Capturing Vietnam with Frozen Pizza... MS Food Targets Southeast Asia

From Export to Branding: The Evolution Strategy of K-Food
Strengthening Collaboration in Distribution and R&D Beyond Supply Contracts

MS Food Co., Ltd. (CEO Jeon Haemyung), located in Ssangnim-myeon, Goryeong-gun, North Gyeongsang Province, signed a frozen pizza export contract worth 5 billion KRW with Vietnamese distribution specialist AZIZI JSC (CEO Le Thi Huong) on July 19, signaling a new push for K-food in the Southeast Asian market.

This contract establishes a long-term partnership, including a three-year supply period. MS Food will hold exclusive distribution rights for frozen pizza in the Vietnamese market and has secured a stable export base.

If sales reach 4.3 million USD (approximately 6 billion KRW), which is over 80% of the total contract amount, within 18 months, the two companies have agreed to actively pursue the establishment of a joint production plant in Vietnam, paving the way for a mid- to long-term cooperative relationship.

The agreement also includes an annual supply condition of at least 2.15 million USD (about 3 billion KRW) per year after the initial three-year period, suggesting that MS Food’s export volume will continue to grow.

The two companies are jointly developing a product lineup targeting various distribution channels in Vietnam, such as large supermarkets, convenience stores, and online platforms. They are also planning a frozen pizza recipe optimized for local consumer tastes, which is expected to boost brand recognition and create synergy for market expansion.

Jeon Haemyung, CEO of MS Food, stated, "The most significant feature of this export contract is that we are expanding the scope of cooperation beyond simple supply to include joint planning, production, and brand management with our local partner," adding, "Starting with Vietnam, we will broaden our reach throughout ASEAN and lay the foundation for growth as a global brand."

MS Food is a food processing company specializing in frozen pizza and home meal replacement (HMR) products for over 20 years. The company is equipped with HACCP and ISO-certified sanitary facilities, its own research and development center, and a nationwide distribution network. Recently, it has been accelerating its global market diversification by expanding exports to North America, Australia, and other regions.

The company commented, "The Vietnam export contract marks a turning point for MS Food to establish itself as an independent brand in overseas markets and serves as a leading example of expanding an export-oriented frozen food model based on K-food."