May 30, 2025 – At the Thanh Ha – Hai Duong Lychee Trade Promotion Conference, a representative from Menas Group, Deputy General Director Mr. Nguyen Ngoc Quy, delivered a speech affirming the group’s commitment to partnering with the local community to elevate the value of specialty lychees, particularly the Thanh Ha Ancestor Lychee, and bring Vietnamese agricultural products to the high-end, sustainable market.
Menas Group is a multi-sector commercial and service corporation operating at international standards in fields such as shopping malls, the premium supermarket chain Mena Gourmet Market, real estate, F&B, international trade, and brand franchising. Currently, Menas operates over 12,000m² of space at airports and nearly 200,000m² of shopping mall and office floor space, and is a strategic partner of major corporations including Vietjet, Keppel Land, VinWonders, and MM Mega Market.
At the event, Mr. Quy stated that Menas goes beyond the role of a distributor by proactively promoting and collaborating with cooperatives, farms, and farmers to integrate agricultural products into its modern retail chain, thereby helping to preserve and disseminate the essence of Vietnamese agriculture.
Notably, the collaborative project to develop the Thanh Ha Ancestor Lychee—an agricultural heritage with a history of over 200 years—is a clear testament to this commitment. In the first five days of the program’s implementation, Menas distributed nearly 1 ton of Thanh Ha lychees through its premium supermarket system, Mena Gourmet Market, and the daily meals of 2,000 Vietjet employees.
In 2025, with support from the Department of Industry and Trade and local authorities, Menas plans to guarantee the purchase of approximately 10 tons of various lychees. This includes 200kg of the Ancestor Lychee and 1.8 tons of lychees from the area surrounding the Ancestor tree, which will be channeled into a wide-ranging distribution network that includes supermarkets, airports, hotels, corporate partners, and resorts.
Not stopping at the distribution of fresh fruit, Menas is also developing a brand strategy for the Thanh Ha Ancestor Lychee with a distinct packaging and communication identity. Concurrently, it is researching the production of processed product lines such as single-sun-dried lychee and bottled lychee juice to extend the product’s life cycle and expand its consumer market year-round.
“Menas is fully prepared to invest in or co-develop local drying and deep-processing factories, provided we have the partnership of the government and relevant agencies,” Mr. Quy emphasized. “We aspire to create a sustainable value chain alongside the local community, helping farmers increase their income, adding greater value to Vietnamese specialties, and providing the premium market with more elite choices.”
Menas also proposed that the Department of Industry and Trade continue to provide support in communication and trade promotion so that the Thanh Ha lychee can reach international markets and solidify its position as a specialty agricultural product on the global food map.