Ho Chi Minh City, March 28 -- Familiar Vietnamese herbs such as cilantro, basil, perilla, Vietnamese balm and bird's eye chilli are increasingly finding their way onto supermarket shelves in several European countries, reflecting growing demand for authentic Asian flavours and the success of modern agricultural initiatives at home.

The journey behind this export story is closely associated with the entrepreneurial efforts of Nguyen Viet Tu, Director of the Chau Pha Agricultural Production and Services Cooperative in Ho Chi Minh City.

Born and raised in Chau Pha commune, where many households rely on leafy vegetable cultivation, Tu initially pursued a stable career in the city after graduating with a degree in economics. However, he late...