# Authentic Vietnamese Spice Brands Vân Vân is Authentic, Community-Centric, Educational & Stylish By Kalin Ned | Published 2023-11-03 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/vn-vn References: [instagram](https://www.instagram.com/vanvan.etcetera/)  Vân Vân stands out for being the first brand in the US market dedicated exclusively to [herbs and spices sourced from Vietnam](https://www.trendhunter.com/trends/byadgi). Beyond being a spice and herb retailer, the company positions itself as a community-centric, educational platform that aims to demystify [Vietnamese cooking](https://www.trendhunter.com/trends/rude-mama) and emphasize the prominence of Vietnam-sourced ingredients in American cuisine. Part of Vân Vân founders' mission is to bring a deep understanding of how terroir impacts the taste and aroma of spices and herbs. The brand seeks to raise awareness of the hyper-specific regional terroir in spices and herbs in Vietnam and beyond. Additionally, Vân Vân aims to destigmatize the use of [dried spices and herbs](https://www.trendhunter.com/trends/seasoning-blends1). It emphasizes that many spices from conventional markets are often old and stale, whereas Vân Vân herbs rehydrate well and are instantly ready for use due to a proprietary sublimation technique employed by their local partners in Vietnam. Image Credit: Vân Vân ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 27% | Activity: 37% | Freshness: 18% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Authentic Vietnamese Spice:** Vân Vân is pioneering the market for authentic Vietnamese spices in the US and educating consumers about the hyper-specific regional terroir. - **Community-centric Education:** Vân Vân is positioning itself as a community-centric, educational platform that aims to demystify Vietnamese cooking and promote the use of Vietnam-sourced ingredients in American cuisine. - **Revolutionizing Dried Spice Usage:** Vân Vân is destigmatizing the use of dried spices by highlighting its freshness and quality compared to conventional markets. ### Who This Affects Most - **Spices and Herbs Retail:** Vân Vân is disrupting the spices and herbs retail industry by exclusively focusing on authentic Vietnamese spices and educating consumers on their origins and benefits. - **Culinary Education:** Vân Vân is innovating the culinary education industry by offering community-centric and educational resources to demystify Vietnamese cooking for consumers. - **Food Production and Distribution:** Vân Vân is disrupting the food production and distribution industry by introducing a proprietary sublimation technique to ensure the freshness and instant usability of dried herbs and spices sourced from Vietnam. ## Related on Trend Hunter - [Specialty Vietnamese Spices](https://www.trendhunter.com/trends/vietnamese-spice.md) - [Essential Vietnamese Spices](https://www.trendhunter.com/trends/vietnamese-spices.md) - [Vietnamese Pantry Kits](https://www.trendhunter.com/trends/pantry-kit.md) - [Authentic Indian Spices](https://www.trendhunter.com/trends/authentic-indian-spices.md) - [Canned Vietnamese Coffees](https://www.trendhunter.com/trends/vietnamese-coffees.md) - [Vietnamese Coffee Pouches](https://www.trendhunter.com/trends/vietnamese-coffee-pouches.md) - [Vietnamese Culture-Honoring Balanced Lighting](https://www.trendhunter.com/trends/r-cy.md) - [Ready-To-Drink Vietnamese Coffees](https://www.trendhunter.com/trends/readytodrink-vietnamese-coffee.md) - [Limited-Edition Vietnamese Chocolates](https://www.trendhunter.com/trends/dark-chocolate-bar-1.md)