To build a national culinary brand, Vietnam must align heritage, the food and beverage industry, and artisan standardisation—laying the groundwork for greater global presence and the elevation of Vietnamese cuisine as a tourism icon.
In 2026, the Mekong Delta province of Vinh Long aims to welcome 9.84 million visitors and generate over 9.4 trillion VND (358 million USD) in tourism revenue. To spur demand and create early momentum, the province launched a tourism promotion programme at the start of the year, featuring local product and cuisine showcases, traditional craft demonstrations, and the “Old Kitchen” space recreating the Mekong Delta’s riverine lifestyle.
The Hanoi Culinary Culture Festival 2025, to be held from December 19 to 21, is designed as a vibrant meeting point where culinary artisans share their stories and pass on heritage to younger generations.
Traditional handicrafts and culturally distinctive souvenirs of Vietnam the 2025 Minsk International Charity Christmas Fair in Belarus attracted a lot of interest from visitors.
Visitors were drawn to signature products such as pho, fresh spring rolls, Vietnamese coffee, instant noodles, dried bananas and jackfruit, coconut candy and handicrafts including bamboo dragonflies and leather wallets. Pho and spring rolls, regarded as “culinary ambassadors” of Vietnam, attracted long queues, while Vietnamese coffee sold out quickly.
The first-ever festival features nearly 100 booths presenting regional specialities, showcasing the breadth of Vietnamese culinary traditions from the North to the South.
The Vietnamese team won over the judges with their summer rolls and rainbow fried rice, securing the top prize at the recent 15th Multicultural Cuisine Contest in Seoul.
Experts suggest that incorporating local cuisine into tourism offerings is a flexible and progressive approach as Vietnam embraces a new era of development.
Delicacies from the Mekong Delta provinces are being promoted at the Autumn Fair 2025 in Hanoi, delighting visitors.
Thousands of visitors were delighted in tasting traditional dishes from more than 34 countries, including Mexico, Sri Lanka, Iran and Japan, over the two-day World Culture Festival.
Organised to celebrate the museum’s 50th anniversary and the 80th anniversary of the August Revolution and National Day, the event presents wartime and peacetime utensils, regional food maps, and characteristic southern spices and sauces.
Hanoi’s cuisine has become more than a tourism product but it is a bridge of emotions connecting visitors with the thousand-year-old capital. For both domestic and international travelers, exploring its culinary delights is not only a journey of flavours but also a source of lasting memories.
Programmes like ‘Spice & Soul of Malaysia’ not only help market more local food products internationally and domestically but also have the potential to attract more visitors.
According to Dr. Nguyen Thu Thuy from the Vietnam National University, to elevate Hanoi’s street food, vendors must first ensure their offerings are distinctive, something that builds a unique brand identity.
Featuring over 150 Vietnamese products from fresh and processed fruits to beverages, sauces, noodles, and coffee the space aims to introduce Russian consumers to Vietnam’s diverse cuisine and cultural offerings.
Thai Prime Minister Paetongtarn Shinawatra emphasised that Thai cuisine, deeply rooted in the country’s abundant natural resources, is a key pillar of Thailand’s soft power strategy.
Vietnamese cuisine has emerged as a significant cultural ambassador, promoting the country and its people on the global stage.
With the theme Culinary Connections, the 2024 International Culinary Festival served as a rendezvous to celebrate exquisite flavours while showcasing the unifying power of cuisine. It offered visitors and locals alike an opportunity to experience and savour the culinary traditions tied to the cultures of over 40 participating countries.
Vietnam participated in a cultural exchange festival highlighting the cultural diversity of Asia at the Hong Kong Cultural Centre in the Hong Kong Special Administrative Region (China) on November 10.
A fair featuring Indian folk culture will be organised on November 2 in downtown Hanoi.