The ‘Michelin effect’: Boosting Vietnam's F&B sector

The ‘Michelin effect’: Boosting Vietnam's F&B sector

After debuting in 2023, the Michelin Guide Vietnam has made a distinctive impact on the Vietnamese food and beverage (F&B) industry and continued to generate interest in its second year.

On 27 June 2024, the Michelin Guide announced seven restaurants with one Michelin star in Hanoi, Ho Chi Minh City and Da Nang (three more restaurants compared to last year). In addition, there were 58 Bib Gourmand (great food at reasonable prices) and 99 Michelin Selected dining establishments.

Notably, this was the first time a Vietnamese restaurant has achieved a Michelin Green Star. The recognition went to Nen Danang thanks to its pioneering efforts in sustainable gastronomy.

Tangible and intangible impacts on F&B sector

The Vietnamese F&B market is on a trajectory of success, with expected revenues of over VND655 trillion (~US$26 billion) and year-on-year growth of 10.92% in 2024, according to a report by

The F&B sector's remarkable growth can be attributed in part to the 'Michelin effect' and Vietnam's rising culinary reputation, according to Mr Ha Quach (Vincent), an associate lecturer in Tourism and Hospitality Management at RMIT University.

“Economically, Michelin recognition has positively impacted suppliers, hospitality staff, and the broader community, with featured restaurants reporting revenue and booking increases, contributing to sector growth,” the RMIT academic remarked.

He said that the inaugural Michelin Guide Vietnam has significantly boosted the international reputation of Vietnamese cuisine, increasing patronage and media attention for restaurants like Anan Saigon and Hibana by Koki, as well as attracting global food tourists. 

Screenshot of seven starred restaurants in Vietnam on The 2024 Michelin Guide recognises seven restaurants with one Michelin star in Vietnam. (Image:

Additionally, the Guide has pushed Vietnamese restaurants to elevate their food quality and service, fostering a competitive and high-quality dining scene.

For example, the success of Anan Saigon as the first Michelin one-star restaurant in Ho Chi Minh City helped propel its founder, Chef Peter Cuong Franklin, to open Pot Au Phở, aiming to set new standards for Vietnam's best-known noodle soup.

“The global acclaim enjoyed by the Michelin-starred restaurants in Vietnam has not only elevated the status of those establishments but also inspired investment into new dining concepts across the country to match the high-quality standards set by Michelin,” Mr Ha said.

Chef René Marre, a reputable restaurant and hospitality consultant, said that across the world, the Michelin Guide has strongly motivated awarded chefs to maintain their high standards and inspired other chefs to improve their craft, aiming for a Michelin recognition.

This motivation has led to a higher level of attentiveness, seriousness, and improvement in details among the leading restaurants, significantly lifting the sector.

Capitalising on international recognition

Singapore currently leads Southeast Asia with 51 Michelin-starred restaurants, followed by Thailand with 35, Vietnam with seven, and Malaysia with five.

RMIT Lecturer in Tourism and Hospitality Management Dr Pham Huong Trang believes prestigious rankings and awards from guides like Michelin, TimeOut, and Asia's 50 Best Restaurants are important as they make Vietnamese food famous worldwide and attract more tourists.

The RMIT lecturer urges for stronger promotion of signature dishes as national culinary tourism symbols.

“Working towards getting Vietnamese culinary arts recognised as a UNESCO Intangible Cultural Heritage could significantly boost the country's culinary profile. Initiatives like the effort to recognise Pho as a world heritage dish exemplify this approach,” she said.

“In the long term, establishing a Vietnamese Food Museum could create a permanent showcase for the country's rich culinary heritage, serving both as an educational resource and a tourist attraction.”

Bowl of pho noodle soup with condiments around it Promoting signature dishes as national culinary tourism symbols can make Vietnamese cuisine more well-known worldwide. (Photo: Unsplash)

Participation in international events, such as cultural festivals abroad, provides another avenue to promote Vietnamese cuisine globally. Within the borders of Vietnam, various culinary festivals and competitions can also help attract local and international visitors.

“Compared to events held in other Southeast Asian Michelin Guide-selected countries, like the World Gourmet Summit in Singapore and the Culinaire Malaysia, events in Vietnam are still rather small in scale, as is the participation of international culinary experts. There’s room for improvement there,” Dr Trang remarked.

Striving for long-term success and growth

RMIT Senior Program Manager of Tourism and Hospitality Management Dr Jackie Ong said a significant long-term challenge for Vietnam's F&B sector is maintaining high standards across all establishments, from street vendors to high-end restaurants.

This involves ensuring food safety and hygiene, particularly in informal settings while delivering consistent taste and presentation quality.

“Simultaneously, the industry must balance modernisation with authenticity, innovating to meet international expectations without losing the essence of traditional Vietnamese cuisine,” she said.

“Education and training in the F&B industry are crucial here. That way F&B professionals can provide exceptional services to meet diverse customer demands, while upholding industry standards and innovating.”

Worldwide there are growing demands for plant-based foods, functional health products, and sustainable practices in food production and service. Dr Ong believes adopting sustainable practices can be a way to minimise environmental impact in the long-term.

Chef Thien Tran, co-founder of 2D&ONE Culinary Academy, added, “Restaurants should continue adapting to new business models and technology investment, and make them permanent fixtures, further driving growth and efficiency.”

Finally, appropriate PR and marketing is essential. As Chef Le Nguyen Hoan Long, President of the World Association of Master Chefs - Vietnam Chapter explained, “Leveraging international recognition through marketing and PR can attract a wider audience, while enhancing customer experiences with exclusive menus and chef collaborations is vital for sustained success.”

Chef René Marre emphasised, “Vietnamese restaurants should capitalise on their inclusion in prestigious rankings like the Michelin Guide, TimeOut, TasteAtlas, and Asia's 50 Best Restaurants by promoting their achievements in advertising, and ensuring consistently high-quality service and innovation.”

Story: Ngoc Hoang

  • Tourism & Hospitality

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