Nguyen Quynh Mai, Deputy Chairwoman of the State Committee for Overseas Vietnamese Affairs, speaks at the event. (Photo: Duong Tieu)
The initiative is regarded as the first multinational “cultural-diplomatic-community roadshow” model to be organised in Europe, combining culinary promotion with engagement among overseas Vietnamese communities and cultural diplomacy activities.
Speaking at the event, Nguyen Quynh Mai, Deputy Chairwoman of the State Committee for Overseas Vietnamese Affairs, emphasised that the “Pho Cultural Roadshow Europe 2026” is scheduled to take place from late June to mid-July 2026 in several European countries, including Poland, Slovakia, Austria, Hungary, the Czech Republic, and Germany.
She noted that the programme is not merely a culinary promotion campaign but also a journey to spread Vietnamese cultural pride to the world through the image of a bowl of pho — a dish regarded as the “quintessence of the nation.”
Highlighting cuisine as one of Viet Nam’s most distinctive cultural values, particularly pho, Nguyen Quynh Mai affirmed that pho is not only a familiar dish but has become a cultural symbol carrying stories of Vietnamese history, identity, sophistication, and soul.
Commending the efforts of the We Love Pho Association in connecting communities and promoting Vietnamese cuisine in Europe, Nguyen Quynh Mai said that the earlier “European Pho Week 2025” series had become the largest-ever campaign promoting pho in the region, with more than 250 restaurants across over 25 countries participating.
Reaffirming that overseas Vietnamese communities are an inseparable part of the Vietnamese nation, Nguyen Quynh Mai stated that the State Committee for Overseas Vietnamese Affairs would continue to accompany and support practical activities aimed at promoting Vietnamese culture and image to the world.
According to the organisers, from late June to mid-July 2026, the roadshow delegation is expected to travel through major cities including Warsaw, Bratislava, Vienna, Budapest, Prague, Bochum, and Berlin.
In addition to direct activities such as advanced training classes, sharing broth-making techniques and standardising Vietnamese dishes in Europe, culinary showcases, and community discussions, the “Pho Cultural Roadshow Europe 2026” programme is also being developed as a multi-platform media campaign featuring storytelling videos, immersive experiences, and the participation of internationally influential figures.
