Chinese Food Trends in Vietnam: Fleeting Fads or Lasting Impressions?

In recent years, food and drink trends originating from China have gained popularity among Vietnamese youth, particularly on short video platforms. However, many of these trends exhibit a pattern of rapid rise and fall, with their appeal diminishing quickly after a few weeks or months. This report examines five such Chinese food and beverage trends that have "created a trend" in Vietnam over the past three years. Stone-Grilled Sausage (Lạp xưởng nướng đá): Introduced from China in 2023 and appearing in Ho Chi Minh City and Hanoi in early 2024, this street food gained traction due to its unique preparation method. Sausages are grilled on hot volcanic rocks or specialized heated stones, resulting in a crispy exterior and moist interior. While initially drawing long queues, its popularity has since waned, with sales now largely confined to tourist markets and fairs. Yunnan Snow Milk Tea (Sữa tuyết Vân Nam): The latest trend to arrive in Vietnam in July 2024, this beverage originates from China's Yunnan province. It features a thick, frothy layer of fresh milk foam atop tea or coffee, offering a subtly rich and less sweet taste. In Vietnam, it has been adapted with local flavors, including matcha, fruits, and various toppings. Popular outlets experienced overwhelming demand, with customers waiting one to two hours during peak times. Hand-Squeezed Lemon Tea (Trà chanh giã tay): Popular in southern Chinese cities like Guangzhou and Shenzhen around 2021-2022, this drink entered Vietnam in late 2023. Its distinct preparation involves muddling lemon slices with sugar using a pestle, releasing essential oils from the peel for a more intense aroma and refined taste. Initial demand led to long lines and sold-out items, but by mid-2024, customer numbers significantly decreased, forcing some establishments to close or pivot to other products. Mala Skewers (Xiên nướng mala): Appearing in Vietnam around 2019 and experiencing a boom post-COVID-19, these skewers are characterized by the Sichuan "mala" (numbing and spicy) flavor profile. Offering a variety of ingredients from meat to vegetables, their affordability and the street food atmosphere have attracted young consumers. Unlike many fleeting trends, mala skewers have shown signs of sustained popularity, with vendors adjusting spice levels and adding sauces like cheese or garlic butter to suit local palates. Pan-Fried Buns (Bánh bao chiên nước): A famous Shanghainese street food with over a century of history, these buns began appearing in select Chinese restaurants in Hanoi and Ho Chi Minh City around 2024. They are pan-fried on the bottom before water is added and the pan is covered to steam, creating a crispy base and soft top. The filling, a mixture of ground pork and solidified broth, melts into hot soup when heated. After an initial surge in popularity driven by social media, these buns have found a niche as a staple in Chinese cuisine offerings, with some establishments offering variations like shrimp or cheese fillings. These trends highlight the influence of social media and the Vietnamese youth's appetite for novelty. However, their longevity varies significantly, with some, like mala skewers and pan-fried buns, showing potential for lasting appeal, while others, such as stone-grilled sausage and hand-squeezed lemon tea, have experienced rapid declines. This dynamic reflects the fast-paced nature of food trends in Vietnam, evolving consumer preferences, and the challenges for businesses in capitalizing on ephemeral fads. Source: VnExpress