A Pho booth at the launch ceremony for the competition "Creating Cultural Intellectual Property (IP) from Hanoi’s Intangible Cultural Heritage 'Pho'", Hanoi, July 24, 2026 (Photo: Ngoc Anh)
A Pho booth at the launch ceremony for the competition "Creating Cultural Intellectual Property (IP) from Hanoi’s Intangible Cultural Heritage 'Pho'", Hanoi, July 24, 2026 (Photo: Ngoc Anh)

The competition welcomes entries in a wide range of formats, including sketches, photographs, short videos, digital media products, heritage brand identity designs, and innovative cultural IP concepts. The total prize pool is worth 1,500 USD.

According to the organizers, the contest is a concrete step toward transforming cultural heritage into a driving force for cultural industry development. It aims to inspire fresh ideas and create cultural IP products that reflect Hanoi’s distinctive identity while improving the brand value of Hanoi Pho in contemporary society.

Guests take a commemorative photo at the launch ceremony of the competition (Photo: Ngoc Anh)
Guests take a commemorative photo at the launch ceremony of the competition (Photo: Ngoc Anh)

As part of the initiative, the organizers plan to introduce Hanoi Pho at the Tokyo Food Festival in Japan this October and hold activities to promote the essence of Vietnamese Pho on Vietnam Cultural Heritage Day in Hanoi this November.

The Hanoi Department of Culture and Sports will advise the Hanoi People’s Committee on preparing a scientific dossier to seek UNESCO inscription of "Pho" on the Representative List of the Intangible Cultural Heritage of Humanity.