Pho Festival 2025 - a space to honor Vietnamese pho heritage
Organized by the Hanoi Convention Center, in coordination with the Hanoi Department of Tourism, the Thang Long - Hanoi Heritage Conservation Center and the sponsor - Masan Consumer, the Pho Festival 2025 brings together more than 50 booths from famous pho brands with local characteristics such as Nam Dinh , Hanoi or the Northwest... The event attracts more than 80,000 visitors, bringing a space where tradition and modern technology intersect, from vividly recreated street pho stalls to technological experiences such as AI applications suggesting pho dishes according to taste.
During the three-day event, the Imperial Citadel of Thang Long becomes a brilliant stage of culture and cuisine . Diners will enjoy delicious bowls of pho from all three regions, learn about the elaborate preparation process and listen to stories about the journey of pho through the centuries. The exhibition space about the history of pho will take visitors back to the time of street vendors, while cultural art performances of Xam singing recreate the atmosphere of old Hanoi.
Enjoy the sound of national culture with the art of Xam singing at Pho Story booth - Photo: Masan Group
Foreign tourists experience making pho noodles at the Van Cu Pho Association booth - Photo: Masan Group
The festival space is also vibrant with cultural exchange activities, recreating the old pho street stalls, promoting the “Heritage Pho Pot” and many other cultural activities imbued with the national spirit. Besides the preserved traditional features, modern elements also appear at the Pho Festival 2025 with digital technology creatively applied with AI-Chatbot at the information desk, helping visitors find booths and pho dishes that suit their taste.
Check-in to receive photos and gifts right at CHIN-SU's booth - Photo: Masan Group
CHIN-SU and Pho Story booths are the unmissable highlights of the 2025 Pho Festival. In addition to displaying familiar spice products, visitors will also be able to enjoy 1,000 bowls of delicious pho throughout the 3 days of the festival.
At the stall, hot bowls of pho, with authentic flavors, are prepared with a combination of fish sauce, seasoning powder, and CHIN-SU chili sauce, bringing about taste stimulation and a unique blend of flavors. Each bowl of pho here is a story of meticulousness and is the pride of Vietnamese cuisine.
1,000 bowls of pho from Pho Story were served to diners over 3 days at the 2025 Pho Festival - Photo: Masan Group
Diners can enjoy pho while participating in exciting activities from CHIN-SU and Pho Story. Most importantly, learn about the space and origin of pho making - from street vendors to world-class dishes. Stories of inheriting traditional and modern culinary quintessence in Pho Story products.
In particular, on the morning of April 19, within the framework of the festival, a discussion on “Pho becomes a UNESCO heritage and spreads internationally” took place, gathering culinary experts, artisans, businessmen and representatives from international organizations to discuss the future of pho. The discussion sessions with topics such as “Vietnamese Pho in the digital age”, “Pho - Historical, cultural and identity values”; “Pho in the modern context and international integration”; “Building an intangible cultural heritage dossier to submit to UNESCO” will not only honor the cultural value of pho but also propose specific solutions to bring pho further on the world culinary map.
On the same day, on the evening of April 19, the Pho Festival event continued to be stirred up by a special musical atmosphere with the appearance of singer Tung Duong, bringing a night of performance full of art and emotion.
Source: Ho Chi Minh Women's Newspaper
Source: https://www.masangroup.com/vi/news/market-news/Pho-Story-Treats-Guests-to-1000-Bowls-of-Pho-at-Pho-Festival-2025.html
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