Banh Ram It Goes Viral, Showcasing Vietnam's Culinary Appeal Globally

The traditional dish banh ram it from Vietnam's central Hue region is creating a global sensation through social media. Characterized by its unique combination of a crispy fried glutinous rice base and a steamed dumpling filled with shrimp and pork, the dish's distinct flavor is captivating food enthusiasts worldwide, leading to a surge in demand at Vietnamese restaurants both domestically and abroad. Russian national Aleksandr, 40, who is currently in Vietnam, expressed his interest after seeing banh ram it flood his social media feeds. "The contrast between the crispy base and the chewy dumpling, paired with the sweet and sour fish sauce, is wonderful," he said. Its affordability, with a portion of five pieces costing around VND30,000 (US$1.20), also contributes to its popularity. The craze was ignited by a taste test video posted by an American content creator. Christine, 30, residing in California, tried banh ram it at a local Vietnamese restaurant and noted, "The combination of hard and soft textures in a single bite is the main draw." Ari Hee Lee, 36, a South Korean living in Las Vegas, USA, was also enchanted by its unique texture and flavor. Overseas popularity is particularly evident at the restaurant of Quynh Le, a Vietnamese restaurant owner in California. She added banh ram it to her menu two weeks ago and is now selling 300 to 400 portions daily. While a piece costs about VND6,000 (24 cents) in Vietnam, it sells for over ten times that price in the U.S. Hoang To Nhu, 26, in Mississauga, Ontario, Canada, reports that local Hue restaurants in her area have been fully booked for weeks. This overseas popularity is also impacting traditional eateries in Hue. Tran Thi Quynh Loan, owner of the 60-year-old Ba Chi eatery, states that tourist numbers have tripled or quadrupled, with each of her outlets selling over 2,000 pieces a day. Previously, locals constituted the majority of her customers, but now foreign tourists make up the bulk. Banh ram it consists of "ram," a crispy base made from fried glutinous rice, and "it," a steamed dumpling stuffed with a savory mixture of shrimp and pork. It is typically served garnished with dried shrimp powder and scallions. Loan explains that achieving an authentic flavor requires marinating the shrimp filling for hours and slow-cooking it over low heat, with each family possessing its own secret marinade recipe. Chef Ngo Doan Lenh, a culinary instructor at L.Q.T Kitchen Center in Hanoi, notes that banh ram it originated in the royal kitchens of Hue, embodying the delicate balance characteristic of central Vietnamese culinary techniques. He elaborates that the dish represents a harmony between "fire" (the deep-fried base) and "water" (the steamed dumpling), and between the richness of fried glutinous rice and the clean, savory kick of fish sauce. "This trend highlights a global dining shift toward valuing ingredient texture and sensory experience," he added. The global boom of banh ram it holds significant potential to drive tourism. Nguyen Tien Dat, general director of AZA Travel in Hanoi, points out, "The viral phenomenon of banh ram it goes beyond boosting local dining sales abroad; it directly stimulates immersion travel." He further explains, "After tasting a dish in their home country, foreign tourists tend to trace it back to its birthplace to experience the authentic local food culture firsthand." He also believes that the repeated virality of Vietnamese street food on international platforms offers a prime opportunity to convert online buzz into actual tour bookings. Source: VnExpress International