The traditional Da Nang confection “Ba Lieu Me” sesame hardtack traces its origins to the 18th-century village of Thian, where a woman of the Huynh family created it as a nutritious snack for her husband and children when they traveled to the city for study and examinations. Passed down from generation to generation, this tradition led to the establishment of a workshop in 1988, which has since developed into one of Da Nang’s representative local brands. Today, the company is also considering the possibility of entering the Korean market.
Photo courtesy of Hallyu TV Seoul.
The origin of Ba Lieu Me sesame hardtack dates back to the 18th-century Thian Village in Da Nang, Vietnam. At the time, a woman of the Huynh family, preparing food for her husband and children as they journeyed to the city for academic pursuits, developed a special snack using local ingredients. Inspired by a desire to support her family’s health and safety, the confection evolved into a longstanding delicacy carrying the sentiments of the region.
Made from glutinous rice, cane sugar, and sesame seeds, the product is characterized by a unique technique in which the sesame coating is grilled seven times over charcoal. This method creates a texture that is both crisp and tender, with a gentle sweetness and aroma. Known as the “seven-fire baked confection,” it remains a symbol of regional craftsmanship due to its entirely manual production process, reflecting the knowledge and lifestyle of the local community.
The technique was passed down through the Huynh family’s daughters and took root particularly in the Cam Le area, developing alongside the local community through many generations. In 1988, Huynh Duc Khien formally inherited the family technique and established the “Ba Lieu Me Sesame Hardtack” workshop, which later grew into a prominent local brand contributing to Da Nang’s regional economy and tourism.
While preserving the traditional method, the brand also incorporated modern quality control and hygiene standards. The use of local agricultural ingredients, improved product stability for distribution, and updated packaging and design allowed the confection to gain recognition among travelers both domestically and abroad. The brand has earned several distinctions, including designation as a Da Nang specialty, acknowledgment from the Vietnam Record Organization, and recognition as an outstanding rural industrial product.
In recent years, Ba Lieu Me has been exploring collaborations with overseas distribution channels to expand its exports. The Korean market, in particular, is being considered due to the growing interest in Vietnamese food products, increased demand for regional specialty souvenirs, and rising cultural exchanges between Korea and ASEAN nations. Its long shelf life, traditional narrative, and reasonable price point are seen as strengths that could appeal to Korean consumers.
Ba Lieu Me sesame hardtack represents more than a simple snack. It is a cultural artifact carrying the history of Da Nang and the dedication of the Huynh family. The brand intends to maintain its traditional values while seeking opportunities for global expansion, including the potential entry into the Korean market.
Michael Yoon / The K Media & Commerce, kyoweon@naver.com
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