Vietnam has gained further prominence as a food destination thanks to the emergence of high-end dining, writes Justin Matthew Pang, a lecturer of the tourism and hospitality management program, RMIT.
The high-end restaurant scene in Vietnam has certainly seen it ups and downs over the last few years.
When the Covid-19 pandemic struck the country in early 2020, many high-end restaurants were unable to operate due to the restrictions imposed on them by the authorities in view of social distancing and safety reasons. These restaurants took a massive hit with many seeing negative earnings over that period. It even came to the point when some establishments were driven to bankruptcy and permanent closure.
The lifting of social lockdown and the opening of the economy towards the end of 2021 gave many restaurants and food and beverage outlets a lifeline they sorely needed. This reopening not only granted people the possibility to dine out at restaurants but also the opportunity to demand better quality food - post-pandemic.
Having lived off basic food necessities for the past two years, many Vietnamese saw this as the equivalent of the food and beverage version of the ‘revenge travel’ phenomena, demanding higher quality and imported foods such as wines and cheese, thereby reviving not only the restaurant scene but giving rise to more upscale restaurants, although not entirely full service fine-dining establishments.
The effect was further accentuated by the need to travel by both domestic and international tourists. For the last 18 months, with the opening of national borders, Vietnam has seen a dramatic increase in both international and domestic travelers. The country had more than 3.5 million international arrivals in 2022 and domestic travellers exceeded more than 101 million. Many of these tourists who had not travelled for the last two years had amassed good finances and wanted to travel and dine well, once again, leading to the inception and opening of good quality restaurants.
Many of the internal travelers are from the younger to middle age social demographic groups who travelled widely pre-pandemic and could afford better food, owing to their higher disposable incomes, and wanted better travel cum dining experiences. As for international travellers, many seek food they are familiar with (which is generally more expensive and high-end) or authentic Vietnamese cuisine, that has been married with a Western service style – offered only in upscale dining establishments.
The milestone that truly helped put Vietnam on the culinary map in recent years was the awarding of Michelin stars to restaurants in Hanoi and Ho Chi Minh City. This momentous event held in June 2023 saw four restaurants in the two cities awarded with a one Michelin star for their creativity to enhancing gastronomic delights in Vietnam. Another 99 other restaurants and canteens were also recognized and honored for offering exceptional and good quality dishes. Vietnam has gained further prominence now as a new destination for high-end delectable foods.
As the country progresses forward into the new year, we foresee more high-end and upscale dining restaurants opening in the near future. These restaurants will offer both foreign and local cuisines – catering to locals who are more exposed to international cuisines, as well as to travelers to Vietnam who wish to enjoy the local fare.
We also foresee more international renowned upscale food chains setting up their headquarters and bringing their brands and restaurants to Vietnam, as Vietnamese become more sophisticated diners wanting only the best food choices. In time, we posit that new ‘fusion-hybrid’ Vietnamese flavors and food will emerge from this melting pot of different cultures and travelers – hence raising the bar for Vietnamese epicurean delights and fine foods.