Vietnamese Cuisine Post-International Recognition (Part 2): Trends and Challenges
International recognition brings many opportunities and challenges for restaurants and chefs of Vietnamese cuisine
Vietnamese cuisine, particularly its contemporary evolution, has undergone a remarkable transformation since international recognition arrived on the scene. With new opportunities come fresh challenges, as the industry navigates the shifting landscape of culinary trends in Vietnam and across Asia.
Invisible Challenges
After the initial euphoria, chefs and those working in the F&B industry have found themselves grappling with complex issues—many of which this young sector has never encountered before. Chief among these challenges is the pressure of maintaining high culinary standards.
This is a familiar struggle for restaurants worldwide with international accolades, with some choosing to relinquish their prestigious titles or simply accepting their loss. Elevated expectations from diners place significant strain on operating costs and resources. Moreover, certain establishments have faced criticism for straying too far from the essence of Vietnamese cuisine or for being deemed unworthy of their recognition.
International recognition has undoubtedly helped to cement Vietnamese cuisine's standing on the global gastronomic map. Dishes such as pho, bun bo Hue, and banh xeo are gaining increasing recognition—not just for their flavours but for the cultural narratives they embody. However, industry luminaries such as Gordon Ramsay and David Chang argue that to sustain this upward trajectory, Vietnam must invest substantially in chef training, service improvements, and a stronger national culinary identity.
Above Above: International recognition drives restaurant quality forward (Photo: Courtesy of Gia restaurant)
Yet, this remains a significant challenge for an industry that is still maturing—fragmented and not yet fully integrated with the global culinary scene. Despite its rich heritage, immense potential, and deep-rooted traditions, contemporary Vietnamese cuisine faces an arduous journey ahead.
What lies ahead for Vietnamese cuisine?
While international recognition has sparked debate, there is no doubt that such recognition has opened doors. The spotlight on Vietnamese cuisine has drawn greater attention from international visitors across all dining tiers, from humble street food to high-end gastronomy.
Above International recognition continues to elevate restaurant standards (Photo: Unsplash / Ben Koorengevel)
In speaking with several chefs featured in internationally recognised lists, Tatler has found that this prestigious accolade has served as a catalyst for creativity and competition, encouraging many young chefs to sharpen their craft. In the eyes of the international community, such recognition has helped redefine Vietnam as a destination for refined, diverse, and world-class cuisine.
Vietnamese cuisine has immense opportunities, but capitalising on them effectively is key. To advance, the Vietnamese F&B industry must prioritise three fundamental elements.
People: The culinary profession must be accorded greater respect, moving beyond the outdated perception that it requires little formal education. Chefs who commit to honing their expertise, mastering foreign languages, and developing a deep love for their profession will undoubtedly shape the future of contemporary Vietnamese cuisine.
Industry Stakeholders: Beyond chefs and professionals, related individuals, organisations, and institutions also play a crucial role in promoting Vietnam's culinary culture by sharing the stories behind each dish. Every seemingly simple dish carries deep cultural and historical significance.
Sustainability: Incorporating environmental and social considerations into the culinary industry—such as prioritising local ingredients and upholding community values—will be instrumental in ensuring the longevity of contemporary Vietnamese cuisine. Future trends in Vietnam's F&B industry
Restaurants will increasingly leverage local ingredients and cultural narratives to distinguish themselves. The 'Farm to Table' movement is flourishing, offering reassurance to diners who care deeply about the provenance of their food. Sustainability is becoming a key focus, with growing demand for organic ingredients and efforts to minimise food waste. This shift will drive innovation in restaurant management and operations.
Above Chef Summer Le's restaurant is the first in Vietnam to receive the Michelin Green Star award (Photo: Michelin Guide)
In tandem with global trends, many culinary advocates are working to preserve traditional dishes while embracing modern techniques. This delicate balance ensures that Vietnam's culinary heritage remains firmly rooted while allowing room for innovation and growth.
The fusion of Vietnamese and international cuisine is set to become even more pronounced. Highly sought after fusion dishes will continue to evolve in new and unexpected ways. Performance cuisine, molecular gastronomy, and technological advancements in food preparation are also predicted to flourish. Even futuristic concepts, such as AI-assisted cooking, could emerge as defining trends.
International recognition in Vietnam has opened doors for Vietnamese cuisine, but it also presents significant challenges. Striking a balance between global integration and preserving national identity will be an ongoing endeavour. However, with a rich culinary heritage, unique strengths, and an unceasing spirit of innovation, Vietnamese cuisine is well-positioned to reach new heights—not only regionally but on the global stage.
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Tatler Asia
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- Tatler Asia
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Every team member is trained to understand and practise responsible cuisine, from the way ingredients are sourced and handled to the way they are introduced to guests. Chefs learn to assess provenance, prioritising seasonal produce to prevent overharvesting. The restaurant also partners with local suppliers, reinforcing ties to the community while keeping its carbon footprint low. Ultimately, Noriboi hopes to make a greater impact on the development of the F&B industry in Vietnam by proactively collaborating with farmers, fishermen and local suppliers to promote sustainable production, bring Vietnamese agricultural products into the high-end value chain, create more job opportunities and contribute to economic development. Starting from water (life) to sustainable activities (life extension), what innovative plans does Noriboi have to continue to affirm its pioneering position in the art of omakase in the future? Water is the source of life. 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Tatler Asia
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- Tatler Asia
VPBank taps G-Dragon to reinvent its image, while Taylor Swift shows the global trend
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