Vietnamese fresh spring rolls go viral in Malaysia

"We sold over 1,200 rolls in just an hour and a half, with customers still waiting in line after we ran out," said Syahirah Husna, owner of H&S Brands, a Vietnamese spring roll stall in Malaysia.

Syahirah explained that Vietnamese fresh spring rolls, also known as summer rolls, are becoming a food trend in Malaysia, with an increasing number of online food sellers and pop-up stalls offering them.

She first discovered spring rolls a year ago through cooking videos on social media. Although she and her husband have never visited Vietnam or tasted authentic spring rolls, they learned from online recipes and launched a food stall catering to locals.

The couple's food stall opened in late December 2023 at a food court in Temerloh, Pahang Province, about 134 kilometers from Kuala Lumpur. Since May, they have seen a surge in customers, selling out daily within an hour. Their stall, consisting of two tables displaying trays of ready-made spring rolls, has quickly become popular.

A Vietnamese fresh spring roll stall run by a Malaysian couple in Pahang Province. Photo courtesy of H&S Brands

"For the past five months, we've consistently served around 1,000 rolls daily, reaching up to 1,700 on peak days," Syahirah said.

She notes that customers enjoy spring rolls because they are convenient and packed with healthy ingredients.

Although branded as "Vietnam roll", the rolls at H&S Brands are modified to suit local tastes. Initially offering five varieties, the stall now serves 12, accompanied by lettuce, cucumber, and sohun - a Malaysian noodle similar to Vietnamese vermicelli. The rice paper used is imported from Thailand.

The sauces are also tailored for local palates, with two options available. The Thai-style sauce is made with red chili, cilantro, and spices, while the green sauce combines mayonnaise, herbs, fish sauce, and seasonings.

"Most customers prefer the green sauce," Syahirah said, adding that a set of four rolls with Thai sauce costs 13 ringgit (US$3), with an additional 2 ringgit (40 cents) for the green sauce.

Each day, Syahirah and her husband spend 3-4 hours preparing ingredients, set up at 5:30 p.m., and sell out within 1-2 hours, closing on Thursdays.

Beyond their food stall, Syahirah has also created social media accounts to share videos and photos, attracting millions of views. Other Vietnamese spring roll vendors in Malaysia have also reported similar popularity.

House of Vietnam Rolls, a mobile stall in Semenyih, Selangor Province, sells out daily from 5 to 7 p.m., offering over 10 types of rolls. Their TikTok videos consistently garner close to a million views and interactions.

In July, international food magazine TasteAtlas ranked Vietnamese spring rolls among the world's most appealing snacks, alongside Asian favorites like Japan's takoyaki and India's samosa.

Malaysian diners have shared positive reviews, calling the spring rolls a convenient, customizable dish with diverse ingredients, all wrapped neatly.

Some Vietnamese customers commented on how spring rolls have been adapted for the Malaysian market, with prices not much higher than in Vietnam.

"Since most Malaysians are Muslim, they don't use pork in the rolls as we do in Vietnam, but their range of substitute ingredients is quite varied," said Phong Nhien, 28, from Ho Chi Minh City.