VI
Vietnamese cuisine faces numerous challenges when trying to tell its story to the world. From the early days of struggling to introduce pho, beef noodle soup, banh mi, egg coffee, broken rice, hu tieu, banh xeo, Hoi An chicken rice... to the world, and gradually witnessing these dishes become iconic, to the more significant turning points that forced us to change.
No longer confined to simple, rustic street food, Vietnamese people believe that the potential of their cuisine is vast and rich in identity. We have an incredibly abundant supply of natural ingredients thanks to our rich forests, abundant seas, and generous natural resources. We have sweet tropical fruits, fresh seafood, nutritious wild vegetables, and countless other rare foods. Even in the realm of spices and herbs, Vietnamese cuisine boasts an incredibly diverse "collection" with countless unique flavors unlike anywhere else in the world.
Vietnamese cuisine is a vibrant tapestry of regional variations, where each local ingredient carries its own unique climate, soil, and cultural heritage.
Faced with such a potential treasure, young food enthusiasts couldn't ignore it. They stepped in to conquer this lucrative market, contributing to the advancement of fine dining right in their homeland. They celebrate Vietnamese ingredients, Vietnamese dishes, and the beauty of local cuisine, challenging the most formidable competitors in the challenging F&B world, despite the general economic difficulties, to rise to become restaurants with admirable revenue in a highly fragile post-Covid-19 business market.
Behind the meticulously prepared banquet tables
Beneath the meticulously arranged banquet tables and carefully designed menus, this market operates on very real numbers, and it is these numbers that show why Vietnamese fine dining is no longer a fleeting phenomenon, but has become a significant component of the modern economy.
According to reports from the F&B and tourism industries in the Asia-Pacific region, Vietnam's food and beverage revenue has surpassed VND 650 trillion annually, with a growth rate of approximately 10-11% during 2023-2024. Notably, the mid-range and high-end restaurant segments are driving this growth, particularly in major cities and resort destinations.
Fine dining, while not representing a large proportion of establishments in this landscape, creates the highest added value per guest. A "tasting menu" dinner costs many times more than a regular meal, but in return, it offers a complete experience encompassing cuisine, ambiance, service, storytelling, and emotion. This is what makes fine dining the anchor of luxury travel.
According to reports from the F&B and tourism industries in the Asia-Pacific region, revenue in Vietnam has exceeded 650 trillion VND annually.
High-end travel surveys in Asia show that 30-35% of luxury travelers' spending is allocated to culinary experiences, with fine dining often ranking alongside spa treatments, golf, or secluded resorts. Vietnam, with its abundant ingredients and competitive costs, has quickly become an attractive destination on the culinary map of beautiful Southeast Asia. Not only international tourists, but also domestic diners are experiencing significant changes in their preferences.
A younger, more knowledgeable generation, many of whom have studied or lived abroad, views fine dining as a way to explore culture. This isn't simply about luxury consumption; diners are more interested in the depth of the experience through novel culinary activities. They are willing to pay a premium for a dining experience as long as it's worthwhile.
No longer confined to simple street food, Vietnamese people believe that the potential of their cuisine is much broader and richer in identity.
This shift has created a ripple effect. Restaurants are investing more seriously in ingredient research, staff training, and experience design, while the media and international culinary rankings, beyond the traditional star system, are paying more attention to Vietnam. From Asia's 50 Best Restaurants and The Best Chef Awards to the World's Best Sommeliers' Selection, each recognition contributes to solidifying Vietnam's position as a growing fine dining market. Vietnamese participants are increasingly appearing in international culinary and wine competitions. And notably, the prestigious Michelin award has repeatedly honored Vietnamese restaurants. This is not only recognition from international diners and tourists but also acknowledgment from the highly skilled culinary community and those with expertise in the F&B industry.
These numbers, therefore, are not just a measure of scale. They tell the story of the belief of diners, investors, and even the chefs themselves in the long-term future of Vietnamese cuisine in the high-end segment. And behind each meticulously prepared and elaborate table setting, Vietnamese fine dining once again demonstrates an unexpected appeal.
Vietnamese cuisine from a fine dining perspective.
As Vietnamese fine dining moves from its "emergence" to its "integration," the question is no longer whether we can keep up with the world, but rather who we will become in that global landscape. The future of Vietnamese fine dining lies not in preserving traditional dishes in their original form, but in the ability to flexibly reinterpret culinary characteristics. This is when pho, fish sauce, rice, wild vegetables, or fermentation techniques are no longer confined to their familiar forms, but become creative elements, the main themes of the menu.
Surveys of luxury travel in Asia show that 30-35% of the spending budget of high-end travelers is allocated to culinary experiences.
Young chefs today, such as Sam Tran (Gia); Cuong Nguyen (An's Saigon); Thuy Dung (Mien)... do not hesitate to question the ingredients and dishes around us:
"Why did this dish come into existence? What does it reflect about the climate, soil, and customs?"
From there, they built new dishes based on ancient foundations. They strived to rediscover their roots, explore the past, and uphold tradition, hoping to bridge the gap between "past and present" through their menus. Thanks to this creativity and flexibility, seemingly ordinary ingredients were transformed into luxurious creations, ready to enter the world. Vietnamese fine dining choosing this direction was a very wise decision. It seems that every moment and every decision has its own meaning; given the right timing, high-end contemporary Vietnamese cuisine will leave us all in awe.
Menus such as "Golden Forest, Silver Sea," "Triumphal Revelation" by Gia, "Village Festival Feast," "Harvest Season" by Mien, or "Colors" by An's Saigon all vividly portray the charm of Vietnamese cuisine through rare, unique, and valuable local ingredients, along with cooking techniques very familiar to Vietnamese people, such as pickling vegetables (fermentation); making broth…
A growing characteristic of Vietnamese fine dining is the conscious blending of local knowledge and international techniques. Vietnamese chefs, trained abroad or working in renowned regional kitchens, bring back not only skills but also a systematic mindset. They apply modern techniques, from temperature control and precise fermentation to minimalist presentation, to highlight Vietnamese ingredients, rather than obscure them. In this case, technique serves the cooking process rather than being a means for chefs to compete. This combination creates a new culinary language capable of surprising diners. This is the creative territory that Vietnamese fine dining will continue to explore in the coming years.
Vietnamese cuisine shines through its unique local ingredients and familiar cooking techniques.
When elegance doesn't require extravagance
Perhaps the most significant change that fine dining in Vietnam has brought about is the redefinition of luxury. Luxury no longer equates to imported luxuries or rigid rituals. Instead, it is associated with sophistication, understanding, and connection. A luxurious meal can begin with very humble ingredients, as long as they are treated with respect. A luxurious setting doesn't need to be ostentatious; it just needs to be comfortable and inviting. And the most luxurious experience, ultimately, is the feeling of being immersed in a living culture, experiencing it with all its finest emotions.
If we had to point to a guiding principle for the future, it would be sustainability and social responsibility. Fine dining in Vietnam cannot develop in isolation from the environment and the communities that nurtured it. More and more high-end restaurants prioritize short supply chains, working directly with farmers, fishermen, and traditional craft villages. They build seasonal menus, accepting the limitations of nature as part of their creativity. Zero-waste is no longer a foreign concept, but has become a new professional challenge in the F&B industry. "Sustainability" in Vietnamese fine dining isn't about moralizing it, but rather about naturally presenting itself as a smart choice, helping restaurants manage their supply chain effectively while creating a meaningful story for diners.
A luxurious meal can begin with very humble ingredients, as long as they are treated with respect.
Fine dining in Vietnam today is no longer a "game" for the select few, nor merely a trendy symbol. It has become a contemporary culinary ecosystem. Here, the art of preparation and cooking techniques from the West combine with the cultural values of Vietnamese cuisine to create a truly worthwhile experience. From the growing numbers to the meticulously arranged banquets, Vietnamese fine dining reflects a promising, confident, open culinary scene ready to communicate with the world in its own language.
