A recent survey by the digital travel platform Agoda found that South Koreans are the most attracted to Vietnamese cuisine, ranking ahead of travelers from Japan and Thailand. The survey results, released on Tuesday, show that South Koreans topped the list of nationalities eager to experience Vietnam’s culinary offerings, followed by Japanese and Thais.

The survey’s data shows that Vietnamese cuisine is the main reason that diners from those three countries consider Vietnam a top travel destination.

According to Vo Ngoc Lam, Agoda country director for Vietnam, learning about the cuisine of a country is both an exploration of its food and a journey to discover its specific cultural features.

Some travelers even go as far as to reserve tables at restaurants before booking their flight tickets to a country, Lam said.

Lam also noted that Vietnamese people take great pride in sharing the beauty of their culinary culture with international tourists, providing them with more opportunities to experience the country’s unique delicacies. 

This survey aligns with data recently released by Visa which showed that an increasing number of South Koreans are spending larger amounts of money on dining experiences while visiting Vietnam.

In the first half of 2024, food expenditures by South Korean tourists in Vietnam accounted for 17 percent of their total spending, according to Visa.   

With more and more Vietnamese restaurants rated by prestigious organizations such as the Michelin Guide, South Korean travelers to Vietnam not only enjoy high-quality foods but also contribute to promoting Vietnamese cuisine to the world, a company representative remarked.

Among the delicacies, ‘pho,’ a signature dish of fresh rice, broth, and meat, is considered a must-try for many South Koreans when visiting Vietnam.

The Vietnam Phở Festival 2024 will take place in Seoul, South Korea, from October 5 to 6. This makes South Korea the second country, after Japan, to host the festival outside of Vietnam.

Several renowned Vietnamese pho brands have already confirmed their participation.

The festival is expected to offer South Koreans, Vietnamese communities in South Korea, and international travelers the opportunity to explore the quintessence of authentic pho.

The event is co-organized by the Embassy of Vietnam in South Korea, Tuoi Tre (Youth) newspaper, and Vietnam’s leading tour operator, Saigontourist.

It is directed by the Vietnamese Ministry of Foreign Affairs and the Ho Chi Minh City People’s Committee, with coordination from various Vietnamese and South Korean agencies and associations.

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