From April 27 to May 3, 2026, the “Enjoy U.S. Beef – Hunt for Exciting Gifts” activation event brought an exciting culinary atmosphere to AEON Tan Phu Supermarket during Vietnam’s holiday season. Organized by New Viet Dairy in collaboration with Bottega Zelachi and leading U.S. food associations, the event offered customers the opportunity to experience premium imported U.S. beef through live tasting activities, attractive promotions, and interactive shopping experiences.

As consumer demand for high-quality imported ingredients continues to grow in Vietnam, experiential retail activities such as tasting and activation programs have become an effective way to connect customers with premium food products. Through this event, New Viet Dairy aimed not only to introduce authentic U.S. beef products to Vietnamese consumers but also to inspire modern cooking experiences for families and food enthusiasts.

A Vibrant Culinary Experience at AEON Tan Phu

Located at one of the busiest shopping destinations in Ho Chi Minh City, the activation booth at AEON Tan Phu quickly attracted attention with its vibrant red-and-yellow concept inspired by Vietnam’s festive holiday spirit. The eye-catching setup, combined with the aroma of freshly prepared beef dishes, created a lively culinary destination for shoppers throughout the week-long event.

Families, young consumers, home cooks, and food lovers gathered at the booth to enjoy tasting activities featuring premium U.S. beef products. The event created an engaging atmosphere where visitors could not only sample delicious dishes but also learn more about ingredient quality, cooking applications, and food preparation ideas.

One of the highlights of the activation was the opportunity for customers to explore different imported U.S. beef cuts suitable for a variety of cuisines, from Asian-style grilled dishes and hotpot meals to Western steak recipes. This hands-on experience helped customers better understand the versatility and convenience of premium imported beef in daily cooking.

In addition, the on-site consultation team provided useful guidance on selecting suitable beef cuts for different cooking styles and dining occasions. This educational aspect of the event added value to the overall customer experience, especially for shoppers who were interested in exploring imported ingredients but were unfamiliar with beef classifications and preparation methods.

According to the event report, approximately 7,800 visitors participated in the activation and shopping activities during the campaign period. The positive turnout reflected the growing interest among Vietnamese consumers in premium food experiences and high-quality imported ingredients.

Strong Customer Response Driven by Attractive Promotions

Beyond the tasting experience, the event also gained strong customer engagement through a series of attractive promotional offers designed for modern family kitchens.

The combination of premium U.S. beef products and practical kitchen gifts encouraged shoppers to make purchases directly at the booth. As a result, nearly 526 customers completed purchases during the activation period, demonstrating the effectiveness of combining product experience with value-added promotions.

Several promotional combos became customer favorites throughout the event:

• Cooling Combo: Customers who purchased any two packs of beef received one complimentary bottle of Olala 100% Pineapple Juice 1L, creating a refreshing pairing for family meals.
• Party Combo: Customers who purchased four packs of beef received one complimentary bag of Simplot India French Fries 1kg — an ideal combination for creating restaurant-style Steak & Fries experiences at home.

These promotional activities not only enhanced the shopping experience but also encouraged consumers to experiment with new meal ideas and international culinary concepts in their own kitchens.

Bottega Zelachi – Elevating Vietnamese Family Meals

Through this event, New Viet Dairy and U.S. food associations including U.S. MEAT, U.S. BEEF, and IOWA CORN aimed to provide Vietnamese consumers with a closer look at the strict production processes and quality standards behind U.S. beef products.

Choosing Bottega Zelachi U.S. beef means more than selecting a delicious ingredient — it also represents a commitment to nutrition and food safety for families. Whether grilled, used in hotpot dishes, or pan-seared, the freshness and quality of the products help home cooks confidently create restaurant-quality meals at home.

New Viet Dairy Continues Promoting Premium Culinary Experiences

Through this activation program, New Viet Dairy once again reaffirmed its role in connecting high-quality imported food products with Vietnamese consumers. Beyond product distribution, the company continues to focus on creating hands-on culinary experiences that allow customers to better explore, experience, and apply international ingredients in their daily cooking.

In the coming time, New Viet Dairy will continue collaborating with partners and retail systems to bring more tasting events, activations, and promotional programs to the market, contributing to the spread of premium culinary experiences among communities passionate about cooking and discovering international ingredients.