From a mobile pho stall to a 70-year-old brand.

VHO - When mentioning Hanoi cuisine, pho is always the first dish that comes to mind, a distinctive cultural feature closely associated with the lives of the capital's residents and tourists. More than just a simple snack, a bowl of Hanoi pho has become a symbol, the "soul" of Vietnamese cuisine in the eyes of international friends. Among them, one name that has lived in the memories of countless generations of Hanoians for the past 70 years – Pho Thin Bo Ho – is an indelible mark.

70 years of "keeping the flame" of family tradition alive.

For those who love Hanoi pho, everyone has at least once visited the small alley at 61 Dinh Tien Hoang to enjoy a steaming bowl of pho with its distinctive flavor. It is here that the Pho Thin Bo Ho brand was born, growing alongside the history of the capital and becoming a part of Hanoi's memories.

The founder of the Pho Thin Bo Ho brand was Mr. Bui Chi Thin, born in 1927 in Hoai Duc, Ha Tay (now Hanoi). During the years when the country was engulfed in the flames of war, Mr. Thin participated in the guerrilla militia in the resistance movement against the French. In 1952, he was arrested by the French colonialists and imprisoned in Hoa Lo prison.

Mr. Bui Chi Thin is the creator of the Pho Thin Bo Ho brand.

After a period of detention, he was released, but instead of returning to his hometown, he chose to stay in Hanoi, living with a relative who sold pho. From a small pho cart roaming the streets from Thi Sach to Ham Long, down to the Yen Phu Waterworks and finally stopping at the Children's Garden (now the Hanoi Children's Palace), he gradually became attached to the profession, supporting his family and nurturing his love for this traditional dish.

In 1955, Mr. Thin, along with his wife, Mrs. Nguyen Thi Ty, and their children, moved to Alley 61, Dinh Tien Hoang Street to start a pho business, beginning a journey of preserving and developing the traditional pho flavor that has lasted for 70 years. What started as a small pho stall has now become a reputable brand, loved by locals and trusted by international friends.

More than just a pho vendor, Mr. Thin is affectionately nicknamed "Doctor" Thin by his customers. For him, a bowl of hot pho can help sick people sweat, relieve colds, and regain strength. This dedication, passion for his profession, and simple philosophy of life are what have shaped the soul of Pho Thin Bo Ho over the years.

Over time, Mr. Thin's children and grandchildren have continued to inherit and develop the brand. To date, the family has expanded to include several other locations besides the original one at 61 Dinh Tien Hoang; along with 1 Hang Tre, 1 Le Van Huu, and 19 Hang Voi.

Pho Thin Bo Ho: A 70-Year Journey of Preserving Family Traditions

What makes Pho Thin Bo Ho so special is its authentic flavor, passed down through generations. The slogan " 70 Years - Keeping the Family Tradition Alive - Preserving the Authentic Flavor" affirms the brand's longevity and encapsulates Pho Thin's enduring spirit. "Keeping the Family Tradition Alive" is the flame that has kept Pho Thin Bo Ho's kitchen burning for 70 years, a flame of dedication passed down from Mr. Thin to subsequent generations, preserving the original recipe and method of making pho without adulteration.

The enduring vitality of traditional cuisine

With 70 years of development, Pho Thin Bo Ho is not only a famous pho brand domestically but also internationally recognized. Pho Thin Bo Ho is also among the top 10 most popular pho brands. In 2019, Pho Thin Bo Ho had the honor of being selected to serve at the US-North Korea Summit, a significant international event held in Hanoi.

Pho Thin Bo Ho also had the honor of participating in promoting the essence of Vietnamese culinary culture at Vietnam Day in France in 2023; along with the Vietnam Pho Festival events in Japan and South Korea.

The small alley at 61 Dinh Tien Hoang is associated with the Pho Thin Bo Ho brand.

With the continuous and legal use of the trade name Pho Thin for the past 70 years, Mr. Thin's family – especially Mr. Bui Chi Dat and 8 other members – is currently the sole and legal owner of the Pho Thin trade name and trademark in Vietnam. The trademark was granted a protection certificate in 2004, under trademark registration number 277810, ensuring the family's legal intellectual property rights for developing the brand domestically and internationally.

In an era of rapidly evolving global cuisine, Pho Thin Bo Ho is not just a family story, but also a testament to the resilience and success of traditional business models that can maintain their identity while adapting to the times. The family's continued inheritance and development of Pho Thin not only contributes to promoting traditional cuisine but also affirms the position of Vietnamese food on the world map.

Pho Thin Bo Ho retains its authentic flavor for over 70 years.

Pho Thin's 70-year journey is a vivid testament to the enduring vitality of traditional cuisine, infused with passion and love for the craft. From a humble pho stall in the old streets of Hanoi to a brand recognized internationally, Pho Thin Bo Ho is a story of perseverance, love for the homeland, and respect for national heritage.

With the next generation, Pho Thin is facing the opportunity for even stronger growth – not only in Vietnam but also internationally, bringing the familiar flavors of Hanoi to the world. It's not an easy journey, but it's entirely possible, built on a solid foundation of love and dedication accumulated over seven decades.

To celebrate its 70th anniversary (1955 – 2025), Pho Thin Bo Ho is launching a special customer appreciation program, taking place over three days (October 9, 10, and 11) at all of the brand's locations.

Accordingly, the program will serve 1,000 free bowls of pho to specific groups, distributed evenly each day at each location. Each eligible customer will receive a bowl of pho made according to Pho Thin Bo Ho's traditional recipe. Eligible customers are those aged 70 or older (based on their birth year as shown on their citizen ID card) or groups of two people whose combined age is exactly 70. Birth year information will be verified at the reception desk before serving.

This is the first time a long-standing pho brand in Hanoi has launched a large-scale appreciation program targeting customers who have been loyal for generations. A representative from Pho Thin Bo Ho stated that choosing the age directly related to the 70th anniversary of its founding reflects the connection between generations of diners who have been and continue to be loyal to Pho Thin Bo Ho.

“70 years is a significant milestone for any brand, especially a traditional family-run pho restaurant like ours. This journey has been made possible thanks to the trust and support of our customers – those who have been with Pho Thin through many ups and downs.”

"We chose to express our gratitude through the traditional pho that our family has preserved for decades. Those steaming bowls of pho, fragrant with ginger, scallions, and rich broth, are our way of thanking our customers, not with words, but with taste," shared a representative from Pho Thin Bo Ho.

The selection of customers aged 70 or groups of two people combined who are 70 years old is not only a tribute to the 70-year journey, but also an affirmation that every generation is a part of the story of Pho Thin Bo Ho. The program is expected to bring small joys and create memorable moments for those who love Hanoi pho.

Source: https://baovanhoa.vn/du-lich/tu-ganh-pho-rong-den-thuong-hieu-70-nam-tuoi-172942.html