Singaporean food blogger: Vietnamese Pho is present in both familiar restaurants and high-end segments

In Singapore, pho has become a familiar choice for many people, appearing widely from famous eateries to the high-end segment at luxury hotels.

Jovel Chan introduces information about pho to tourists at a pho experience activity at her Saigon Social culinary space - Photo: NVCC

Tuoi Tre Online chatted with Jovel Chan, a Singaporean blogger and F& B consultant living in Vietnam, to learn more about how Singaporeans welcome this dish.

Jovel Chan founded the Saigon Social culinary space in Ho Chi Minh City, where she regularly organizes Vietnamese culinary culture experiences for international guests, helping them discover Vietnamese pho, Vietnamese coffee, Vietnamese fish sauce... through modern and unique journeys.

Pho: a heartwarming dish

* Hi Jovel, do you often eat pho?

- Pho is definitely one of the dishes I crave, even though I don’t eat it every day. I once wrote on my blog: “The rainy season in Saigon makes you crave a hot bowl of pho to warm your heart,” and that is still true.

Pho is my go-to dish on a drizzly morning, or when I’m feeling unwell. Seriously, who can resist a steaming bowl of pho, fragrant with herbs, a little lemon, and a little chili? Pho has become my go-to comfort food, especially on a gloomy day.

Vietnam Pho Festival 2025 - When Vietnamese pho flavor becomes a 'cultural ambassador' in Singapore

* As a writer and consultant in the F&B field in Vietnam, what do you think makes pho stand out among the myriad of Vietnamese dishes and known worldwide ?

Pho is undoubtedly the most iconic dish of Vietnam. It was introduced to the world when Vietnamese families started opening pho restaurants abroad. Since then, pho has remained the dish that most people think of first when they think of Vietnamese cuisine, along with banh mi.

The best part is that each family has its own secret recipe, and pho can be “adapted” anywhere.

What’s also interesting is the diversity of pho across Vietnam. Each region has its own ingredients and flavors, so in just one dish of pho, you can see the history, people and culture of this country.

I think this is also the reason why pho is so popular, besides the fact that this dish tastes very delicious.

This inspired us to organize the first pho experience at Saigon Social culinary exchange space. We accompany visitors on a journey to discover the history of pho and let them try different pho styles from North to South.

Although it has only been launched for a few weeks, this activity has attracted a lot of customers, especially international friends because they did not expect there to be so many ways to enjoy this seemingly simple dish.

Jovel Chan introduces Vietnamese pho ingredients to tourists - Photo: NVCC

Pho enters the high-end culinary segment in Singapore

* How popular do you find Vietnamese cuisine in general and pho in particular in Singapore?

Vietnamese cuisine has become an important part of Singapore’s culinary life. Chains like Mrs Pho, So Pho, Pho Street and classics like Long Phung and NamNam have transformed Vietnamese food from a novelty to a regular choice for many.

Pho, in particular, has established its own position. Just look at the long lines of people lining up on weekends at Long Phung or Mrs Pho.

Even big hotels are embracing pho. At the Conrad Centennial 2024 food festival, pho was served alongside banh mi and banh duc, signaling the dish’s entry into the fine dining segment.

Social media has also helped fuel the spread. TikTok and Instagram clips of places like Co Hai Banh Mi & Pho have piqued curiosity among young people, turning pho into a modern comfort food.

In the future, pho, Vietnamese coffee and banh mi will likely form the “power trio” of Vietnamese cuisine in Singapore thanks to their tradition, familiarity, and ability to adapt to suit contemporary tastes.

Pho attracts both Singaporeans and tourists

* This year, Vietnam Pho Festival will come to Singapore. Do you think Singaporeans will welcome this pho festival? If a Singaporean diner tastes pho for the first time at the festival, what will impress them the most?

It is inevitable that pho may be new to some Singaporeans, but it is not too far from the noodle soups that we have come to love. I think it is similar to chicken or beef noodles, the same warming feeling, just with a Vietnamese flavour.

In fact, Singaporean Chinese food is quite light, so the taste of pho will not create a strange feeling. What Singaporeans can expect more, I think, is a "burst" of a little spicy flavor to make the dish more lively.

Another thing I think will surprise first time pho eaters is the fresh herbs that come with it. We don’t usually add raw vegetables or fresh herbs directly to the bowl of noodles, everything is usually cooked, so adding basil, cilantro, and other fresh, crunchy herbs right into the bowl of pho is a whole new experience.

Not to mention the lemon. We hardly ever squeeze lemon into our drinks (our drinks are rarely sour), so that fresh, tart taste feels very unique.

Next is Saigon-style black bean sauce that adds a bit of sweetness to the savory broth – a flavor that our noodle soups don't have.

It's those little details – the fresh herbs, the lemon, the sweet and sour balance – that make pho both familiar and surprising.

Jovel Chan - Singaporean - has been working in the F&B industry in Vietnam for 5 years - Photo: NVCC

Innovating Pho to Reach Global Diners

* In a previous conversation, you mentioned experimenting with new culinary forms, such as pho-inspired cocktails. Do you think pho has the potential to conquer global diners in such creative ways?

The potential of pho is as vast as our imagination. What I find interesting is that Vietnamese chefs and bartenders are “transforming” it with modern culinary styles, locally inspired cocktails and even handmade products. The pho cocktail of Ne Cocktail Bar (Hanoi), for example, has created an international buzz, appearing in foreign newspapers.

These new ways of bringing Vietnamese flavors to international diners in a way that is familiar to them. Why do I say that? Not everyone enjoys eating a hot dish every day, not to mention many people are not used to using chopsticks.

But chocolate and cocktails are for everyone. At Saigon Social, one of our best sellers is our Pho chocolate from Da Nang. It’s unique, accessible, and a fun way to get into Vietnamese culture.

For me, that's the future: balancing tradition and innovation in formats that global diners find accessible.

Street food is a very standard, very Vietnamese aspect but sometimes makes some people hesitate. Meanwhile, a chocolate bar or a cocktail is both familiar and very inviting. International visitors also tend to buy these products to take home, and then buy again after eating.

As a Singaporean living in Vietnam, I understand the concerns of foreigners: language barriers, hygiene issues, or simply not knowing where to start. And I see every day that when culture is explained in a way that is familiar to them, they feel less pressured and have a more solid understanding.

That's how we keep Vietnamese culinary culture alive and relevant: both honoring tradition and adapting to a global audience as well as the younger generation - whose eating habits are changing differently than previous generations.

* Thank you for the chat!

Vietnam Pho Festival 2025 in Singapore

Connecting cultures, promoting cooperation

Vietnam Pho Festival 2025 in Singapore, organized by the Embassy of Vietnam in Singapore, Tuoi Tre Newspaper and Saigon Tourist Group in collaboration with the Department of Industry and Trade of Ho Chi Minh City, the Liaison Committee of Vietnamese in Singapore under the direction of the Ministry of Foreign Affairs and the People's Committee of Ho Chi Minh City, will take place on October 18 and 19 at Our Tampines Hub, Singapore.

The festival was held in the context of Vietnam and Singapore upgrading their relationship to a comprehensive strategic partnership, affirming the program's significance and stature.

With the message "Pho - Enjoying together, growing together", Vietnam Pho Festival 2025 hopes that the event will not only invite international friends to enjoy a typical Vietnamese dish, which was listed by CNN in the list of 50 must-try dishes worldwide in 2011, but also convey the desire to connect - share - accompany the development of Vietnam.

Through the festival, Pho will be introduced as a "cultural ambassador", serving as a bridge for Vietnam and Singapore, as well as international friends, to work together towards a prosperous and sustainable future.

The most important activity of the festival is to bring Singaporeans and tourists the opportunity to enjoy the "authentic" taste of Vietnamese pho. At Our Tampines Hub, attendees will be able to enjoy pho prepared directly by top artisans and chefs from Vietnam.

The main chefs of the 5-star hotels in the Saigontourist Group system, including four luxury hotels Rex Saigon, Majestic Saigon, Grand Saigon, Caravelle Saigon and the brand Pho Thu Duc Golf Restaurant (Vietnam Golf & Country Club), along with famous pho brands such as Pho Thin Bo Ho, Pho Ta, Pho Phu Gia, Pho Vuong, Ba Ban Pho... will bring diversity in cooking methods and ways of enjoying.

In addition to pho, attendees also have the opportunity to enjoy many other traditional Vietnamese dishes, prepared by Saigontourist's 5-star chefs, creating a vibrant "culinary symphony".

In particular, along with the Pho festival, a large-scale investment forum was also held, namely the Vietnam - Singapore Investment, Trade and Tourism Promotion Forum 2025, affirming the substance of the event. The forum took place right after the opening ceremony (morning of October 18), and is expected to attract a large number of businesses from both countries to participate.

At the forum, management agencies and businesses will discuss new cooperation trends in green processing and logistics, tourism and aviation services, import and export of Vietnamese agricultural products and specialties, digital transformation and e-commerce.

In particular, the Business Matching program (1-1 business connection) will create conditions for Vietnamese and Singaporean businesses to meet directly and seek practical cooperation opportunities.

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NGOC DONG

Source: https://tuoitre.vn/blogger-am-thuc-singapore-pho-viet-hien-dien-o-quan-quen-lan-phan-khuc-cao-cap-20251015120525444.htm