Bánh Mì: Shaping the future of Vietnam’s culinary icon

Bánh Mì: Shaping the future of Vietnam’s culinary icon

With further innovations, the Bánh Mì Festival can enhance the global standing of Vietnamese cuisine’s richness, diversity, and artistry. RMIT academic Dr Daisy Kanagasapapathy explains how.

Ho Chi Minh City recently hosted the third Vietnamese Bánh Mì Festival, celebrating one of Vietnam’s most beloved street foods. Thousands of food lovers, chefs, and industry experts gathered to pay tribute to this humble yet globally recognised sandwich.

Beyond indulging in its crispy, flavourful goodness, the festival opened discussions about the culinary creativity of Bánh Mì. As part of the festival’s program, I had the opportunity to attend a scientific conference where experts, researchers, and industry leaders shared insights on the evolution of Bánh Mì, its economic impact, and strategies for promoting it globally. The discussions reinforced the idea that Bánh Mì is not just a sandwich – it’s a culinary ambassador for Vietnam.

Banh mi sandwich Bánh Mì is gaining in popularity worldwide. (Photo: CravenA – stock.adobe.com)

The recent festival’s tremendous success brings up a thrilling question: “Can it expand beyond Ho Chi Minh City?” The answer is, “Absolutely”! In fact, the wheels are already in motion. Australia will host the inaugural international Vietnamese Bánh Mì Festival in September 2025, marking an exciting step towards sharing Vietnam’s beloved sandwich with an even wider audience.

The festival's growth outside Vietnam signifies a key achievement in the country’s culinary diplomacy. Just as pizza, tacos, and burgers have emerged as global icons of their cultures of origin, Bánh Mì holds the promise of becoming a cherished street food worldwide.

As we look ahead, there is immense potential to expand, innovate, and elevate the Bánh Mì Festival’s impact, from sustainable food practices to global partnerships.

Street food culture prioritises convenience, but addressing its environmental impact is crucial, particularly in terms of packaging waste. The festival can lead the way by encouraging vendors to adopt zero plastic policies. Food waste can also be reduced by redistributing unsold food to charities and setting up composting stations, showing that other food events can follow suit.

Beyond sustainability, innovation will be crucial in keeping the Bánh Mì Festival dynamic and vibrant. While traditional recipes remain the foundation of their appeal, modern consumers are increasingly drawn to new flavours, health-conscious options, and creative reinterpretations. 

A bread installation at this year’s Bánh Mì Festival A bread installation at this year’s Bánh Mì Festival (Photo: Tran Nam Anh)

The festival could introduce a dedicated space for innovation, where chefs and bakers experiment with plant-based fillings, gluten-free baguettes, and fusion-style sandwiches inspired by global cuisines. A gourmet Bánh Mì category could also elevate its reputation, with premium versions featuring ingredients such as wagyu beef, truffle pâté, and artisanal cheeses, thereby bridging the gap between street food and fine dining.

A deeper appreciation for Bánh Mì comes from understanding its craftsmanship. Future festivals could incorporate interactive workshops, allowing visitors to learn the intricate process of making each component from scratch – baking the perfect baguette, preparing homemade pâté, and pickling vegetables to achieve the ideal balance of flavours. These hands-on experiences would enrich the festival and empower attendees to bring the tradition of Bánh Mì into their own kitchens, spreading its influence beyond the event itself.

The global recognition of Bánh Mì could be further amplified through collaborations with international chefs and Vietnamese chefs. Inviting Michelin-starred chefs to reinterpret the sandwich or hosting a Bánh Mì tasting competition judged by culinary experts would generate significant media attention. 

Chefs and experts pose for a group photo The recent Bánh Mì Festival in Ho Chi Minh City included a scientific conference featuring chefs and experts. (Photo courtesy of the festival organisers)

Sustaining the festival’s momentum requires innovative marketing campaigns that extend Bánh Mì’s reach beyond the event. A social media-driven “Bánh Mì Challenge,” where influencers and food enthusiasts showcase their favourite variations, could drive viral engagement. Organising guided street food tours in Vietnam, focusing on the country’s best Bánh Mì vendors, could become a significant attraction for culinary tourists. Additionally, selling Bánh Mì-themed cookbooks, tote bags, and apparel could transform it into a lifestyle brand like other globally recognised street foods.

The Vietnamese Bánh Mì Festival is more than just a celebration of a sandwich – it is an opportunity to redefine Vietnam’s global culinary identity, while setting a positive precedent for future culinary events in terms of sustainability and innovation.

As Vietnam continues to embrace its rich culinary heritage, it is no longer a question of whether Bánh Mì will become a global icon, but rather, how soon. The festival serves as a delicious reminder that sometimes, the simplest foods have the most powerful impact.

Story: Dr Daisy Kanagasapapathy, Associate Program Manager, Tourism and Hospitality Management, RMIT University Vietnam

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Masthead image: Chalabala – stock.adobe.com

02 April 2025

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