Event Recap: PHO24 at VietRF 2025 – Bringing Authentic Vietnamese Flavor to the World

When it comes to representing Vietnamese cuisine on the global stage, few names carry as much pride and authenticity as PHO24®. For over two decades, we’ve been sharing the soul of Vietnam’s national dish — pho — with the world. And in 2025,

PHO24® took another proud step forward by joining VietRF 2025, Vietnam’s leading retail and franchise exhibition, held in Ho Chi Minh City.

Our participation wasn’t just about showcasing food. It was about showcasing Vietnamese identity, craftsmanship, and hospitality — one bowl of pho at a time.

What Is VietRF 2025?

VietRF (Vietnam Retail & Franchise Expo) is one of Asia’s most important events for connecting local and international brands. Each year, it gathers thousands of visitors — from global investors and franchisors to entrepreneurs and food enthusiasts — all looking to discover brands that embody innovation, quality, and cultural authenticity.

In 2025, VietRF’s spotlight shone on Vietnam’s growing influence in the global F&B landscape. And right at the heart of it was PHO24®, proudly representing the taste of authentic Vietnamese pho to the world.

Why PHO24® Joined VietRF 2025

At PHO24®, our mission has always been clear: to elevate pho from a local comfort food to a world-class dining experience, while staying true to our heritage.

Joining VietRF 2025 was a natural extension of that vision. The event offered us the perfect platform to:

• Showcase our authentic 24-ingredient pho recipe — the core of what makes PHO24® beloved in Vietnam and abroad.

• Connect with potential franchise and investment partners interested in bringing Vietnamese cuisine to new markets.

• Celebrate national pride, sharing Vietnam’s culinary identity with a global audience.

• Demonstrate leadership in Vietnam’s modern F&B industry, where authenticity meets professionalism.

Our presence at VietRF symbolized more than growth — it reflected Vietnam’s confidence as a rising culinary destination.

The PHO24® Booth: A Taste of Home, Designed for the World

At VietRF 2025, visitors didn’t just see our brand — they experienced it. Our booth was designed as a mini PHO24® restaurant, blending heritage and modernity in every detail.

• The aroma of our 8-hour simmered broth greeted guests before they even saw the signage.

• Our team served signature tasting portions of beef pho, complete with fresh herbs and our signature clear, golden broth.

• A visual storytelling wall illustrated PHO24®’s two-decade journey — from our first shop in Ho Chi Minh City to our growing international footprint.

• Visitors could scan QR codes to explore our brand story, locations, and franchise opportunities instantly.

It wasn’t just a booth — it was Vietnam in a bowl, inviting every visitor to experience the joy of pho firsthand.

Authenticity You Can Taste

PHO24®’s biggest strength lies in our authenticity. Every element of our product — from the 24-ingredient secret broth to our handmade rice noodles — reflects our respect for Vietnamese culinary tradition.

At VietRF, this authenticity stood out. Many international visitors commented on how clean, balanced, and aromatic our pho was, calling it “a masterclass in simplicity and flavor.”

We proudly demonstrated that Vietnamese cuisine can be both traditional and world-class. Our commitment to “cooked slow, served fast” — slow-simmered broth served with modern efficiency — resonated with foodservice professionals looking for scalable, high-quality dining concepts.

Connecting with Global Partners

One of the most meaningful aspects of VietRF 2025 was connection. Over three days, the PHO24® team met with:

• Franchise investors from Korea, Japan, and the Philippines interested in expanding PHO24® across Asia.

• Hospitality groups exploring partnerships to bring Vietnamese cuisine to international airports and malls.

• Media and culinary influencers who shared our story with thousands of followers around the world.

These conversations reaffirmed that authentic Vietnamese food has global appeal — and PHO24® is ready to lead the way.

Pho as a Cultural Ambassador

At PHO24®, we see pho not just as a product but as a cultural ambassador. Every bowl tells a story about Vietnam’s warmth, balance, and creativity.

During VietRF, our team shared how PHO24®’s signature broth embodies the harmony of Vietnamese flavors: beef bones, star anise, cinnamon, cloves, ginger, and onions — slow-simmered for 8 hours to achieve that signature clarity and depth.

We explained how our recipe was designed to be both authentic and adaptable, allowing international diners to enjoy the same flavor whether in Ho Chi Minh City or overseas.

For many visitors, it was their first time learning about pho’s cultural significance — how it connects generations, bridges communities, and represents Vietnam’s hospitality spirit.

PHO24®: The Authority on Pho

As Vietnam’s leading pho restaurant chain, PHO24® is more than just a business — we’re a standard-bearer for quality, authenticity, and consistency.

At VietRF 2025, our leadership team highlighted how PHO24®’s systems ensure:

• Consistent flavor and hygiene across all locations.

• Centralized broth preparation, maintaining quality at scale.

• Professional franchise support, from training to operations.

• Strong brand recognition anchored in trust and heritage.

By combining local soul with international standards, PHO24® has become the go-to choice for Vietnamese diners and a trusted partner for global investors.

PHO24 Franchising: From Vietnam to the World

From the heart of Ho Chi Minh City to the coast of Da Nang, PHO24® is already part of Vietnam’s daily life. But through events like VietRF 2025, we’re expanding that footprint — connecting Vietnam’s culinary identity with the world’s dining tables.

Our vision is simple: to make authentic Vietnamese pho as globally recognized as sushi from Japan or pasta from Italy — a dish that speaks of a nation’s pride and people’s warmth.

FAQs: PHO24® at VietRF 2025

1. What did PHO24® present at VietRF 2025?

We showcased the franchising opportunities with PHO24 with our 8-hour broth, 24-ingredient secret recipe, and modern dining concept — offering tasting experiences and franchise insights.

2. Where was VietRF 2025 held?

The event took place in Ho Chi Minh City, gathering international brands, franchise partners, and food industry professionals.

3. What makes PHO24® appealing to global partners?

Our authentic yet scalable model — blending Vietnamese heritage with professional franchise systems — allows us to bring pho to international markets with consistency.

4. Does PHO24® offer franchising opportunities?

Yes. We are actively seeking suitable franchisees. Learn more about our franchising opportunity at Franchising.

Vietnam’s Flavor, the World’s Table

PHO24® at VietRF 2025 was more than an exhibition appearance — it was a milestone in Vietnam’s culinary journey. By showcasing authentic pho in a professional, modern way, we proved that Vietnamese cuisine can compete globally while keeping its heart firmly rooted at home.

As we continue to grow, one thing remains constant: our belief that authenticity connects people. Whether you’re tasting pho in Ho Chi Minh City, Da Nang, or halfway across the world, PHO24® will always serve you the same warmth, flavor, and joy that define Vietnam.

Because when it comes to Vietnamese food culture, PHO24® leads the way — and the world is ready to share the bowl.