In the middle of the world's most livable area, Thao Dien, there is a fragrant, nutritious Pho 'S made from Ngoc Linh ginseng.

In Thao Dien area, Ho Chi Minh City, Pho 'S stall is only 30m², nestled in the heart of the city. In that peaceful setting, the story of a mother's loving bowl of pho is told by two brothers who 'love pho'.

Pho in a ceramic pot

The story begins at a small pho restaurant at the beginning of the alley in the 80s of the last century in Ha Nam (now Ninh Binh) of Mr. Tran Cuong - the maternal grandfather of Nguyen Tu Tin and Nguyen Tien Hai.

In 1992, he stopped selling pho and went to the South to start a business.

From mother's love of pho

In Ho Chi Minh City, Mr. Cuong and his children switched to the construction materials business. Although Mrs. Tran Thi Lan (Tin and Hai's mother) had a successful business, she always remembered the image of the bustling pho restaurant in her hometown, the clear broth like "rainwater", the warm scent of grilled ginger, cinnamon, star anise, and cardamom in the cold winter.

Mrs. Lan sends love through each bowl of pho for her children when they are just "weaned".

Tien Hai said that it was because of that simple love that, after a long time studying and working at home and abroad, the two brothers founded the Pho Sam Ngoc Linh brand.

Pho Sam Ngoc Linh has been accompanying Pho Day since the first years with the ginseng stewed Pho dish. Up to now, this brand has had 10 large-scale stores operating effectively from Ho Chi Minh City to Binh Duong (old).

Pho 'S restaurant has an area of ​​only 30m² in Thao Dien area - Photo: HOANG LE

I brought Pho's to the world

Pho's global franchise is the idea that Mr. Hai came up with right after meeting economic expert, international franchise Nguyen Phi Van and the then president of the Young Entrepreneurs Association Nguyen Tuan Quynh.

In 2022, the "young" brand Pho 'S was born, with the aim of exporting pho abroad. Mr. Nguyen Tien Hai said: "We want to introduce a new way of doing business. A pho restaurant model that does not require too much space, has a strict process, clear revenue and expenditure, simple operation, but still brings delicious bowls of pho "authentic" while costs and personnel are always minimized.

This is also a very "complete" export method for Vietnamese businesses when they can bring ingredients to go with a bowl of pho such as pho noodles (rice), meat, vegetables, agricultural products, and seasoning herbs.

Small bowls of pho are made to order at Pho 'S restaurant - Video: HOANG LE

After 3 years of starting up, Pho 'S has 3 stores in the country and 1 store in the Philippines. Especially in the Middle East and Malaysia, Pho 'S has just been granted an international HALAL certificate.

"HALAL certification is the most strictly controlled certification, but this is a large market with nearly 3 billion people. If Vietnamese products "pass" it will be a big step forward for Vietnamese businesses and Vietnamese goods," said Mr. Hai.

Two brothers Nguyen Tu Tin (left) and Nguyen Tien Hai. Mr. Hai won the Golden Star Anise Award in 2019, Mr. Tin won the Golden Star Anise Award in 2020 in the contest "Finding the best pho cook" organized by Tuoi Tre newspaper - Photo: NVCC

"Pho Day Sees Us Grow"

On Google Maps review page, Pho Sam Ngoc Linh is well rated.

At the Pho branch on Phan Boi Chau Street, customer Tran Minh Tuan wrote: "The pho broth is fragrant and rich, not too salty, the beef is tender, the special bowl is very big and has a lot of meat, with beef balls, oxtail, rare, brisket, tendon. The beef rib pho has soft ribs, cut into easy-to-eat pieces. The price is a bit high but acceptable in the central area of ​​District 1. The space is not too cramped."

MIP commented: "The pho is delicious and nutritious. You can request vermicelli noodles instead of rice noodles. Eating pho here is really nutritious and gives you energy for the whole day. The menu is diverse, but if I come here, I just want to eat pho."

At Pho 'S Thao Dien, Mr. RaiVinh shared: "I had the opportunity to visit the pho restaurant and was impressed with the way the restaurant harmonizes the flavors of the North and South. Although the space is limited and the service speed is not fast, the quality of the dishes is generally okay."

Pho 'S restaurant operates in a new way: small, compact, modern - Photo: HOANG LE

How does Ngoc Linh ginseng combine harmoniously with traditional pho ingredients to create delicious broth?

Mr. Nguyen Tien Hai revealed: "The soul of pho is the broth. It is still Ngoc Linh ginseng leaves, deep sweet sea worms and fresh ingredients cooked in a pure Vietnamese ceramic pho pot with the right temperature and time to preserve the flavor and nutrition."

Pho Sam Ngoc Linh is a brand that has won many domestic and international awards such as "Most Favorite Pho Brand" for many consecutive years (2019-2020), participating in meaningful charity activities for many years with Tuoi Tre newspaper through the Pho Day program, Loving Pho Car.

Having participated in the Pho Day program initiated by Tuoi Tre newspaper for many years, Tin humorously said: "It can be said that this is the program that saw us grow up."

The Pho Day program 12-12 enters its 9th year with the theme "Raising the level of Vietnamese rice - Spreading to five continents" and will take place on December 13 and 14 at the Tax Trade Center (old), 135 Nguyen Hue, Saigon Ward, Ho Chi Minh City.

Participating in the program is the presence of nearly 30 famous and unique pho brands from North to South, converging many diverse types of pho with characteristics of regions and local cultures.

With a price of 40,000 VND/bowl, the Pho Day festival on December 12, 2025, is expected to serve more than 20,000 servings in 2 days. The organizers will allocate at least 10% of the revenue from pho sales to implement the "Pho Yeu Thuong" program, cooking and serving pho to people in the "flood center" area in Dak Lak province (formerly Phu Yen), which has just suffered damage from the recent natural disaster.

The Pho Day program 12-12 is supported and implemented by the Department of Foreign Affairs and Cultural Diplomacy - Ministry of Foreign Affairs, the Department of Trade Promotion - Ministry of Industry and Trade, the Department of Industry and Trade of Ho Chi Minh City and the Vietnam Culinary Culture Association with the diamond companionship of Acecook Vietnam Joint Stock Company for many consecutive years and this year with the additional companionship of Ho Chi Minh City Development Joint Stock Commercial Bank (HDBank), Cholimex Food Joint Stock Company, Saigon Trading Group Limited (SATRA)...

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HOANG LE

Source: https://tuoitre.vn/giua-khu-thao-dien-dang-song-nhat-the-gioi-co-mot-pho-s-thom-bo-duong-tu-sam-ngoc-linh-20251207201611496.htm