Hanoi has taken another meaningful step toward affirming Pho as not only a beloved national dish but also a living cultural treasure.
From left to right: Editor-in-Chief Kinh te & Do thi Newspaper Nguyen Thanh Loi, Director of Hanoi Department of Culture and Sports and Hiroya Yokoyama, Deputy Director of Marketing Department at Acecook Vietnam, sign cooperation agreement. Photo: Kinh te & Do thi
On November 25, the Hanoi Department of Culture and Sports, Acecook Vietnam, and Kinh te & Do thi Newspaper officially launched a joint program aimed at recognizing Pho as an intangible cultural heritage and enhancing its presence in the cultural life of the capital.
Speaking at the ceremony, Bach Lien Huong, Director of the Hanoi Department of Culture and Sports, emphasized that Pho is more than a culinary favorite but it is the distilled essence of Hanoi’s soul. Preserving and promoting its heritage, she said, is a shared responsibility, with the city’s cultural authorities playing a pivotal role in nurturing the traditions that shape Hanoi’s identity.
Building on these cultural foundations, Kinh te & Do thi Editor-in-Chief Nguyen Thanh Loi highlighted the progress already made. Initiatives such as the “Pho Heritage Space” and in-depth discussions at the Hanoi Culinary Culture Festival have helped spark public curiosity and pride, gradually weaving Pho more firmly into the city’s cultural narrative.
Hanoi Pho, a symbol of Vietnam’s culinary excellence. Photo: Duy Khanh/ The Hanoi Times
The collaboration will expand further in 2025 with the launch of “The Essence of Hanoi Cuisine” platform. Designed as a digital companion for both locals and visitors, it will feature an interactive map of Pho restaurants and a comprehensive database, creating a modern gateway for exploring Hanoi’s culinary heritage while strengthening promotional activities.
This cultural journey is also supported by the business community. Hiroya Yokoyama, Deputy Head of Marketing at Acecook Vietnam, affirmed the company’s dedication to Vietnamese cuisine, noting that Pho represents a cultural symbol that deserves global appreciation. Leveraging its international distribution network, Acecook intends to bring the flavor and the story of Pho to more diners around the world.
Marking a long-term commitment, the three parties signed a cooperation agreement for the 2026–2030 period. The program will focus on multi-platform communications and further developing the “Hanoi Cuisine” digital space, fostering a nationwide Pho community as Vietnam prepares documentation for UNESCO recognition.
Immediately following the signing, Acecook Vietnam reaffirmed its readiness to work closely with its partners to translate the program into concrete action. The company will actively join the Hanoi Culinary Culture Festival in December 2025, laying the groundwork for a series of richer, more ambitious initiatives set to unfold from 2026 onward.
