HCMC – Masan Group, a leading consumer and retail corporation in Vietnam, is intensifying its commitment to sustainable development by embedding environmental, social, and governance (ESG) principles into its core business strategy.
The company’s efforts were recently recognized at the prestigious Top 50 Corporate Sustainability Awards (Top 50 CSA), organized by Nhip Cau Dau Tu magazine, where it secured honors in two key categories: Outstanding CSR Activities (Social) and Excellent Corporate Governance (Governance). This marks the fourth consecutive year that Masan has been included in the esteemed ESG ranking, underscoring its long-term dedication to responsible business practices.
Promoting innovation for sustainable development
As a major player in Vietnam’s consumer landscape, Masan is regarded as a corporation with the capacity to influence the purchasing habits of over 100 million people. The corporation leverages this influence by prioritizing sustainability initiatives that deliver tangible value to both the national economy and society at large.
Accordingly, one of the highlights of the retailer’s sustainable development is the impressive numbers in its journey of promoting innovation for sustainable development. All of its manufacturing plants are certified according to international standards – the Food Safety System Certification (FSSC) 22000, ISO 22000, and HACCP for Food Safety Management. Furthermore, 100% of its major product or service portfolios are assessed for compliance with product information and labeling, ensuring transparency and accuracy for consumers. To further solidify their dedication to sustainability, the company also issued and published a Sustainable Supply Chain Code of Conduct. This crucial document lays out clear principles and requirements for responsible procurement and supply chain practices.
At the heart of Masan’s sustainability drive is a robust governance structure designed to ensure accountability and transparency. In 2023, the company established a group-level ESG Committee tasked with overseeing all sustainability-related matters. This committee is responsible for driving the ESG agenda across the corporation, working with business units and departments to embed the sustainability strategy into daily operations, from policies and procedures to new initiatives and certification programs.
The company values transparency, making sure customers have all the information they need to make informed purchasing decisions. It has rolled out several initiatives to achieve this, from detailed product labeling and QR codes for enhanced traceability to in-depth product innovation research. For example, Masan MEATLife has successfully implemented a traceability system for its chicken, pork, and ready-to-eat products. This means customers can simply scan a QR code and access a product’s complete journey, right from production to distribution.
Masan’s R&D teams are always at the forefront of innovation, continuously refining product formulas to develop nutrient-rich offerings. What sets Masan Consumer apart is its team of Vietnamese experts. Their deep understanding of local consumers, combined with extensive experience, is key to developing products that resonate with the market. Since its launch in 2023, the “Consumer Insight Center” has been instrumental in this effort. It actively connects with the “Consumers in Love” community, a group of loyal Masan brand enthusiasts. This direct engagement helps the company uncover fresh ideas and opportunities, ensuring they consistently launch products that meet the evolving daily needs of consumers.
Moving towards community development and social responsibility
Beyond just innovation innovation, Masan is deeply committed to corporate social responsibility (CSR) through high-impact initiatives, focusing on economic development, infrastructure, health and nutrition, education, and community support with a total financial contribution estimated at more than VND144 billion in 2024. These efforts not only contribute to local development but also provide significant financial and in-kind support to communities across Vietnam.
Masan Group is actively contributing to the enhancement of rural infrastructure across Vietnam, demonstrating a strong commitment to improving the quality of life for local communities. Through significant financial contributions and the implementation of crucial development projects, Masan is playing a vital role in national initiatives aimed at sustainable rural upliftment.
One of Masan’s notable contributions is a substantial VND100 billion donation to Lao Cai Province. This significant fund is part of the national initiative “A home for my people,” a commendable program spearheaded by the Government and the Presidium of the Central Committee of the Vietnam Fatherland Front, designed to eliminate makeshift houses. This partnership underscores Masan’s dedication to ensuring safer and better living conditions for rural residents.
Beyond financial contributions, Masan’s subsidiaries are directly involved in implementing impactful infrastructure projects. Masan High-Tech Materials, for instance, has successfully completed five key projects in Lao Cai. These initiatives primarily focus on supporting the installation of clean water supply systems for local households. Access to clean water is fundamental to public health and daily life, and these projects are instrumental in elevating new rural standards and significantly enhancing the overall quality of life for the people in the region. Along with that are bridge construction projects in Bac Lieu (now is part of Ca Mau Province), and an agricultural irrigation project in Ly Son, Quang Ngai province, implemented by Masan Consumer Corporation (MCH), to ensure local farmers have a source of affordable water for agricultural production.
Notably, focusing on healthcare and nutrition activities, the “One Million Meals with Meat” initiative, implemented by CHIN-SU in coordination with the Mountainous Underprivileged Students Fund, has contributed to providing essential nutrition for children in difficult circumstances, with a budget of VND10 billion for the 2024-2025 period.
Thirty-five heart surgeries for children in difficult circumstances in HCMC were also implemented by MCH in coordination with the HCMC Sponsoring Association for Poor Patients in the past year.
At Masan, ESG is not just a direction but has become an inseparable part of the enterprise’s core strategy. In 2025, Masan Group will push forward its sustainable development program on three strategic pillars: promoting innovation for sustainable growth, caring for the environment and community, and earning the trust and loyalty of employees and customers.
With the philosophy “Doing well by doing good”, Masan tightly integrates the responsibility of environmental protection, social responsibility, and business success. The group’s mission is to provide outstanding products and services to over 100 million Vietnamese people and worldwide. The Masan ecosystem includes companies like Masan Consumer (Chin-Su, Nam Ngu, Omachi), Masan MEATLife (MEATDeli, Ponnie, Heo Cao Boi), WinCommerce (WinMart, WinMart+), Phuc Long Heritage (Phuc Long).
