Ho Chi Minh City Department of Tourism launches the ‘Ho Chi Minh City – All you can eat,’ TVC project. This flavorful journey explores the city’s diverse cuisine, from the savory Bánh Xèo to the authentic Phở SOL. To demonstrate the impact of such culinary-focused campaigns on tourism growth, the success of the “New Nordic Food” project has been mentioned.
The Ho Chi Minh City Department of Tourism has teamed up with Warner Bros Discovery to unveil an extraordinary culinary journey in a TVC project called “Ho Chi Minh City – All you can eat”, featuring the esteemed Miss Intercontinental 2022, Lê Nguyễn Bảo Ngọc, and culinary expert Sarah Huang Benjamin.
This exclusive collaboration aims to guide audiences through the vibrant tapestry of flavors that define Ho Chi Minh City’s culinary landscape. Brace yourselves for an immersive experience led by these renowned personalities.
From the mouthwatering Bánh Xèo at Bánh Xèo 46A Đinh Công Tráng to the authentic Phở SOL – Phở tái lăn Hà Nội chính gốc, the flavorful Cơm tấm Sài Gòn at Cơm tấm Mộc, and the exploration of diverse tastes at Ốc Đào, this culinary expedition promises to tantalize taste buds.
Moreover, the journey extends to the vibrant Hồ Thị Kỷ Night Market, offering a delightful array of snacks that transform the daytime charm into a bustling food haven.
The generous support from Saco Travel and Sofitel Saigon Plaza, notably the hotel’s Genral Manager – Mr Mario Mendis – a cherished industy expert of AHA Vietnam, has made this project possible.
We are looking forward to the official realeased of the campaign that will take us on an insightful journey through Ho Chi Minh City’s diverse culinary landscape. Besides, project like this has the potential to significantly boost local tourism by showcasing the city’s rich culinary offerings, attracting food enthusiasts and travelers seeking authentic cultural experiences, which has been proved by the success of the “New Nordic Food”.
The success of New Nordic Food campaign – Old but Gold
The New Nordic Food, launched in 2004, was a tourism campaign of Denmark that highlight the culinary culture of Copenhagen, its capital city. It focused on using local, seasonal ingredients and sustainable practices in cooking while staying true to traditional recipes.
Besides from offline events, they launched engaging TV commercials and online campaigns highlighting the uniqueness of Nordic food culture. The campaign’s success in redefining the food scene and attracting tourists underlines the power of celebrating local culinary traditions in boosting a city’s allure and fostering economic growth.
The impact was huge! The number of tourists visited Copenhagen from 2004 to 2016 was doubled up, reaching 8.5 million. In 2015, the whole Copenhagen area welcomed 7.8 million tourists, with nearly 5 million from abroad, creating more than 40,000 tourism related jobs and generating 5.1 billion Euro. The big lesson here? Highlighting local food traditions can really boost a city’s appeal and bring in lots of visitors, creating jobs and boosting the economy.
In addition to these achievements, highlighting local cuisine, such as the ‘Amazing Thai Tastes’ or ‘Spain Food Nation’, or recently the “Great Taste of Canada” stands as remarkable success stories in tourism campaigns. Vietnam, particularly Ho Chi Minh City, is at the onset of a similar journey, and anticipation mounts as we eagerly await the impact and outcomes of this engaging culinary campaign.
Australian Hospitality Alumni Network Vietnam 