As many as 29 large enterprises in tourism, cuisine, and food production sectors from Ho Chi Minh City took part in a business matching program with Japanese firms on Saturday evening, part of the ongoing 'Vietnam Phở Festival 2023' in Tokyo, Japan.

The business matching program attracted many Japanese firms in the retail and trade sectors, proving their goodwill in seeking cooperation opportunities with Vietnamese enterprises, according to the Vietnamese Embassy in Japan.

The Ho Chi Minh City Department of Industry and Trade arranged booths to introduce food products of the city, including those of the Miliket, Cholimex, Vissan, Vifon, Thien Nhien Viet, and Meet More brands.

A representative of Ho Chi Minh City-based Idocean Company said the Japanese market is promising. Young Japanese consumers have a high demand for milk tea products on which the company is focusing.

Similarly, Le Thi Giau, chairwoman of Binh Tay Food JSC, said she met with some Japanese partners who wanted to import rice-based products.

The business matching program helped Vietnamese enterprises learn about the Japanese consumer market, Giau noted.

The event will pave the way for Vietnamese goods to enter the Japanese market as the two countries’ relations have developed strongly, according to Nguyen Nguyen Phuong, director of the Ho Chi Minh City Department of Industry and Trade.

Japanese enterprises also pay much attention to Vietnamese goods and expect to cooperate with Vietnamese producers and processors of farm produce, especially rice-based products.

Japan’s agricultural products, variety production, and rice quality management meet high standards. Therefore, many Vietnamese enterprises want to cooperate with Japanese companies, Phuong added.

The two-day 'Vietnam Phở Festival 2023' kicked off at 11:00 am on Saturday at Yoyogi Park in Tokyo, Japan.

The event aims to enhance the global recognition of Vietnamese culinary culture, particularly the Southeast Asian country’s popular noodle soup called pho.

A bowl of pho consists of broth, rice noodles, herbs, and meat – usually beef or chicken.

It marks a significant milestone in celebrating the seventh edition of the ‘Day of Pho’ (December 12), initiated and annually held by Tuoi Tre (Youth) newspaper.

The festival also serves as a tangible commemoration of the 50th anniversary of diplomatic relations between Vietnam and Japan.

The event is co-organized by Tuoi Tre and Saigontourist Group in coordination with the Vietnamese Embassy in Japan, the Vietnamese Ministry of Foreign Affairs, the Vietnam-Japan Friendship Association, and several Japanese partners.

Among the many chefs scheduled to attend Vietnam Phở Festival 2023 are winners of the ‘Hoa Hoi Vang’ (Golden Star Anise) award Nguyen Tien Hai, Nguyen Tu Tin, and Pham Quang Duy.

'Hoa Hoi Vang' is awarded each year during the 'Day of Pho' to honor pho chefs from across Vietnam.

Participating restaurants in this year’s event include Pho Dau, Pho Hai Thien, Hotel Majestic Saigon, Pho Phu Gia, Pho’S, Sen SASCO, Pho Ta-Binh Tay Food, Pho VGCC, and Pho Thin Bo Ho.

The festival is rolled out in association with national carrier Vietnam Airlines, Suntory Beverage & Food, Southern Airports Services Joint Stock Company (SASCO), Dai-ichi Life, Simply Food, Pho’S, and some other enterprises.

Miss Intercontinental 2022 Le Nguyen Bao Ngoc is the ambassador for the festival.

The first day of the festival attracted over 50,000 visitors.

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