Tucked away in Hanh Thong ward of the dynamic metropolitan sprawl of Ho Chi Minh City, a high-tech startup is pioneering a new generation of sustainable mycoprotein foods. Inspired by her grandmother’s personal experience using mushrooms as a lean source of protein – ideal for managing high blood pressure and cardiovascular disease – Ms. Pham Hong Van set out to harness this natural resource to address the growing burden of modern nutritional diseases in Vietnam. Against the backdrop of the country’s rapid rise in living standards, she saw both a need and an opportunity. Her early research, supported by multiple grants and innovation prizes, laid the foundation for Emmay, the company she founded in 2017. With a strong focus on sustainability and nutrition, Emmay is committed to developing innovative plant-based protein products that reflect both scientific advancement and local relevance.
Emmay’s research has led to the development of cutting-edge mycelium and mycoprotein technologies, harnessing the natural nutritional power of shiitake mushrooms and enhancing it through the use of state-of-the-art artificial intelligence tools. The company set out with an ambitious goal in a still-emerging field – one pursued by fewer than 20 companies globally – reflecting a bold vision to advance Vietnam’s high-tech agri-tech field sector and establish a presence on the global innovation map.
To date, Emmay has developed protein source that can yield up to 1,000 tons of protein in just 14 days, depending on the scale and infrastructure of the respective mycelium cultivation system. Their precision fermentation technology marks a significant leap in production capabilities – utilizing both solid and liquid fermentation methods to ensure flexibility and scalability.
Emmay’s innovation extends beyond science into culture. Beloved traditional Vietnamese delicacies such as pâté, essential to the world-famous bánh mì, and the cult-favourite pork floss, chà bông, have been successfully reimagined into sustainable, plant-based versions – offering a modern twist on heritage cuisine without compromising on taste or identity.
Breaking into such an innovative field has not been without challenges. While Emmay secured a strong foothold in the domestic market in the years leading up to 2023, its efforts to expand internationally encountered familiar hurdles faced by many women-owned small and medium-sized enterprises (WSMEs). These included limited expertise in navigating global expansion, a weak commercial network, lack of investment capital to scale up operations, and persistent market disruptions stemming from the COVID-19 pandemic and broader geopolitical tensions.
"Our journey was filled with challenges...What we lacked were advisers and mentors, with direct expertise in international markets, who are based particularly in target import countries—as well as the capital needed to execute our plans, recruit additional talent, and scale according to our expansion strategy. Although we conducted extensive market research and active participation in numerous import-export and distribution courses, we still faced a lack of reliable information on the international market and had no established networks to connect with foreign customers. The COVID-19 pandemic further compounded these difficulties."
Ms. Pham Hong VanFounder, Emmay,
Faced with the dual challenge of entering international markets while staying true to their commitment to clean production and offering competitively priced products, Emmay needed targeted support. That is where the Asian Development Bank’s (ADB) #SheExports Accelerator program stepped in. Funded by the Women Entrepreneurs Finance Initiative (We-Fi) and implemented by the Women’s Initiative for Startup and Entrepreneurship (WISE), the #SheExports program is specifically designed to support women-owned SMEs tackling exactly these kinds of barriers.
The Program’s Impact on Emmay
Through the #SheExports program, Ms. Pham Hong Van gained access to a series of seminars, intensive training sessions, and expert consultations throughout 2023. This tailored support equipped Emmay with critical expertise in market entry research, international packaging and labelling standards, and export channel diversification strategies.
In Ms. Pham Hong Van’s own words:
”"Thanks to the #SheExport program, Emmay deepened its understanding of international markets and learned effective strategies for global sales. More importantly, the program opened doors to a global network of partners, enabling Emmay to successfully export its products to markets such as the United Kingdom, Australia, India, and the Netherlands starting in the third quarter of 2023."
The program directly led to “The successful entry into international markets resulted in a rise in our annual revenue by nearly 20% in 2023, with exports contributing 10% of total revenue. In addition, the average monthly sales volume rose from 1.5 tons to about 2 tons, reflecting higher demand for Emmay’s products. Furthermore, Emmay has significantly expanded its catalogue, producing over 30 different goods up from its original 13, enabling it to better suit both domestic and international markets.’’
Emmay’s Next Steps Forward
Energised by the strong momentum gained through Emmay’s participation in the #SheExports program, Ms. Pham Hong Van is determined to take her mission of delivering sustainable, nutritious plant-based protein to a truly global stage. Her vision aligns not only with healthier lifestyles but also with the advancement of Vietnam’s emerging agri-tech sector. The impact of Emmay’s work is far-reaching, championing innovative food solutions that are environmentally responsible, socially impactful, and culturally meaningful.
Emmay’s successful entry into international markets – through supermarket chains and high-end restaurants in the United Kingdom – demonstrates global enthusiasm for a modern take on Vietnam’s rich culinary heritage. This expansion was made possible through a strategic connection with an international distributor, facilitated by the #SheExports program. Ms. Pham Hong Van’s journey serves as a powerful source of inspiration – not only for Vietnam’s innovation ecosystem but also for women technology entrepreneurs across the region. Her story exemplifies the broader ambitions of ADB’s sustainable development and gender equality agenda, demonstrating how targeted support can unlock the potential of women-led enterprises to lead change on a global scale.
