To mark the 71st anniversary of the Liberation of the Capital (October 10, 1954 – 2025), the Ha Noi Municipal Department of Culture and Sports, in collaboration with relevant agencies, organised a series of activities under the theme “Pho – An Intangible Cultural Story in the Flow of the Creative Industries” on October 11–12 at Tasco Mall (7–9 Nguyen Van Linh Street, Viet Hung Ward, Ha Noi).
The event featured two main spaces dedicated to showcasing and promoting the intangible cultural heritage of Ha Noi’s ‘pho’: a connection and discussion zone, and an exhibition and tasting space.
The outdoor exhibition and tasting area featured live demonstrations of the ‘pho’-cooking process and tasting experiences from renowned ‘pho’ brands such as Pho Thin Hang Tre, Pho Long Bich, and Pho Khoi Hoi. Visitors to this space could also check in and interact with chefs and artisans who preserve and practise this quintessential Ha Noi delicacy. Booths from enterprises like Acecook Viet Nam showcased their creative journey in transforming traditional ‘pho’ into convenient culinary products suited for today’s busy lifestyles.
The connection and discussion zone included activities such as the seminar “Pho – An Intangible Cultural Story in the Flow of the Creative Industries”; an exhibition space for spices for ‘pho’; a display on the history and cultural practices surrounding ‘pho’ of Ha Noi; traditional art performances; and an exhibition of sketch artworks on the intangible heritage “Pho” by students from the Ha Noi University of Industrial Fine Arts.
A highlight of the programme was the open seminar “Pho – An Intangible Cultural Story in the Flow of the Creative Industries”, held in the central atrium of Tasco Mall. There, visitors immersed themselves in the event’s dynamic atmosphere and engaged in discussions with leading culinary and cultural industry experts, as well as ‘pho’ artisans. The discussions focused on topics such as recognising and utilising Ha Noi’s intangible ‘pho’ heritage as material for cross-disciplinary creativity; branding issues of traditional ‘pho’ establishments; digital technology applications in promoting the ‘pho’ heritage; and strategies to preserve and enhance the heritage’s value in contemporary life.
As part of the event, since September 2025, the organisers launched the “Short Video Contest Introducing Ha Noi Pho” across nearly ten universities. After more than a month, the competition received nearly 200 video entries from over 500 students representing institutions such as the Academy of Journalism and Communication, Thu Do University, Ha Noi Institute for International Studies and Training, Hoa Binh University, and the Viet Nam Tourism College. These videos introduced the culture, customs, and ways of enjoying Ha Noi’s traditional ‘pho’ and its established brands.
The submissions helped spread the cultural essence of Ha Noi ‘Pho’ across social media platforms. In addition, a sketch and souvenir design contest themed around the intangible cultural heritage “Pho,” organised by the Department of Basic Fine Arts – Ha Noi University of Industrial Fine Arts, created a distinct highlight in the creative reinterpretation of the culinary heritage of ‘pho’ within the creative industries.
The exhibited sketch artworks, displayed in the open space of Tasco Mall, attracted a large number of young visitors.
The series reflects a new mindset in heritage preservation and promotion, bringing traditional cultural showcases into commercial centres, offering the public more opportunities to experience heritage, while gradually transforming shopping malls into emerging cultural and creative destinations for the people of the capital.
