By Tuan Anh & Halo Xu

Tuan Anh

Vietnam Market Representative for Angel Yeast

Since joining Angel Yeast in 2021, Tuan Anh has leveraged his strategic vision and innovative thinking to effectively bridge the gap between international technological expertise and the Vietnamese local market. Drawing upon his abundant international experience, he deeply understands local demands and innovates continuously, aligning with the company's vision of "Improving Life with Yeast Technology."

Global Vision and Deep Local Roots

Angel owes its global success to strong partnerships, optimized product lines, and collaboration across departments. These principles are deeply embedded in Tuan Anh's work in Vietnam. Facing the local baking industry, which is both traditional and modern, ranging from street baguette vendors to boutique cafes, he leads his team to conduct in-depth market research and introduces small-packaged instant dry yeast and mixed flour to precisely meet the needs of medium to small customers. Understanding local market dynamics is the cornerstone of our strategies, Tuan Anh emphasizes.

Coordinated Innovation: From Insights to Breakthroughs

Teamwork is the key to achieving breakthroughs in the Vietnamese market." Tuan Anh implemented each innovation by attending weekly cross-department meetings and streamlining the links between R&D, production, and market. For example, the potassium bromate-free bread improver developed for bahn mi (a traditional Vietnamese baguette) is a healthy choice for consumers while preserving traditional flavors, serving as a model of localized innovation. Moreover, by identifying the potential of zymosan (a yeast-derived compound) in the aquaculture industry at international forums, Tuan Anh converted Angel’s traditional technical strengths into a new driver for Vietnam’s agricultural upgrade.

Turning Challenges into Opportunities

Confronting the fierce competition and price sensitivity of Vietnamese market, Tuan Anh and his team succeeded with innovation. For instance, they introduced the “Angel Home Bakeware Set”, an all-in-one solution for home bakers with optimized costs while guaranteeing quality. On animal nutrition, his team created new value for agricultural customers through groundbreaking techniques. Tuan Anh believes “Flexibility and resilience are keys for us to address challenges because each breakthrough makes us closer to our goals.”

Building Trust Across Borders

For Tuan Anh, the most valuable gain during his journey is international friendship. He has celebrated festivals with colleagues from China, the Philippines, and Singapore, and discussed needs with clients from Taiwan, China, and Cambodia. Such experiences have taught him that mutual respect and understanding are the cornerstones of success, and strong interpersonal relationships make all things possible. Furthermore, customers’ feedback helps to improve team strategies, while sincere interpersonal relationships transform each collaboration from mere transactions into a journey of mutual growth.

The Road Ahead

Tuan Anh’s team is intensifying its efforts to establish a significant footprint in the healthcare sector by collaborating with local brands to develop products that address the challenge of diabetes. Meanwhile, the R&D team is exploring a yeast-based solution for sustainable agriculture. Tuan Anh holds a clear and firm vision: “Angel aims not only to be an active participant in Vietnam’s development, but also to promote healthy lives for all through technical innovation.”

After work, Tuan Anh often finds himself sipping on a cup of iced Vietnamese coffee (cà phê sữa đá) while contemplating strategies, or, after a friendly football match with his buddies, enjoying a bowl of authentic phở in a historic street in Hanoi. “Every gram of yeast is creating value, and every innovation reshapes our future,” Tuan Anh said. “We are proving that deep local roots are the foundation for success in the global market. I feel more than honored to play a leading role in this endeavor within such a vibrant market.”