The Pho Festival 2026, themed "Vietnamese Pho - A Living Heritage in the Modern Era", will take place at Thien Truong Square in Thien Truong ward, Ninh Binh. This region is historically linked to the origins of Vietnamese pho. The event is co-organized by the People's Committee of Ninh Binh province, the Ninh Binh Culinary Culture Association, and Masan Consumer Company, aiming to honor and spread the value of Vietnamese pho.

The festival offers experiential activities, culinary demonstrations, and seminars, recreating pho's journey from its traditional roots to its modern form. From the early 20th century street vendors in Van Cu village (formerly Nam Dinh), pho gradually became a familiar dish for millions of Vietnamese people and now stands as one of the iconic symbols of Vietnamese cuisine.

Masan Consumer signed a cooperation agreement with Van Cu Pho Sub-Association, sponsoring the conservation and development of the traditional Van Cu pho craft. Photo: Masan

A highlight of the festival is the "Heritage Pho Pot" area, showcasing cooking secrets preserved through generations of artisans. Chefs will recreate the preparation process, from selecting ingredients and simmering bones to blending spices and perfecting a flavorful bowl of pho. While enjoying the dish, visitors can listen to stories about the craft and experience the journey of preserving Vietnamese culinary heritage.

The event also features a convergence of pho from three regions, with variations adapted to the cultural life of each area. Northern pho, for instance, offers a delicate flavor, strong aroma of cardamom, cinnamon, and star anise, with abundant onions, herbs, and a clear broth. Moving to the Central region, pho typically has a darker broth with a distinct salty and spicy taste. Southern pho is slightly sweet and served with various fresh herbs and bean sprouts. Each pho style carries a local imprint, creating a diverse and distinct picture of this iconic Vietnamese dish. With over 30 famous pho brands, this space offers visitors a rich culinary experience.

Pho Story tells the tale of connecting pho from past to present, serving a wide range of Vietnamese and international customers. Photo: Masan

The Pho Festival 2026 also tells the story of Vietnamese culinary heritage originating from a grain of rice. From rice grains to soft, smooth pho noodles, and from traditional craft villages to urban eateries serving hot bowls of pho, this journey reflects the connection between agriculture, culture, and Vietnamese life across generations.

For three consecutive years as a co-organizer, Masan Consumer continues to present the "Pho Story" experiential space, connecting traditional values with modern innovations. Diners can enjoy pho prepared with familiar spices like fish sauce, chili sauce, and spice products from Chin-Su and Nam Ngu brands, elements that contribute to honoring the full flavor of Vietnamese pho.

Masan Consumer brings Vietnamese spice characteristics to the pho festival. Photo: Masan

As part of its long-term strategy, "Make Vietnamese foods global foods", Masan Consumer consistently supports culinary events. Within this framework, the company consistently presents pho as a "story" to be preserved and shared. A company representative stated, "The Pho Festival not only honors cultural heritage but also serves as a bridge for Vietnamese cuisine to reach the world, connecting with the international community and global Vietnamese."

During the Pho Festival 2026, Masan Consumer and the Van Cu Pho Sub-Association signed a cooperation agreement to sponsor the conservation, promotion, and development of the traditional Van Cu pho craft – the cradle of pho. This activity exemplifies the company's commitment to honoring cultural heritage and creating a bridge for Vietnamese cuisine to reach the world, connecting with the international community and global Vietnamese.

The organizers also expect the Pho Festival 2026 to build on the success of previous festivals, becoming an annual national cultural-culinary event. Here, the story of pho will be recounted through joint efforts to make Vietnamese cuisine shine on the world map, aiming for UNESCO to inscribe "pho" on the Representative List of the Intangible Cultural Heritage of Humanity.

Diep Chi