The controversy began when a photo of the restaurant’s sign - located in an alley on Goc De Street, Minh Khai Ward - began circulating online. The sign read: “We sell bun bo Hue that’s better than your mom.”

The image’s uploader criticized the message, calling it disrespectful to both their family and customers in general. The post quickly gained traction, attracting widespread public attention and backlash.

Most online commenters agreed that the slogan was inappropriate, labeling it “crass” and “uncultured.” Many users said they would never visit the establishment due to its “offensive marketing.”

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Controversial signage at a bun bo Hue shop in Hanoi sparks public outrage. Photo: Facebook

“I was about to go in, then saw the sign. I’m never coming back,” commented user Thao Phuong Nguyen.

“Too many people today rely on cheap shock value to advertise. It’s shallow and thoughtless,” added Minh Chau.

A few users attempted to defend the sign, suggesting it was likely missing the word “cook”, and that the intended message was “Our bun bo Hue is better than your mom’s cooking.”

But others pushed back, arguing this was a deliberate play on ambiguity meant to provoke attention. “This is wordplay designed to stir controversy. It’s a PR stunt gone wrong,” one user remarked.

The viral post has led to growing calls for a boycott of the bun bo Hue shop.

Contacted via the phone number printed on the sign, a man identifying himself as B., the restaurant’s manager, admitted that the sign was indeed printed with an error. According to him, the intended message was: “We sell bun bo Hue better than your mom cooks.”

B. acknowledged his own negligence in failing to spot the serious wording mistake. He confirmed that the sign has since been removed after customer complaints.

He emphasized that the restaurant did not intend to spark controversy or use shock tactics for publicity. However, the incident has severely impacted customer turnout.

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A payment notice at a broken rice restaurant in HCMC stirred similar controversy. Photo: N.V.C

This is not the first time Vietnamese eateries have faced public criticism over questionable signage.

In 2024, a sign outside a restaurant in Ho Chi Minh City drew ire for saying, “Shippers, please do not enter the premises. Thank you.” Many interpreted the message as discriminatory against delivery workers, prompting calls for a boycott.

In March 2025, a broken rice restaurant in Ho Chi Minh City was criticized for a notice requiring delivery personnel to round up payments when paying in cash - a policy seen by many as exploitative.

Linh Trang