The competition endeavours to catalyse organisations and individuals to cultivate cultural IP assets from the heritage of Ha Noi ‘pho’; to forge products with cultural value, creativity, and strong practical application; and to contribute to elevating the image of the capital, promoting tourism, cultural industries, and the creative economy.
It also strives to forge more materials, ideas, and products for communications work, helping propagate the value of ‘pho’ to wider audiences at home and abroad.
Entries are welcomed in a spectrum of formats, including sketches, photographs, short videos, video shorts, digital media products, heritage identity systems, and creative cultural IP concepts.
Entries should be submitted no later than September 30, 2026 via email at Ippho2026@gmail.com.
Delivering remarks at the launch ceremony, Pham Tuan Long, Director of the Ha Noi Department of Culture and Sports, asserted that Ha Noi's intangible cultural heritage in gastronomy is one of the cornerstones of the cultural industries.
The competition, he stated, endeavours to forge a new identity and a modern approach to a heritage closely intertwined with the daily lives of capital residents. It welcomes participation from young people and to generate many creative ideas to help elevate and enhance the value of this distinctive intangible cultural heritage, he noted.
For his part, Morimoto Junichi, Marketing Director of Acecook Viet Nam, observed that heritage must always “live” and endure in everyday life — whether in eateries or at home, in Viet Nam or abroad — so that everyone can readily savour ‘pho’.
He pledged that following the launch, the company will collaborate with Ha Noi's cultural sector to execute a series of promotional activities, such as introducing ‘pho’ at the Tokyo Food Festival in October and organising events to propagate the essence of Vietnamese ‘pho’ on Vietnamese Heritage Day in late November 2026 in Ha Noi.
