“When I was looking for a location, I dreamed of a busy street with heavy foot traffic and a nice storefront. But reality hit—I couldn’t afford it. So I ended up choosing a small alley to save costs in those early startup days…” Thuận recalls the struggles from six years ago.
Stretching along Central Vietnam lies a small province called Quảng Trị – a land scarred by war, yet remembered for its resilience and the indomitable spirit of its people. The youth of Quảng Trị grew up inheriting this strength, carrying with them the dream of sharing their hometown’s beauty and flavors with the wider world.
Cà Mèn – a name familiar to generations of Quảng Trị people – now also resonates with many others as a brand tied to both cultural memory and authentic Vietnamese taste.
The founder, Nguyễn Đức Nhật Thuận, born in 1991, gave up many promising opportunities to pursue what he calls his life’s mission: to spread the unique flavors of Quảng Trị far and wide.
From Family Meals to a Brand
Cà Mèn began humbly with a small eatery serving Quảng Trị-style meals in the heart of Saigon in 2015. It wasn’t just a business idea—it was a piece of home that Thuận wanted to bring to the bustling city. With limited resources, he often had to make tough choices.
“I told myself: if I’ve chosen this startup path, I must shoulder the hardship alone. I didn’t want my wife to endure the same struggles. That’s why, even when the business was at its most difficult, I never let her work alongside me in the shop,” he shares.
Step by step, Cà Mèn built a loyal customer base. By June 2022, the brand launched its line of frozen packaged Vietnamese specialties, preserving authentic flavors in a modern, convenient format.
Expanding Beyond Borders
In 2023, Cà Mèn proudly shipped its first official export order to the United States, opening a new chapter in its journey to the world. Since then, its products have reached the UK, Australia, Canada, Japan, South Korea, and continue expanding to other countries.
To suit each market, Cà Mèn develops three main product formats:
- Box: designed for export markets, sturdy, freezer-friendly, and safe for long-distance shipping.
- Pouch: compact and convenient for domestic use and daily storage.
- Retort box: currently under development, aimed at extending shelf life at room temperature to fit modern global distribution systems.
A Mission Beyond Food
Cà Mèn carries a mission greater than business: to spread Vietnamese cuisine to every corner of the world. Wherever there are Vietnamese people, there should be a taste of home. But more importantly, Thuận envisions bringing Vietnam’s culinary heritage beyond the boundaries of the diaspora—so that locals in other countries can embrace, understand, and love Vietnamese food as well.
For him, each product is not just a meal—it’s a cultural bridge. Through food, international friends can experience the resilience, warmth, and richness of Vietnam.
