Exploiting the value of pho heritage in creative industry

Experts share solutions to exploit and promote the value of pho heritage.

On the occasion of the 71st anniversary of the Liberation Day of the Capital (October 10, 1954 - October 10, 2025), on October 11 and 12, at Tasco Mall (No. 7-9 Nguyen Van Linh Street, Viet Hung Ward, Hanoi), Hanoi Department of Culture and Sports in coordination with Economic and Urban Newspaper, Tasco Mall, Acecook Vietnam brand organized a series of activities "Pho - Intangible cultural story in the creative industry flow".

Activities to introduce and promote Hanoi pho intangible cultural heritage are divided into two spaces: the discussion and connection area and the space to introduce and enjoy Hanoi's intangible cultural heritage.

The space to introduce and enjoy Hanoi's intangible cultural heritage is organized outdoors with the participation of demonstrations of pho cooking processes, and experiences of dishes from famous pho brands such as Pho Thin Hang Tre, Pho Long Bich, Pho Khoi Hoi... Visitors to this space can also check-in with chefs, who practice Hanoi's delicacies. Booths of businesses such as Acecook Vietnam also show the creative journey from traditional pho to convenient gifts in today's busy life.

Awarding prizes to authors with outstanding works about pho.

The connecting discussion area includes the following activities: Discussion "Pho - The story of intangible culture in the flow of creative industry"; Display of Pho spice space; Exhibition on the history and cultural space of Hanoi Pho; Traditional art performance; Exhibition of sketches about the intangible heritage "Pho" by students of Hanoi University of Industrial Fine Arts.

The highlight of this program is the open discussion "Pho - The story of intangible culture in the flow of creative industry" in the central hall of Tasco Mall. At the discussion, visitors can join the event, along with leading experts in cuisine and cultural industry and pho artisans, discussing contents such as: Identifying and exploiting the intangible cultural heritage of Hanoi Pho as a material for interdisciplinary creativity, the issue of pho branding of traditional pho shops; applying digital technology in promoting pho heritage; solutions to protect and promote the value of pho heritage in contemporary life...

Experts analyze many different aspects to promote the value of pho.

Within the framework of the event, from September 2025, the Organizing Committee launched the contest "Short video introducing Hanoi Pho" to nearly 10 universities. After more than 1 month of launching, the Organizing Committee has collected nearly 200 videos from more than 500 students, from the following schools: Academy of Journalism and Communication, Capital University, Hanoi Studies and International Training Institute, Hoa Binh University, Vietnam College of Tourism... introducing the culture, customs, ways of enjoying and the traditional pho brand of Hanoi.

The videos have contributed to spreading the cultural space of Pho Hanoi on social networks. In addition, the sketching and design contest of souvenir products about the intangible cultural heritage "Pho" of the Faculty of Basic Fine Arts - Hanoi University of Industrial Fine Arts has created a very unique mark for the creative activities of the culinary cultural value of Pho in the creative industry flow.

The sketches displayed in the open space of Tasco Mall attracted many young visitors.

The series of activities "Pho - Intangible cultural stories in the creative industry flow" also demonstrates a new way of thinking in preserving and promoting heritage values when introducing traditional cultural heritage activities to commercial centers so that people have more opportunities to access heritage, while at the same time gradually making commercial centers cultural and creative destinations for the people of the capital.

JIANGNAM

Source: https://nhandan.vn/khai-thac-gia-tri-cua-di-san-pho-trong-cong-nghiep-sang-tao-post914608.html