How can Vietnamese cuisine, despite its relatively small size, still make the world take notice?

Kimchi and bibimbap are familiar worldwide thanks to the wave of Korean films; Thai street food also captivates international audiences through various TV series.

Speakers enthusiastically discussed the topic in the talk show "Promoting Vietnamese Cuisine to the World" - Photo: QUANG DINH

"How can iconic Vietnamese dishes like pho, banh mi, com tam, bun bo Hue , banh trang... also touch the hearts of billions of people?", journalist Cat Khue ( Tuoi Tre newspaper ) asked advertising, cultural, film, and media experts at the talk show " Promoting Vietnamese Cuisine to the World " . It took place on the evening of December 13th as part of Pho Day 2025.

The event, initiated by Tuoi Tre newspaper , is now in its 9th year and took place on December 13th and 14th at the former Tax Department Store area, 135 Nguyen Hue Street, Ho Chi Minh City.

Stories that subtly incorporate food items like fish sauce, pho, banh mi, and iced coffee, if told skillfully, can spread far more effectively than purely blatant advertising.

Mr. La Quoc Khanh

Today I eat pho, tomorrow I eat broken rice, the day after that it's something else, how can I remember?

Mr. Nguyen Thanh Dao, Chairman of the Ho Chi Minh City Advertising Association, stated that Vietnamese cuisine is currently promoted through various channels, including official channels (foreign affairs activities, high-level events, etc.); digital media platforms such as websites, online newspapers, review sites, and international KOLs; global chains of Vietnamese restaurants; tourists; and food exports. However, Vietnamese cuisine can still be promoted more extensively.

Mr. La Quoc Khanh, Permanent Vice President and General Secretary of the Vietnam Culinary Culture Association, believes that cinema is one of the most powerful means of dissemination due to its global reach. He hopes that filmmakers can convey the depth of Vietnamese culture and culinary philosophy, such as the yin-yang and five elements, through film.

Foreign tourists enjoy taking photos with Vietnamese pho at Pho Day - Photo: QUANG DINH

Director, producer, and actress Thu Trang is a huge fan of Korean dramas. When watching them, even romantic films, she's reminded of kimchi and jajangmyeon (black bean paste), identifying them as Korean cuisine because the characters in the films eat those dishes day after day, in one movie after another.

"In Vietnam, we lack a clear strategy. Many Vietnamese films are inconsistent about food. Today, a film shows a character eating pho, tomorrow a film shows a character eating broken rice, and another film introduces a new dish, so international audiences don't remember anything about Vietnamese cuisine on screen," she said.

Thu Trang said, "For example, with pho, if every film featured images of pho, then pho would be imprinted in the minds of international audiences."

Sharing the same sentiment, director Trinh Dinh Le Minh believes that when watching Korean television dramas, scenes of the whole family gathering to eat kimchi and barbecue are deeply ingrained in the audience's minds, "also demonstrating the soft power of the nation."

Actress Thu Trang revealed that her film "Who Loves Whom" will incorporate many elements of traditional Western Vietnamese cuisine - Photo: QUANG DINH

A talk show discussing ways to promote Vietnamese cuisine to the world was held as part of Pho Day - Photo: QUANG DINH

According to director Trinh Dinh Le Minh, cinema has the ability to preserve profound memories, thereby effectively impacting audiences both domestically and internationally. In particular, television series, with their high broadcast frequency, have a faster and wider reach than feature films.

Director Phan Đăng Di points out that the spirit of Vietnamese cuisine is one of cultural exchange and tolerance.

According to him, cuisine is one of the elements that best reflects Vietnamese identity. It's not just about the food itself, but also about the vitality of the cuisine of a nation that has overcome many difficulties and challenges throughout its history.

"We must focus on showcasing Vietnamese cuisine clearly, highlighting its superior values ​​and unique characteristics, instead of presenting it in a fragmented way," Phan Đăng Di shared.

Director Phan Đăng Di praised Thu Trang for her subtle and emotionally rich approach to portraying women, using family meals as a connecting point in the film - Photo: QUANG ĐỊNH

It must be a national project.

In South Korea, kimchi is widely known partly through films. Phan Dang Di emphasizes that South Korea succeeded because they viewed the promotion of cuisine and culture as a national narrative, not just the responsibility of filmmakers or a few individuals who simply love food.

"It's important to recognize this as a national project, with a clear objective and a commensurate budget," he said. Collaboration with global platforms like Netflix or major international channels for promotion could be possible if needed, with the benefit that "a culinary scene, even if not a huge one, can become a destination that attracts worldwide attention."

Thu Trang expressed that intentionally incorporating cuisine or making films specifically about food is entirely feasible from a commercial standpoint.

However, "it's essential to create a central storyline that subtly guides the viewer, allowing the cuisine to appear naturally rather than through excessive advertising; only then will it leave a lasting impression."

Mr. La Quoc Khanh - Standing Vice President and General Secretary of the Vietnam Culinary Culture Association - Photo: QUANG DINH

Mr. La Quoc Khanh stated that South Korea, Thailand, and Japan have gone ahead of Vietnam with their systematic and long-term strategies for promoting cuisine because they recognize the role of culinary culture.

Once identified, the government selects representative dishes, sets directions, and collaborates with entrepreneurs, businesses, artisans, and chefs to implement effective promotion.

However, "to move quickly and effectively, investment and guidance from the State and relevant agencies are essential. Relying solely on associations and organizations to mobilize on their own is still possible, but sustainable development is unlikely," Mr. Khanh expressed.

Director Trinh Dinh Le Minh's story about studying abroad and craving Vietnamese food delighted the audience - Photo: QUANG DINH

Currently, the association is implementing the Vietnam Culinary Map project and digitizing data, focusing on typical dishes of each locality, ingredients, processing methods, and origin stories, so that the public both domestically and internationally can easily look up information when learning about Vietnamese cuisine.

According to him, participation in Michelin is necessary, but more importantly, it's crucial to promote establishments outside the Michelin group. Common criteria for restaurants, menus, quality, service, and food consistency need to be established.

He gave the example of how we could compile a list of 50 signature dishes to create a "national menu" to welcome international guests.

Presenting flowers to the speakers participating in the talk show "Promoting Vietnamese Cuisine to the World" - Photo: QUANG DINH

The Pho Day 12-12 program, now in its 9th year with the theme "Elevating Vietnamese Rice - Spreading Across Five Continents," will take place over two days, December 13th and 14th, at the former Tax Department Store area, 135 Nguyen Hue Street, Saigon Ward, Ho Chi Minh City.

The program features nearly 30 famous and unique pho brands from North to South Vietnam, showcasing a diverse range of pho dishes reflecting the characteristics of different regions and local cultures.

With a price of 40,000 VND per bowl, the Pho Day festival on December 12, 2025, is expected to serve more than 20,000 servings over two days. The organizers will donate at least 10% of the pho sales revenue to the "Pho of Love" program, cooking and serving pho to people in the flood-stricken areas of Dak Lak province (formerly Phu Yen), which recently suffered damage from natural disasters.

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

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CENTURY BEANS - LAN HUONG

Source: https://tuoitre.vn/lam-sao-de-dau-am-thuc-viet-nam-khong-qua-lon-nhung-van-khien-the-gioi-phai-nguoc-nhin-20251213221929724.htm