Phung Vinh Vui and the journey of bringing renowned American functional food brands to Vietnam

DNHN - Phung Vinh Vui is the man behind the deals that brought renowned American dietary supplement brands to Vietnam, making it easy and convenient for Vietnamese consumers to access genuine, high-quality dietary supplements.

The interview with Mr. Phung Vinh Vui by Business & Integration Magazine took place in a relaxed atmosphere at the main headquarters of Van Duy Phuong Company. True to his name, Mr. Vui shared stories about his work, passion, and life philosophy centered around joy, enthusiasm, and vibrant energy.

What led you to become the distributor of Nature’s Bounty in Vietnam?

Around 2004, when Nature's Bounty entered Vietnam, I was entrusted with the role of brand representative. After more than 4 years in this position, both I and Nature’s Bounty realized it was time to expand the brand in the Vietnamese market. This prompted me to establish Van Duy Phuong Company and become the distributor for Nature’s Bounty – a leading brand of The Bountiful Company, a health care company cherished by Americans for decades.

Van Duy Phuong, established nearly 16 years ago, now distributes Nature’s Bounty and Pharmekal products to pharmacies nationwide and retail outlets or beauty care product distribution chains.

Given your role, you must have traveled to the United States frequently. What impressed you about the dietary supplement market in the U.S.?

As the distributor for Nature’s Bounty, I visited the U.S. annually for meetings with the company. Over 10 years ago, during one of my visits, I observed that Americans considered dietary supplements as essential items. You could find them in large supermarket chains like Costco to convenience stores. In contrast, Vietnamese consumers had limited access to such products. At that time, I only hoped that one day Vietnamese people could easily and conveniently purchase dietary supplements, similar to the situation in the U.S. Now, Vietnamese consumers have much easier access, and I am delighted to have contributed to turning that dream into reality.

Having worked in the industry for nearly two decades, how do you perceive the changes in Vietnamese consumers' attitudes towards dietary supplements?

Over a decade ago, the number of dietary supplement users in Vietnam was scarce. Import restrictions and limited product information made it challenging. Only those with relatives or friends abroad had the opportunity to access dietary supplements. Others without such connections had to rely on imported goods. However, with the development of the internet and increased economic conditions, Vietnamese people are now more conscious about using dietary supplements. Anyone with a need can easily purchase them from pharmacies, supermarkets, stores, or online channels according to their preferences. The dream I had in the U.S. has become a reality, allowing customers to buy products distributed by Van Duy Phuong right in supermarkets or any pharmacy.

What pleases me the most is that everyone now has basic knowledge about self-care and health. Women understand the importance of collagen, those wanting to prevent joint issues know to supplement with glucosamine, and individuals desiring better skin opt for vitamin E.

One of the current challenges in the supplement industry is counterfeit products. Are you aware of this, and do you have any advice for consumers?

Counterfeit products are a problem in many sectors, not just dietary supplements. It's a headache for me as well. Counterfeiting has become so sophisticated that the packaging is indistinguishable from genuine products. The only difference lies in the product quality. I once discovered a facility producing fake dietary supplements, and they even printed labels with our company name, knowing we distribute these products in Vietnam. Unfortunately, all I could do was make a phone call; I couldn't take further action.

While customers may be deceived, sellers usually aren't. I can only hope that consumers choose reputable stores and pharmacies in the market, places that source their products from us and have proper documentation. Our website, www.vanduyphuong.vn, is now complete, allowing customers to order directly. All products imported by Van Duy Phuong have labels with full information as required by Vietnamese law, including stickers both on the outer box and inside.

As a pioneer in importing dietary supplements, are you currently using any products, and what advice do you have for consumers?

I still incorporate dietary supplements into my daily routine. Depending on the time and needs, I take 1 or 2 types daily. Currently, I take a multivitamin to supplement various vitamins, an omega-3 fish oil capsule to support my eyes, and a glucosamine capsule for bone and joint health because of my active sports routine. I believe dietary supplements are essential for providing additional nutrients to the body, preventing illness, and enhancing immunity. However, they should not be overused, and consumers need knowledge about what their bodies require.

I advise my customers to adjust their diet appropriately, engage in regular exercise, limit alcohol consumption, avoid late nights, etc. Dietary supplements remain a factor to prevent and support the body by compensating for deficiencies not fulfilled through regular diets. Everyone should build a healthy lifestyle, and daily dietary supplement intake is one aspect of that.

What are your plans for Van Duy Phuong in the near future?

Currently, I am expanding into beauty products. From distributing oral skin-whitening supplements, we have added skin-whitening creams and facial cleansers. This product duo combines "ingestion and application," aiming to improve skin more rapidly.

I have a long-standing aspiration that I haven't had time to fulfill – creating a series of instructional videos for those interested in learning about dietary supplements. This channel will provide knowledge for consumers and information for those looking to enter the business. Many say that business secrets should be kept, but I believe in sharing my knowledge with more people, helping them understand dietary supplements and providing more opportunities for business development.

You are busy with Van Duy Phuong but also actively involved in social activities. Could you share more about this?

I enjoy social activities and currently serve as the Vice President of the Khanh Hoa - Saigon Entrepreneurs Club. The club, with around 200 members, consists of entrepreneurs born and raised in Khanh Hoa, now living and working in Ho Chi Minh City. It was established to connect fellow countrymen with similar goals, enhance knowledge, and move confidently into the future.

This is a place where people from Khanh Hoa meet, share, and help each other in work and life. Currently, the club is assisting poor and studious students with good academic achievements, providing them with better conditions. Additionally, we have a program to support building houses for families facing difficult circumstances.

Xuan Cuong