To enhance the promotion of the intangible cultural heritage value of Pho after its inclusion on the National Intangible Cultural Heritage List, on October 11-12 the Hanoi Department of Culture and Sports, in collaboration with Kinh Te & Do Thi Newspaper, Viet Hung Ward People’s Committee, and the UNESCO Center for Vietnamese Culinary Culture, organized a series of events titled “Pho - A Story of Intangible Cultural Heritage in the Flow of Creative Industry”.

Speaking at the opening, Le Thi Anh Mai, Deputy Director of the Hanoi Department of Culture and Sports, said the event aimed to introduce the intangible cultural heritage of pho, leveraging culinary culture for tourism and Hanoi’s cultural industry.

Mai said Hanoi pho is the essence of folk knowledge, culinary skills, and the distinctive dining customs of Hanoi residents, reflecting the historical depth and cultural essence of the capital city. 

In 2024, the traditional knowledge of Hanoi Pho was added by the Ministry of Culture, Sports and Tourism (MCST) to the national intangible cultural heritage list, a formal state recognition of its cultural, historical, and scientific value.

"Connecting pho’s traditional values with creativity and innovation in cultural industries is a sustainable direction. It allows us to preserve its identity while enhancing its value," Mai emphasized.

In September, the Hanoi People’s Committee proposed that MCST report to the Prime Minister, requesting permission for Hanoi to take the lead in preparing the scientific dossier to nominate pho for UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity, reflecting a determination to elevate Vietnamese heritage globally.

The pho heritage event, held on October 11-12, included a pho spice space, an exhibition on Hanoi pho’s history and customs, traditional art performances, and sketches of pho heritage by students from the University of Industrial Fine Arts.

An outdoor pho introduction and tasting space attracted the public with cooking demonstrations by renowned brands like Pho Thin Hang Tre, Pho Long Bich, and Pho Khoi Hoi, alongside booths showcasing creative pho-inspired products.

Pho in the flow of creativity and integration

Pham Cao Quy, Deputy Head of the Intangible Cultural Heritage Management Division (Heritage Department), affirmed that Vietnamese cuisine is incredibly rich and diverse, forming a vital part of intangible cultural heritage. Over the years, the Ministry and related agencies have focused on preserving and promoting this heritage, including traditional dishes.

According to Quy, recognizing intangible cultural heritage not only preserves traditional values but also connects with cultural life, enhancing livelihoods for communities, the creators and keepers of the heritage.

Pho, in particular, carries captivating stories of history and cultural exchange. Vietnam boasts many variants of pho: Hanoi pho, Nam Dinh pho, Lang Son pho, and Gia Lai beef pho, each with distinct flavors contributing to the rich tapestry of Vietnamese cuisine.

“No one visits Hanoi without savoring a steaming bowl of pho on a winter morning,” Quy said.

Le Thi Thu Huong, Director of the Hanoi Studies and International Training Institute, confirmed that content about Hanoi tourism and cuisine, including Hanoi pho and Bac Ha pho-making heritage, has been integrated into teaching curricula. The goal is to help students deeply understand and spread heritage values, contributing to preserving and promoting pho as a global Vietnamese cultural brand.

Bui Hoai Son, Standing Member of the National Assembly’s Committee for Culture and Education, reiterated that many say the shortest path to the heart is through the stomach, and pho is a cultural “gold mine” if leveraged through the creative industry.

To achieve this, Son proposed building a creative ecosystem for pho, focusing on three key directions:

First, connecting the community of pho lovers, makers, and creators, from chefs, artisans, and entrepreneurs to researchers and media.

Second, telling cultural stories about pho, so each bowl carries tales of people, places, and the Vietnamese spirit. These stories create value, brand, and appeal.

Third, applying digital technology in promotion, such as creating content on TikTok and YouTube, or organizing events, competitions, and festivals to honor pho domestically and internationally.

“Thus, pho will not only be a national dish but also a symbol of Vietnamese culture on the global culinary map, aiming for recognition as an Intangible Cultural Heritage of Humanity,” Son said.

Tinh Le