Defining the new role of chefs in the tourism value chain of the Capital city.

Held on January 23rd, the Hanoi Chef Festival 2026 concretized the image of the modern chef through the theme "Modern Chef Hanoi," affirming the transformation from a purely professional chef to a manager and brand ambassador.

The Hanoi Chefs Day 2026 event, organized by the Hanoi Professional Chefs Association (HPC), has officially taken place, bringing together a large number of chefs, experts, and managers from various sectors, ranging from high-end hotels like Metropole, Sheraton, and Mövenpick to international restaurant chains and leading vocational training institutions. Against the backdrop of significant transformation in Vietnam's F&B industry, this year's event is not only a professional networking opportunity but also a forum to redefine the status of chefs in the new era.

At the event, speakers who are reputable figures in the industry discussed their experiences in team building and personal brand development.

Sharing his vision for development, Mr. Nguyen Tien Dat, Vice President of the Hanoi Tourism Association, stated that besides the Chefs' Association, the Association currently boasts a diverse network of members including Travel Agencies, Traditional Craft Villages, Tour Guides, and the Captour Tourism Club, with thousands of members specializing in welcoming international tourists. Emphasizing the importance of collaboration, he affirmed: "If standing independently, each association can only shine within its narrow area of ​​expertise. However, when combined, we will create a synergistic force to enhance the attractiveness of Hanoi as a destination in particular and Vietnamese tourism in general. In reality, besides the scenery, tourists visiting the capital always have a special impression of Hanoi's cuisine as well as the distinctive flavors of the three regions of North, Central, and South Vietnam."

The main message of "Modern Chef Hanoi 2026 - Chef of the New Era" has permeated all activities of the program, particularly emphasizing creativity and management skills. A modern chef, according to new standards, must be a well-rounded individual, possessing both superior professional skills and the ability to present, share expertise, and build a sustainable personal brand.

Mr. Nguyen Tien Dat, Vice President of the Hanoi Tourism Association, said that in addition to the Chefs' Association sharing at the event.

Ms. Nguyen Thi Ngoc Quyen, Executive Chef of Mövenpick Center Hanoi, shared that the image of a modern chef will no longer be confined to the kitchen. Instead, they will be people who directly converse, listen, and receive information from diners to design highly personalized dishes. Through these dialogues, the chef also acts as a storyteller, sharing about the origins of ingredients and the unique values ​​of local cuisine, thereby creating a deep connection and a unique experience for customers.

Discussing operational strategies in the new era, Ms. Pham Minh Khanh, Vice President of the Hanoi Professional Chefs Association and Deputy Director of Culinary at the Metropole Hotel Hanoi, stated that one of the key objectives of the culinary industry today is optimizing ingredients to both protect the environment and ensure sustainable profitability. According to her, the key to 2026 is personalizing the dining experience for customers. Given the diversity of the tourism market with vegetarian, diet-conscious, Halal, or health-conscious guests, chefs cannot simply offer generic menus. To thrive, chefs need to constantly explore and create specialized dishes that precisely meet the needs and unique tastes of each type of tourist visiting Vietnam.

The Hanoi Chefs Festival 2026 brings together a large number of chefs, experts, and managers from various sectors...

One of the highlights of the event was the participation of a delegation of Korean chefs and Kimchi Ambassador Mr. Rock Chef, alongside an in-depth panel discussion titled Chef Talk Hanoi 2026. Through cultural exchange and real-life stories about stepping outside the comfort zone of the kitchen, the event not only opened opportunities for collaboration, sourcing ingredients, and training personnel but also emphasized elevating Hanoi's culinary identity with modern cooking techniques to meet international standards. The discussions showed that a chef's ability to leverage their personal influence to attract customers and optimize restaurant operations is key to survival in a competitive market.

The main message, "Modern Chef Hanoi 2026 - Chef of the New Era," has permeated all the program's activities.

In addition to discussion sessions, the business networking space at the event facilitated access for F&B businesses to leading suppliers of solutions and ingredients.

In particular, the 2026 Chefs' Day also marks an important milestone with the launch of the international competition team. This is a major ambition of the Hanoi Professional Chefs Association to bring the skills and intellect of Vietnamese chefs to the regional and global arena. This demonstrates the confidence and aspiration of Hanoi chefs in asserting their position on the global culinary map, contributing to making Hanoi a more attractive destination in the eyes of international tourists.

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In a world where travelers seek authenticity and cultural stories, chefs are the best storytellers through their creations. With support from regulatory bodies and professional associations, the Hanoi Chefs' Festival has been affirming its role as a breeding ground for talent, a source of trends, and a bridge to elevate Vietnamese cuisine to a global level in a new, dynamic, and creative term.

Source: https://bvhttdl.gov.vn/dinh-vi-vai-role-moi-cua-nguoi-dau-bep-trong-chuoi-gia-tri-du-lich-thu-do-20260124114252839.htm