Making Vietnamese Pho a cultural bridge across Europe.

The large-scale culinary promotion campaign, "Pho Cultural Roadshow Europe 2026," will officially take place in several European countries this July. This is an effort to position Pho not just as a dish, but also as a cultural symbol of Vietnam on the international stage.

Spreading the "national spirit and essence" of Vietnam through a journey across Europe.

On May 14th, at the headquarters of the State Committee for Overseas Vietnamese, the We Love Pho Association, in collaboration with the Ninh Binh Culinary Culture Association, announced the "Pho Cultural Roadshow Europe 2026" program. This marks the first time a multinational "cultural, diplomatic , and community roadshow" model has been implemented in Europe, combining the essence of Vietnamese cuisine with the connecting power of the overseas Vietnamese community.

Deputy Chairwoman of the State Committee for Overseas Vietnamese Affairs, Nguyen Quynh Mai, speaks at the event. Photo: Canh Tieu.

Speaking at the event, Deputy Head of the State Committee for Overseas Vietnamese Affairs, Nguyen Quynh Mai, emphasized that the program is not only an activity to promote Vietnamese cuisine but also a journey to spread Vietnamese cultural pride to the world through the image of a bowl of Pho – a dish considered the "national soul and essence" of the nation.

Appreciating the role of the We Love Pho Association in connecting the community and promoting Vietnamese cuisine in Europe, Ms. Nguyen Quynh Mai stated, “The 2025 ‘Vietnamese Pho Week in Europe’ has become the largest Pho promotion campaign ever in the region, with over 250 restaurants in more than 25 countries participating. The program was also awarded the 2025 National Award for Vietnamese Foreign Information.”

Affirming that the Vietnamese community abroad is an inseparable part of the nation, the Vice Chairwoman stated that the Committee will continue to accompany and support activities promoting Vietnamese culture and image to the world. She also acknowledged the collaboration between the We Love Pho Association, the Ninh Binh Culinary Culture Association, and other Vietnamese associations and representative agencies in Europe in implementing the “Pho Cultural Roadshow Europe 2026” program; and expressed hope that the journey will continue to spread Vietnamese culture, promote tourism and trade, and strengthen connections among the Vietnamese community abroad.

According to artisan Le Thi Thiet – President of the Ninh Binh Provincial Culinary Culture Association and expert on Nam Dinh pho, the program is not simply about promoting a dish, but also an opportunity to tell the story of Vietnam's land, people, and identity to international friends through the language of cuisine. The delegation of artisans and chefs participating in this journey carries the mission of conveying the essence of Vietnamese culture and heritage values, especially in the context of the "Vietnamese Pho" dossier being finalized for submission to UNESCO for recognition as a representative intangible cultural heritage of humanity.

Artisan Le Thi Thiet – President of the Ninh Binh Provincial Culinary Culture Association – shared her thoughts at the program. Photo: Canh Tieu.

Ms. Le Thi Thiet hopes that the "Pho Cultural Roadshow Europe 2026" will contribute to making culinary culture a bridge to promote tourism, advertise the national image, and strengthen international cultural exchange. At the same time, it will be an opportunity for Vietnamese artisans to access international standards, develop culinary products in a modern direction while still preserving the essence of Vietnamese tradition.

According to Mr. Mai Hai Lam, Chairman of the We Love Pho Association and an overseas Vietnamese businessman in Poland, the journey to promote Pho culture in Europe was formed through community connections between entrepreneurs, associations, and Vietnamese food lovers in many countries.

According to Mr. Mai Hai Lam, this is the first time a large-scale program about Pho has been simultaneously implemented in multiple European countries, spanning six countries and many major cities. The initial idea stemmed from a desire to connect activities promoting Vietnamese culture in Europe, and subsequently received strong support from the Vietnamese community, associations, and businesses both domestically and internationally.

He stated that the program's unique feature is its broad community engagement. The organizing committee has received commitments of support from numerous Vietnamese associations, business associations, hometown associations, and Vietnamese representative offices in Poland, Slovakia, Hungary, the Czech Republic, Germany, and Austria. In addition, many overseas Vietnamese businesses have also participated in providing financial, human, and organizational support.

The chairman of the We Love Pho Association hopes to build a network connecting Vietnamese culture in Europe. Photo: Canh Tieu.

According to the President of the We Love Pho Association, the "Pho Cultural Roadshow Europe 2026" is not only a series of events promoting Vietnamese cuisine but also aims to build a network connecting Vietnamese culture in Europe. The program will feature renowned Vietnamese artisans and chefs to introduce the traditional values ​​of Vietnamese pho to international friends, while also spreading a spirit of solidarity within the Vietnamese community abroad.

Telling the story of Vietnamese culture through the language of Pho.

According to the organizers, the program is designed to make Pho a "soft language" for telling the story of Vietnam's history, people, and cultural identity. Through its promotional journey across Europe, the program hopes to contribute to the early recognition of "Vietnamese Pho Culture" as an Intangible Cultural Heritage of Humanity by UNESCO.

Many artisans participated in a program promoting Pho in Europe. Photo: Canh Tieu.

Scheduled to take place from the end of June to mid-July 2026, the Roadshow will travel through many major cities in Europe with activities that bear its own unique mark. In Warsaw (Poland), the program will focus on intensive classes to pass on skills, share techniques for making broth, and standardize Vietnamese cuisine in Europe. In Bratislava (Slovakia), activities will be organized within the framework of "Vietnamese Culture Day," combining culinary demonstrations and community discussions.

Meanwhile, Vienna (Austria) was chosen as the diplomatic highlight of the journey with the "Pho Diplomatic Showcase" and the "The First Bowl" ceremony – sharing the first bowl of pho as a symbol of connection between nations. In addition, the Roadshow will also stop in Budapest (Hungary), Prague (Czech Republic), Bochum and Berlin (Germany).

Besides Ms. Le Thi Thiet, President of the Ninh Binh Provincial Culinary Culture Association, the program brought together many prominent artisans, experts, and chefs of Vietnamese cuisine, such as expert Duong Van Hung – President of the Royal Chefs Association of Vietnam, along with artisans and chefs Vu Ngoc Vuong, Quach Hai Nam, Ta Thi Kim Oanh, Nguyen Thi Anh, etc.

Pho will tell the story of Vietnamese culture on its journey across Europe this July. Photo: Quynh Duong

Beyond just direct activities, "Pho Cultural Roadshow Europe 2026" is also built as a multi-platform communication campaign with storytelling videos, real-life experiences, and the participation of many internationally influential individuals.

The organizers also called for the participation of restaurants, businesses, and the Vietnamese community worldwide through activities promoting and sharing stories about Pho, and introducing special local Pho menus.

With the message "Cultural Diplomacy – National Brand – Community Connection," the program is expected to contribute to spreading Vietnamese cultural values ​​and create a new impression of the country's image in the eyes of international friends.

Source: https://hanoimoi.vn/dua-pho-viet-tro-thanh-cau-noi-van-hoa-khap-chau-au-749962.html