Pho in Europe: From Expat Eateries to Branding Ambitions
Photo for illustration purposes
From small "pho" shops serving overseas Vietnamese communities, Vietnamese pho is now expected to enter a new phase, becoming a "cultural ambassador" carrying Vietnamese identity to the world.
On 14 May in Ha Noi, We Love 'Pho' Association and the Ninh Bình Culinary Culture Association announced the "Pho Cultural Roadshow Europe 2026", marking the first time a phở-focused programme has been organised as a multi-country cultural, diplomatic and community roadshow across Europe.
The "Pho Cultural Roadshow Europe 2026" is not only a culinary promotion journey, but also aims to elevate the value and status of Vietnamese 'pho' in Europe.
Vietnamese Pho Abroad: Popular but Not Properly "Positioned"
According to Mr Mai Hai Lam, Chairman of We Love Pho Association, 'pho' followed Vietnamese communities to Europe in the 1990s and gradually became familiar to local diners.
From small family-run eateries operated by overseas Vietnamese, 'pho' has steadily expanded across many major European cities. However, Mr Lâm noted that despite its popularity, 'pho' is still not fully understood in terms of its cultural value.
"In some places, 'pho' is still viewed simply as a soup. Therefore, 'pho' still needs to be properly positioned and promoted in line with its cultural value," he said.
Reflecting on the Vietnamese community in Hungary, Ms Phan Bich Thien, Chairwoman of the Vietnamese Women's Forum in Europe and President of the Vietnamese Women's Association in Hungary, observed that 'pho' there remains largely limited to casual dining establishments.
"I hope this will become an opportunity to elevate Vietnamese phở into a valuable brand in Hungary," she shared.
According to Ms Thien, one of the current priorities is establishing quality standards for Vietnamese 'pho' abroad through support from chefs and culinary experts in Việt Nam.
From a diplomatic perspective, Ms Nguyen Quynh Mai, Deputy Chairwoman of the State Committee for Overseas Vietnamese Affairs under the Ministry of Foreign Affairs, said overseas Vietnamese communities have played an important role in expanding pho's presence on the global culinary map.
Ms Nguyen Quynh Mai (right), Deputy Chairwoman of the State Committee for Overseas Vietnamese Affairs under the Ministry of Foreign Affairs
"From modest family eateries to professional restaurants in major cities around the world, 'pho' has become a close cultural bridge between Viet Nam and international friends," Ms Mai said.
She also recalled "European Pho Week" in 2025, which saw more than 250 restaurants across over 25 countries participate, making it the largest 'pho' promotion campaign ever organised in Europe.
According to Ms Mai, these achievements demonstrate the growing influence of Viet Nam's "national soul cuisine", while also reflecting the increasingly visible role of overseas Vietnamese communities in promoting national culture abroad.
Expectations for Pho as a Vietnamese "Cultural Ambassador"
Speaking at the event, artisan Le Thi Thiet, Vice President of the Viet Nam Culinary Culture Association and President of the Ninh Bình Culinary Culture Association, stressed that the journey is not simply about promoting a dish.
Artisan Le Thiị Thiet, Vice President of the Viet Nam Culinary Culture Association and President of the Ninh Bình Culinary Culture Association, spoke at the event
"We want to tell the story of Viet Nam and its people through 'pho', using a silent but powerful language," she said.
According to Ms Thiet, as pho's nomination dossier is being finalised for submission to UNESCO for recognition as an Intangible Cultural Heritage of Humanity, every bowl of 'pho' served in Europe will represent the vitality of Vietnamese culture.
She also expressed hope that culinary culture could become a bridge for tourism promotion, national branding and opportunities for Vietnamese artisans to learn international standards while modernising cuisine without losing its traditional soul.
From a dish once associated with street vendors and the rhythm of Vietnamese urban life, 'pho' is now entering a new journey, where a bowl of pho carries not only flavour, but also stories of identity, culture and Viet Nam's aspirations for international integration.
Representatives participating in the Pho Cultural Roadshow Europe 2026 journey
Scheduled from late June to mid-July 2026, the "Pho Cultural Roadshow Europe 2026" will travel through major cities including Warsaw, Bratislava, Vienna, Budapest, Praha, Bochum and Berlin.
Organisers said each stop will play a distinct role in building a network connecting culture, community and diplomacy.
Warsaw, Poland, will focus on culinary training, advanced technical exchanges, standardising Vietnamese cuisine in Europe and connecting the F&B ecosystem. Bratislava, Slovakia, will serve as a community-focused destination with culinary showcases, discussions and Vietnamese product exhibitions.
Vienna, Austria, is positioned as a "diplomatic station", coordinating with the Vietnamese Embassy and local Vietnamese community to organise activities such as 'pho' pop-ups, "The First Bowl" ceremonies and high-level exchanges.
Beyond in-person activities, the programme is also designed as a multi-platform communications campaign featuring storytelling videos, immersive experiences and participation from international influencers.
