Seki City in Gifu Prefecture has been Japan's center of blade craftsmanship since the 13th century. Today, that tradition is finding enthusiastic new audiences in Vietnam's booming restaurant industry and among home cooking enthusiasts.
The Vietnamese culinary scene is experiencing a renaissance. With over 540,000 food service establishments nationwide and a growing culture of home cooking influenced by social media, demand for quality kitchen tools has surged. Japanese knives, with their reputation for sharpness and durability, are increasingly seen as aspirational purchases.
Brands like Henckels (produced in Seki) and other Japanese knife makers are seeing 25% year-over-year growth in Vietnamese sales. The key driver isn't just quality — it's storytelling. Vietnamese consumers, especially millennials, respond strongly to the heritage narrative of centuries-old craftsmanship.
For Japanese kitchen brands entering Vietnam, the strategy is clear: lead with the story of craftsmanship, partner with Vietnamese cooking influencers for demonstration content, and price strategically. A well-positioned Japanese knife at the right price point can capture market share from both cheap Chinese imports and expensive European brands.