Vietnam Aims to Leverage Culinary Fame for Tourism Growth

Vietnam possesses a vast culinary heritage, boasting thousands of signature dishes from its 54 ethnic groups, many of which have garnered international acclaim. Increasingly, various localities are positioning food not merely as a service for tourists, but as a standalone attraction. This trend suggests Vietnam is beginning to view its rich food culture as a new engine for economic growth. Factors such as awards in international culinary competitions, features by renowned chefs, and viral social media content are heightening global interest in Vietnamese cuisine. In Ho Chi Minh City, efforts are underway to enhance tourism appeal by integrating culinary and cultural experiences. A collaboration between Ho Chi Minh City and TikTok is also promoting local culture and cuisine to a global audience. The Vietnamese government has also indicated a policy to incorporate food culture into its national tourism strategy, strengthening international promotion. This is expected to attract more tourists to Vietnam through its cuisine, thereby revitalizing related industries. Under Vietnam's one-party system, such cultural promotion initiatives can be interpreted as part of a national strategy aiming to balance strengthening national identity with economic development. Particularly, in the context of complex relations with China, showcasing unique cultural assets to the international community could also bolster the nation's soft power.