Deputy General Director Duong Cong Trinh said, at the end of 2002, in response to the Government of Vietnam’s seafood export encouragement policy, KIHUSEA VN officially exported seafood to foreign countries with Japan being a top target market and reaped encouraging initial successes. When exporting to Japan, the company saw that crude products brought in lower values than processed ones. Thus, KIHUSEA VN decided to process products from squid and fish to enhance product value. He said, “As seafood products are facing increasingly fierce competition and profit margins declined, the introduction of value-added products is considered a necessary direction, not only to diversify products and increase efficiency, but also strengthen our corporate position.” To start on this new potential deployment direction, KIHUSEA VN visited many supermarket chains and restaurants in Japan and invited Japanese experts to the company to support sushi and sashimi processing. By the end of 2004, KIHUSEA VN successfully exported high-quality, value-added products to Japan. KIHUSEA VN has made unremitting efforts to invest in equipment, upgrade technology, develop human resources and improvement governance to turn out the best products and ensure food and hygiene safety to satisfy the trust of consumers in this demanding and perfectionist market.

With its value-added products, KIHUSEA VN enjoyed high export growth with Japan. However, in 2007 - 2008, exports to Japan showed signs of slowing. To cope with this downward trend, KIHUSEA VN decided to expand production to fishmeal, this needed smaller fish which lived in greater numbers than bigger ones. In November 2008, Kien Hung Fishmeal Co., Ltd was officially put into operation, thus laying a stepping stone to a new market with new products. At first, the products were mainly sold in the domestic market. After a period of stable operation, in 2009, fishmeal was successfully exported to the Japanese market.

To stabilise development and diversify products, in 2012, KIHUSEA VN signed a joint venture contract with Neptune SAS Group of France to manufacture Aoki-branded surimi products, with an expected annual output of 5,000 tonnes, for export to France, Japan and Taiwan. Currently, Aoki has gone into stable production and KIHUSEA VN has thus secured a steady position on the market with three key groups of high-grade products, namely seafood, surimi and fishmeal. This has become the foundation for the company to develop new plans.

Sharing the secret of success, Mr Duong Cong Trinh said, "KIHUSEA VN’s business principles are ‘Always placing quality and prestige on top’ and ‘Always sharing the same way of looking with customers.’ We always put ourselves in the position of customers to easily capture their needs and have appropriate directions. We always focus on improving and controlling product quality, delivering products as scheduled to customers, and conducting market surveys to capture market demands and customer requirements. We are also always ready to sit down and solve problems with customers. That is how KIHUSEA VN always keeps its image and brand reputation to partners and customers.”

With economic effects, the production of value-added products will remain a leading development direction of KIHUSEA VN in the future. KIHUSEA VN is now preparing to launch new shrimp and aquatic farming investment projects to control input sources and ensure food safety and hygiene to win the trust of consumers.
N.Nga