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Chapter 14 · Part III

14. Fermentation, cultivated meat and blends: demand for the frontier categories

Vietnam has no tested or revealed consumer evidence for cultivated meat or precision-fermented foods, only stated attitudes from young or online samples. Blending into foods people already buy is the most likely entry route, but a new fungal or fermented extender must beat hydrated soy, not lean meat, and avoid being framed as filler.

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On this page
  1. 14.1 Cultivated meat and seafood
  2. 14.2 Precision-fermented proteins
  3. 14.3 Biomass fermentation, fungi and the meaning of "fermented"
  4. 14.4 Blends: the most likely entry route
  5. 14.5 Words, trust and religion
  6. 14.6 What this means for the frontier

In one paragraph. For the categories the frontier cares most about, Vietnamese demand evidence is thinnest. There is no tested or revealed consumer evidence on cultivated meat or precision-fermented foods in Vietnam, only stated attitudes from young or online samples, which place Vietnamese respondents among the more open in Asia. The Asian precedents temper that: after almost six years of legal sale in Singapore, cultivated meat has sold tens of thousands of servings, the regulator now cites weaker-than-expected acceptance, the products that reached customers were blends with 3 to 20% cultivated cells, and the two cultivated seafood firms in which Vietnamese exporters took positions have left human food. Precision fermentation reaches Asian markets as a business-to-business ingredient for nutrition makers that already pay premiums, and Vietnamese formula makers already market one target ingredient, lactoferrin, while also advertising "non-GMO". A GMO label is costly in Vietnam (an 84% auction premium for non-GM soymilk), but the mandatory label applies only above 5% of ingredients, so low-dose ingredients such as lactoferrin escape it and the clash is with voluntary non-GMO claims and high-inclusion uses. "Fermented" (lên men) reads as positive. Vietnamese already buy blends without noticing: 31% of one large processor's meat formulations list soy protein. Blending into foods people already buy is still the most likely entry route for fungal, fermented and plant proteins, but soy extension already saves processors VND 9,100 to 16,600 per kg of chả lụa at every hog price since 2019, so a new extender competes with hydrated soy, not with lean meat, and must win on sensory tolerance or on the label while avoiding độn (filler), a fraud word in Vietnam.

14.1 Cultivated meat and seafood

Vietnamese evidence is stated only. A five-country Asian survey (n = 3,005) places Vietnamese respondents, with Chinese, in the most open segment ("open-minded seekers"); we could read only the abstract, so the Vietnam split is an open question 1 . A survey of 393 young Vietnamese found about a quarter "optimists" about in-vitro meat 2 . No Vietnamese study has measured behaviour, used a representative sample, tested a name or measured willingness to pay a stated price. In Asian studies that tested rather than asked, acceptance was lower: Chinese consumers in a 2020 choice experiment would pay less for cultivated than for farm-raised meat 3 , and in Japan the stated social acceptance of cultured meat was 40.9% against 70.2% for plant-based meat 4 . Treat Vietnamese openness as a ceiling.

Revealed demand in Asia is tiny. GOOD Meat reported "more than 2,000 servings" sold in Singapore from December 2020 to May 2024 5 ; Vow reported "more than 25,000 dishes" from April 2024 to August 2025 6 , then moved from its own food production to co-manufacturing in 2026 after three rounds of layoffs 7 . Neither has published repeat purchase. In November 2025 the Singapore Food Agency cited "weaker-than-expected consumer acceptance globally" and left cultivated meat out of its short-term food-security plan 8 . We found no approvals in Korea, Japan, China or Thailand, and no cultivated seafood approved for human food anywhere in Asia 9,10,11 . more than 2,000

What reached customers were blends. The only retail cultivated product in Asia, GOOD Meat 3, is 3% cultivated chicken, sold at S$7.20 per 120 g, about VND 405,000 per 100 g of protein (our calculation), close to the imported analogues on Vietnamese shelves 5,12 . Aleph Farms' steak, approved in Singapore in August 2026, is 10 to 20% cultivated beef in a soy and wheat matrix 13 . The commercial form of cultivated meat is, for now, a hybrid ingredient.

Vietnamese seafood exporters bought options, and the options have faded. Vinh Hoan took a stake in Avant Meats (2021) and co-invested in Shiok Meats; Minh Phu signed a research memorandum with Shiok (2022); we found no later news from either Vietnamese side 14,15,16 . Both partners have since left human food. Avant's Singapore unit went into voluntary winding-up in January 2026, and its Hong Kong parent now sells a skincare ingredient made from cultivated fish cells; Umami Bioworks, which merged with Shiok, sells cultivated seafood as pet food and signed a skincare and supplements partnership at the end of 2025 17,18,19 . The stakes were strategic interest by seafood incumbents. They are not evidence of buyer demand, and they are no longer a route to a food product; seafood exporters remain the natural hosts for cultivated seafood research (Plays, T8) (our inference).

14.2 Precision-fermented proteins

A business-to-business market for premium function. In Asia precision fermentation reaches the market as an ingredient sold to firms that already pay for function: lactoferrin for infant and medical nutrition (conventional lactoferrin about USD 800 per kg, one company's claim), whey protein for sports and clear drinks, sweet proteins for sugar reduction (a Singapore approval in May 2026; a 100 t a year line in China) 20,21,22,23 . The one Asian consumer launch we found (a precision-fermented milk in Singapore supermarkets, 2022) left no trace of sales 24 .

Vietnamese buyers exist and pay. VitaDairy, Nutifood and Morinaga all market lactoferrin formulas in Vietnam in 2025 and 2026 25,26,27 . Nutifood runs a clinical study of a plant-based medical nutrition product with Military Hospital 175 28 . We found no public statement of interest in precision-fermented proteins from any Vietnamese dairy or formula maker; our site searches of three national news sites for lên men chính xác (precision fermentation) returned no articles, which is a limited search, not proof of absence .

The GMO collision is narrower than it looks. The same buyers sell GMO-free: VitaDairy lists "không biến đổi gen" (non-GMO) among its product's "10 NOs", beside hormones and antibiotic residues, and Vinasoy advertises non-GMO too 29,30 . An experimental auction in Vietnam found an 84% willingness-to-pay premium for soymilk carrying non-GM information 31 , and Vietnamese consumers' implicit attitudes to genome-edited and GM foods are closely linked unless detailed information is given 32 . Purified precision-fermented proteins probably count as products of a GMO under Decree 43/2026 (Rules), but the mandatory GMO label applies only when a GM ingredient is more than 5% of total ingredients, and not when neither the modified gene nor its product can be detected (Decree 15/2018 Art 10; Joint Circular 45/2015 Art 1) 33,34 . A Vietnamese lactoferrin formula contains 80 mg per 100 g, about 0.08% (our calculation), so a precision-fermented lactoferrin at that dose would need no GMO label 35 . The clash is with the buyers' voluntary "non-GMO" claims, which may not stay truthful, and with high-inclusion uses such as a drink whose main protein is precision-fermented whey. Whether a recombinant protein identical to the native one is a "detectable product of the modified gene" is the one legal question left open . The regulatory answer is also a demand answer. 84%

14.3 Biomass fermentation, fungi and the meaning of "fermented"

Vietnam's food culture is built on fermentation: nước mắm (fish sauce), tương (fermented soybean paste), mắm (fermented fish or shrimp) and men (starter cultures). Lên men (fermented) is a positive word in marketing and media: Vinasoy's Veyo is sold as a "naturally fermented nut milk" for digestion, and VnExpress opens a 2026 health piece by calling fermented foods delicious and good for gut health 30,36 . In a Hanoi and Ho Chi Minh City sample of young people, 46% said they would try a protein bar made with brewer's yeast 37 . Nobody has tested lên men against other words on a protein label. Our inference: "fermented" is the best available frame for yeast, koji and fungal biomass; it helps less for precision fermentation, where a high-inclusion product may have to say GMO . A fermented protein is already on offer to Vietnamese makers: since May 2025 the distributor ACC has marketed Angel Yeast's yeast protein (55 to 90% protein, company claim) for bakery, dairy, plant-based dairy and meat alternatives, with sampling and application support; no price or named user is public 38,39 .

Mycoprotein has not proved itself with Asian consumers. Quorn's Philippine owner saw its meat-alternative sales fall from about PHP 15.4 billion (2022) to PHP 13.6 billion (2024) (our calculation from its segment reports), 79% of them in the UK 40 ; it halted a fifth fermentation plant and closed plants in 2024, calling it "a declining market", and Quorn revenue fell a further 2.9% at constant currency in 2025 41,42 . China approved its first mycoprotein in December 2025, as a business-to-business ingredient 43 . Vietnam's mushroom habit is a real bridge (king oyster mushroom is a common meat-texture substitute), and one Vietnamese startup, Emmay, reports selling 1.5 to 2 t a month of mushroom and mycelium foods, with about 10% of revenue from exports (company report) 44 . But readers criticise mushroom mock meat for heavy seasoning and additives, and one startup markets itself on 3 to 5 additives against 15 to 23 in rivals 45,46 . A clean label is a design requirement for any fungal product.

14.4 Blends: the most likely entry route

The 93% figure measures interest in trying. GFI APAC's press release says 93% of surveyed consumers were interested in at least trying blended meat. It comes from the same urban online survey in which 5% eat plant-based meat regularly; the full report is form-gated and the Vietnam result is not public 47,48 . In Vietnam, 95% were at least slightly and 55% very interested in blends, against 49% very interested on average 49 . Read these as low resistance to the idea, not as demand.

Tested evidence is more useful. In a double-blind test of 20 blended products by Singapore's A*STAR food institute (November 2025, more than 100 tasters), a chicken mince with 30 to 50% plant protein beat 100% chicken, blends were 1.8 times more likely than plant-based meat to be liked, and purchase intent for blends was about 1.4 to 1.5 times that for plant-based meat, though still below meat. Most tasters preferred blends of about 75% animal meat 50,51,52 . In a US test, a 70% beef and 30% mushroom blend beat plant-based burgers when tasted blind but lost demand once people were told what was in it 53 . Japan's 50:50 pork and plant sausage goes to restaurants, hotels, school lunches and canteens, not retail 54 . In Singapore a soy-enhanced beef and chicken range co-developed by Temasek's Nurasa went on sale through a meat importer's retail channels in September 2025 55 , and GFI APAC expects Asia's first large-scale foodservice rollouts of blended meat in 2026 56 . about 75% animal

Vietnam already eats blends. In an online label audit of 118 Vissan products, 19 of 61 unique meat formulations (31%) list soy protein and 22 (36%) list at least one added protein (soy, wheat, milk protein or egg white), mostly in value lines 57 . Vissan's mainstream sausage is 58% lean pork plus soy protein, starch and fibre; its giò lụa lists soy and milk protein; TH true NUT walnut "nut milk" contains fresh cow's milk 58,59,60 . Soy is not only a value-line filler: Vissan's DHA "nutrition" pork sausage lists soy and declares more lean than its plain counterpart (58% against 55%), while the cheapest giò lụa we priced (VND 124,200 per kg, below retail lean pork) cuts cost with chicken, pork fat, water and starch, not soy 57,61 . All seven commercial Vietnamese emulsion sausages tested in a 2018 study contained soy protein, and consumers liked them as well as the alternatives 62 ; Masan's Omachi noodle cup is sold "with a real meat stick" whose ingredients include soy protein and starch 63 . These proteins are functional binders at undisclosed inclusion rates, not declared replacements. Still, mixed-protein meat products from the country's largest processors sell at mass scale without a label penalty. 31% (19 of 61)

No rule stands in the way. No national standard sets a minimum meat content for heat-treated, raw or canned processed meat (TCVN 7049:2020, 7050:2020, 7048:2020), so a 20 to 30% extender keeps the meat product name 64,65,66 . If the name names a meat, its share must be printed, and Vissan already sells meat-named products at 27 to 65% named lean; a 55% lean sausage with 20 to 30% of its lean replaced would still declare 38.5 to 44% (our calculation) 67,57 .

Soy extension already pays, so the benchmark is soy, not meat. Hydrated to 18% protein, textured soy costs a processor about VND 10,000 to 15,000 per kg, against VND 83,000 to 141,000 for lean trimmings at 2019 to 2026 hog prices; a 50% protein textured soy would stop paying only above about USD 8.9 to 15.0 per kg dry, 5 to 12 times what Chinese textured soy costs landed (our calculation, pricing lean at 1.8 times the live hog price) 68,69,70 . Replacing 20% of the lean in a chả lụa (steamed pork roll) saves VND 9,100 to 16,600 per kg, 14 to 16% of raw-material cost, at the 2019 and 2020 hog prices. The pork cycle changes the size of the saving, not its sign, and extension trims only about a sixth of a recipe's exposure to a pork price shock (our calculation) 71,68 . A new fungal or fermented extender therefore has to beat hydrated soy, about USD 2.5 to 2.7 per kg of protein (about USD 0.7 to 1.2 per kg dry at 45% protein), and the chicken, skin, starch and water that value lines already use. To earn more, it must let the processor replace more meat unnoticed than soy does, or carry a label benefit . Because extension pays everywhere but is not done everywhere, product identity, texture and trust set its reach, not cost. And because Chinese textured protein and isolates enter at 0% duty, blends will carry imported soy unless a domestic maker wins the business (Business buyers; Demand sizing) 72 . VND 9,100 to 16,600 per kg

Formats set the ceiling. Coarse products tolerate about 25% replacement: 25% hydrated soy concentrate improved beef patties 73 , and 25% mycoprotein replacing lean pork was preferred in a Chinese red sausage 74 . Fine emulsions tolerate less: soy lowered liking of Taiwanese emulsified pork meatballs, whole mushroom kept quality only at 10%, and a US study put practical lean replacement below 30% 75,76,77 . In the one Vietnamese consumer test of chả lụa recipes, graininess and uneven texture cut liking, which rules out textured granules in giò and chả 71 . No study supports 50% replacement in a pork product; the working caps are 10 to 20% in fine emulsions and about 30% in coarse mince 78,79 . Nutrition is not the obstacle: a 20 to 30% soy extender keeps a minced-pork dish at a DIAAS of about 97 or more on the older-child pattern, with 12 to 19% less zinc per gram of protein than all-pork (our calculation) 80,81,82 .

Why blending is still the likely route (our inference).

  • It avoids the "fake meat" and "artificial" frames: the product is still meat, and the novel part is an ingredient. It does not avoid the older độn (filler) frame, which buyers apply to hidden or cost-cutting extension of giò and chả; that frame attaches to how extension is done and named, not to a listed ingredient (14.5).
  • It matches revealed Asian practice: cultivated products are 3 to 20% cells, and blends go to canteens, processors and meat importers.
  • It does not have to beat meat on price: any extender clears the lean-meat test, and a new one competes with soy on cost or on sensory tolerance.
  • The cost motive is already there: the saving from extension, not a hedge against pork prices, is why processors do it.
  • No standard sets a minimum meat content, and naming rules already make the named meat's share visible.
  • Blends displace meat by construction, which matters for the supply-security and welfare cases (Demand sizing).

What blending does not guarantee is a buyer: we found no Vietnamese processor statement of interest in fungal or fermented extenders, and no tasting data from Vietnam on them 83,84 . For Vissan, a 20% extension of the lean in 30 to 50% of its output would save about as much as its whole 2025 pre-tax profit, yet its labels suggest it does not extend at that scale (Business buyers) 83,57 . Premium lines sell on meat content (one sausage brand on "88% meat") and artisan sellers compete on "no filler", so blends start in value and industrial lines 85,86 .

14.5 Words, trust and religion

  • "Artificial" and "fake" are loaded. The Vietnamese press uses thịt nhân tạo (artificial meat) for cultivated meat, for Beyond-style plant-based meat and even for cultivated shrimp; one article used three names in the same text 87,14,88 . A leading financial outlet framed cultivated meat as a "nightmare" relaying a claim about cancer-causing cells, with no safety evidence 89 . In 2025 fake-egg rumours hurt egg producers, and in 2026 police broke a ring that had sold 65 tonnes of "fake beef" made from treated pork 90,91 . The same outlet uses thịt giả (fake meat) for both kinds of story: 6 of Dan Tri's first 11 results for the term were about plant-based or cultivated meat and 4 about fraud, and a 2020 headline warned diners that soy pork in restaurants could be a cú lừa (a trick) 92,93 . A product marketed as "just like real meat" invites that association.
  • Độn (padding, filler) is a fraud word. Press advice columns (2015 to 2020) and a provincial disease-control page teach readers that giò without small air holes "has been mixed with starch"; when pork prices spiked in 2019, a Hanoi shopper called makers who added starch dishonest and one seller said customers fell by nearly half; sellers now advertise không độn bột (no starch filler) and, for Chinese-style sausage, không độn đạm đậu nành (no soy protein filler) 94,95,86 . Declared soy in branded processed meat draws no observed penalty: Dan Tri searches surfaced no story treating it as fraud 92 . We found no Vietnamese brand that markets a declared meat and plant-protein blend, but products that name a culinary plant part (chicken and shiitake sausage, sausage with lotus seed) are sold as healthy 96,97 .
  • 2026 is a year of processed-meat distrust. Dan Tri reported at least six prosecutions of giò chả makers for borax between February and August 2026, and pork from pigs with African swine fever reached school meals and a canning plant 98,99 . The scandals are about borax, disease and species substitution, not plant protein.
  • No Vietnamese name has been tested. In Singapore "cultivated meat" was the preferred English name and "cell-based" the least liked; process-heavy descriptions raise feelings of unnaturalness across countries 100,101,102 . The only state use of a novel-meat name we found is thịt nhân tạo, in a 2025 provincial biotechnology scheme 103 .
  • Halal is workable for export. Singapore's Islamic council (2024) and Malaysia's JAKIM (December 2025) accept cultivated meat as halal under conditions on donor cells and growth media 104,105 .
  • Chay status is unresolved. We found no Vietnamese Buddhist position on cultivated meat or precision-fermented dairy. Products made from animal cells are very unlikely to be sold as chay; animal-free precision-fermented proteins are an open question (our inference) .

14.6 What this means for the frontier

What to make, in order.

  1. Ingredients for blends: fungal, biomass-fermented or plant proteins that replace 10 to 20% of the lean in fine emulsions (industrial xúc xích, sausage, first; giò lụa and chả lụa, pork rolls, later, as a fine isolate, concentrate or paste, not granules) and up to 30% in coarse mince (xíu mại meatballs, dumpling and spring-roll fillings, nuggets). Price near hydrated soy for the extension job (about USD 2.5 to 2.7 per kg of protein) or against egg and milk protein for the binding job (Business buyers). The finished product keeps at least 10 g of protein per 100 g.
  2. Functional precision-fermented proteins for business buyers (lactoferrin, specialty whey, sweet proteins), for export or specialty nutrition. Low-dose uses fall outside the mandatory GMO label; high-inclusion uses wait for the detectability question to be answered.
  3. Cultivated meat and seafood as research, a seafood-exporter partnership or an export base; there is no domestic consumer demand to design for before the mid-2030s.

Labels. Avoid nhân tạo (artificial), anything that sounds like giả (fake), độn and "x% meat replaced" wording. Name the plant part as a culinary or health ingredient (nấm hương, shiitake; đạm nấm, mushroom protein; hạt sen, lotus seed), lead with lên men for fermentation, and state the meat share only as the label law requires. Test names before launch.

For each reader.

  • Startups: aim first to supply processors and caterers with an ingredient, not a consumer brand; publish protein per 100 g and price per kilogram of protein against hydrated soy, not lean pork; keep the label short; and check the GMO status of any high-inclusion precision-fermented product before a Vietnamese consumer launch.
  • Investors: discount stated acceptance; Asian revealed sales of cultivated meat are in the tens of thousands of servings, and the cultivated seafood partners of Vinh Hoan and Minh Phu have moved to pet food and skincare, so do not count the exporters as co-investors for a food product. For extenders, underwrite the saving against the processor's own soy recipe, not against meat, and look for offtake letters from processors or nutrition makers.
  • Manufacturers: blending is not new to you, and soy at 20% already saves money at every pork price. Pilot a fungal extender only if it lets you replace more meat unnoticed than soy, or carries a label your buyers prefer; test it against your soy formula at equal saving, in a coarse format first.
  • Research bodies: run a blind test in industrial xúc xích and one coarse format at equal processor saving against the processor's soy recipe (for example 25% fungal against 20% soy), with an informed arm that names the fungal ingredient on the front; add a randomised name and label test and a price choice experiment; the HUST group behind existing Vietnamese studies is an obvious partner.
  • Policy makers: the new Food Safety Law (first comments in October 2026, passage considered in May 2027) should keep the permissive naming regime: no rule reserves thịt, sữa or phô mai, and names need only not mislead 106,67 . Aim vocabulary guidance at state and media use rather than at producers. Narrow the GMO question to whether an identical recombinant protein is a detectable product of the modified gene 34 . Percentage labelling of blends is already law whenever the meat is named, since Decree 37/2026 carries the rule of Decree 43/2017 107,108 ; a voluntary industry code to state the meat share under generic names (giò lụa, xúc xích) is what remains, and its value is defence against a độn accusation.
  • International organisations: support a representative national survey on new foods that includes rural and older consumers; all current Vietnamese data are urban and young.

Related: Technology fit, Frontier technology, D2. Consumer evidence, Business buyers.

Sources cited on this page

All sources (Appendix T)

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