Start a business with Bình Định specialties.
Starting a Business with Local Specialties from Bình Định
Based on the advantage of local signature products, Mr. Nguyễn Hữu Vinh has successfully built the Sachi rice paper brand, now valued at 20 billion VND.
Born and raised in Tam Quan – the birthplace of coconut rice paper, a well-known specialty of Bình Định – it wasn’t until after two failed attempts at starting a tech business that Nguyễn Hữu Vinh (born 1987) decided to pursue his hometown product as his main business direction.
Revitalizing a Traditional Craft
He began building the Sachi brand (short for “Sáu Chiến,” the name of his family’s 20-year-old rice paper workshop) in 2017, but it wasn’t until 2019 that he officially launched the product on a large scale.
In many people’s memories, Tam Quan coconut rice paper is large and thick, requiring a charcoal fire to grill before enjoying its crispy texture and rich flavor of coconut milk, shallots, and a spicy kick of pepper. Because of this, the specialty faced challenges in long-distance transportation and was inconvenient for urban consumers due to the grilling process.
Sachi rice paper overcame these drawbacks by being pre-grilled and packaged, offering convenience to consumers who can simply tear open the pack and eat it. In addition to traditional varieties such as coconut and sesame rice paper, Sachi now offers more than 10 products with unique flavors like seaweed rice paper, shredded dried shrimp rice paper, and cheese-coated rice paper.
According to the founder of the Sachi brand, most local rice paper producers still operate in a small-scale, labor-intensive way and sell mainly through traditional channels.
“Sachi doesn’t compete with those products but focuses instead on modern distribution channels, restaurants, eateries, and online sales,” Mr. Vinh explained.
A Promising Startup Model with Strong Local Support
As a startup model encouraged by local initiatives, Sachi has received substantial support from local authorities. Its products have been included in the province’s official gift baskets, serving both as a sales channel and a powerful means of promotion.
By launching the business in the hometown of this signature specialty, Sachi benefits from a rich and readily available source of raw materials. Labor costs are relatively low compared to industrial zones, yet local workers remain enthusiastic, thanks to the flexible working hours that allow them to maintain their traditional rural lifestyles.
“In the countryside near the sea, fishing boats return daily with fresh seafood sold at incredibly low prices. Just a simple soup or steaming makes for a delicious meal. Local workers often bring fresh fruits and vegetables as gifts. That’s one of the quiet joys of returning home to start a business,” Mr. Vinh shared.
New Aspirations Ahead
Reflecting on his entrepreneurial journey with Sachi rice paper, Mr. Vinh considers himself quite fortunate, as most things went smoothly—except for a three-month shutdown during the COVID-19 pandemic, which was a shared challenge for everyone.