In keeping with the saying “The quickest way to someone's heart is through their stomach,” a countrywide cooking contest has been launched in an effort to help Vietnam win the heart of global tourists through its unique, traditional cuisine.

Now in its second year, the 2014 Golden Spoon Awards aims at seeking and honoring traditional dishes that represent the cultural specificities of each region across Vietnam. It also seeks to promote the image and culinary culture of the Southeast Asian country to the world.

The contest, which kicks off on May 21, is expected to gather the participation of 220 teams, each consisting of three professional cooks, from ten regions countrywide.

Contestants will be cooking the delicacies of the regions they represent, and some will be selected to advance to the next rounds.

The qualifying round will take place from May 21 to October 8 in ten different locations, including Hanoi, Ho Chi Minh City, Can Tho, Da Nang, and Quang Ninh.

Thirty-six teams will qualify for the semifinals, organized in Hanoi on November 5 and in HCMC on November 19.

The ten finalists will then compete for the VND1 billion (US$47,170) prize and the trophy in the final round in the southern province of Binh Duong on December 10. Registration is still open at www.chiecthiavang.com until May 15.

Cooks from the Intercontinental Danang Sun Peninsula Resort in the central city of Da Nang won the award last year.

The 2014 Golden Spoon Awards is organized by Binh Duong-based porcelain maker Minh Long 1 and the Business Studies & Assistance Center, and is supported by the Vietnam National Administration of Tourism (VNAT) together with the Vietnam Chamber of Commerce and Industry.

“I hope the contest will become a more effective way to promote Vietnam’s tourism and cuisine to the world,” said VNAT chief Nguyen Van Tuan.

VNAT has annually launched programs to introduce Vietnamese dishes to global visitors, but these events were at a smaller scale and failed to attract food companies and professional cooks, Tuan admitted.

“So hopefully the Golden Spoon Awards will do better.”

Boosting culinary tourism

Ly Ngoc Minh, CEO of Minh Long 1 and chief organizer of the contest, said the competition will be an effective channel through which to promote Vietnam’s culinary tourism.

Also known as “food tourism,” culinary tourism is defined as experiencing the food of the country, region, or area, and is now considered a vital component of the tourism experience.

“Whenever they come to a new land, tourists love to experience the best and most typical dishes there.

“The diversity of the ingredients and the talent of the cooks produce delicacies that represent each region, and this is one of the best ways to promote culinary tourism,” Minh said.

The chief organizer also expressed his belief that the Vietnamese dishes featured in the contest will be a “convincing and impressive reason for global holidaymakers to travel to Vietnam.”

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