Vietnamese ‘pho’ thrives from neighborhood restaurants to premium dining in Singapore: food blogger

In Singapore, pho has also become a familiar part of the local dining scene, from eateries in the neighborhood serving comforting bowls to restaurants in luxury hotels.

Tuoi Tre News spoke with Jovel Chan, a Singaporean food blogger and F&B consultant based in Vietnam, to learn more about how Singaporeans are embracing this iconic dish.

Chan is the founder of Saigon Social, a culinary space in Ho Chi Minh City where she regularly hosts cultural food experiences for international guests, helping them explore Vietnamese cuisine, from pho and coffee to fish sauce, through modern and engaging journeys.

Pho: A comfort food

During your years living in Vietnam, was pho a regular dish of your choice?

Pho is definitely one of those dishes I crave, though not something I’d eat every single day. I once wrote on my blog that “Saigon’s rainy season… makes you crave a steaming, soul-warming bowl of pho,” and that still rings true.

For me, it’s the dish I reach for on cool, drizzly mornings or whenever I’m under the weather—because honestly, who can resist a hot bowl of fragrant broth, lifted with fresh herbs, lime, and chili?

Over time, pho has become my ultimate comfort food in Vietnam: warm, hearty, and soothing, especially when the skies turn grey.

As an experienced F&B writer and consultant in Vietnam, what do you think makes pho stand out among Vietnamese dishes and gain worldwide recognition?

Pho has to be the most iconic Vietnamese dish out there. Its global fame really kicked off when Vietnamese families started opening pho shops overseas and ever since then, it’s been the dish most people think of when they picture Vietnamese food—right up there with banh mi. The best part? Every family has their own recipe, and pho is so adaptable it just works anywhere.

What’s really cool is how much pho changes across Vietnam. Different regions have different ingredients and flavor profiles, so through just one dish, you actually get a glimpse into the country’s history, people and its culture — I think this is also why it’s such a hit (besides how delicious it is).

That’s what inspired us to launch a first-of-its-kind pho tasting at my space, Saigon Social. We walk guests through the history and let them try different styles from north to south. And even though we only kicked it off a couple of weeks ago, it’s already a hit—especially with our international friends who can’t believe how many ways there are to enjoy this 'simple' noodle soup.

Pho carves out its spot in Singapore’s dining scene

How popular is Vietnamese cuisine in Singapore in general, and pho in particular?

Vietnamese food has become a staple in Singapore’s dining scene. Chains like Mrs Pho, So Pho, and Pho Street, together with classics like Long Phung and NamNam, have turned it from a novelty into a regular go-to.

Pho, especially, has carved out its spot—just look at the weekend queues at Long Phung or Mrs Pho. Even major hotels are embracing it; at Conrad Centennial’s 2024 food festival, pho was served alongside banh mi and banh duc, signaling its move into premium dining.

Social media has also fueled the rise. TikTok and Instagram clips of spots like Co Hai Bánh Mì & Phở have sparked curiosity among younger diners, making pho feel like a modern comfort food.

Looking ahead, pho—alongside Vietnamese iced coffee and banh mi—will likely form the 'big three' of Vietnamese cuisine in Singapore: traditional, familiar, and adaptable to contemporary tastes.

With Tuoi Tre (Youth) newspaper bringing the Vietnam Phở Festival to Singapore this year, do you think Singaporeans will embrace it? If a Singaporean diner tries pho for the first time at the festival, what do you think will impress them the most?

Pho might be new to some Singaporeans, but it’s actually not that far off from the noodle soups we already love. Think about chicken or beef noodle soup—the same comforting vibe, just with a Vietnamese twist. In fact, Singaporean Chinese food is also quite light, so the flavors won’t feel foreign. What we might crave, though, is that extra kick of spice to liven things up.

What will surprise first-timers are the fresh toppings. We don’t usually toss raw herbs and vegetables onto our noodle soups—ours are always cooked through—so adding basil, coriander, and crunchy greens right on top is a whole new experience.

And then there’s lime. We never squeeze lime into our soups (ours are rarely sour), so that bright, zesty note feels really unique. Add to that Saigon’s signature hoisin sauce, which brings this sweet hit on top of savory broth—again, not a flavor profile we’d find in our noodle soups.

It’s those little twists—fresh herbs, lime, and sweet-sour balance—that make pho familiar yet full of surprises.

Reinventing pho to reach global diners

I remember in one of our past conversations you mentioned experimenting with new culinary forms, such as a pho-inspired cocktail. Do you think pho has the potential to reach global audiences in such creative ways? Why or why not?

Pho’s potential is as big as our imagination. Beyond its history and flavour, it’s fresh, approachable, and already beloved. What’s exciting is how Vietnamese chefs and bartenders are reimagining it—through modern cuisine, local-inspired cocktails, and craft products. Ne Cocktail Bar’s pho cocktail, for instance, has already made waves internationally.

These reinventions introduce Vietnamese flavours to global audiences in familiar ways. Not everyone eats hot noodle soups daily, let alone knows how to use chopsticks, but chocolate and cocktails? That’s universal. At Saigon Social, our best-selling item is pho-flavoured chocolate from Da Nang. It’s unique, easy to enjoy, and a fun entry point into Vietnamese culture.

For me, that’s the future: balancing tradition with creative ways that feel approachable to global audiences. Street food is authentic but can feel intimidating to some. A bar of chocolate or a cocktail, on the other hand, is inviting and instantly familiar. International guests are also more inclined to purchase these products, take them home, and continue buying them afterwards. This is also why I opened Saigon Social, showcasing over 40 local craft products inspired by Vietnamese flavours so visitors can experience the culture in ways that feel accessible.

As a Singaporean living in Vietnam, I understand the hesitations foreigners sometimes have—language, hygiene, or simply not knowing where to start. And, I see it every day when the culture is explained in a way they relate to, it feels less daunting and more sustainable.

That’s how we keep Vietnam’s food culture alive and relevant—by celebrating tradition while adapting it for a global audience and the younger generation whose dining habits are changing.

Thank you for your time!