It not only promotes rice noodle soup, a Vietnamese signature dish, but also aims to spread Vietnamese cultural values to the world, organizers said. In addition to introducing Pho at Vietnamese restaurants in Europe, the program combines tourism promotion, cultural exchange, and connecting the Vietnamese community abroad.
Artisan Le Thi Thiet, Vice President of the Vietnam Culinary Culture Association and President of the Ninh Binh Culinary Culture Association, told VOV, "Our delegation of artisans and chefs will convey the essence of our culinary heritage. As dossier is finalized for UNESCO recognition of pho as an intangible cultural heritage, each bowl of pho served in Europe will be a testament to the vibrancy, historical value, and enduring vitality of Vietnamese cuisine. Through this journey, we hope that culinary culture will become a solid bridge and a strong support for promoting tourism and national image."
The organizers also launched an "Open Roadshow" model, encouraging the Vietnamese community and restaurants in Europe to participate in promoting Vietnamese pho through local activities.
The “Pho Cultural Roadshow Europe 2026” is organized by the State Committee for Overseas Vietnamese, the We Love Pho Association, the Ninh Binh Culinary Culture Association, and the Royal Vietnamese Chefs Association.
