Hanoi expands long-term program to promote pho heritage

THE HANOI TIMES — Hanoi will scale up efforts to promote the heritage of pho, a Vietnamese traditional noodle soup, from 2026 to 2030 through a comprehensive program featuring multi-platform communication campaigns, a dedicated Hanoi Culinary section, and nationwide community initiatives to prepare a future UNESCO nomination dossier.

The plan also includes domestic and international seminars, capacity-building workshops and creative contests for photos, sketches, video clips and souvenir designs, aiming to support artisans and pho establishments in developing brand identities, boosting visibility and linking culinary culture with tourism and economic growth.

The details were outlined in a new cooperation framework signed by Hanoi’s Department of Culture and Sports, Acecook Vietnam and Kinh te & Do thi (Economic & Urban) Newspaper.

The three partners committed to working together over the next four years to elevate pho as a defining cultural symbol of the capital and expand its global profile.

Under the agreement, the partners will coordinate cultural dialogues, promotional programs, training activities and community engagement programs, while mobilizing additional resources within the culinary sector to enhance preservation efforts.

City officials highlighted pho’s strong potential for cultural diplomacy and creative industry development. By combining heritage preservation with modern communication and branding tools, Hanoi aims to strengthen its gastronomic identity and reinforce its presence on the international culinary map.

The signing ceremony brought together Bach Lien Huong, Director of the Hanoi Department of Culture and Sports, Nguyen Thanh Loi, Editor-in-Chief of Kinh te & Do thi and Hiroya Yokoyama, Deputy Director of Marketing Department at Acecook Vietnam, along with representatives of all three units.

Speaking at the event, Editor-in-Chief Nguyen Thanh Loi said the 2024–2025 cooperation program had created “strong momentum” in promoting pho heritage. Initiatives such as the “Pho Heritage Space” and themed discussions at the Hanoi Culinary Culture Festival helped introduce pho to wider audiences.

In 2025, Loi the collaboration expanded with the launch of a dedicated “Hanoi Culinary Essence” section featuring a pho map and integrated promotional database.

“Digital products, heritage documentation and youth-focused activities, including video contests and pho sketch challenges, have delivered “clear and measurable results,” he said.

Loi emphasized that the “State – Press – Enterprise” collaboration model has proven effective in mobilizing resources and spreading cultural values, in line with the city’s Resolution 09 on creative industry development.

Looking toward 2026–2030, Loi proposed four priorities, including a long-term strategic cooperation program, deeper research on pho heritage, support for artisans and practitioners to build brand identity toward a future UNESCO dossier and continued digital development through the “Culinary Essence” platform to strengthen links between businesses and the community.

Hiroya Yokoyama, Deputy Head of Acecook Vietnam's Marketing Department, said the company places strong value on Vietnamese culinary culture and views pho as “a cultural icon to be preserved.”

The recognition of pho as national heritage in 2024, he noted, provides a solid foundation for expanded cooperation with the Hanoi Department of Culture and Sports, especially through the city’s culinary festivals.

“We believe this is not just a signing event, but the start of a long-term journey to spread the value of Vietnamese pho. Acecook Vietnam hopes that every citizen, including the younger generation, can feel both pride and responsibility in preserving the heritage of our ancestors," said Yokoyama.

We will continue to research, safeguard and develop traditional flavors, inspiring Vietnamese pho to adapt to modern, convenient lifestyles while fully retaining its essence."

Acecook will continue supporting promotional activities through festivals, communication programs, research projects and youth-oriented initiatives such as the “Pho Marathon.” The company also aims to bring pho to more global markets through its international distribution network.

Director Bach Lien Huong praised the commitment of both Kinh te & Do thi and Acecook, stressing that pho represents the culinary essence of Hanoi and Vietnam. “Preserving and spreading this value is a shared responsibility, with the cultural sector playing a leading role,” she said.

She also endorsed several proposals, including an annual award honoring outstanding pho artisans, artistic pho experience spaces at culinary festivals, stronger promotion through short films and LED screens at public locations and exploring models in which Acecook supports elite athletes as a way to associate pho culture with a dynamic image of the capital.

During the ceremony, the three parties formalized their 2026–2030 cooperation framework. Key components include multi-platform communication campaigns, development of the Hanoi Culinary page to promote pho heritage, nationwide community connections for the UNESCO dossier, specialized workshops, training programs and creative competitions.

The program will also help artisans and pho restaurants build brand identities and support tourism and cultural economy development.

Acecook reaffirmed its “Cook Happiness with Innovation” philosophy and pledged to work closely with cultural authorities to help bring pho, now recognized as a National Intangible Cultural Heritage, onto the global culinary map.

The company will take part in the Hanoi Culinary Culture Festival in December 2025 and prepare for long-term activities from 2026 onward.

On August 9, 2024, the Ministry of Culture, Sports and Tourism officially recognized “Hanoi Pho” as National Intangible Cultural Heritage. Since then, Acecook Vietnam and Kinh te & Do thi Newspaper have partnered with the Hanoi Department of Culture and Sports to promote pho as part of the city’s cultural industry development.