Vietnam Sets Sights on Becoming the World's Next Gastronomy Capital

Vietnam's culinary scene is experiencing a renaissance, with its unique blend of traditional and modern flavors captivating the hearts of foodies worldwide. From humble street food stalls to Michelin-starred restaurants, Vietnamese cuisine has evolved into one of the country's most compelling soft-power assets.

Industry leaders now believe that the next challenge is even bigger: positioning Vietnam as a new 'Gastronomy Capital' in a rapidly evolving global landscape. According to Chử Hồng Minh, chairman of the Vietnam Restaurant Association, the past two to three years have marked a turning point in the country's culinary scene.

There have been significant changes in thinking and approach among restaurant operators in Vietnam, with a strong recovery of tourism since 2024, particularly in the Asia-Pacific region, where growth has exceeded 20 percent. Global tourism spending has already returned to pre-pandemic levels, reaching approximately $1.9 trillion, matching the peak recorded in 2019, according to UN Tourism data.

Culinary tourism has become one of the fastest-growing segments in this context, with growth rates exceeding overall tourism. For Vietnam, this trend highlights what Minh referred to as a 'clear advantage' in tapping into food as a catalyst for destination appeal. Vietnamese cuisine has been steadily gaining international recognition, with global platform rankings, the arrival of inspectors from Michelin Guide, and accolades from organizations such as UNESCO helping to bolster its visibility.

However, recognition alone does not equate to strong positioning, according to Minh. One of the key challenges identified by the project is the gap between global appreciation and brand perception. A survey conducted in 2025 showed that more than 70 percent of global conversations about cuisine were positive, but Vietnam accounted for only around 7 percent of strong emotional attachment to its cuisine or active advocacy for it.

To address this challenge, project leaders have proposed a new direction, 'Delicious and Healthy', which reflects both Vietnam's culinary strengths and global consumer trends toward wellness and sustainability. Workshops involving cultural researchers and international experts have also emphasized the need to embed storytelling and cultural context into dining experiences, moving beyond purely functional consumption.

The idea of branding Vietnam as a gastronomy capital has not been without debate. International experts have pointed out that the concept itself is not widely used globally. Nevertheless, project leaders have chosen to retain the term for its marketing impact, drawing parallels with phrases like 'Fashion Capital' or 'City of Light'. The addition of the word 'new' reflects a more refined positioning, with Minh outlining three dimensions behind the concept: the emerging status of Vietnam's culinary ecosystem, the role of digital transformation and technology, and alignment with global trends such as sustainability and wellness.

Vietnam's rich culinary heritage, combined with its stunning natural beauty and warm hospitality, make it an attractive destination for foodies and travelers alike. As the country continues to evolve and refine its gastronomy scene, it is likely to become a major player in the global culinary landscape. With its unique blend of traditional and modern flavors, Vietnam is poised to become the world's next gastronomy capital, offering a truly unforgettable culinary experience for visitors from around the world.

In conclusion, Vietnam's bid to become the world's next gastronomy capital is an exciting and ambitious project that has the potential to showcase the country's rich culinary heritage and unique cultural identity. With its stunning natural beauty, warm hospitality, and rapidly evolving culinary scene, Vietnam is an attractive destination for foodies and travelers alike, and is likely to become a major player in the global culinary landscape in the years to come.