'Taste of the UK' week in Vietnam challenges misconceptions about British food

The event, which is the first of its kind, is organized by the British Embassy in Hanoi and the British Consulate General in Ho Chi Minh City, in collaboration with MM Mega Market Vietnam (MMVN).

It takes place until March 11 across the nationwide MMVN system, with the aim of promoting and increasing the presence of food products from the UK in the Vietnamese market.

'Taste of the UK' hopes to offer Vietnamese consumers the opportunity to explore British cuisine through a diverse range of prominent product groups, including dairy products, especially cheese, beverages, jams, cereals, biscuits, snacks, and others from prestigious brands.

Additionally, the program features attractive in-store activities such as special promotions, product tastings, and cooking demonstrations.

“Today isn’t just the start of a week-long promotion,” said Alexandra Smith, British Consul General in Ho Chi Minh City and Trade Director for Vietnam, at the Thursday launch event.

“It’s our shared mission to bring high-quality, trusted, and very delicious British products closer to Vietnamese consumers.

“And yes, I promise: the UK is much more than fish and chips, though we’re very proud of those too.”

Smith backed up her point with a few facts.

According to her, the UK now produces more varieties of cheese than France and Italy combined while English sparkling wine has repeatedly beaten Champagne in blind tastings.

Also, Scottish smoked salmon is famous worldwide for its rich, buttery texture, thanks to the cool, clear waters of Scotland.

She added that many of the world’s top chefs have chosen the UK as home, with over 200 Michelin-starred restaurants nationwide, including 86 in London.

“Quality truly sits at the heart of everything we produce,” she said.

“This week gives us the perfect opportunity to showcase that, from cheeses crafted with centuries of expertise, to sweet British jams enjoyed by families around the world.

“We want to make British products easier to find, easier to enjoy, and better known across Vietnam’s fast-growing retail market."

The British Trade Director for Vietnam also spotlighted the partnership with MM Mega Market Vietnam as key to bringing these products to shelves nationwide.

“In recent years, we have observed a growing and clearly defined consumer preference in Vietnam for products with transparent origins, high standards, and strong nutritional value,” said Nguyen Duc Toan, managing director of MM Mega Market Vietnam.

“In this context, enhancing cooperation with international partners, particularly those from the UK, is fully aligned with our long-term development orientation."

British cod for Hanoi cha ca, why not?

“A lot of people, when they think of British food and drink, they’ll think of fish and chips, and of course, we love fish and chips, but there’s so much more to that,” Matthew Albon-Crouch, UK Agriculture Attaché in Vietnam, said, echoing Smith's point.

“We’ve got amazing cheese, amazing breakfast cereals, jams, and great seafood as well.

“I know the UK probably has a bit more work to do compared to other countries like Italy and France that have very well-known food industries, but we want to challenge misconceptions and outdated views on British food and drink.

"I think if Vietnamese consumers taste them at the tasting station this afternoon, they will hopefully recognize the great taste and great quality of British products.”

The agriculture attaché expects to see 'crossovers' between UK products and Vietnamese cuisine, as he believes the potential for fusion cooking is strong.

“Chutneys, which are similar to savory jams, could easily be used in a banh mi,” he said, giving one example.

He added that British Cheddar, traditionally produced in England’s West Country, could also work well in the famous Vietnamese sandwich banh mi.

“When it comes to seafood, I can see real crossovers too. Cod from the UK could be used in Hanoi’s cha ca [Hanoi turmeric fish with dill], which is my favorite Vietnamese dish,” he said.

Albon-Crouch also noted that Vietnamese consumers are becoming much more international in what they like to cook and eat.

“So, while British products can be used in traditional Vietnamese cooking, they can also be used to complement the international cooking that Vietnamese do at home and also in restaurants and hotels throughout Vietnam,” he said.