Vietnam: Social Media Successfully Forced Government To Leave Traditional Fish Sauce Alone (For Now)

Social media in Vietnam carries quite a force when it comes to having a say in public affairs, and the government is well aware of that. The effect of the new cybersecurity law of 2018 and its attempt to reign in the people’s power remain to be seen. However, the vibrant online civic space in Vietnam just recently proved how effective it could be in fighting against illogical and unreasonable governmental regulations.

This time, it was all about the fish sauce which for the majority of Vietnamese people, could very well be the essence of their souls. If anything could cause an uprising in the country, interference with the people’s consumption of their fish sauce might very well be it.

Three years ago, when the disastrous Formosa marine pollution erupted, the fear of not being able to have a safe supply of fish and salt (the main ingredients for making the fish sauce) prompted thousands of Vietnamese to take to the streets.

So for this reason alone, one would assume that it must take a very gutsy governmental department to take on a fight against the producers of this national treasure.

To everyone’s surprise, the Bureau of Production and Market Development for Agriculture Produce (Bureau) in Vietnam emerged in early March 2019 as the one who was willing to put on the hat of such a fierce fighter.

The Bureau proposed a new set of rules and regulations, detailing the practical steps that all who wish to produce fish sauce in the country must follow.

This particular bureau might have underestimated the outrage from not only the fish sauce producers but also the Vietnamese people at large when the proposed regulation went public.

It could partly be that the making of fish sauce is quite diverse and supposedly done according to the unique traditions and techniques in each region in Vietnam.

Similarly, not many of us would imagine instructing all French winemakers how their bottles of wine should be made or telling the whole Italian cheesemakers that they must follow their government’s detailed steps to produce their mozzarella.

More importantly, for years, the traditional fish sauce producers in Vietnam have been fighting against a few large food corporations who had created a monopoly which mass-produced not fish sauce, but its substitutes.

It turned out that there were two kinds of sauce involved in this battle.

The traditional fish sauce is organically made from fish and salt, and it takes longer to yield the final products.

The other is a chemically induced sauce that may smell like fish sauce but catered to an entirely different taste.

This non-traditional fish sauce substitutes, however, have dominated the market in Vietnam during the past two decades because they are considerably cheaper.

Nevertheless, the traditional fish sauce continues to survive throughout this battle even though their products cost more than those manufactured by the big factories.

Perhaps, because, in recent years, Vietnamese people begin to favor the traditional taste both for health reasons and for protecting the keepsake of their national identity.

I remember this one time when attending college in California, as I was passing by an apartment complex near my school, I suddenly felt the presence of my motherland and nostalgically yearned for my mama’s cooking while the distinctive aroma filled the air from one of the studios.

I am probably not alone in having such an experience where one associates fish sauce with memories of her homeland, making it an essential part of who she is.

And there it went, in the last few weeks, the Vietnamese people were not shy in expressing themselves on social media and letting the government knows that they were firmly against the proposal to regulate the traditional fish sauce’s production.

Their outpouring anger was enough for the Deputy Minister of the Ministry of Science and Technology to quickly announce on March 12, 2019, that the proposed regulation for fish sauce production would be halted indefinitely.

But the abrupt halt did not calm down the public and the traditional fish sauce producers. For the people, the attempted regulation seemed to disproportionately favor one corporation in particular, Masan Group, who had dominated the fish sauce substitutes market in Vietnam.

Almost three years ago, the traditional fish sauce producers had suffered a different attack from another controversy allegedly concocted by a Public Relations firm – T&A Ogilvy – who worked with major food corporations, including Masan.

Back in December 2016, mass media in Vietnam picked up a story from the survey sponsored by T&A Ogilvy where it claimed that 95% of all fish sauce samples collected nationwide contained an alarming amount of arsenic content.

The story was later proven to be entirely false, and the Prime Minister, Nguyen Xuan Phuc, himself ordered an inquiry into the survey’s claims. Nevertheless, the traditional fish sauce producers already suffered losses when consumers panicked and avoided consumption.

This time around, the Vietnamese public seemed to believe that the latest proposed governmental regulation just proved that Masan would not give up on this ambitious dream of becoming the only producer for fish sauce in the country and that the government chose to stay on the corporation’s side.

Because fish sauce is not only a staple in many people’s diet but also a part of their identity, they came to doubt the government’s actual intention for attempting to regulate the production of such caused them.

On social media, people alleged that this whole incident just showcased the intricately entwined relationship between the Vietnamese government and the conglomerates – such as Masan Group.

To have such an allegation coming from its people should be a worrying sign for a regime that has been trying to maintain its dwindling legitimacy like Vietnam. And while the battle is not quite finished, social media will continue to be the much needed civic space for Vietnamese people to voice their concerns and exercise their rights.