Vietnamese tourists spend 4 hours to finish a meal because they are busy taking pictures.

According to a recent report, Vietnam leads the Asia-Pacific region with 93% of diners having the habit of taking photos and posting their food on social media before enjoying it.

According to the Food Trends 2026 report released by Marriott International on the afternoon of October 14 in Ho Chi Minh City, 93% of Vietnamese diners admitted that they have the habit of taking photos of their food and posting them on social media before enjoying it, the highest rate in the Asia- Pacific region. The report shows that, in addition to deliciousness, aesthetics and the ability to "check-in" are becoming indispensable factors in the culinary experience of the young generation.

Vietnamese diners have a habit of taking photos to post on social media before eating their food.

PHOTO: LE NAM

Eat a meal every 4 hours

"In Vietnam, meals are not just for eating but also for telling stories. An attractive dish needs to have flavor, emotion and the ability to connect. When diners take photos of their food, they are spreading cultural inspiration, which is a soft power that few countries have," said Mario Tolentino, Director of Culinary Arts for the APEC region of Marriott International.

Bich Phuong, 27 years old (HCMC), recounted that she and her friend once spent 4 hours finishing a dinner just because they were busy taking pictures: "We planned to eat in 45 minutes, but every time a dish was brought out, we took turns taking pictures and recording videos . Some dishes were cold but we still didn't dare eat them because we were afraid of 'losing shape'. When I looked back at the pictures, I was happy because every dish was beautiful, but also sad because the food was no longer delicious," she said.

According to experts, the habit of posting food photos is becoming a part of online consumer culture in Vietnam. In particular, since July 2025, public posts on Instagram have officially appeared on Google search bar, opening up new opportunities for the culinary or tourism industry to take advantage of Vietnamese visual inspiration for promotion.

Restaurants love this.

PHOTO: LE NAM

Many restaurants in Vietnam are taking advantage of this trend to create a complete experience for customers. The space is designed with beautiful lighting, delicately presented dishes, and even has a "check-in corner" to encourage diners to share.

Restaurants capture diners' needs

Chef Cuong Nguyen's An's Saigon restaurant offers a "home-cooked meal" atmosphere combined with the art of culinary performance; while Chef Hoang Tung's TUNG Dining restaurant - a restaurant honored in the world's top 100 - turns each dish into "a story told through flavor". Chef Cuong shared: "A meal is not just to fill the stomach. When guests enter the restaurant, they must feel the spirit, the story and the emotions. Fine dining does not have to be distant".

The dishes are beautifully presented to satisfy the photography needs of Vietnamese guests.

PHOTO: LE NAM

Hotel brands in Vietnam have also quickly grasped this interesting need of Vietnamese guests. Marriott introduced culinary programs such as Ngon Weeks at Sheraton Phu Quoc, Pho King with Beef Brisket Roll at Vinpearl Landmark 81 or Paneer Lababdar at Da Nang Marriott. The dishes are designed to be both delicious and beautiful to serve the needs of taking photos to post on social networks of Vietnamese guests.

On YouTube, TikTok or Instagram, millions of posts with the hashtag #vietnamesefood or #streetfoodVietnam are making tourists curious, wanting to discover in person the flavors they see online. The habit of "eating and posting online" of many young people is unintentionally helping to promote the image of Vietnamese cuisine in a creative way to international friends.

Source: https://thanhnien.vn/du-khach-viet-nam-mat-4-tieng-moi-an-xong-mot-bua-vi-mai-chup-anh-185251014232252345.htm