In December 2024, the world witnessed a heartwarming display of cultural appreciation as images of Prime Minister Pham Minh Chinh and NVIDIA’s President and CEO, Jensen Huang, strolling through the ancient streets of Hanoi and indulging in street food went viral. The entrepreneur even crafted a cup of Hanoi’s iconic egg coffee, showcasing the allure of Vietnamese cuisine and the country’s warm hospitality.
This isn’t an isolated incident; world leaders and celebrities alike have frequently praised Vietnamese cuisine during their visits. Tim Cook, CEO of Apple, visited two Vietnamese coffee shops in one day in April 2024, while Australian Prime Minister Anthony Albanese savored Hanoi beer, *banh mi*, boiled peanuts, and *cha ca* in June 2023. Canadian Prime Minister Justin Trudeau and former US President Barack Obama also enjoyed street coffee and *bun cha* in Ho Chi Minh City and Hanoi, respectively.
Vietnamese cuisine has left an indelible mark on these prominent figures, and they are not alone. Numerous globally acclaimed bands, actors, and singers from the US, the Republic of Korea, China, and beyond have shared their delightful culinary experiences in Vietnam. Through their visits, they have not only discovered new flavors but also become ambassadors of Vietnamese culinary culture, spreading its fame to audiences worldwide.
The year 2024 was a testament to the global recognition of Vietnamese cuisine, with its presence at significant cultural and diplomatic events and large-scale food festivals. The International Food Festival, themed “Gastronomy of Unity,” showcased hundreds of booths from 60 countries and territories, with a particular highlight on Vietnamese food that attracted thousands of visitors. Other notable events, such as the Hanoi Food Festival, the Saigon Street Food Festival, and the Pho Festival in Nam Dinh Province, celebrated the diverse and delicious dishes from across Vietnam.
The Department of Cultural Diplomacy and UNESCO, recognizing the power of cuisine in promoting the country’s image, has actively advocated for “culinary diplomacy.” Through initiatives like the annual “Vietnam Day Abroad” series, they have brought the unique flavors and essence of Vietnam to the world. One such example was the “Vietnam Day in Saudi Arabia 2024,” where dishes like herbal beef *pho*, chicken spring rolls, and fried spring rolls with lotus seed filling, infused with Halal culinary culture, captivated the Middle Eastern public and international friends.
Vietnamese cuisine has truly captivated the world, and it’s not just about *pho* and spring rolls anymore. The harmonious blend of flavors, natural ingredients, and artistic presentation have earned praise from experts and reputable organizations. In 2022, the World Culinary Awards named Vietnam the “Best Culinary Destination in Asia,” and in 2024, Hanoi received accolades as the “World’s Leading Culinary City” and “Asia’s Leading Culinary City.” *Pho*, a dish synonymous with Vietnam, was featured by CNN in their list of “20 Best Soups in the World 2024.”
The global culinary guide Taste Atlas further solidified Vietnam’s culinary prowess with their 2024 awards, and the Michelin Guide has started bestowing Michelin stars on Vietnamese restaurants, elevating their status on the world stage. According to Nguyen Quoc Ky, Chairman of the Vietnam Culinary Culture Association, cuisine is a powerful tool for Vietnam to connect with the international community, enhance its image, and contribute to its soft power.
Through these delicious experiences, Vietnam is not just promoting its culinary excellence but also fostering a deeper understanding of its culture, history, and lifestyle. These culinary adventures spark a desire to explore Vietnam and create lasting memories that keep visitors returning. Additionally, promoting culinary culture as a national brand helps promote and consume Vietnamese agricultural products, thereby contributing to the country’s economic development.
