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The event is considered the first time a multinational “cultural - diplomatic - community roadshow” model has been implemented in Europe, combining culinary promotion with overseas Vietnamese community engagement and cultural diplomacy activities.

Speaking at the event, Nguyen Quynh Mai, Vice Chairwoman of the State Committee for Overseas Vietnamese Affairs, emphasized that the program is not merely a culinary promotion campaign, but also a journey to spread pride in Vietnamese culture to the world through the image of pho - a dish widely regarded as the culinary soul of the nation.

According to Mai, overseas Vietnamese communities have played an important role over the years in expanding pho’s presence on the global culinary map. From small family-run eateries to professional restaurants in major European cities, pho has become a familiar cultural bridge connecting Vietnam with international friends.

Praising the efforts of the We Love Pho Association in connecting communities and promoting Vietnamese cuisine in Europe, Mai said that the earlier “European Pho Week 2025” series had become the largest pho promotion campaign ever organized in the region, attracting participation from more than 250 restaurants across over 25 countries.

Nguyen Quynh Mai, Vice Chairwoman of the State Committee for Overseas Vietnamese Affairs, speaks at the event. (Photo: Duong Tieu)

Reaffirming that overseas Vietnamese communities are an inseparable part of the Vietnamese nation, Mai stated that the State Committee for Overseas Vietnamese Affairs would continue accompanying and supporting practical activities aimed at promoting Vietnamese culture and image worldwide.

She also acknowledged the cooperation among the We Love Pho Association, the Ninh Binh Culinary Culture Association, and Vietnamese representative agencies in Europe in organizing the program, while expressing hope that the journey would contribute to tourism promotion, trade development, and stronger connections within overseas Vietnamese communities.

Mai Hai Lam, Chairman of the We Love Pho Association, said this would be the first large-scale pho program simultaneously held across multiple European countries. Scheduled from late June to mid-July 2026, the roadshow will travel through cities in six countries: Poland, Slovakia, Hungary, the Czech Republic, Germany, and Austria.

According to Lam, the program is not only intended to promote Vietnamese cuisine, but also aims to build a network connecting Vietnamese culture in Europe through pho - a culinary symbol deeply rooted in Vietnamese identity.

Each destination will carry its own distinct character. In Warsaw, Poland, the program will focus on intensive training workshops, sharing broth-making techniques and standardizing Vietnamese cuisine in Europe. Meanwhile, in Bratislava, Slovakia, activities will be held as part of “Vietnamese Culture Day,” combining culinary showcases with community discussions.

Notably, Vienna, Austria, has been selected as the diplomatic highlight of the journey, featuring the “Pho Diplomatic Showcase” and the “The First Bowl” ceremony - sharing the first bowl of pho as a symbol of cultural connection and friendship among nations.

In addition to on-site activities, the “Pho Cultural Roadshow Europe 2026” will also be implemented as a multi-platform media campaign featuring storytelling videos, immersive experiences, and the participation of internationally influential figures, helping spread the image of Vietnamese pho and Vietnamese culture to wider European audiences.

Delegates pose for a photo at the program. (Photo: Duong Tieu)

According to Le Thi Thiet, Chairwoman of the Ninh Binh Culinary Culture Association, the “Pho Cultural Roadshow Europe 2026” is not simply a food promotion campaign, but also a journey telling the story of Vietnam, its people, and its identity through the language of cuisine.

“Through pho, we want to use a ‘silent language’ that is nevertheless powerful enough to touch the hearts and emotions of international diners as well as overseas Vietnamese communities, introducing a Vietnam that is rich in identity, refined, and always open to integration,” Le Thi Thiet shared.

Le Thi Thiet expressed hope that the journey would help turn culinary culture into a bridge promoting tourism, enhancing the national image, and strengthening international cultural exchange. At the same time, it would provide opportunities for Vietnamese culinary artisans to approach international standards and develop modern culinary products while preserving the essence of traditional values.

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