During two days (October 11–12), at Tasco Mall Commercial Center (No. 7–9 Nguyen Van Linh Street, Viet Hung Ward, Hanoi), the Hanoi Department of Culture and Sports, Kinh tế & Đô thị Newspaper, in coordination with the People’s Committee of Viet Hung Ward, the UNESCO Center for Vietnamese Culinary Culture, and Tasco Mall Commercial Center, organized a series of activities titled “Pho – An Intangible Cultural Story in the Flow of Creative Industries.”
Activities introducing and promoting the intangible cultural heritage of Hanoi Pho were divided into two spaces: a discussion and connection zone, and an exhibition and tasting area dedicated to Hanoi’s intangible cultural heritage.
Ms. Le Thi Anh Mai, Deputy Director of the Hanoi Department of Culture and Sports, speaking at the Seminar
In her opening remarks at the seminar “Pho – An Intangible Cultural Story in the Flow of Creative Industries,” Ms. Le Thi Anh Mai, Deputy Director of the Hanoi Department of Culture and Sports, emphasized:
“Pho Hanoi is the crystallization of folk knowledge, culinary craftsmanship, and the distinctive dining customs of the Trang An people. In 2024, the folk knowledge ‘Pho Hanoi’ was inscribed by the Ministry of Culture, Sports and Tourism into the National List of Intangible Cultural Heritage. This is not only official recognition by the State of the cultural, historical, and scientific values of the heritage; it also poses a requirement for the protection, teaching, promotion, and development of the heritage’s value in the current context. Today’s seminar is an opportunity for researchers, artisans, culinary experts, businesses, and managers to share perspectives, stories, and propose initiatives to: affirm the cultural and historical values of Pho; find new directions in promoting and developing Vietnamese Pho on the world’s culinary map; and connect Pho with creative industries, tourism, communication, and cultural industries. We hope that through these exchanges, practical and sustainable solutions will emerge to bring Hanoi Pho in particular and Vietnamese Pho in general to its deserving level, contributing to positioning the brand of culinary culture in the new era”.
Mr. Yokoyama Hiroya, Deputy Director of Marketing Division, Acecook Vietnam Joint Stock Company, speaking at the Seminar
On behalf of Acecook, Mr. Yokoyama Hiroya affirmed the company’s long-term commitment to accompanying Hanoi in efforts to make Pho a UNESCO-recognized intangible cultural heritage of humanity, thereby demonstrating the crucial role of the private sector in standardizing quality, innovating experiences, expanding communication channels, and sharing Vietnam’s cultural story with international friends.
At the seminar, visitors were immersed in the event’s atmosphere, joining leading experts in cuisine and cultural industries, as well as Pho artisans, to discuss topics such as: identifying and utilizing Hanoi Pho’s intangible cultural heritage as material for cross-sector creativity; the branding of family-run Pho restaurants; the application of digital technology in promoting Pho heritage; and solutions to protect and develop Pho heritage values in contemporary life…
The seminar gathered leading experts in cuisine and cultural industries from the National Assembly’s Committee for Culture and Education, the Department of Cultural Heritage, the UNESCO Office in Vietnam, the Hanoi Department of Culture and Sports, the UNESCO Center for Vietnamese Culinary Culture, and renowned Pho artisans.
According to Dr. Pham Thi Lan Anh, Head of the Cultural Heritage Management Division (Hanoi Department of Culture and Sports), Pho is closely tied to the cultural space of Hanoians. Preservation does not mean remaining static – the question lies in how changes and adaptations can occur while retaining the core values of Pho. Variations such as pho cuon (rolled Pho), pho tron (mixed Pho), pho chien phong (crispy fried Pho), or pho ga nghe thuat (artistic chicken Pho) demonstrate the adaptive creativity of Hanoians. Such creativity does not erode the identity of Pho but enables the heritage to continue thriving in modern life.
In addition, many media organizations and businesses have played an important role in promoting Hanoi Pho. Kinh tế & Đô thị Newspaper, along with partners such as Acecook Vietnam, have jointly spread the spirit of preserving and promoting Pho’s heritage values, turning this culinary story into part of the city’s cultural development strategy. A particularly important factor is the role of the community in protecting, preserving, and enhancing the value of the heritage. Only when the community – from artisans, students, and consumers to businesses – jointly participates can the heritage truly come alive and hold real meaning in today’s life.
The story of Pho is not only about preservation but also reflects the developmental vision of a creative city. Hanoi is gradually transforming traditional cultural values into new growth drivers. From a humble dish, Pho has paved the way for culinary tourism, national branding, creative industries, and cultural industries. From the steaming broth pot at a street corner to international seminar halls, Hanoi Pho has traveled a long journey to affirm its place in the hearts of Vietnamese people and global friends alike. With cultural vision and a spirit of creativity, Hanoi is turning Pho into a bridge between the past and the future – where heritage is not only preserved but also enriched, retold in the language of the new era.
Awarding the First Prize of the Contest “Short Video Introducing Hanoi Pho”
Awarding the First Prize of the Contest “Sketches on the Intangible Cultural Heritage of Pho”
At the seminar, the organizers presented awards to the winners of the contests “Short Video Introducing Hanoi Pho” and “Sketches on the Intangible Cultural Heritage of Pho.” These contests were launched in September 2025. After more than a month, the organizers received nearly 200 videos from over 500 students from institutions such as the Academy of Journalism and Communication, Hanoi Metropolitan University, the Institute for Hanoi Studies and International Training, Hoa Binh University, and the Vietnam Tourism College. These videos introduced the culture, customs, dining styles, and traditional Pho brands of Hanoi.
The videos contributed to spreading the cultural space of Hanoi Pho on social media. Meanwhile, the “Sketches on the Intangible Cultural Heritage of Pho” contest by the Faculty of Basic Fine Arts – Hanoi University of Industrial Fine Arts created a distinct highlight within the movement to creatively express Pho’s cultural values in the flow of creative industries. The sketch artworks exhibited in the open space of Tasco Mall attracted a large number of visitors, especially young people.
The Space for Introducing and Enjoying the Intangible Cultural Heritage of Hanoi Pho
In the outdoor exhibition and tasting area, visitors could witness live demonstrations of Pho cooking and enjoy dishes from famous Pho brands such as Pho Thin Hang Tre, Pho Long Bich, and Pho Khoi Hoi. Here, visitors could savor Pho, take photos with chefs and practitioners of this quintessential Hanoi delicacy, and experience Acecook’s booths – showcasing the creative journey from traditional Pho to convenient culinary products suited to today’s busy lifestyles.
Duc Minh