Hue cuisine and its transformation towards standardization according to Islamic standards.

With the increasing influx of tourists from Muslim markets to central Vietnam, standardizing food services has become an urgent issue.

The gap in Halal-standard services amidst the new wave of tourism .

The tourism landscape in Central Vietnam for the period 2024-2025 is witnessing a strong shift in the flow of international tourists. Data from the Hue City Department of Tourism shows that Hue and Da Nang alone welcomed nearly 230,000 Malaysian tourists in 2024 and are expected to record another 140,000 in the first half of 2025.

This growth is not accidental but the result of "opening up" strategic flight routes. Notably, from June 2025, Emirates Airlines opened the Dubai - Da Nang route (connecting via Bangkok), presenting a golden opportunity to attract high-end tourists from the Middle East. Prior to that, Vietjet Air also continuously operated direct flights from Ahmedabad (India) and most recently from Kuala Lumpur (Malaysia) to Da Nang in October 2025.

Muslim tourists visiting Hue. (Source: Vietnam National Tourism Administration)

With its convenient infrastructure, Central Vietnam is poised to attract a wave of Muslim tourists with an average spending of up to US$1,800 per trip (30% higher than the average). However, the reality is that the pace of service development at these destinations has not kept up with the pace of flight route expansion. While Da Nang is striving to position itself as a destination for "wedding tourism" for India's ultra-wealthy, Hue – an indispensable stop on heritage itineraries – is severely lacking in services that meet international Halal standards.

The transformation of local businesses.

Responding to market demands, F&B businesses in Hue are beginning to take steps to "join the fray". On December 10th, An Nhien Garden Vegetarian officially received its Halal certification from the Vietnam National Halal organization.

An Nhien Garden Vegetarian was previously honored with the ASEAN Sustainable Tourism Destination Award.

To date, this is the first and only restaurant in Hue to have passed the inspection process to obtain this certification. This move is not simply about expanding the menu, but also a strategic step to reach a potential international customer base.

Vietnam National Halal (VNH) is a reputable Halal certification organization in Vietnam, operating on a model equivalent to international Halal bodies. With many years of experience in Halal certification, VNH collaborates with reputable international partners and adheres to the standards of global Halal accreditation bodies such as JAKIM (Malaysia), MUI, and GCC, ensuring a rigorous process from raw material assessment and production monitoring to hygiene inspection and compliance with Shariah law.

To obtain certification, the unit had to restructure its operational processes in accordance with Sharia'h law. Specifically, the kitchen system, processing equipment, and raw materials had to be traceable and completely separate to avoid "cross-contamination" as per religious regulations.

Notably, a key factor that helped this model score points with Vietnam National Halal is the investment in separate prayer rooms. For Muslim tourists, having a clean, quiet place to pray right at the dining location is a crucial amenity that contributes to satisfaction, demonstrating understanding and respect for their religious beliefs.

From individual certifications to eco-friendly tourism ecosystems.

Achieving Halal certification at An Nhien Garden is not simply a change in process, but a synergy between existing culinary philosophy and religious standards. The cuisine here is defined as a subtle dialogue between Hue's traditional vegetarian heritage and modern cooking techniques. Each dish is likened to a journey of discovery, where pure ingredients are carefully selected and processed, respecting nature. This "green" and "clean" philosophy is perfectly compatible with the requirements of purity (Halal) and food safety (Tayyib) of Muslims.

The Vietnam National Halal organization awarded the Vietnam Halal certification to An Nhien Garden Vegetarian restaurant.

Mr. Tran Van Tan Cuong, Director of Vietnam National Halal Company Limited, said: “During our collaboration with An Nhien Garden Vegetarian, we highly appreciate their serious cooperation and efforts to standardize according to international Halal standards. We expect that when An Nhien Garden Vegetarian receives Halal certification, it will contribute to making Hue a more friendly and attractive destination for Muslim tourists.”

Broadly speaking, the Halal economy in Vietnam is making solid progress. From major manufacturers like Vinamilk and Trung Nguyen Legend to accommodation providers like Furama Da Nang and Premier Residences Phu Quoc, all have joined this market. The fact that private F&B businesses in localities like Hue are beginning to focus on Halal certification shows that the mindset in tourism is shifting from "providing what we have" to "serving what the market needs."

An Nhien Garden Vegetarian's vegetarian dishes blend the essence of Hue's royal and folk cuisine with a philosophy of healthy living.

The opening of the first Halal-certified restaurant in Hue by the end of 2025 is expected to create a ripple effect, encouraging more businesses in the service industry to upgrade their standards. This will not only help diversify the tourism products of the ancient capital but also be key to effectively exploiting the $225 billion "gold mine" from the global Muslim tourist market.

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Source: https://bvhttdl.gov.vn/am-thuc-hue-va-buoc-chuyen-minh-chuan-hoa-theo-tieu-chuan-hoi-giao-20251211235603547.htm