The Hanoi Culinary and Cultural Festival took place at Thong Nhat Park from November 29 to December 1, attracting large crowds who were not only drawn by the enticing cuisine but also intrigued by the novelty of a dish called 'digital phở.'

Located in a spacious booth near the park's main entrance, the 'digital phở' stall captured constant attention throughout the three-day festival.

Lines of curious onlookers watched as a robot prepared bowls of phở for customers.

An effective marketing strategy

The kitchen at the 'digital phở' stall was enclosed by glass walls, allowing visitors to watch the robot perform its precise movements.

The robot skillfully placed noodles in boiling water for blanching, filled bowls with noodles, meat, and fresh herbs, and ladled hot broth over the ingredients.

While impressive, its performance fell short of professional chefs.

Its movements lacked the finesse needed for tasks like shaking noodles to ensure even cooking, prompting some spectators to jokingly coach it, saying, “You need to shake it!"

The prevailing sentiment was that the robot still needed support from a human counterpart, leading many to conclude, “Nothing beats the personal touch of a real person.”

The robot's limitations extended beyond its mechanical precision, as phở, a dish deeply tied to Hanoi’s culinary tradition, requires subtlety in preparation and presentation.

The lack of human intuition made the machine’s efforts feel clinical and less authentic.

Despite these shortcomings, the 'digital Phở' stall remained a major attraction and the novelty factor proved to be an effective marketing strategy, drawing visitors not only to the booth but to the fest as a whole.

Celebrating phở and Vietnam’s culinary heritage

This year’s Hanoi Culinary and Cultural Festival was especially significant, held shortly after Hanoi’s phở-making craft was recognized as national intangible cultural heritage. Unsurprisingly, a large portion of the event was dedicated to showcasing the dish.

Along Tran Nhan Tong Street, just outside Thong Nhat Park, stalls showcased some of the capital’s most famous phở establishments, including Pho Thin by Hoan Kiem Lake, Pho Suong, and Pho Chi.

The stalls were spotless, the food flavorful, and the service excellent, perfectly highlighting the charm of this quintessential dish.

The festival also included a fascinating exhibition about phở where attendees could explore the history of the dish, from street vendors in old Hanoi to the subsidized version of bygone eras.

The exhibit even highlighted literary works by renowned Vietnamese writers such as Thach Lam and Nguyen Tuan, who immortalized the food in their prose.

In addition to phở, the fest celebrated other Hanoi culinary staples, such as pork rolls and ham from Uoc Le Village, dishes made from cốm (young green rice), Thanh Tri steamed rice rolls, bún chả (grilled pork and rice vermicelli), West Lake shrimp cakes, and preserved fruits from Hang Duong.

Other regions of Vietnam were also represented, offering specialties like Nha Trang spring rolls and kitchen-hung dried buffalo meat from the northern mountains. An international cuisine section added even more variety, attracting visitors eager to sample global flavors.

From children and young adults to families and the elderly, everyone found something to enjoy.

Groups of friends and families with young kids were a common sight, adding to the event’s festive vibes.

With its delicious food, cultural performances, and sunny autumn weather, Thong Nhat Park became a perfect weekend gathering spot for families in Hanoi.

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