Distinctive features affirm the brand of largest International Culinary Culture Festival in Hanoi

Mrs. Ngo Phuong Ly, spouse of General Secretary To Lam, visits exhibition booths of foreign representative missions and international organizations in Vietnam at the 2024 International Food Festival. (Photo: Anh Son)

The scale of 2025 International Culinary Culture Festival is said to be larger than in previous years. In your view, what are the key factors that have attracted such strong participation from embassies, international organizations and businesses?

The 2025 International Culinary Culture Festival, organized by the Service Department for Diplomatic Corps, has expanded significantly in scale and is considered the largest festival of its kind to date.

The most fundamental factor that we continuously strive for—to strongly attract the participation of embassies, international organizations, local authorities, and businesses—is professionalism in our organization.

Drawing on lessons from previous years, the Department has made thorough preparations, carefully assigned tasks, and worked closely with the event organizing company, with maximum support from relevant units within the Ministry of Foreign Affairs.

Mr. Ngo Phuong Nghi, Director General of the Service Department for Diplomatic Corps. (Source: Service Department for Diplomatic Corps)

Another distinction this year is our breakthrough in program content throughout the event.

For the first time, we are introducing a “Digital Interaction Corner,” providing visitors with an entirely new experience at the festival. In addition, we have rolled out creative and connective activities such as “Borderless Gastronomy Diaries”, “Global Culinary Avenue”, the “Three Regions of Vietnam” area, and several other first-time features.

Notably, the 2025 festival marks the return of food booths from the embassies of China, Japan, South Korea, and France.

These countries boast rich and diverse culinary cultures highly beloved by Vietnamese people. Their presence adds unique elements to the festival and is expected to attract a large number of visitors.

On November 11, representatives of the organizing committee chaired the press conference for the 2025 International Culinary Culture Festival. (Source: Organizing committee)

This year’s event will feature participation from numerous localities. How do you assess the role of provincial Departments of Foreign Affairs in promoting regional cuisine and culture in an international setting?

As in previous years, the Service Department for Diplomatic Corps welcomes provincial Departments of Foreign Affairs and local units from across the country to the International Culinary Culture Festival. Their presence has always been one of the important factors contributing to the success of past festivals.

In a culinary space filled with many “international” and “Western” dishes presented by embassies and international organizations, the regional specialties and traditional dishes brought by provincial Departments of Foreign Affairs continue to affirm the diversity, uniqueness, and appeal of Vietnamese cuisine, standing shoulder to shoulder with international gastronomies.

Moreover, the participation of these Departments enables them to act as bridges between the diplomatic community, reputable businesses, and the localities themselves. This is not only a cultural and culinary exchange but also an opportunity to share prospects for foreign affairs, economic cooperation, and technology transfer.

The festival serves as a platform for localities to explore and deepen connections with countries and international organizations, paving the way for further opportunities and potential development beyond the event.

A booth showcasing traditional products from Thai Nguyen province at the 2024 International Food Festival. (Photo: Pham Hien)

Several new activities, such as the “Fashion Food Show”, the “Global Beer Fest” and the “Borderless Gastronomy Diaries” have been introduced this year. What is the purpose behind these innovations and what impact do you expect them to have?

As I mentioned earlier, many new activities have been thoughtfully designed and included in this year’s festival.

The Service Department for Diplomatic Corps hopes to present a completely refreshed image of the festival after organizing 12 previous editions. These new activities have been carefully prepared with creativity, giving guests and visitors a modern and distinctive perspective of the International Culinary Culture Festival.

With the “Digital Interaction Corner,” attendees can explore the iconic dishes of each country and engage in modern multimedia experiences. Additionally, the new spaces will provide a journey of rich flavors—where cuisine, culture, and people harmoniously converge in a lively, open setting.

These updates and unique elements are all aimed at enhancing the experience and overall impression of the festival’s visitors.

The 2024 International Food Festival attracted a large number of visitors. (Photo: Pham Hien)

In the long term, do you hope the International Culinary Culture Festival can become a national cultural diplomacy brand? What conditions are needed to reach such prominence?

We are indeed aspiring to that. Over the past 12 festivals, the Service Department for Diplomatic Corps has nurtured a passion for organizing International Culinary Culture Festivals of a scale and quality that meet the expectations of embassies, international organizations, local authorities, and businesses.

To elevate the festival into a national cultural diplomacy brand, I believe there must first be close and effective cooperation and support from units within the Ministry of Foreign Affairs—The World & Vietnam Report being a prime example. At the same time, we hope for proactive engagement and thorough preparation from local foreign affairs offices, bringing more diverse regional products to the table.

Equally indispensable is the participation, sponsorship, and contribution of reputable businesses and major brands—who can work with the organizing committee to further develop modern facilities for the festival, while creating truly innovative and meaningful concepts that keep pace with future trends.

Thank you for your time!

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