France's largest channel, channel TF1, recently released a report to learn about the success of "world cuisine" in France over the past 10 years. The report honored Vietnamese cuisine as one of the three favorite cuisines by the French.

On Feb. 7, 2022, in the golden hour broadcast news bulletin, in addition to the "hot" information of the day such as the news that the French President held talks with the Russian President on Ukraine, the long-standing TV channel and the Russian president, channel TF1 in French has a 5-minute long reportage, naming Vietnamese cuisine as one of the most popular imported foods.

Photo: MOIT VN

During more than half of the first half of the 5-minute long reportage, Vietnamese flag is presented in the middle of the "world cuisine" stalls and a series of reportage photos taken from the event. This is in the honor of Vietnamese New Year during the Lunar New Year Week held by retail distribution system of Carrefour France on Jan. 20 2022.

“As we all know, world cuisine is becoming a trend with consumers. In the past 10 years, French consumers have become more and more "passionate" about cuisines from around the world ", said Gilles Bouleau, a veteran presenter of TF1 channel, introducing the reporter.

Gilles continued to introduce Mexican, Vietnamese, and Indian cuisine, adding that these food have never been so close to consumers.

Photo: MOIT VN

The report confirms that French retail distribution systems such as Carrefour Group, E.Leclerc, etc. have contributed significantly to this success of "world cuisine".

Carrefour's director of customer experience said that just a few years ago, the world cuisine area only accounted for about 4 rows of goods, now it occupies the entire length of 2 rows of Carreffour retail systems. .

Spreading French consumers' love for Vietnamese food

Currently, there are about 3,000 products from 24 different countries in retail distribution systems throughout France.

In particular, the traditional Vietnamese fried spring rolls ranked third in the list of foreign cuisines most loved by French consumers. The US peanut butter, popcorn, and Macaroni dish came in second, and the Japanese sushi was the most popular.

Photo: MOIT VN

Within the framework of the project "Promoting enterprises to directly participate in foreign distribution networks" that the Ministry of Industry and Trade of France is implementing, Vietnamese trade representative agencies in foreign countries have different approaches depending on the business customs as well as the practice in each area.

In France, with partners who are large corporations that do not have a development orientation in Vietnam, so Vietnamese trade representatives have to be flexible yet consistent to establish long-term relationship with the French.

Hence, the Vietnam Trade Office in France has applied a practical approach, bringing benefits to all parties and partners. by building a 3-party cooperation model between Vietnam's Trade Representative Offices in foreign countries - Importers and Retail Distributors.

Recently, the Vietnam Trade Office in France has coordinated with Carrefour Group and import partners to carry out activities to build the image and brand of Vietnamese goods, bringing Vietnamese cuisine closer to French and international consumers living in France.

The Vietnamese consumer goods week kicks off at the Carrefour supermarket in Collégien city of France on November 4 (Photo: VNA)

On Nov. 4, 2021, the Minister of Industry and Trade authorized the Prime Minister to attend the opening ceremony of the first Vietnam Commodity Week held at Carrefour, on the occasion of the Prime Minister's official visit to France.

On Jan. 20, 2022, Carrefour continues to honor the Vietnamese New Year within the framework of the 2022 Lunar New Year Week on its chain of hypermarkets in France.

This is a great opportunity to introduce more about Vietnamese cuisine to millions of French consumers first, helping them understand Vietnamese culture, traditions, and identity.

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