a bowl of fresh banh canh, not an industrially packaged product."

“After researching, I was even more impressed with the inquiring spirit and entrepreneurial journey of Nguyen Duc Nhat Thuan - Founder of the Ca Men brand. Therefore, LNS decided to cooperate long-term to bring packaged snakehead fish porridge products to distribution in the US market,” shared the owner of LNS International Corporation. Up to this point, 2 containers of Ca Men Snakehead Fish Soup Rice Porridge are on their way and are arriving at US ports to prepare for the official US market launch.

LNS International Corporation is currently an importer and distributor of Vietnamese products into more than 1,000 supermarkets and retail chain stores when combined with strategic shareholder partners CT Produce Wholesales INC, Dba LV Food Supply, with a 20 years in the United States.

LNS Group was established in 2003, with headquarters in 5 countries: Vietnam, USA, New Zealand, Italy, Japan. Currently, LNS Group operates multi-industry in the field of import-export trade of food - health - beauty - construction, providing international transport services - logistics and import-export consulting.

Thao Nhan - Quynh Nga