Signing of cooperation agreement to protect and promote Hanoi Pho culinary heritage

On November 25, the Hanoi Department of Culture and Sports, Acecook Vietnam Company and the Economic and Urban Newspaper held a signing ceremony for cooperation in protecting and promoting Hanoi cuisine - the Pho heritage.

The signing ceremony is expected to contribute effectively to protecting and promoting the heritage of Hanoi pho. Photo: Organizing Committee

Speaking at the signing ceremony, Editor-in-Chief of Economic and Urban Newspaper Nguyen Thanh Loi emphasized that the three-way cooperation in 2024 - 2025 has created a strong change, especially in promoting pho heritage through specialized activities. The construction of "Pho Heritage Space" and the organization of a discussion at the Hanoi Culinary Culture Festival have created a wide spread influence.

In 2025, the cooperation will be expanded by launching a special page “Quintessence of Hanoi cuisine”, integrating a map of pho restaurants and creating a large database for promotion. Digital products, heritage profiles and communication activities for young people such as short video contests and pho sketches show the clear effectiveness of the cooperation model between the parties.

Editor-in-Chief of Economic and Urban Newspaper Nguyen Thanh Loi speaks. Photo: Organizing Committee

Mr. Nguyen Thanh Loi said that the tripartite model of "State - Press - Enterprises" has been effective in mobilizing resources and spreading heritage values, in line with the spirit of Resolution 09 of the City Party Committee on developing cultural industries. Based on the results achieved, Mr. Nguyen Thanh Loi proposed 4 major directions for the period 2026-2030: Building a long-term strategic cooperation program instead of following each event; promoting in-depth research on Pho heritage; supporting artisans and practicing communities to build brand identities, aiming to complete the dossier to submit to UNESCO; and continuing to develop digital platforms, maintaining the "Culinary Essence" special page, thereby strengthening the connection between businesses and the community and spreading Pho heritage on a larger scale.

At the event, Mr. Hiroya Yokoyama - Deputy Director of Marketing Department of Acecook Vietnam affirmed that Acecook always has special respect for Vietnamese culinary culture and considers Pho not only a dish but also a cultural symbol that needs to be preserved. Mr. Hiroya Yokoyama said that Pho being recognized as a heritage in 2024 is an important milestone for Acecook to expand cooperation with the Hanoi Department of Culture and Sports, especially through the Hanoi Culinary Culture Festival.

Mr. Hiroya Yokoyama - Deputy Director of Marketing Department of Acecook Vietnam talks about the cooperation strategy to promote Pho to the international market. Photo: BTC

Mr. Hiroya Yokoyama emphasized that Acecook is committed to actively participating in culinary festivals, media programs, research and heritage promotion. At the same time, we continue to create many activities to reach young people such as the community running event "Pho Marathon". "We also aim to bring Pho to many international markets through our distribution system and promotional campaigns based on our brand strength and global network", said Mr. Hiroya Yokoyama.

Recognizing the efforts of units to promote Pho heritage, Director of Hanoi Department of Culture and Sports Bach Lien Huong affirmed that Pho is the culinary quintessence of Hanoians and Vietnamese people. "Preserving and spreading this value is a common responsibility of the community, in which the capital's cultural sector plays a pivotal role," Ms. Bach Lien Huong emphasized. Ms. Bach Lien Huong also added many practical suggestions such as: researching and organizing awards to honor artisans and individuals who have made great contributions to Pho conservation; organizing artistic Pho performance spaces to enhance the experience at culinary festivals; promoting Pho through short films, art trailers and LED screen systems at public places...

Director of Hanoi Department of Culture and Sports Bach Lien Huong. Photo: BTC

Within the framework of the event, representatives of the three parties signed a memorandum of cooperation for the period 2026 - 2030. The key contents of the cooperation include: Implementing multi-platform communication activities and building a Hanoi Cuisine website to promote Pho heritage, while connecting the pho community nationwide to build a dossier to submit to UNESCO; organizing seminars and talks to promote pho domestically and internationally; implementing training and coaching to improve skills in preserving and promoting heritage; organizing photo, sketch, clip and souvenir contests about pho, supporting artisans and pho shops to build brand identity, promoting product promotion, tourism and economic development associated with Hanoi culinary culture...

In addition, immediately after this signing ceremony, Acecook Vietnam committed to closely coordinate to implement specific activities. In the immediate future, it will actively participate in the Hanoi Food Culture Festival taking place in December 2025, while also carefully preparing for action programs from 2026 onwards.

Source: https://hanoimoi.vn/ky-ket-hop-tac-bao-ve-va-quang-ba-di-san-am-thuc-pho-ha-noi-724676.html