Preserving the Taste of Homeland – The Journey of a TYM Client

In a small coastal ward of Nghi Sơn, Thanh Hóa Province, the salty scent of fish sauce in the local market is not only a reminder of seaside childhoods but also evokes the story of Ms. Nguyen Thi Hoa – a resilient, determined woman and an active client of TYM Nam Thanh Hoa Branch.

Born into a traditional fish sauce-making family, Ms. Hoa was familiar from childhood with anchovies, salt jars, and the harsh Central sun. After marriage, she carried on the family craft, producing handmade fish sauce on a small scale for the local market. However, as competition grew, prices of raw materials increased, and her unbranded products faced unstable demand. Then tragedy struck — her husband fell seriously ill, while four of her five children were still in school. The weight of family responsibility pressed heavily upon her small shoulders. She refused to give up but didn’t yet know where to begin her transformation.

In early April 2024, a TYM officer introduced her to the “My Business Growth” Project. Initially hesitant — partly due to her age and partly fearing she couldn’t keep up with modern learning — she eventually joined, encouraged by her peers and motivated by faith in a better future. That decision opened a new horizon.

In the training sessions, she gained practical knowledge: how to price products, manage costs, build a personal brand, tell her product’s story, plan finances, and care for customers effectively. Though the online sessions were brief, for her, they were “life-changing lessons.” She realized that traditional crafts are not outdated — they simply need a modern approach to be valued and shared.

Ms. Hoa improved her production process to ensure hygiene, adjusted product sizes for different customer groups, and filmed short videos showing every step — from selecting fish and salting to testing natural protein levels. Her simple yet authentic clips attracted attention on social media. She named her product “Mắm Hương Quê” – “Homeland Fish Sauce” – to preserve the soul of her village in every drop. No longer limited to local markets, she reached out to clean agricultural stores, joined local fairs, and promoted her products on Facebook. With TYM’s guidance, she even ventured into e-commerce platforms — something she never imagined before.

After nearly a year, her regular customers tripled, and her sales reached hundreds of bottles monthly, expanding to Nghệ An, Hà Nội, and Bắc Ninh. She hired three seasonal workers from the community to help with production, packaging, and order management. For the first time, she felt the joy of stability, control, and confidence in her business.

“I used to be embarrassed that people would call my job old-fashioned and smelly,” she said with a gentle smile. “Now I’m proud. This craft not only supports my family and preserves the traditional flavor of my hometown, but it also gives me a stable income. Fish sauce is still fish sauce — I just learned to love it more so that others can see its true value.”

Moreover, within the “Grow my business” program, Ms. Hoa was honored as one of 15 exemplary TYM clients to receive a Business Development Support Award.

With its steady microloans and practical, empowering lessons, TYM has become a true companion on her journey — one filled with hope, love, and the deep, enduring taste of “Hương Quê.”