In late April, Aliyah, a 20-year-old from the UK, arrived in Da Nang. Her first stop was a roast pork banh mi shop nestled in a small alley. She explained that her trip to Vietnam was inspired by TikTok videos featuring diners enjoying banh mi while dancing to the tune of Ben E. King's "Stand by Me," reworded as "Stand banh mi."

"The large banh mi with many fillings, priced at approximately VND 15,000 to 30,000, made me eager to try them," she said.

Aliyah noted that in the UK, sandwiches typically have simple and bland fillings. In contrast, Vietnamese banh mi boasts a crispy crust, savory fillings like crispy-skinned roast pork, pickled vegetables, and a flavorful sauce. "My boyfriend could eat dozens of banh mi every day, trying different fillings," she shared. Aliyah's video documenting her experience with Vietnamese street banh mi garnered hundreds of thousands of views on social media.

Hanna Wenden (right), 25, from Sweden, shows herself eating street banh mi in Hanoi, 4/2026. Photo: TikTok/@Hannawenden

For over a week, thousands of international TikTok accounts have adopted a clever wordplay, rephrasing the famous song "Stand by Me" by American musician Ben E. King into "Stand banh mi" to describe the experience of eating banh mi on the sidewalk.

This trend is also a lively topic of discussion within the "Vietnamese Banh Mi Appreciation Society," a community of over 200,000 foreign members. Beyond simply asking for recommendations for delicious eateries, members actively discuss details such as the bread's density, various fillings, and regional flavor differences.

Vietnamese banh mi is consistently recognized by culinary experts like CNN and TasteAtlas as one of the world's best street foods. Statistics from the National Tourism Administration indicate that in the first four months of 2026, Vietnam welcomed 8.8 million international visitors, marking a nearly 15% increase. A significant portion of these visitors belongs to the younger demographic (Gen Z and Millennials), who often base their travel plans on suggestions from short videos (Reels, TikTok).

Kaspars Sveilis, a 28-year-old from Latvia, initially planned a two-week stay in Vietnam but extended his vacation to four months due to his fondness for banh mi. He frequently rents a motorbike to weave through local markets in search of the popular sandwich. He explained that traditional Latvian Bacon Buns in his home country only contain smoked meat, a stark contrast to the combination of pate, pork sausage, and fresh herbs found in Vietnamese banh mi. "Sitting on the sidewalk, holding a freshly baked banh mi, is the perfect way to experience local culture," Kaspars commented.

Handy Hans, a 36-year-old Briton who has lived in Da Nang for 10 years, maintains a daily habit of eating street banh mi. Hans recounted that whenever he returns home to visit family, he seeks out the dish. "Each banh mi can cost up to 12 USD (approximately VND 310,000) and is positioned as a restaurant dish, but the flavor doesn't match the street version," Hans said. During his time in Vietnam, he noted that Southern banh mi often includes additional fillings such as beef stew, xiu mai, or butter.

Handy Hans, 36, a Briton living in Da Nang. Photo: Provided by interviewee

Nguyen Tien Dat, a representative from the Hanoi Tourism Association, stated that social media trends like "Viet Nam is calling," "Viet Nam Hauls," and "Stand banh mi" are boosting tourism. "International visitors tend to explore local culture through landscapes, street food, and fashion," Mr. Dat explained.

According to him, these trends help dishes spread quickly, but to retain visitors long-term, small businesses must ensure hygiene quality and preserve the regional identity of their offerings.

Professor Eric Olmedo, Head of the Faculty of Tourism and Hospitality Management at Ho Chi Minh City University of Economics and Finance (UEF), believes that Vietnamese banh mi has completely escaped the shadow of Western influence. "Vietnamese people have successfully asserted ownership over this dish, transforming it into a distinct heritage entity on the world map," the expert affirmed.

Nga Thanh