The event is part of a series of activities aimed at preserving and promoting the cultural value of the delicacy, following its recognition as a National Intangible Cultural Heritage. Beyond honouring tradition, it seeks to explore new directions for elevating Vietnamese Phở on the global culinary stage and integrating it more deeply with creative industries, such as culture, tourism, media, and design.

Speaking at the event, Le Thi Anh Mai, Deputy Director of the Hanoi Department of Culture and Sports, emphasized that the series of activities not only protects and promotes Phở’s heritage value but also opens creative pathways, linking the dish with tourism, media, and other parts of the creative industry, giving it the opportunity to reach international markets.

According to Assoc. Prof. Dr. Bui Hoai Son, standing member of the National Assembly’s Committee on Culture and Education, Phở is a Vietnamese brand that could become a “gold mine” if leveraged through the creative industries.

“We need to build a creative ecosystem for Phở, from ingredients, cooking techniques, marketing to cultural experiences, so Phở can maximize its value, attract tourists, and expand globally,” Dr. Son said.

Meanwhile, Dr. Pham Cao Quy, Deputy Head of the Intangible Cultural Heritage Management Department, noted that Hanoi’s Phở embodies folk knowledge, cooking skills, and local culinary practices.

“The dish contains history, culture, and culinary sophistication of the capital. It is a must-try dish for visitors to Hanoi,” Dr. Quy emphasised.

Truong Minh Tien, President of the Hanoi UNESCO Association, said Hanoi’s Phở has a unique identity and attracts international visitors. Promoting the delicacy in combination with the creative industries will help preserve cultural value and develop its brand, while creating new economic opportunities for local artisans and businesses.

The programme also honoured the artisans who preserve Phở-making techniques and provides a forum for researchers, entrepreneurs, managers, and culinary experts to share experiences and propose initiatives to develop Phở into a cultural symbol that preserves traditional value while integrating creativity in the modern cultural industry era.

6,000 bowls served at Pho Festival in Nam Dinh

VOV.VN - The Traditional Pho Festival 2025 got underway in Van Cu village of Dong Son commune in Nam Dinh province, the cradle of Vietnamese Pho (Vietnamese noodle soup), from April 5 to April 7, attracting thousands of visitors from across the country.