Hanoi Launches Intellectual Property Creation Contest Using Pho Heritage

Following the designation of "Pho," Vietnam's beloved national noodle soup, as a national intangible cultural heritage, the capital city of Hanoi is set to organize an intellectual property (IP) creation contest that leverages Pho's heritage. This initiative will proceed in parallel with preparations to nominate Pho for UNESCO's Intangible Cultural Heritage status. Hanoi aims to enhance Pho's brand value internationally and widely promote its cultural significance. Pho is a representative of Vietnamese culinary culture, with its origins widely believed to be in Hanoi. In recent years, its international reputation has been on the rise, notably through its inclusion in the Michelin Guide. The contest seeks to solicit a wide range of new ideas, designs, and content inspired by Pho, thereby uncovering its value as intellectual property. This is expected to foster the development of Pho by incorporating modern perspectives while preserving its traditions. Under Vietnam's one-party system, the protection and utilization of cultural heritage are prioritized as part of efforts to strengthen national identity and promote tourism. Establishing a national culinary heritage like Pho as an international brand holds the potential to contribute to economic growth and enhance soft power. Furthermore, in recent years, Vietnam has been seen to leverage its unique cultural resources to increase its presence on the international stage, particularly in its relations with China.