In 2022, Huho emerged with a mission to bring thịt trâu gác bếp, smoked buffalo jerky from Vietnam’s mountainous Northwest, to a national stage. Rooted in the heritage of co-founder Ngọc Huyền’s Thái ethnic background, the recipes included authentic ingredients like mac khen pepper and longan wood, traditionally used for centuries in Vietnamese households to smoke meats for preservation.
But it wasn’t tradition alone that propelled Huho into the spotlight. It was TikTok.
Their success began on TikTok Shop, where short videos of unwrapping smoked meat and dipping it into chili salt gained millions of views. By combining cultural pride with modern e-commerce, Huho quickly scaled.
“Vietnamese Gen Z is buying with their eyes and hearts. A food brand that feels local but sells global is a winning formula on TikTok,” said social commerce analyst Thảo My in a recent X thread.
Huho’s packaging felt premium. The cuts were visibly fresh and sliced thin. Its smoky aroma and chewy texture created repeat customers. Reviewers, like top influencer Võ Hà Linh, gave it a near-perfect 9.5 out of 10 score in early 2024. That kind of validation turned Huho from an unknown brand into a top performer in the social commerce space.
- Founded: November 2022, with a focus on Northwest Vietnamese jerky
- Claimed Revenue: 230B VND projected for 2024 (unverified)
- Shark Tank Deal: Offered 25B VND for 20% equity, but status unclear
- Main Sales Channel: TikTok Shop Vietnam with strong Shopee presence
Big Sales, Bigger Claims
By the end of 2022, Huho claimed over 60 billion VND in sales. By late 2023, that number was said to exceed 70 billion VND. In their pitch on Shark Tank Vietnam, co-founder Ngọc Huyền projected 230 billion VND in revenue for 2024. The brand also positioned itself as one of the top four food sellers on TikTok Shop in Southeast Asia in 2023.
But these figures are currently unverified by any public audit or third-party report. No external source has confirmed the 230 billion VND projection, and the specific TikTok Shop ranking isn’t backed by available data. However, given that TikTok Shop Vietnam reached nearly 24 percent e-commerce market share by 2024, and food is among its fastest-growing categories, Huho’s success is plausible even if exact numbers remain uncertain.
This lack of transparency could become a trust issue if Huho seeks external investment or tries to expand beyond TikTok’s algorithm-driven success.
The Shark Tank Boost, But Did It Close?
Huho appeared on Shark Tank Vietnam Season 6, where they impressed both Shark Bình and Shark Hưng. The deal offered was 25 billion VND for 20 percent equity. Viewers saw a handshake and celebratory remarks.
But several months later, there’s still no confirmation that the deal officially closed. No updates on equity changes or financial filings have surfaced. This wouldn’t be unusual for Shark Tank Vietnam, where handshake deals often fall through post-show due to issues like lack of financial transparency or unresolved company structure.
This gap creates what some Vietnamese startup analysts call a “credibility stall,” when momentum from TV fades without business follow-through. Unless Huho confirms the deal’s finalization, doubts will remain.
The Mystery of Ownership
On paper, the company “CÔNG TY CỔ PHẦN ĐẦU TƯ PHÁT TRIỂN HUHO VIỆT NAM” was registered in November 2022. Its legal representative, according to masothue.com, is not either of the public-facing founders but a man named Vũ Đình Rồng.
This is not inherently problematic. In Vietnam, it’s common for one person to serve as a legal representative while others handle branding or operations. But the complete absence of Rồng from any marketing materials, interviews, or social media raises questions.
Is he a silent investor? Is he managing backend operations? Or is he the actual strategic force behind the scenes?
The truth remains unclear, and Huho has not addressed this publicly. This ambiguity could become a stumbling block if Huho seeks to raise funds or license their product internationally.
Product Quality or Clever Marketing?
There’s no denying the visual appeal of Huho’s products. From vacuum-sealed jerky to snack-friendly smoked pork, the presentation is consistent and modern.
Their use of longan wood for smoking, hat doi seeds, and mac khen pepper aligns with traditional practices from the Northwest. The flavor profile, smoky, sweet, slightly numbing, appeals to Vietnamese palates and adventurous global foodies alike.
However, there is one major missing element: food safety certification. As of mid-2025, there is no public evidence that Huho has received ISO or HACCP certification. Without these, exporting meat products to Europe or the United States becomes extremely difficult.
If Huho wants to become more than a TikTok trend, these certifications must follow soon.
Where You Can (and Can’t) Buy It
Huho dominates TikTok Shop Vietnam and has a solid presence on Shopee, offering affordable bundles with next-day shipping. Their pricing ranges from 60,000 to 200,000 VND, making them accessible to a wide consumer base.
However, they’ve not yet appeared on Amazon, Lazada, or any cross-border e-commerce platform. This shows that their success, while impressive, is still highly localized.
Huho has expressed interest in moving offline, possibly through mini-stores or supermarket placements. But logistical challenges and tight margins could make that move difficult without outside help.
The TikTok Dependency Problem
TikTok Shop has become a double-edged sword for Vietnamese brands. While it drives fast growth, it also creates heavy dependency.
A change in TikTok’s algorithm or a government policy, like what happened in Indonesia, could instantly cut Huho’s sales pipeline. This platform fragility is a serious risk for a brand whose reach is 90 percent online and 80 percent video-based.
“Social commerce is a rocket, but rockets crash without backup engines,” said startup advisor Nam Phạm in a forum post about TikTok brands.
To their credit, Huho seems aware of this. Their Shark Tank pitch included plans to diversify. But whether those plans are actually in motion is unknown.
So… What’s Really Missing?
Huho has a compelling product, a cultural story, and a stronghold on social media. But gaps in transparency, food safety, and platform diversity could hold them back.
What’s missing is not just a certification or a closed Shark Tank deal. What’s missing is a foundation built for long-term trust.
If they can bridge these gaps and prove their success with data, not just virality, Huho could become not just a Vietnamese success story, but a global one.
FAQs
Yes, Huho’s signature dish, smoked buffalo meat, is based on a traditional recipe called thịt trâu gác bếp, rooted in the culture of the Thái ethnic group in Northwest Vietnam. The brand uses native ingredients like mac khen pepper and hat doi seeds, which are typical of that region. Food experts from the Vietnamese Culinary Heritage Council have also verified the authenticity of these methods.
As of 2025, there is no official confirmation that Huho completed its deal with Shark Bình and Shark Hưng after appearing on Shark Tank Vietnam Season 6. While a handshake agreement was made on camera for 25 billion VND in exchange for 20% equity, no follow-up documents or announcements have confirmed the deal’s finalization.
Not yet. Huho has not publicly disclosed any ISO or HACCP food safety certifications as of mid-2025. These are critical for exporting meat products to markets like the U.S. or Europe. Without them, Huho’s growth will likely remain limited to local and regional platforms such as TikTok Shop Vietnam and Shopee.