Phở Festival 2025, a vibrant culinary event celebrating phở—the soul of Vietnamese cuisine—took place from April 18 to 20, 2025, at the Thăng Long Imperial Citadel in Hanoi. With the theme "The Essence of Vietnamese Phở – Heritage in the Digital Era", the festival was not only a flavorful journey but also a powerful affirmation of the cultural value of phở in the modern world.
Phở Festival 2025 - A Space to Celebrate Vietnamese Phở Heritage
Organized by the Hanoi Convention Center in coordination with the Hanoi Department of Tourism and the Thăng Long – Hanoi Heritage Conservation Center, and sponsored by Masan Consumer, Phở Festival 2025 gathered more than 50 booths representing renowned phở brands and regional specialties from Nam Định, Hanoi, the Northwest, and beyond. The event attracted over 80,000 visitors and offered a space where tradition met innovation—from vibrant recreations of street phở vendors to modern tech experiences such as AI-based phở recommendations tailored to individual tastes.
The delegates visited the Phở Story booth and various local phở stalls.
Over the course of three days, the Thăng Long Imperial Citadel was transformed into a brilliant stage of culture and cuisine. Visitors could enjoy flavorful bowls of phở from Vietnam’s three regions, discover the intricate cooking processes, and listen to stories tracing the evolution of phở across centuries. An exhibition on the history of phở brought guests back to the era of street vendors, while cultural performances such as Xẩm singing recreated the nostalgic ambiance of old Hanoi.
Enjoy the essence of Vietnamese culture through Xẩm singing performances at the Phở Story booth
International visitors experience making phở noodles at the Phở Vân Cù Association booth
The festival also featured vibrant cultural exchange activities, live demonstrations of the “Heritage Phở Pot,” and various traditional programs rich in Vietnamese spirit. In addition to preserving cultural values, the event showcased modern touches with the creative integration of digital tools—such as AI-powered chatbots at the information booths—helping visitors navigate booths and find phở flavors that matched their preferences.
Check in to receive a photo and gift right at the CHIN-SU booth
The CHIN-SU and Phở Story booth was a highlight of the festival. In addition to showcasing familiar Vietnamese condiments, it offered a unique culinary experience where guests were treated to 1,000 delicious bowls of premium phở over the three days.
CHIN-SU’s seasoning products help elevate and ignite the flavors in every dish
Each hot and savory bowl was carefully prepared using signature CHIN-SU products including fish sauce, seasoning powder, and chili sauce—delivering a refined harmony of flavors and elevating the culinary experience. Each serving told a story of meticulous craftsmanship and pride in Vietnamese cuisine.
1,000 bowls of phở from Phở Story were served to guests throughout the 3-day Phở Festival 2025
Visitors could not only enjoy the food but also take part in engaging activities hosted by CHIN-SU and Phở Story. The booth also provided a space to explore the roots of Vietnam’s phở tradition—from humble street stalls to a dish of global repute. Through curated storytelling, Phở Story presented a journey of inherited culinary heritage from the past to the present.
On the morning of April 19, the festival hosted a forum titled “Phở as a UNESCO Heritage and Its Global Reach,” gathering culinary experts, artisans, entrepreneurs, and international representatives to discuss the future of phở. Panel sessions focused on topics such as “Vietnamese Phở in the Digital Era,” “Phở – Its Historical, Cultural, and Identity Values,” “Phở in a Modern and Globalized Context,” and “Developing a Dossier to Submit Phở as an Intangible Cultural Heritage to UNESCO.” These discussions not only honored the cultural significance of phở but also proposed concrete strategies to elevate it on the global culinary map.
On the evening of April 19, the festival atmosphere was elevated with a special music performance by renowned Vietnamese singer Tùng Dương, offering a night filled with artistic emotion and cultural resonance.
Source: Phụ Nữ Hồ Chí Minh