Pho Festival 2025 opens at Thang Long Imperial Citadel

ABO/NDO- On the evening of April 18, Pho Festival 2025, themed “The Essence of Vietnamese Pho – A Heritage in the Digital Era”, officially opened at the Thang Long Imperial Citadel, 19C Hoang Dieu Street, Ba Dinh District, Hanoi.

The event was attended by Tran Sy Thanh, Member of the Party Central Committee, Deputy Secretary of the Hanoi Party Committee, Chairman of the Hanoi People’s Committee, along with city leaders, representatives from foreign embassies, businesses, culinary artisans, and a large number of Hanoi residents.

Famous pho brands participating in the Pho Festival.

Pho Festival 2025 features over 50 booths representing businesses and Pho culinary brands from across Vietnam’s three regions, showcasing and promoting the image and brand of Vietnamese Pho. Many well-known Pho names are present, such as Thin Bo Ho, Tu Lun Hanoi, and Van Cu Nam Dinh. In addition, the festival also introduces some unique variations such as Ha Giang Corn Pho and Da Lat Artichoke Pho.

A fresh highlight of this year’s festival is the integration of technology alongside the traditional experiences of artisan exchanges, pho tasting, and cooking demonstrations. For the first time, AI technology is being introduced to support customers at a culinary festival. The organisers are using an AI-powered chatbot at the information booth to enhance visitor experience, streamline event operations, and assist in promoting the festival. This AI assistant helps guests locate booths and discover their ideal Pho dishes.

The programme is expected to serve as a bridge to honour and connect businesses, traditional craft villages, and Pho brands, promoting Vietnamese cuisine to Hanoi residents, domestic tourists, and international friends.

Pho Festival 2025 runs until the end of April 20.

(Source: NDO)