This information was announced during a meeting between the two entities on 16/7 at Majestic Saigon hotel. Initially, both parties will plan to organize regular culinary events at hotels within the group's system. These will include a series of programs combining cooking demonstrations, food experiences, and cultural stories behind each ingredient, introducing new tourism products for domestic and international guests.

Martin "Yan Can Cook" (in a pink-purple shirt) with Ms. Anh Hoa (fourth from right) at the meeting on 16/7. *Photo: Saigontourist Group*

Following this, the two sides will collaborate to develop training curricula and open additional cooking classes at Saigontourist Hospitality College. Chef Martin Yan, founder of the Yan Can Cook brand, will co-organize cooking classes where he will personally demonstrate cooking techniques and share professional experience. These classes will also be livestreamed on digital platforms, expanding their influence within the community.

Experiential cooking classes are also being designed for guests staying at Saigontourist Group hotels, particularly international visitors keen on exploring Vietnamese culture through cuisine. The group states these classes are valuable experiential tourism products, helping to extend the length of stay and increase tourist spending.

In product development, Martin Yan will offer strategic advice to elevate several restaurants to a fine dining model, leveraging the value of Vietnamese cuisine. The collaboration focuses not only on food but also on enhancing the diner's experience through ambiance, service, and cultural storytelling. Immediately after the meeting, the celebrity chef and his associates surveyed the restaurants and dining spaces at Majestic, Rex, and Grand Saigon hotels to prepare for collaborative plans.

Group representatives discuss with Yan Can Cook during the meeting. *Photo: Saigontourist Group*

According to Ms. Nguyen Thi Anh Hoa, Chairwoman of Saigontourist Group's Member Council, cuisine is a vital cultural asset of Vietnam with potential to drive high-quality tourism development. She stated, "The combination of Saigontourist Group's experience in tourism, hotels, and restaurants with Martin Yan's international reputation and expertise will help create new products, promoting Vietnamese cuisine and culture to international friends."

The group also noted that developing tourism linked to cuisine has been a core focus for many years. Saigontourist Group has organized numerous cultural and culinary promotion events both domestically and internationally. These include the Saigontourist Group Culinary Culture Festival, recognized by the World Culinary Awards as "World's Best Culinary Festival" for 2023-2025 and "Asia's Best Culinary Festival" for 2022-2025.

A representative added, "The collaboration with Martin Yan is a step to develop tourism products with cuisine as a highlight, while expanding the promotion of Vietnamese culture in the international market."

Yan Can Cook is currently a chef and cooking instructor on the popular television program "Yan Can Cook," which has aired since 1978 on PBS (US) and numerous international television stations. The program has been broadcast in over 50 countries. He is also the author of over 35 cookbooks and continues to participate in festivals, exchange programs, training, and culinary culture promotion worldwide.

Thy An