Launching the VGC Project at the theRESTAURANT Leadership x FoodTreX 2024 Event: Vietnam, the Journey to Become a New "Gastronomy Capital" of the World

HO CHI MINH CITY, Vietnam, Dec. 2, 2024 /PRNewswire/ -- The project Vietnam, the Journey to Become a New "Gastronomy Capital" of the World (VGC) has officially launched at the theRESTAURANT Leadership x FoodTreX 2024 (theRES24) event. This marks a significant milestone in Vietnam's journey to becoming a global gastronomy capital. The event attracted top experts, leaders, managers, and representatives from international organizations in the F&B sector, providing a platform to showcase, connect, and advance Vietnam's culinary foundation on the global stage.

The event theRESTAURANT Leadership 2024 x FoodTreX Asia 2024 event, co-branded and co-organized by the Vietnam Food and Beverage Ecosystem (VFBE - http://therestaurant.fbe.asia), Van Lang University (VLU), and the World Food Travel Association (WFTA), took place on November 27, 2024, at the Van Lang University (main campus). This launch event is an integral part of the VGC project, aimed at announcing critical and comprehensive plans for Vietnam's ascent to global gastronomy prominence. TheRES24 serves as a hub for vital connections and resource collaboration within Vietnam's restaurant industry and across regional and international networks, contributing to the goal of positioning Vietnam as a new "Gastronomy Capital" by 2030.

The event was honored by the participation, sponsorship, and contributions of numerous organizations that played a crucial role in its success:

• Endorsed by Vietnam Culinary Culture Association (VCCA) and ASEAN Restaurant Association Alliance (ARAA).
• In Partnership with: Vietnam Restaurant Association (RAV), Van Lang University (Faculty of Tourism), World Association of Master Chefs (WAMC), Hospitality & Tourism Solutions (HTS Holding), International Alumni Network (iAN), Vietnam Union of Friendship Organizations (VUFO), UNESCO Vietnam Center for Culinary Culture, Techfest – Food & Tourism Village, and the National Restaurant Association (NRA), theLOTUS Hospitality Quality Assurance (theLOTUS HQA).
• Strategic and Branding Partners: Williens Creative, Pencil Group, Rovi Travel, Protector, Vantay Media, Tigtag.
• Support Partners: Runam, Hoang Nam Group, FutureLog, Anchor, Art Station, Sapuwa, Oatway, Rich, Tumorong Ginseng, Luong Quoi Coconut, Quan Bui, Nam A Bank, Vherbs, ROVI, Com Tam Saigon, DHFoods, Ngoc Binh Rice Wine.
• Media Sponsors: Asiawide Franchise, PRNewswire, Riviu, WowWeekend, TVHub.

Three Pillars of the VGC Project and Key Discussions at theRES24

The event featured workshops centered around the three strategic pillars of the VGC journey:

1. Manpower – Developing Resources & Collaboration
   Discussions focused on workforce development in the restaurant and culinary industries, emphasizing the pivotal role of human resources, particularly in enhancing managerial, leadership, and innovation capacities. Through partnerships with international networks like the NRA and WAMC, the project aims to establish training and career development environments that meet the increasingly high demands of domestic and international markets. A unique ecosystem will connect local and international resources (from chefs and managers to experts and researchers, as well as entrepreneurs and investors), fostering a community of passionate, talented individuals dedicated to advancing Vietnam's restaurant and culinary sectors.
   
   
2. Media – Promoting the Cultural Value of Vietnamese Cuisine
   Experts explored effective communication strategies to globally promote Vietnam's culinary culture. Discussions included leveraging strategic partnerships with organizations such as the WFTA, ARAA, and WAMC to amplify the reach of Vietnam's gastronomic identity. The goal is to position Vietnam as a proud and attractive culinary destination, enhancing its global profile on the gastronomic map.
   
   
3. Economy – Culinary Economic Development
   Workshops highlighted programs to boost business productivity and enhance value across the restaurant and food tourism value chains. Topics covered challenges and opportunities in integrating Vietnam's traditional culinary heritage with global gastronomic excellence. Discussions emphasized the role of modern technology and global connectivity in creating new culinary trends and sustainable "green" gastronomy practices that align with contemporary lifestyles.

Event Highlights

1.     Project Announcement and Partnership Signing Ceremony

The opening ceremony of the project Vietnam, The Journey to Become a New "Gastronomy Capital" of the World officially commenced with a captivating artistic performance that harmoniously blended traditional and modern music. The opening act, inspired by the simple yet profound beauty of Vietnamese culinary culture, painted a vivid picture of the country's hospitality and diversity.

The performance was not just a warm welcome but also a reflection of the core values that the project aims to promote: honoring cultural identity, fostering global connections, and driving sustainable development. This marks a promising beginning to Vietnam's journey toward becoming a leading global destination for cuisine and culture.

• Mr. Chu Hong Minh, Founder and CEO of VFBE; President of Vietnam Restaurant Association (RAV); President of ASEAN Restaurant Association Alliance (ARAA) shared the project's strategic vision and emphasized the role of Vietnamese cuisine in driving global economic and cultural development. The concept of a "Gastronomy Capital" implies Vietnam as a convergence point for talent for collaboration, a hub for Promoting the Cultural Value of Vietnamese Cuisine, and a development center for culinary economic value. The project developing a technological platform - VFBE (Vietnam Food & Beverage Ecosystem) - to effectively connect, promote, and enhance the economic value of Vietnamese cuisine.

Assoc. Prof. Dr. Tran Thi My Dieu, President of Van Lang University, said that as an educational institution with strengths in training in the field of Tourism, especially in the field of Restaurant - Hotel, Van Lang University is proud to accompany the mission of elevating Vietnamese cuisine. As a center of knowledge and innovation, we constantly promote research on food science, culinary arts and sustainable development, while equipping students with entrepreneurial skills and international integration, laying the foundation for future generations to bring Vietnamese cuisine far and wide on the world map.

• Mr. Erik Wolf, Founder of the World Food Travel Association, expressed strong support for the project and highlighted Vietnam's immense potential to become a leading culinary destination on the global stage.

After the opening remarks, Mr. Chu Hong Minh announced the action plans for key initiatives under the VGC project, emphasizing that VGC is a strategic endeavor to position Vietnam as one of the new "Gastronomy Capitals" of the world while asserting the cultural value of Vietnamese cuisine on the global culinary map.

Mr. Edward Liu, Secretary-General of the ASEAN Restaurant Association Alliance (ARAA), delivered a keynote speech highlighting the importance of fostering collaboration within the restaurant and food tourism industries across the ASEAN region. He underscored that strengthening connections among ASEAN countries would create a robust foundation for developing sustainable restaurant business models and food tourism.

The project launch ceremony concluded with significant partnership signing sessions, including a five-party co-cooperation agreement among VFBE, VLU, ARAA, WAMC, and Pencil Group. Additionally, several bilateral collaborations were established between VFBE and international partners such as the NRA and PR Newswire. These agreements not only lay a solid foundation for the development of Vietnam's culinary sector but also promote connection, exchange, and knowledge sharing among domestic and international experts.

2.     Seminars at the Event

The workshops, panel discussions, and keynote speeches from international experts delved deeply into the opportunities and challenges on this journey.

KEYNOTE #1: Philosophies of Vietnamese Cuisine on its Development Journey

Speaker: Professor Dr. Luu Duan, Academician at the International Academy of Food Science and Technology.
In the opening session, Professor Dr. Luu Duan shared the core values of Vietnamese cuisine, highlighting its traditional cultural identity and the sustainable development of the culinary sector in the context of international integration.

PANEL DISCUSSION #1: Challenges in Positioning Vietnam as a New "Gastronomy Capital" of the World

Moderator: Mr. Chris Thompson, Founder of Asian Bridge Consulting.
Panelists:

• Professor Dr. Luu Duan, Academician at the International Academy of Food Science and Technology.
• Mr. Trinh Quang Dung, Vietnamese Cultural Researcher, Vietnam Academy of Science and Technology.
• Mr. Nguyen Tien Huy, Founder and CEO of Pencil Group.
• Mr. Edward Liu, Secretary-General of the ASEAN Restaurant Association Alliance.
• Mr. Duong Quoc Nam, CEO of Hoang Nam Group, Founder of Con Ga Trong Restaurant, and Chairman of the Vietnam Young Chefs Association.

The panel explored the challenges facing Vietnam's culinary sector, ranging from building a national brand to creating sustainable models in the restaurant and food tourism industries.

KEYNOTE #2: Promoting Destinations Through Culinary Experiences

Speaker: Ms. Giang Nguyen, Senior Business Development Manager at Cision PR Newswire.

Ms. Nguyen Tra Giang emphasized the importance of communication and marketing in enhancing the value of Vietnam as a destination through its cuisine. She highlighted the allure of Vietnam's diverse and rich culinary heritage, showcasing its potential to captivate global audiences and elevate the country's profile on the international stage.

PANEL DISCUSSION #2: Maximizing Technological Potential to Boost Productivity & Value in the Restaurant Business

Moderator: Mr. Matt Tran, University of Economics Ho Chi Minh City.

Panelists:

• Mr. Phu Tran (Thomas), Country Manager - Vietnam, FutureLog Asia Pacific.
• Dr. Nguyen Viet Hung, CEO of BSB Nanotech, President of the International Alumni Network (iAN).
• Mr. Nguyen Chi Anh Khoa, Founder and Operator of Expand Vietnam.
• Mr. Dao Quang Thuan, Deputy CEO of Rovi Holdings.
• Mr. David Kaye, Brand & Communications Director at Wink Hotels.

This discussion centered on the application of modern technology to enhance operational efficiency and value in the restaurant industry. Topics ranged from process management innovations to creative business solutions that leverage cutting-edge technology to meet evolving market demands.

PANEL DISCUSSION #3: The Role of Restaurant Rating Systems in the Development of Culinary Economics and Food Tourism in Vietnam

Moderator: Mr. Lucas Truong, Vice President (Asia Market) at Fincard Holdings.

Panelists:

• Mr. David Kaye, Brand & Marketing Director, Wink Hotels.
• Ms. Giang Pham, Editor-in-Chief, Robb Report Vietnam.
• Mr. Hoang Tung, Founder and Operator of T.U.N.G DINING and Å by T.U.N.G.

The discussion highlighted the importance of restaurant rating systems in building credibility and improving service quality, which in turn contribute to the growth of culinary economics and food tourism in Vietnam.

KEYNOTE #3: Case Studies from NRA Training Models on Developing Managerial, Leadership, and Creative Capacities for High-Quality Hospitality Workforce

Speaker: Mr. Dennie Matthews, Institute of Hotel & Lodging Education, National Restaurant Association (NRA).

Mr. Dennie Matthews shared insights from NRA's training models, emphasizing that the development of a high-quality workforce is a key factor for the sustainable growth of Vietnam's hospitality and restaurant sectors.

KEYNOTE #4: The Role of Collaboration in the ASEAN Restaurant Association Alliance in Vietnam's Journey to Becoming a New Gastronomy Capital of the World

Speaker: Mr. Lucas Truong, Vice President (Asia Market) at Fincard Holdings.

Mr. Lucas Truong discussed opportunities for collaboration within the ASEAN Restaurant Association Alliance and outlined strategies to boost the restaurant and food tourism industries in Vietnam, paving the way for the country to achieve its goal as a new global gastronomy capital.

PANEL DISCUSSION #4: Optimizing Resources and Fostering Collaboration for Sustainable Development in the Restaurant and Food Tourism Sectors

Moderator: Dr. Nguyen Thi Van, Dean, Faculty of Tourism at Van Lang University.

Panelists:

• Mr. Edward Liu, Secretary-General of the ASEAN Restaurant Association Alliance.
• Prof. Gaven, Global President of the World Association of MasterChefs (WAMC).
• Mr. Dennie Matthews, National Restaurant Association (NRA).

This session focused on optimizing resources to build a sustainable ecosystem for the restaurant and food tourism sectors, emphasizing close collaboration between domestic and international organizations.

KEYNOTE #5: Culinary Culture Marketing Strategy Using the Forest Model

Speaker: Mr. Nguyen Tien Huy, Founder and CEO of Pencil Group.

Mr. Nguyen Tien Huy presented a sustainable marketing model for culinary culture, emphasizing the need for long-term strategies to cultivate a rich and diverse culinary community for businesses in the F&B sector.

PANEL DISCUSSION #5: Opportunities & Challenges in Internationalizing Local Cuisine

Moderator: Mr. Chu Hong Minh: Founder and CEO of the Vietnam Food and Beverage Ecosystem (VFBE) Social Enterprise, Chairman of the Vietnam Restaurant Association (RAV), Chairman of the ASEAN Restaurant Association Alliance (ARAA)

Panelists:

• Mr. Alain Nguyen, Vice President of the Vietnam Restaurant Association (RAV) and Judge of Top Chef.
• Mr. Sabastion Charles Smith, CEO of SECTION 86.
• Ms. Phan Ngoc Diem, Miss Tourism Vietnam 2008
• Mr. Sunly Lo, President of the World Association of MasterChefs (WAMC).
• Mr. Nguyen Trung Dung, Founder and CEO of DHFood.
• Chef Pham Tuan Hai, Judge of MasterChef Vietnam.

The discussion highlighted the opportunities and challenges of bringing Vietnamese cuisine to the global stage, encouraging local chefs and culinary businesses to connect and elevate the brand of Vietnamese gastronomy internationally.

MASTER CLASS: Culinary Competition Judge Training

A specialized training course for culinary competition judges, led by Mr. Frank Fazio, Senior Training Advisor of the World Association of MasterChefs (WAMC), will be held as part of the theRESTAURANT Leadership x FoodTreX 2024 event. Mr. Fazio will provide in-depth knowledge on the processes and standards for evaluating international culinary competitions, leveraging his expertise as a WAMC Senior Training Advisor.

Taste Vietnam and Leading Culinary Brands

The "Taste Vietnam" VIP Luncheon, a featured activity of the theRES24 event, aims to promote and honor Vietnam's culinary heritage to an international audience. This exclusive luncheon will be guided by prominent culinary experts, including:

• Mr. Alain Nguyen, Culinary Restaurant Manager and expert.
• Mr. Hoang Van Duong, Representative of the World Association of MasterChefs in Hanoi.
• Mr. Ly Kim Long, "WorldChef" Judge and one of the top 100 chefs globally, based in Singapore.
• Ms. Giang Ngoc Tu, Co-Founder and Director of Tuan & Tu Restaurant.
• Ms. Dao Thanh Thuan, Executive Director of IBUKI Restaurant.

Highlight Activities at the Luncheon

• Culinary Experience: A lunch featuring over 30 Vietnamese dishes crafted by chefs from renowned restaurants, including Michelin-starred venues, The World's 50 Best Restaurants, Robb Report Gourmet Collection, and traditional Vietnamese establishments. A special dinner exclusively for Strategic Partners at Con Ga Trong Restaurant will provide a unique exploration of Vietnam's culinary heritage through signature dishes.
  
  
• Cultural Exchange through Cooking Class: Consulate representatives, master chefs, and international guests will participate in preparing traditional Vietnamese dishes, gaining deeper insights into Vietnam's culinary culture and its warm hospitality.

Participating Restaurants and Contributors

The participating restaurants and service providers at the event include prominent names in the culinary industry, such as IBUKI, Pho Dat Viet, Tuan & Tu, Maha Vegetariano, Madame Lam, Hai Au, Com Tam Sai Gon, Ganh, Mua Nuoc Noi, Flavor Meal, Chay Tue, Bom Kitchen & Wine Bar, Con Ga Trong, ZEN HOUSE, Song Hy Tra, AZ Wine, and Alpha Monkey.

In addition, suppliers of desserts, ingredients, and culinary tools, including Anchor, Rich, Cusami, Banh Bau, Sapuwa, Tomato, Eco Én, Kego, and CocoSmile, played a crucial role in creating an authentic Vietnamese culinary atmosphere at the event.

Event Organizing Committee Representatives

• Mr. Chu Hong Minh: Founder and CEO of the Vietnam Food and Beverage Ecosystem (VFBE) Social Enterprise, Chairman of the Vietnam Restaurant Association (RAV), Chairman of the ASEAN Restaurant Association Alliance (ARAA), and Vice General Secretary of the Vietnam Culinary Culture Association (VCCA).
• Assoc. Prof. Dr. Tran Thi My Dieu: Rector of Van Lang University (VLU).
• Prof. Dr. Vo Nguyen Quoc Bao: Vice Rector of Van Lang University (VLU).
• Dr. Nguyen Thi Van: Dean of the Faculty of Tourism, Van Lang University (VLU).

Presence of Distinguished Guests

The VGC project launch ceremony was honored to welcome representatives from diplomatic missions and consulates, including:

• Ms. Yovanka Yoan Siahainenia, Vice Consul of Indonesia.
• Ms. Eva Kurniati Situmorang, Vice Consul of Indonesia in charge of Culture and Education.
• Mr. Napob Thongngamkam, Vice Consul of the Thai Embassy.
• Ms. MA Ruiping, Spouse of the Consul General of China.
• Mr. Zhao Jienan, Vice Consul of China.
• Madam Ariadne Feo Labrda, Consul General of Cuba.
• Mr. Armando Garcia Ramirez, Spouse of the Consul General of Cuba.
• Mr. Nguyen Gia Viet Huy, Vice Consul of the Philippines.
• Ms. Tran Hoang Khanh Van, Deputy Representative of the Vietnam Union of Friendship Organizations in Ho Chi Minh City.

Participation of Domestic and International F&B Experts

The event also welcomed distinguished domestic and international experts in the F&B industry, including:

• Prof. Dr. Luu Duan, Academician at the International Academy of Food Science and Technology, and Chairman of the Advisory Council of the Vietnam Culinary Culture Association (VCCA).
• Mr. Trinh Quang Dung, Member of the Advisory Council of the Vietnam Culinary Culture Association (VCCA).
• Journalist Pham Quoc Toan, Former Vice Chairman of the Vietnam Journalists Association.
• Mr. Edward Liu, Executive Director and Secretary-General of the ASEAN Restaurant Association Alliance (ARAA).
• Mr. Dennie Matthews, Head of Asia-Pacific Business Development, National Restaurant Association (NRA).
• Professor Gaven Ferguson, Global President of the World Association of MasterChefs (WAMC).
• Mr. Sunly Lo, Founder and President of the World Association of MasterChefs (WAMC).
• MasterChef Frank Fazio, Senior Training Advisor, World Association of MasterChefs (WAMC).

Message from the Event

The theRESTAURANT Leadership x FoodTreX 2024 event is not only an opportunity to announce the VGC project but also a critical starting point for transforming Vietnamese cuisine into a new "Gastronomy Capital" of the world. This journey aims to connect resources, celebrate the cultural value of Vietnamese cuisine, and promote the sustainable development of Vietnam's F&B industry.

The VGC project is committed to creating a conducive environment for innovation, creativity, and international collaboration, propelling Vietnamese cuisine further onto the global culinary map.

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