Are a rice cake costing 180,000 VND and a liter of apple cider costing 100 USD expensive?

Overview of the workshop - Photo: NAM TRAN

On October 11th, Tuoi Tre newspaper organized a seminar titled "What Products Are Suitable for High-End Tourists Visiting Vietnam?" in Hanoi .

Journalist Cao Huy Tho, deputy director of the Media Services Center of Tuoi Tre newspaper, announced that delegates should not forget to bring gifts home. These gifts included a basket of sticky rice cakes – entirely handmade from fresh sticky rice grains – that the newspaper had prepared.

Regarding products for high-end tourists visiting Vietnam, delegates devoted a considerable amount of time to discussing ways to "upgrade" Vietnamese cuisine .

When Mr. Tho revealed that the sticky rice cake, handcrafted by culinary artist Nguyen Thi Tuyet, only cost 18,000 VND per piece, businessman Pham Quang Vinh remarked: "If I were Ms. Tuyet, I would sell it for 180,000 VND per piece, or even 500,000 VND per piece."

Vietnamese tourism is gradually shifting from budget travel to high-end, quality destinations. If Vietnam wants to attract high-spending tourists, it must focus on developing premium culinary experiences.

Mr. Liam Cordingly

Journalist Cao Huy Thọ holding a basket of traditional sticky rice cakes - Photo: NAM TRẦN

Is 180,000 VND per sticky rice cake expensive?

Mr. Pham Quang Vinh believes that Vietnam has many delicious wines and foods, offering interesting experiences, but the prices are not commensurate with the quality.

"If you sell it for 180,000 or 500,000 dong, high-end tourists might want to eat or buy it more. But if you sell a sticky rice cake for 180,000 dong, the story will be completely different," Mr. Vinh said.

He recounted his experience of going out for wine with friends. People sometimes can't tell the difference between a $1,000 bottle of wine and a $5,000 bottle, but they're willing to spend the money and prefer the more expensive one.

These handmade rice cakes cost only 18,000 VND each.

Similarly, on another occasion, he and two Canadian tourists went to Yen Bai. When they entered a local restaurant, the owner brought out a menu that included various alcoholic beverages, such as glutinous rice wine and wild apple wine…

"We chose apple cider. My friends loved it, especially the way they scooped it into small ladlefuls. They filmed it and took pictures to send to their relatives right away," he continued, "when they found out that a bottle of apple cider cost less than $10, everyone was very surprised."

Mr. Vinh said, "If I were the owner of the bar, I would say $100. The drink would taste better than paying $100 for that meal," he added, "as long as it's safe and the experience is unique."

From left to right: Chef Do Nguyen Hoang Long, Ms. Pham Anh Tuyet, Ms. Nguyen Thi Tuyet - Photo: NAM TRAN

The saying "good wine needs no bush" is outdated!

Artisan Nguyen Thi Tuyet recounts that during her visit to Europe, she saw people there still making traditional cakes using ovens that are hundreds of years old. The cakes are not cheap at all.

"Why don't we promote the image of traditional, handcrafted cakes made in very small batches so that people can understand the value of Vietnamese cuisine?" Ms. Tuyet pondered.

Another culinary artist, Ms. Pham Anh Tuyet, has hosted many heads of state as well as billionaires.

She said, "Vietnamese cuisine is praised by the world, but we don't know how to elevate our cuisine. Meanwhile, other countries are doing very well; Korean kimchi is a prime example."

"For high-end cuisine, the most important factors are personalization, service standards, and safe preparation methods so that guests can enjoy their meal with peace of mind," she said.

According to Ms. Anh Tuyet, Vietnamese people have long followed the principle of "good wine needs no bush," but in the 4.0 era, a more in-depth strategy is needed in promoting cuisine.

We need to understand what high-end tourists are eating and what they want to eat, and then design a more user-friendly "interface" for them while still offering dishes "made in Vietnam".

Do Nguyen Hoang Long

Mr. Nguyen Quoc Ky, Ms. Nguyen Thi Tuyet, and chef Do Nguyen Hoang Long - Photo: NAM TRAN

Breaking the "cheap curse" and attracting high-end tourists.

Over the years, Vietnam has consistently ranked among the top 10 most attractive and affordable travel destinations. This year, Vietnam is also among the 21 cheapest destinations according to Condé Nast Traveler magazine.

Is Vietnamese cuisine "cursed with cheap, affordable prices" and only suitable for the mid-range tourist segment?

A traditional Tet feast prepared by artisan Anh Tuyet in Hanoi - Photo: DAU DUNG

What can be done to attract more high-end customers to Vietnam? Do Nguyen Hoang Long, the runner-up of MasterChef Vietnam 2017, believes that traditional cooking methods should be maintained but modernized to appeal to a wider range of customers.

Besides establishing good, safe, and sustainable raw material sources, those in the food business must understand the core value of the ingredients while also absorbing the spirit of international customers.

Liam Cordingley giving a speech - Photo: NAM TRAN

Liam Cordingley, chief economist at the Oxford Economic Research Organisation, said that food and beverage services are a major driver of destination choice. "Seven out of ten potential travelers said food was an important factor when choosing a destination. This percentage increases for travelers in higher income groups," he said.

Vietnamese tourism is gradually shifting from budget travel to high-end, quality destinations. To attract high-spending tourists, it's crucial to focus on developing premium culinary experiences.

It offers high-quality culinary products with a rich, unique, diverse, and personalized menu. The locations are flexible and easy to find. They serve a wide range of beverages, from premium alcoholic drinks to innovative cocktails.

Vietnamese cuisine is being upgraded - Photo: GIA, NEN LIGHT

Liam places particular emphasis on the safety and reliable origin of food as core factors determining the image and reputation of a tourist destination.

Mr. Nguyen Quoc Ky, chairman of Vietravel Holding, noted that the essence of a high-end tourism product is ultimately what impression it leaves on the customer.

"A memorable trip, a profound and unforgettable experience, a surprise and a richness of perception… are far more important than a 5-star or 6-star hotel," he said. Therefore, the quality of service is what determines whether a trip is high-end or low-end.

Source: https://tuoitre.vn/chiec-banh-com-180-ngan-dong-lit-ruou-tao-meo-100usd-co-dat-khong-20241012202104814.htm