Does Vietnamese cuisine need to rely on Michelin ratings?

With the theme “Live Vibrantly,” the Vietnam iContent 2026 was officially unveiled in Hanoi on Friday, featuring “Sao chon” as an experiential program exploring Vietnamese culture and cuisine.

Le Quang Tu Do, director of the Authority of Broadcasting and Electronic Information under the Ministry of Culture, Sports and Tourism, said the idea for “Sao chon” came from a question: “Why does Vietnam have so many good dishes, but when we introduce them to international friends, we rely on the Michelin Guide?”

“When I raised this issue with the Vietnam Chefs Federation, [its chairman] Nguyen Thuong Quan said that he and other association members had been concerned about the same question for the past 15 years.

We have become dependent on the ratings of a foreign organization for Vietnamese cuisine, while we are fully capable of doing it ourselves.

I believe Sao chon will be meaningful not only this year, but will eventually help build a ‘star map’ showcasing Vietnamese dishes, restaurants and eateries that can rival Michelin,” Tu Do said.

Sao chon is designed as a reality program featuring more than 30 artists, KOLs and renowned chefs exploring destinations and sampling dishes from different regions.

Under the slogan “A thousand miles across Vietnam – a thousand vibrant flavors,” the program aims not only to introduce Vietnamese cuisine but also to tell stories about the culture, people and places behind each dish.

Nguyen Thuong Quan, chairman of the Vietnam Chefs Federation, said online content featuring people stuffing their mouths, making exaggerated facial expressions and trying bizarre or frightening foods is gradually being removed from social media.

When telling stories about cuisine, creators should not focus only on what is bizarre or unusual, but instead tell stories with sincerity and appropriate creativity, Quan said.

He expressed hope that the program would win over audiences through authenticity and clean, proper food preparation.

Singer Tuan Cry, who is taking part in a reality television program for the first time, said he will join fellow singer Den Vau and MC Phi Thuy Linh in exploring the cuisine of Quang Ninh Province in northern Vietnam.

He said the opportunity to have such a wonderful and worthwhile experience was the reason he decided to join the program.

This year, Vietnam iContent has been expanded into a series of activities under the theme “Live Vibrantly” to celebrate Vietnam Cultural Day on November 24.

The theme aims to promote a positive, humane and responsible approach to life, encouraging individuals to actively create positive values for themselves and their communities and helping build a healthy, civilized and creative digital-content environment.

A range of activities will be held from September 2026, including the Vietnam Digital Content Creation Awards, the “Live Vibrantly” digital content creation contest, the “Sao chon” program, the Creative Vodcast Series and the Vietnam iContent.

The Vietnam iContent will conclude the series and is scheduled to take place on December 11 in Ho Chi Minh City.

First held in 2024, the Vietnam iContent aims to become an annual and reputable event for Vietnam’s digital content creator community.

The program is held under the direction of the Ministry of Culture, Sports and Tourism and organized by the Authority of Broadcasting and Electronic Information.