Guests discuss the theme 'Pho – Enjoying Together, Growing Together,' an activity of the Vietnam Phở Festival 2025 in Singapore, October 19, 2025. Photo: Huu Hanh / Tuoi Tre
The topic was discussed during the 'Pho – Enjoying Together, Growing Together' talk at the Vietnam Phở Festival 2025 at Our Tampines Hub on Sunday afternoon, which highlighted the festival’s central theme of promoting pho – Vietnam's iconic dish – while also sharing the vision of bringing Vietnamese cuisine to the world.
Nguyen Huu Y Yen, chairman of the Members’ Council of Saigontourist Travel Service Company, said that to elevate pho globally, attention must go beyond flavor to include training, standardization, and even geographical indication.
He explained that training means defining how pho should be served and eaten, and setting a standardized recipe.
Nguyen Huu Y Yen, chairman of the Members’ Council of Saigontourist Travel Service Company, emphasizes that standardization is essential for 'pho' to go global. Photo: Huu Hanh / Tuoi Tre
Given the variety of pho styles, Yen suggested creating labels to help diners identify southern and northern pho, as well as traditional versus modern variations.
This idea stems from the diversity of pho, Vietnam’s signature noodle soup made with rice noodles, fragrant broth, and sliced beef or chicken.
Though its core remains unchanged, regional interpretations vary: northern pho is light and clear with a delicate flavor, while southern pho is sweeter, richer, and accompanied by a generous mix of herbs and condiments.
Beyond recognition, visitors should also be able to experience pho more deeply, from sourcing ingredients to cooking and tasting, Yen added.
“That way, pho will continue to spread sustainably,” he said.
Sharing the same view, Tran Nhat Quang, founder of La Viet Coffee, emphasized that standardization is essential for establishing a consistent level of quality, noting that La Viet Coffee follows global best practices.
Deputy Editor-in-Chief of Tuoi Tre (Youth) newspaper Tran Xuan Toan (L), head of the Vietnam Phở Festival 2025 Organizing Committee, and Tran Nhat Quang, founder of La Viet Coffee, discuss the ecosystem surrounding a bowl of 'pho.' Photo: Huu Hanh / Tuoi Tre
“For pho, we hope its quality can be standardized so that whether in Vietnam or anywhere else in the world, the dish's quality standards are equally recognized,” Quang said.
He added that in addition to standardization, products also need to meet the demands of both internationalization and local adaptation.
When it comes to adapting products for international markets, Le Thi Giau, chairwoman of Binh Tay Food, said her company has drawn on its experience in various markets to develop products tailored to each country’s specific preferences.
Le Thi Giau, chairwoman of Binh Tay Food, shares her company’s experience in entering foreign markets. Photo: Huu Hanh / Tuoi Tre
Speaking about the Singapore market through the lens of the Vietnam Phở Festival, Giau described it as both highly promising and demanding.
To succeed, pho products must deliver bold flavors and use only the finest ingredients.
Beyond quality, Vietnamese cuisine must also adapt to local dining habits when entering other markets.
Ha Lam Tu Quynh, founder of Banh Mi Society in Singapore, observed that Vietnamese banh mi has been warmly received in the city-state thanks to its quick, convenient format that fits well with Singapore’s fast-paced 'grab-and-go' food culture.
Ha Lam Tu Quynh, founder of Banh Mi Society in Singapore, says Vietnamese 'banh mi' attracts local diners with its distinctive flavor and convenient format. Photo: Huu Hanh / Tuoi Tre
However, she pointed out that Vietnamese banh mi still stands apart from international chains like Subway or McDonald’s through its distinctive flavors and ingredients: from rich, savory pâté to Vietnamese-style cold cuts that offer a more pronounced taste than typical deli meats.
“When people mention Vietnamese banh mi, both Singaporeans and Vietnamese living here can immediately imagine its flavor,” Quynh said.
“They already have certain expectations for how it should taste."
Researcher and lecturer Nguyen Thuy Tinh Ca from Swinburne University Vietnam, host of the 'Pho – Enjoying Together, Growing Together' discussion, helps coordinate several exchange activities at the Vietnam Phở Festival 2025 in Singapore. Photo: Huu Hanh / Tuoi Tre
The Vietnam Phở Festival is organized by the Vietnamese Embassy in Singapore, Tuoi Tre (Youth) newspaper, and Saigontourist Group, in coordination with the Ho Chi Minh City Department of Industry and Trade and the Vietnamese Community Liaison Committee in Singapore.
The event, which was held under the guidance of the Vietnamese Ministry of Foreign Affairs and the Ho Chi Minh City People's Committee, took place on October 18 and 19 at Our Tampines Hub in the city-state.
The festival came as Vietnam and Singapore had just upgraded their ties to a comprehensive strategic partnership, underlining the event's timeliness and significance.
With the message 'Pho - Enjoying Together, Growing Together,' the Vietnam Phở Festival 2025 aimed not only to invite international friends to enjoy Vietnam's iconic dish—listed by CNN in 2011 among the world's 50 must-try foods—but also to convey Vietnam's aspiration for connection, sharing, and growing together.
Through the festival, pho was presented as a 'cultural ambassador,' a bridge fostering prosperity and sustainability between Vietnam, Singapore, and global friends.
The highlight of the event was offering Singaporeans and visitors the chance to savor authentic Vietnamese pho, freshly prepared by top Vietnamese chefs and culinary artisans at Our Tampines Hub.
Head chefs from five-star hotels under Saigontourist Group, including Rex Saigon, Majestic Saigon, Grand Saigon, Caravelle Saigon, and the pho restaurant of Vietnam Golf & Country Club, along with renowned pho brands such as Pho Thin Bo Ho, Pho Ta, Pho Phu Gia, Pho Vuong, and Ba Ban Pho, showcased the diversity of pho recipes and styles of enjoymient.
Beyond pho, visitors also enjoyed a range of traditional Vietnamese dishes, prepared by Saigontourist's five-star chefs, creating a vibrant 'culinary symphony.'
Alongside the festival, a large-scale investment forum titled the 'Vietnam-Singapore Investment, Trade and Tourism Promotion Forum 2025' took place, highlighting the event's practical significance.
The forum kicked off right after the opening ceremony on the morning of October 18 and was expected to attract around 150 enterprises from both countries.
At the forum, government agencies and buúinesses discussed new cooperation trends in green processing industries and logistics, tourism and aviation services, the export and import of Vietnamese agricultural products and specialties, as well as digital transformation and e-commerce.
In particular, the Business Matching program (one-on-one business meetings) facilitated direct connections between Vietnamese and Singaporean enterprises, helping them explore practical partnership opportunities.
Nghi Vu - Dong Nguyen / Tuoi Tre News
Link nội dung: https://news.tuoitre.vn/what-will-it-take-for-vietnamese-pho-to-gain-a-foothold-in-singapore-103251020153716953.htm