Origins of Vietnam’s No.1 Spicy Noodle Chain
Sasin is one of Vietnam’s largest and most recognizable food service noodle chains, renowned for its signature spicy noodles and sauces. With a network of 70 branded restaurants under the Sasin brand and an extensive distribution network under the Chinnoo brand, Sasin has become the go-to name for spicy noodle enthusiasts across Vietnam and Cambodia.
The company not only serves customers through its owned and franchised restaurants but also sells its proprietary ingredients and instant noodle products both offline and online.
The name “Sasin” originates from the Korean pronunciation of the ‘Carolina Reaper’—the world’s spiciest chili pepper, boasting an intense 2,200,000 Scoville Heat Units (SHU). The Carolina Reaper is more than just an extreme spice; research suggests that its Capsaicin compound may have potential applications in cancer treatment. Beyond its fiery heat, this chili carries a unique fruity flavor with hints of cinnamon, making it a distinctive ingredient in Sasin’s bold and flavorful dishes.
Founded in 2016 by three childhood friends from Can Tho—Mr. Tuan, Mr. Phuc, and Mr. Truong—Sasin started as a single spicy noodle restaurant in Ho Chi Minh City. The overwhelming success of their concept led to rapid expansion, turning a single restaurant into a diversified food business. By leveraging the popularity of its products, a strong online presence, and a powerful brand identity, Sasin has built a loyal customer base among young consumers who crave bold flavors and high-quality food experiences.
Partnership with Maestro Equity Partners
When Maestro Equity Partners joined forces with Sasin, the company had only six owned restaurants. Through our strategic partnership, Sasin has grown to nearly 30 owned outlets while continuing to expand its franchised network.
Our collaboration has helped Sasin enhance its operational efficiency, strengthen its leadership team, and optimize its central kitchen operations. The relocation of the central kitchen to an industrial zone in Long An has enabled the company to ensure consistent product quality across its entire network, benefiting both owned and franchised stores.
Additionally, Maestro has worked closely with Sasin to refine its brand positioning and store concept, making it more appealing to younger demographics. The company’s digital presence has been strengthened, further fueling engagement and growth in Vietnam’s fast-paced F&B landscape.
Expansion into FMCG and Future Growth
In 2024, Sasin made a strategic move into the FMCG sector, launching a dedicated product line that distributes its signature noodles and sauces not only to food businesses but also directly to consumers through its restaurants and online platforms. This expansion marks a new era for Sasin, as it extends its brand beyond restaurant dining and into everyday home cooking.
Looking ahead, Sasin remains committed to its mission of becoming Southeast Asia’s leading spicy noodle chain. With a solid foundation in Vietnam, the company is focused on strengthening its domestic market presence while preparing for further regional expansion. By maintaining its commitment to quality, innovation, and customer experience, Sasin is well-positioned to set new standards in the spicy noodle industry across the region.
