Phan Thiet Fish Sauce and the Journey of Preserving a Brand
Phan Thiet is one of six renowned fish sauce production regions in Vietnam. Despite ups and downs over the centuries, Phan Thiet fish sauce has quietly reaffirmed its position as both a cultural symbol and a culinary hallmark of the nation.
A Rich History
With over 300 years of history, from coastal fishing villages to a beloved national brand, the journey of "pure fish sauce" is not just a story of a traditional craft but a testament to the resilience of Vietnamese heritage. When it comes to Phan Thiet fish sauce, both locals and international audiences recognize its unique, rich flavor.
The thriving fish sauce trade has gradually improved the livelihoods of fishermen over the years. While the process seems simple—requiring only fish and salt without elaborate machinery—the creation of delicious fish sauce demands extensive experience and unique secrets.
The traditional process reflects the patience and skill of coastal fishermen. From April to August in the lunar calendar, anchovies are most abundant, particularly black anchovies and spotted anchovies, which are favored by producers. Freshly caught fish are carefully selected, mixed with salt in a 3:1 ratio, and fermented in clay jars or wooden barrels under the sun for 12–18 months.
Without chemicals or modern machinery, but with ancestral know-how and the breath of the sea, artisans create fish sauce with a signature reddish-brown color, a distinctive aroma, and a protein content of 30–40 degrees. Perhaps it is the intensive sunshine of Phan Thiet that contributes to the rich flavor of this fish sauce, renowned for centuries.
However, the journey to sustain the Phan Thiet fish sauce brand has encountered numerous challenges. At one point, However, the journey of preserving this brand has not been without challenges. The rise of industrial dipping sauces once placed great pressure on traditional producers, creating fierce price competition, higher costs, and even cases of brand counterfeiting.
There were times when traditional fish sauce production in Phan Thiet dwindled due to raw material shortages. Some producers shifted to subcontracting for larger companies or selling unrefined sauce, which led to the fading presence of the Phan Thiet name in the market.
An Intangible Cultural Heritage
In 2023, formerly Binh Thuan Province officially secured geographical indication protection for Phan Thiet fish sauce, elevating it to the status of a national intangible cultural heritage. This recognition has given local producers new momentum to innovate—investing in technology, labeling, packaging, marketing, and digital promotion—so that bottles reaching consumers are not only high-quality but also carry messages promoting local tourism.
Moreover, the Phan Thiet fish sauce brand has increasingly become familiar to consumers both domestically and internationally, earning recognition as a standout rural industrial product and achieving the OCOP (One Commune One Product) program with 3–4 stars.
Mr. Truong Quang Hien, Chairman of the Phan Thiet Fish Sauce Association, stated, “In the 25 years since our establishment, the association has gathered 48 members, including five joint-stock companies, 29 limited liability companies, one private enterprise, and 13 household production facilities. Currently, 36 businesses and facilities have been granted geographical indication certification for traditional Phan Thiet fish sauce.”
Together, these members supply 22–23 million liters of fish sauce annually, generating nearly VND 1 trillion in revenue, providing regular jobs for 400 workers and seasonal employment for thousands more. They also consume 22,000–23,000 tons of anchovies each year, helping fishermen sustain livelihoods at sea while safeguarding Vietnam’s maritime sovereignty.
Many brands have grown from small, family-run workshops into market leaders thanks to strong traditions and determination. Among them are Ba Hai, Nam Thanh Huong, Con Ca Vang, Toan Huong, and Suchi anchovy fish sauce.
Nguyen Huu Dung, Director of Ba Hai Fish Sauce Co., Ltd. in Phu Thuy Ward, shared: “My family has been making fish sauce for over 50 years, but mostly on a small scale. In 2003, I inherited the business from my mother and gradually expanded it. After years of effort, Ba Hai Fish Sauce achieved 4-star OCOP certification and earned the trust of consumers. Today, Phan Thiet fish sauce comes in diverse protein levels, with each brand carrying the legacy of a craft more than 300 years old. For us, fish sauce is not only a product but also the soul of our homeland— where each drop of sauce is a part of history.”
We are not just making fish sauce—we are preserving the soul of our homeland, where every drop tells a story of history
Nguyen Huu Dung, Director, Bà Hai Fish Sauce Co., Ltd.
Through centuries of change, Phan Thiet fish sauce has proven itself to be more than just a seasoning. It is a bridge between past and present, a cultural heritage. With the collaboration of local authorities, fishermen, and businesses, the Phan Thiet fish sauce brand continues its journey toward sustaining its legacy, aiming for exports to Europe and the United States, and becoming a source of pride for Vietnamese cuisine.