Pho and Banh Mi Go Global: the Vietnamese Restaurant Boom — 2026-09-04
Vietnam has secured the top spot for global food destinations in the 2026 NZ Herald Travel Readers' Choice Awards, reinforcing its status as a culinary superpower. Domestically, the government is finalizing a 2026–2030 strategy to position cuisine as the core of its national tourism brand, while Vietnamese businesses expand their footprint in Australia and North America.
Pho and Banh Mi Go Global: the Vietnamese Restaurant Boom — 2026-09-04
Top developments
Vietnam Tops Global Food Rankings in NZ Herald Awards
Vietnam was awarded first place in the global food category of the 2026 NZ Herald Travel Readers' Choice Awards, marking a significant validation of its culinary appeal. This recognition places Vietnam ahead of traditional gastronomic hubs, highlighting the international resonance of dishes like pho and banh mi. The award serves as a powerful marketing tool for the country's ongoing efforts to attract culinary tourists.
New National Strategy to Boost Cuisine as Tourism Core
The Vietnam National Authority of Tourism (VNAT) is actively advising the Ministry of Culture, Sports and Tourism to submit a proposal to the government for a comprehensive project to spread Vietnamese tourism and cuisine overseas during the 2026–2030 period. This initiative aims to make cuisine a core element in positioning the national tourism brand, with a specific goal of making Vietnam one of Asia’s five most attractive culinary destinations. The policy shift underscores the state's commitment to leveraging food as a primary driver of economic and cultural soft power.
Vietnamese Food Exports Shine at Fine Food Australia 2026
Nine Vietnamese enterprises showcased high-value processed food products at Fine Food Australia 2026, demonstrating the sector's potential to meet stringent international market requirements. This participation highlights the deepening integration of Vietnamese suppliers into global food chains, moving beyond simple ingredient export to finished goods and prepared foods. The event serves as a critical bridge for Vietnamese brands seeking to establish a foothold in the competitive Australian market.
Local view
Local media outlets are actively discussing the strategic importance of Vietnamese restaurants abroad as tools of soft power. Tuoi Tre Online reported on August 30, 2026, about the expansion of Vietnamese restaurant chains in Seoul and Singapore, quoting a pho chain owner who stated, "Wherever Vietnamese restaurants spring up, locals come to eat, and the radiance spreads." This narrative frames the diaspora's culinary success not just as business, but as cultural diplomacy.
Additionally, VietnamPlus highlighted the role of culinary storytelling in tourism, noting that from steaming bowls of pho in small alleys to internationally recognized fine dining tables, food has become one of the strongest "languages" for Vietnam to tell its story. Local stakeholders emphasize that authentic experiences, such as those offered by trained tour guides who explain the history behind a bowl of pho, are crucial for converting casual diners into cultural ambassadors.
Context & numbers
- Global Ranking: Vietnam took 1st place in the global food category of the 2026 NZ Herald Travel Readers' Choice Awards.
- Strategic Goal: The new national tourism strategy aims to place Vietnam among Asia's top five culinary destinations by 2030.
- Market Projection: While not updated this week, the broader context remains that the global Vietnamese restaurant market is projected to grow from $3.8 billion in 2025 to $7.4 billion by 2034, driven by a 7.2% CAGR.
On the radar
- Michelin Guide Vietnam 2026 Impact: Following the June 2026 announcement where 193 establishments were recognized (including 11 starred and 72 Bib Gourmand), local debate continues regarding the absence of banh mi from the Bib Gourmand list. This discussion keeps street food visibility high in the news cycle.
- Viral Trends: Social media trends continue to drive international curiosity for lesser-known dishes like banh ram it (crispy sticky rice dumplings) from Hue, prompting foreign tourists to seek out specific regional specialties beyond pho and banh mi.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
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