A standout feature of this year’s festival is the integration of digital technology into its organization. Notably, the event introduces "Pho AI" - a smart chatbot assistant that allows visitors to search for information, check event schedules, and interact with various program content.

Within the event, guests can explore the immersive space "The Story of Pho," which recreates the historical journey and evolution of Vietnam’s national dish across different eras.

The festival also features the “Signature Pho Space,” a gathering of regional pho styles from Hanoi, Nam Dinh, the Northwest, Central Vietnam, the South, and even international variations. This culinary showcase presents a diverse spectrum of flavors and preparation techniques.

Other engaging highlights include live pho cooking demonstrations, panel discussions on pho’s journey to UNESCO heritage recognition and its global cultural impact, a “state-owned beer and lotus tea” space, and more. These elements blend to form a vibrant celebration that connects culinary heritage with modern technology.

The Pho Festival 2025 runs through April 20.

In August 2024, the Minister of Culture, Sports and Tourism issued Decision No. 2328/QD-BVHTTDL, officially recognizing Hanoi and Nam Dinh pho as part of the national intangible cultural heritage.

According to the Ministry, Hanoi and Nam Dinh pho fall under the category of folk knowledge, also carrying elements of social customs and spiritual practices. Several famous Hanoi pho restaurants have also been named in the Michelin Guide.

Tinh Le