Introducing “Banh mi Viet Nam” in the JapaneseMarket | Bài thảo luận tiếng anh thương mại

THUONG MAI UNIVERSITY -------***------- GROUP DISCUSSION
BUSINESS ENGLISH 1
Topic: Introducing “Banh mi Viet Nam” in the Japanese Market.
Lecturer: Ms. Tran Thi Minh Chau
Class : 251_ENTI3311_17 Group: 02 Ha Noi, 2025 0 GROUP DISCUSION
BUSINESS ENGLISH 1
Topic: Introducing “Banh mi Viet Nam” in the Japanese Group: 02 Class: 251_EN
Teacher: Tran Thi Minh Chau Group preparation assesment:
Presentation assessment: List of students No. Name Duties Comments Mark (for Mark (for the leader) the teacher) 1
Nguyen Thi Success Factors Responsible, 10 Thu Huong & Challenges, cooperative, and Word reliable in group tasks 2 Do Dieu Introduction, Proactive and delivers 10 Huong Slide design quality work on time 3
Pham Thi Market Profile, Works well with 9.75 Thu Ha Product & others and contributes Customisation useful ideas 4 Bui Van Ha Marketing Responsible, 9.75 Strategy cooperative, and reliable in group tasks 1
MEETING MINUTES (1) – GROUP 2
Time: from 20h00 to 21h00 ( 15/08/2025) Place: Online ( Google meet)
Members: Nguyen Thi Thu Huong, Do Dieu Huong, Pham Thi Thu Ha, Bui Van Ha
Contents for discussion:
Contributing ideas related to the topic of Introducing “Banh mi Viet Nam” in the Japanese.
Dividing the task of searching for topics and information. Conclusion:
The structure of a complete presentation Content presentation Slide design Presentation skills Other factors
Duties for members: Think and choose the most suitable topic out of the
suggestions above to decide next week
Head of the team 2
MEETING MINUTES (2) – GROUP 2
Time: from 20h30-21h30 (20/08/2025) Place: Online (Google meet)
Members: Nguyen Thi Thu Huong, Do Dieu Huong, Pham Thi Thu Ha, Bui Van Ha.
Contents for discussing:
Presentation outline about “Introducing “Banh mi Viet Nam” in the Japanese.”
Conclusion: Presentation outline INTRODUTION BODY 1. Reasons for Choosing Japan 2. Market Profile 2.1. Customers
2.2. Product & Customization 3. Marketing Strategy
4. Success Factors & Challenges CONCLUSION
Head of the team 3 INDEX
OUTLINE.................................................................................................................................
INTRODUCE...........................................................................................................................
BODY........................................................................................................................................
1. Reasons for Choosing Japan as the Target Market...............................................................
2. Market Profile........................................................................................................................
2.1.Customers............................................................................................................................
2.2. Product & Customization..................................................................................................10
3.Marketing Strategy................................................................................................................12
3.1.Overview............................................................................................................................12
3.2.Brand Positioning...............................................................................................................12
3.3.Distribution Channels........................................................................................................13
3.4.Promotional strategy..........................................................................................................14
3.5.Target Audience.................................................................................................................15
3.6. KPIs & budget...................................................................................................................15
4.Success Factors & Challenges..............................................................................................16
CONCLUSION......................................................................................................................17
DOCUMENTATION.............................................................................................................18 4 OUTLINE INTRODUTION
Introduction to Vietnamese banh mi: characteristics, diversity, and international recognition. BODY
1.Reasons for Choosing Japan
High demand for international cuisine.
Preference for fast, convenient, and healthy food.
Young people’s interest in new food trends. 2.Market Profile a.Customers Office workers. Youth & students. Young families. Typical eating habits.
b. Product & Customization
Strengths of Vietnamese banh mi.
Customization for the Japanese market. 3.Marketing Strategy Brand positioning.
Distribution channels (offline + online). Promotional strategy. Target audience. KPIs & budget.
4.Success Factors & Challenges Opportunities. Challenges & solutions. CONCLUSION
Reaffirming the potential of banh mi in Japan.
Pilot plan and expansion strategy. 5 INTRODUCE
Beyond counting among Vietnam’s many street food offerings, banh mi has also
made a contribution to defining the country’s culinary culture, which has enchanted international friends.
Banh mi is a perfect treat for those looking for something cheap, fast, and delicious in Vietnam.
As a convenient grab-and-go meal with appetising fillings, banh mi, which only
costs in the tens of VND, has won over the taste buds of many local people and
visitors. Banh mi vendors can be easily spotted along any Hanoi street.
Unlike hamburgers or sandwiches, Vietnamese banh mi has a delicate crust and a
tender and soft interior. Though variations abound in different regions and among
individual vendors, with a diverse range of fillings, a traditional Vietnamese banh
mi consists of several key ingredients, such as pâté, jambon, and butter.
Modern editions of banh mi, banh mi chao (bread with combo pan) and banh mi
sot vang (bread with a stew of beef and red wine), also create an unforgettable
sensory experience. The fillings are not stuffed inside the baguette, but served on plates.
Either traditional or modern, banh mi has won international acclaim for its vibrant
flavours and unique combination of fillings. BODY
1. Reasons for Choosing Japan as the Target Market
Firstly, Japan has a high demand for international cuisine. Japan is one of the
countries with a strong interest in international cuisine. Many Japanese people enjoy
trying food from different cultures, and this trend has been growing in recent years.
Restaurants that serve foreign dishes, such as Italian, French, or Vietnamese, are
becoming more common in Japanese cities. This shows that the Japanese market is
very open to new food products. The demand is not only in restaurants but also in
supermarkets and convenience stores. Imported ingredients and ready-to-eat meals
are popular among consumers. For companies, this creates many opportunities to 6
introduce their products. Japan’s curiosity about new tastes makes it an attractive market for food businesses.
Secondly, Japanese people prefer fast, convenient, yet healthy food. In modern
Japanese society, people often lead busy lives. Many workers and students do not
have enough time to cook at home. As a result, they prefer food that is fast and
convenient. However, health is also an important factor for Japanese consumers.
They care about the balance of nutrition, freshness, and quality. For example, bento
boxes sold in convenience stores are popular because they are quick to buy but still
offer a healthy option. This consumer behavior creates opportunities for products
that can save time while maintaining health benefits. Companies that can provide
food which is both convenient and healthy will have a strong position in the Japanese market.
Finally, young Japanese consumers like to try foreign food trends. The younger
generation in Japan is very interested in new and exciting food trends. Many young
people enjoy following social media platforms like Instagram or TikTok to discover
popular dishes from other countries. When a new food trend appears, it often
spreads quickly among Japanese youth. For example, bubble tea from Taiwan and
Korean street food became very popular in Japan in a short time. This shows that
young Japanese consumers are open to experimenting with flavors and styles from
abroad. They like food that is not only tasty but also fashionable and fun to share
online. For companies, this trend means a chance to introduce innovative products
that match the interests of young people.
2. Market Profile 2.1.Customers
a. Target Customers:
* Office Workers: Convenience and Tradition
For office workers with busy schedules, convenience is the top priority. The
traditional bento box is their most popular choice. A compact bento ensures a full
range of nutrients, including rice, fish, meat, eggs, and vegetables, meeting the need
for a balanced meal without a long preparation time. For example, a typical bento 7
might contain steamed rice, a grilled salmon fillet, rolled egg omelet (tamagoyaki),
and some boiled greens or pickled vegetables (tsukemono). Noodle dishes like
ramen, udon, or soba are also great options for people in a hurry, satisfying the
demand for a quick and convenient Japanese-style lunch. For instance, a hot bowl of
ramen from a convenience store or an instant udon pack can be prepared in minutes,
allowing them to quickly get back to work.Novelty
The younger generation, especially students, is reshaping the culinary landscape
with a unique approach where visual experience and novelty are top priorities. They
aren't just looking for delicious food; they want a unique culinary adventure. They
actively seek out novel experiences, such as bold food combinations like matcha.
* Youth & Students:
Creativity and ce cream with strawberry and black boba toppings or artistically
minimalist desserts that meet the "Instagrammable" criteria. Social media platforms
like TikTok, Facebook, and food blogs heavily influence their choices. A "hot" spot
with a popular hashtag like #streetfood or #newstyleeggrolls will quickly attract
hundreds of young people for check-ins and shared experiences. Convenience is
also key, with reinvented street food and online food delivery services being favored
for their speed, ease, and affordability. Apps like Uber Eats or DoorDash allow
them to enjoy trendy foods at home without having to wait in line.
* Young Families: Nutrition, Safety, and Ease of Eating
For young families, the top priority is nutrition and food safety. They prefer to
buy clean, traceable food and minimize processed snacks. For instance, they tend to
purchase organic vegetables from reputable supermarkets or specialized food stores
instead of traditional markets. To save time, they use convenient solutions like pre-
prepared family meal kits or smart kitchen appliances like air fryers. A "DIY
Chicken Hotpot" meal kit, for example, might include pre-cut chicken, herbs,
bamboo shoots, and cleaned mushrooms, allowing them to cook a nutritious meal
quickly. When preparing meals, they pay close attention to children's palates,
limiting strong spices and making the presentation visually appealing to encourage 8
kids to eat. Instead of a traditional curry, for example, they might prepare a milder
version and serve it with rice shaped into their children's favorite cartoon characters.
b. Japanese Eating Habits
Quick Eating During Lunch Break: In the fast-paced rhythm of modern society,
the Japanese often have the habit of eating quickly during their lunch break. This
does not mean they eat hastily without appreciation. Instead, they always prepare
compact, nutritious lunches and focus on eating quickly to return to work as
efficiently as possible. This habit reflects a respect for time and high work discipline.
Preference for Small, Nutritionally Balanced Portions: Another standout feature
of Japanese eating habits is the preference for small, nutritionally balanced portions.
Instead of eating a large amount of food in one meal, they often divide it into many
small dishes, ensuring a full supply of necessary nutrients. The balance between
protein, carbohydrates, fats, vitamins, and minerals is always emphasized, helping
maintain a healthy and balanced body.
Preference for "Healthy" Food, Low in Oil, High in Vegetables: The Japanese
particularly love "healthy" foods, low in oil and rich in green vegetables. Dishes like
sushi, sashimi, tempura (lightly fried), miso soup, and fresh vegetables frequently
appear in their daily meals. Limiting oil and increasing vegetables helps reduce the
risk of cardiovascular disease, obesity, and other chronic illnesses. This is a smart
choice showing deep concern for personal health.
2.2. Product & Customization
a. Strengths of Vietnamese Banh Mi
Vietnamese banh mi stands out as a unique and competitive food product due to
its delicious, convenient, and affordable nature. The flavor profile is a harmonious
fusion of diverse ingredients: a crispy combined with rich pâté, savory grilled pork,
fragrant pork roll, signature sauces, and a medley of fresh herbs and vegetables.
This combination creates a distinctive and unforgettable taste. As a typical street 9
food, banh mi is incredibly easy to buy and eat on the go, requiring no complex
utensils. This convenience is a major competitive advantage over dishes that
demand more preparation time or a sit-down dining experience. Moreover, banh mi
is very affordable compared to other fast-food options, making it accessible to a
wide range of customers, from students and office workers to laborers.
A key strength of banh mi is its balanced nutritional profile, combining
carbohydrates, protein, and vegetables in one meal. Banh mi provides
carbohydrates, which are the body's primary energy source. The varied fillings—
including meat, sausage, egg, and fish—supply essential protein for building and
repairing muscle. Fresh vegetables like cucumber, pickled carrots, and cilantro not
only enhance the flavor but also provide fiber, vitamins, and minerals. This
balanced combination makes banh mi a complete and healthy meal, setting it apart
from many other fast-food alternatives. Additionally, for foreigners, particularly the
Japanese, banh mi has an "exotic" appeal. They are fascinated by the fusion of
French bread with purely Vietnamese fillings and flavors. This unique blend of
tastes and cultural experience encourages exploration, making banh mi an attractive
and memorable product in international markets.
b. Customization for the Japanese Market
To successfully introduce banh mi to the Japanese market, specific
customizations are crucial to align with local tastes and preferences. The first and
most important step is to reduce spiciness and adjust the sauce flavor. Japanese
palates are generally milder and less accustomed to the strong, spicy flavors
common in Vietnamese cuisine. Developing milder, more umami-rich sauces will
make the banh mi more approachable for first-time customers while still retaining its unique character.
Furthermore, integrating familiar ingredients is an effective strategy to build
customer confidence and appeal. Expanding the menu to include popular Japanese
fillings like teriyaki chicken or tuna can create a sense of familiarity and encourage
trial. Using sauces such as wasabi mayonnaise, which are already beloved in Japan,
can also increase the banh mi's accessibility and attractiveness. 10
Another vital adjustment is to offer smaller portion sizes. Japanese consumers
often prefer smaller, more refined meals, and a full-sized Vietnamese banh mi might
be too large for them. Creating a "mini banh mi" product line or offering
combination sets with two or three small banh mi with different fillings would cater
to this preference and allow customers to sample various flavors without feeling overwhelmed.
Finally, packaging and presentation are key to gaining trust in the Japanese
market, where cleanliness, minimalism, and aesthetics are highly valued. Designing
the banh mi's packaging with a clean, modern, and minimalist aesthetic, using eco-
friendly materials, and including clear product information in Japanese will signal
quality and care. This approach helps customers easily understand the product and
fosters a greater sense of trust, which is essential for success in Japan's competitive food industry. 3.Marketing Strategy 3.1.Overview
This marketing and communication strategy outlines a comprehensive approach
to strengthen the market presence of fast-food brands in competitive urban markets.
The strategy focuses on leveraging unique brand positioning, expanding distribution
channels, executing targeted promotional campaigns, and fostering customer
engagement through culturally relevant initiatives. By integrating offline and online
channels, strategic partnerships, and creative promotions, fast-food brands can
enhance brand awareness, drive customer acquisition, and achieve sustainable growth. 3.2.Brand Positioning
Effective brand positioning is critical for fast-food brands to differentiate
themselves in crowded markets. The strategy emphasizes creating a unique identity
that resonates with target audiences by blending authenticity, health-conscious
offerings, and convenience. For example, *Bánh Mì Xin Chào* positions itself as
“Vietnamese Bánh Mì – Healthy Fast Food with Authentic Flavors, Blending 11
Tradition and Modernity.” This highlights its authentic Vietnamese heritage, fresh
and nutritious ingredients, and accessibility for busy urban consumers. Key
attributes include authenticity (preserving traditional recipes with local appeal),
health focus (using fresh, balanced ingredients), and cultural fusion (combining
global flavors with modern convenience). This approach ensures the brand stands
out while meeting consumer demands for quality and speed.
3.3.Distribution Channels
To maximize reach, healthy fast-food brands should adopt a multi-channel
distribution strategy that combines offline and online platforms, ensuring
accessibility and convenience for diverse consumer segments. a.Offline Channels
*Small Retail Outlets in High-Traffic Areas
Strategically placing compact retail outlets in high-traffic urban locations, such
as train stations or business districts, ensures visibility and accessibility. For
instance, “Bánh Mì Xin Chào” establishes takeaway-focused outlets in major
Japanese train stations like Tokyo Station and office districts like Marunouchi.
These outlets feature efficient layouts and concise menus to minimize wait times,
catering to commuters and professionals seeking quick, healthy meals. This
approach increases foot traffic and builds brand familiarity among busy urban consumers.
*Partnerships with Convenience Stores
Collaborating with established convenience store chains expands market reach,
especially in areas where standalone outlets are less feasible. For example, “Bánh
Mì Xin Chào” partners with chains like “FamilyMart” and “7-Eleven” to distribute
pre-packaged bánh mì, placed in high-visibility areas like checkout counters.
Exclusive flavors or limited-time offerings create buzz and encourage trial. This
strategy leverages the trust and extensive networks of convenience stores to reach suburban and rural consumers. 12 b.Online Channels
*Food Delivery Apps
Listing products on popular food delivery platforms taps into the growing
demand for convenience among digital-savvy consumers. For example, *Bánh Mì
Xin Chào* optimizes its presence on apps like *Bee* with appealing visuals, clear
menu descriptions, and exclusive promotions such as free delivery for first-time
orders. Packaging designed for delivery ensures product quality, driving sales and
enhancing customer satisfaction among those preferring home delivery. *Promotional Strategy
Effective promotional campaigns are essential for creating buzz, encouraging
trial, and fostering emotional connections with consumers. These campaigns should
be culturally relevant and leverage both traditional and digital media.
*Short TV Commercials
A concise TV commercial (15–30 seconds) aired during prime-time slots on
popular channels can significantly boost brand awareness. For instance, “Bánh Mì
Xin Chào” features Japanese actors enjoying breads in vibrant urban settings,
highlighting freshness and bold flavors while incorporating local cultural elements
like aesthetic food presentation. This approach leverages the credibility of TV
advertising to appeal to a broad audience.
*Social Media Campaigns
Interactive social media campaigns on platforms like TikTok and Instagram
drive engagement and user-generated content. For example, *Bánh Mì Xin Chào*
launches a #VietnameseBanhMiChallenge, encouraging users to share videos of
enjoying or creating bánh mì. Partnering with local influencers kickstarts the
campaign, while prizes like free meals incentivize participation. This fosters viral
engagement and amplifies brand visibility through authentic consumer content. 13
3.4.Promotional strategy
a. Cultural Event Sampling
Participating in cultural events allows brands to connect with audiences
interested in international cuisines. For example, *Bánh Mì Xin Chào* sets up
booths at events like the Vietnam Festival in Tokyo, offering bite-sized samples and
distributing flyers with QR codes for online orders. This strategy drives direct
engagement, encourages trial, and strengthens cultural associations with the brand.
b.Lunch Combo Promotions
Targeted promotions during peak hours attract cost-conscious and health-
conscious consumers. For instance, *Bánh Mì Xin Chào* offers a discounted lunch
combo of bánh mì and a beverage like Vietnamese iced coffee from 11 AM to 2
PM. Promoted through in-store signage, social media, and delivery app
notifications, this deal drives sales during busy lunch periods and builds customer loyalty. 3.5.Target Audience
The primary audience includes urban professionals and students aged 18–35
who prioritize convenience, health, and unique culinary experiences. The secondary
audience comprises food enthusiasts and culturally curious consumers interested in
global cuisines. Focusing on tech-savvy, socially active individuals in major cities
ensures campaigns resonate with those most likely to engage with the brand.
3.6. KPIs & budget.
a. Key Performance Indicators (KPIs)
To measure success, brands should track:
- Sales Growth: Achieve a 20% increase in monthly sales across channels within six months.
- Brand Awareness: Gain a 30% increase in social media followers and engagement within three months. 14
- Customer Acquisition: Attract 5,000 new customers via delivery apps within six months.
- Event Engagement: Distribute 10,000 samples at events, converting 30% into paying customers.
- Promotion Uptake: Achieve a 25% redemption rate for lunch combo promotions within the first quarter.
b. Budget Allocation
A balanced budget supports strategic execution:
- Distribution Channels (40%): Funding outlet setups, convenience store
partnerships, and delivery app integrations.
- Promotional Campaigns (40%): Covering TVC production, influencer
partnerships, social media ads, and event sponsorships.
- Operational Support (20%): Supporting staff training, packaging, and promotional materials. Conclusion
This marketing and communication strategy provides a roadmap for fast-food
brands to thrive in competitive markets. By leveraging strategic distribution,
culturally resonant promotions, and a strong brand identity, brands can enhance
market penetration and build lasting customer loyalty. *Bánh Mì Xin Chào* serves
as a prime example, demonstrating how these strategies can be applied to achieve
success in a dynamic urban market like Japan.
4.Success Factors & Challenges
a.Opportunities for Vietnamese Bánh Mì in Japan
The Japanese market is increasingly open to international cuisine, creating a
huge opportunity for Vietnamese bánh mì. The success of Thai and Korean food
shows that Japanese consumers are willing to embrace new flavors. Bánh mì can
ride this wave, positioning itself not just as a unique dish but as a new food trend.
Furthermore, with its harmonious blend of fresh vegetables, lean protein, and bread, 15
bánh mì aligns with the Japanese preference for a healthy diet. It can be promoted a
a fresh and balanced lunch, an attractive alternative to greasy fast food.
Another natural competitive advantage is convenience. Like onigiri or bento,
bánh mì is easy to hold and eat on the go, making it a perfect fit for Japan's busy
work culture. However, a major challenge is penetrating the huge convenience store
chains, which have very strict product systems. To overcome this hurdle, we must
prove our sales potential and meet their rigorous production standards. Additionally,
bánh mì has a unique advantage in its cultural similarity to "Koppe-pan," a Japanese
bread roll with fillings. This lowers the initial barrier to acceptance, while the
Vietnamese flavors provide a distinct and fresh twist.
b.Challenges and Strategic Solutions
The biggest challenge is competing with the vast number of existing quick-meal
options. To stand out, bánh mì needs to be positioned as a "freshly made global
street food," not just another sandwich. This requires investing in the production
process, using fresh ingredients, and creating a memorable in-store experience.
Another critical challenge is adapting the flavor to suit the mild Japanese palate,
which is unaccustomed to strong seasonings like chili or fish sauce. An effective
solution is to build a tiered menu:
+ Localized flavors: For first-time customers, featuring familiar fillings like teriyaki chicken or tuna.
+ Authentic flavors: For adventurous foodies, with a "Signature Saigon" option to maintain its identity.
+ Seasonal limited editions: To create excitement and keep customers engaged.
Finally, we cannot overlook Japan's extremely strict food safety and hygiene
standards. Any mistake in the process, from cold chain logistics to preparation,
could have serious consequences. Therefore, building a clear and transparent
process is vital for building trust. The lack of consumer awareness is another barrier.
We need a strong storytelling strategy, positioning bánh mì as "the Vietnamese
sandwich — a fresh, healthy lunch alternative," so that the Japanese don't mistake it
for an ordinary sandwich and lose its unique appeal. 16 CONCLUSION
In conclusion, Vietnamese bánh mì has great potential to become the next beloved
"Asian sandwich" in Japan: flavorful yet light, quick yet freshly assembled, and
culturally unique yet familiar. Its competitive edge lies in the perfect combination of
flavor, speed, health, and affordability. With a tiered menu structure, we can offer
both comfort to newcomers and discovery to food lovers. To prove this potential,
we propose launching pilot stores in Tokyo and Osaka, which are high-traffic
markets with a large lunchtime demand. Success will be measured by sales,
customer retention, and direct feedback, forming the basis for expanding to other
major cities like Nagoya and Fukuoka, establishing bánh mì as the next favorite street food in Japan. DOCUMENTATION
1.https://banhmimahai.vn/2024-banh-mi-the-vietnamese-sandwich/
2.https://e.vnexpress.net/news/trend/vietnamese-brothers-banh-mi-wows-japan- 4688777.html
3.https://en.vietnamplus.vn/vietnamese-food-captivates-japanese-market- post311382.vnp
4.https://news.tuoitre.vn/vietnamese-brothers-banh-mi-stores-a-crowd-pleaser-in- japan-10355670.htm
5.https://en.vietnamplus.vn/banh-mi-a-highlight-of-vietnamese-cuisine- post268659.vnp 17