A culinary revolution is underway in Vietnam and the sustainability of the country’s cuisine hangs in the balance. In this podcast episode of You Don’t Know Vietnam we unravel the intricacies of Vietnam's vibrant and evolving food scene with F&B marketer turned consultant, Jovel Chan.

Contrary to popular belief, Vietnam's culinary prowess extends far beyond its iconic street food offerings. Join us as we uncover the story behind the country's culinary evolution.

Meet Jovel Chan, a trailblazing entrepreneur and authoritative voice of Vietnam's food and beverage renaissance. 

Through her ventures Saigon Social, the company responsible for F&B experiences such as Saigon Supper Club and Cocktail Cinema, and her website jovelchan.com, Jovel offers insider insights into Vietnam's burgeoning food scene.

From the streets of Hanoi to Ho Chi Minh City, Vietnam's culinary landscape is undergoing a metamorphosis, fuelled by a wave of young, experimental chefs pushing up the value of Vietnamese food and giving consumers reasons to pay more for it.  

“The sustainability of the industry and the cuisine is as much rooted in traditional street cuisine and fare, but also in the finer dining space,” says Jovel.

“Because it makes people recognise and realise the sanctity of Vietnamese cuisine and ingredients and products, and it pushes up the willingness to pay for a lot of it."

In terms of global F&B brands eyeing Vietnam's lucrative market, Jovel says success lies in understanding the intricacies of local tastes and preferences. 

According to Jovel, it’s important to embrace localisation in the right way and tap into the spirit of innovation that defines Vietnam's culinary zeitgeist. 

Vietnam's culinary journey is stepping into a new chapter. With each dish crafted, and each flavour savoured, the nation's rich tapestry of tastes continues to evolve, beckoning foodies to embark on a culinary adventure like no other.