Assemble Corporation (Co-founder Sang-gon Lee) announced on the 17th that it has signed a main contract for the export of its organic baby snack brand ‘Nae-ai-ae’ to Vietnam. This contract was concluded based on the business capabilities that its subsidiary Gomi Corporation has built up in the local baby product market.
The company plans to fully enter the Southeast Asian baby food market with 'My Baby' through this contract. In particular, as demand for Korean premium organic products is rapidly increasing, it is expected that brand awareness will be rapidly expanded.
Vietnam is an emerging infant consumer market with more than 1 million newborns born annually. The infant food and snack market size is approximately 250 million USD, and interest in organic and health-oriented products is rapidly increasing in recent years.
The company explains that demand for premium brands in particular is increasing, and the number of parents looking for high-quality baby food is rapidly expanding.
'My Baby' has grown by word of mouth in Korea as an 'organic snack you can trust and eat'. It has HACCP certification and adheres to the principles of no additives and no coloring, and has product power that can be safely consumed even during the sensitive infant period. Based on a high repurchase rate, it is expanding its position in premium parenting platforms and select shops.
Through this contract, Assemble Corporation will fully introduce 'My Baby' to the Vietnamese market, while pursuing a product localization strategy tailored to local consumer needs. It will also carry out digital-based integrated marketing such as expanding offline distribution networks, live commerce, and KOL marketing.
Co-founder Lee Sang-gon said, “The Vietnamese baby snack market is growing rapidly, but there are very few Korean companies with online-based B2C distribution or branded marketing capabilities,” adding, “Assembly Corporation is producing meaningful results with a localized full A to Z strategy.”
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