Behind Queenam's distinctive flavors lies a mindset of relentless innovation. Creating new gustatory experiences with chocolate Queenam's journey did not begin by chance. It started from real concerns: what will consumers perceive from this product, what can Queenam do differently, and how to create a truly memorable experience in every chocolate piece? Observing the market, tracking consumer trends, exploring culinary culture, and gaining experience while collaborating with international partners have become sources of inspiration for the product development team as they continuously explore new aspects of chocolate. Not stopping at familiar flavors, the brand has developed many unique versions such as yogurt, seaweed, rose, yuzu lemon, durian, or Shichimi chili powder, taking tasters through a range of emotions. To produce memorable and worth-trying flavors, Queenam's team had to go through countless recipe adjustments. Some initial ideas were very interesting but not yet harmonious when combined with chocolate. Therefore, flavors needed continuous improvement to preserve their distinct character while appealing to consumer tastes. That trial-and-error process and ongoing refinement created Queenam's breakthrough spirit. With a foundation in research, production and development of products from Fancy Foods – a unit with nearly 30 years of experience in Nhất Hương’s ecosystem, Queenam has the basis to boldly test ideas that differ while ensuring product quality remains consistent. The surprising meeting of chocolate and the spicy Shichimi In expanding chocolate's creative frontier, Shichimi is one of the flavor representations that clearly embody Queenam's brand DNA. The idea for the product was sparked during collaboration with international partners when the Queenam team had the opportunity to access Shichimi Togarashi – a seasoning familiar in Japanese savory dishes. That dialogue posed a new challenge: how will the tasting experience change if the characteristic warm heat of Shichimi chili powder appears in chocolate? Queenam makes Shichimi a new focal point in every chocolate piece. After a series of experiments, the team found the 'golden ratio' for the final product so that each flavor layer, though seemingly opposing, has a seamless transition and still delivers an element of surprise. From the very first bite, the white chocolate shell slowly melts on the tongue, embracing the almond and crunchy cashew filling inside. Soon after, the aroma from a mixture of ground red chili, hemp seeds, pepper, citrus peel, sesame seeds, ginger, and seaweed begins to spread, yielding to the sharp, tingling finish of Shichimi. Achievement at THAIFEX 2026 recognizing Queenam's spirit of innovation Surpassing more than 600 products worldwide, the queenam white chocolate with Shichimi and almonds won a place among three Vietnamese representatives in the final of the tasteInnovation Show at THAIFEX-Anuga Asia 2026. The award not only recognizes a unique flavor but also demonstrates that Vietnam-made products have the potential to establish a global presence when persistent in pursuing a differentiated path. Touching young consumers with experience and emotion In a context where consumers have more choices, especially Gen Z, good taste alone is not enough. They seek new experiences, brand stories with depth, and emotional values reflecting personal style. That is why Queenam continually develops new flavors, from familiar options reimagined through a different lens to bold ideas like Shichimi. For Queenam, each chocolate piece is not just a snack but a sensory experience that can spark curiosity, sharing, and connection. With meticulous product quality and a persistent creative spirit, Queenam is gradually bringing the story of a Vietnamese chocolate brand closer to modern consumers. "Loving more, each bite" – the philosophy behind every piece of chocolate For Queenam, each product goes beyond flavor; it is a way to tell a story of creativity, connection and love for the craft. The spirit of "Loving more, each bite" is thus not just a message but a philosophy the brand embeds in every chocolate piece. The chili-flavored chocolate (Shichimi) is a clear testament to that spirit. And Shichimi is not the only example. From yogurt, seaweed, rose, yuzu lemon, durian to new ideas being developed, Queenam continues to pursue the same spirit: never stop refreshing chocolate with quality, creative passion, and the aspiration to tell Vietnam's story through flavors. That is how Queenam continues its journey to create products not only to enjoy but also to share, connect and preserve emotions in every experience. Ánh Dương
