Drawing on more than 20 years of experience in tourism and culinary arts, Mr. Đặng Trung Dũng has channeled his expertise into developing the Vị Việt Nam Restaurant and Café system (www.vivietnamrestaurants.com). Here, he not only delights diners with delicious dishes, but also weaves in cultural stories from different regions of Vietnam.
“Vị” is More Than Just Taste
The final days of 2024 have been filled with joy, happiness, and pride for Mr. Dũng. Following a period of careful design and preparation, the third establishment in his Vị restaurant chain—Vị Huế—has officially opened in the ancient capital of Huế. Continuing the success of Vị Hà Nội and Vị Sài Gòn, Vị Huế is where Mr. Dũng pours his passion for gastronomy and his commitment to preserving and spreading local cultural values, especially to international visitors.
Speaking with Đầu Tư (Investment) Newspaper, Mr. Dũng emphasized that the name “Vị” (meaning “taste”) goes beyond mere flavor. It carries multiple layers of meaning: the “taste” of life, the “taste” of emotions, and the “taste” of experience. “I want each Vị restaurant not only to be a place where guests enjoy delicious meals, but also a bridge that shares the stories behind every dish. Cuisine is not just nourishment; it is a way to preserve, honor, and disseminate Vietnam’s unique cultural heritage to the world,” he said.
A Regal, Multi-Sensory Experience
This philosophy is consistently applied across all three Vị restaurants. At Vị Huế, the moment guests step inside, they are immersed in an architectural space reflecting Huế’s imperial heritage—from the curved-tile roof and lacquered pillars to rustic wooden furnishings.
Within this shared atmosphere, Mr. Dũng has curated individual areas to provide unique dining experiences. There is a private dining room for gatherings and fine-dining events; an outdoor patio for romantic evenings under the glow of warm lights and natural greenery; and an art corner showcasing works rich in Huế culture. Here, diners can admire an exclusive collection of paintings by Phạm Lực, a Huế native whose art draws inspiration from the region’s landscape, its people, and its cultural heritage, offering a visually engaging journey.
On the culinary side, Mr. Dũng and his team meticulously research each dish, striking a balance between traditional essence and modern flair. Diners can savor foods once served in the imperial court—such as nem công, chả phượng, bird’s nest, and bát trân—alongside elevated local specialties like bún bò Huế, cơm sen, and bánh khoái, all reimagined in inventive, sophisticated, and visually appealing ways.
“For me, a culinary experience is a multi-sensory journey, encompassing interior design, plating, taste, service style, and the cultural-historical stories behind each dish,” Mr. Dũng explains. “All of these elements come together to deliver a fully rounded experience to our guests.”
Developing the Chain on a Sustainable Path
Born and raised in Đông Triều, Quảng Ninh, Mr. Dũng spent many years working as a tour guide for foreign companies. During that time, he realized that cuisine is the fastest and most direct way to connect with people, increasing their understanding and satisfaction with a particular place or city—or even an entire country. “When you merely hear a story, it can feel quite long. But when you enjoy a delicious meal tied to a story, you remember it vividly. It’s human nature,” he noted.
Later, he established his own travel company and gradually expanded into the F&B sector by launching several high-end restaurants and cafés. Like many businesses, his ventures were severely impacted by the Covid-19 pandemic. However, rather than giving up, he recognized that he could continue and even aim higher by embracing the movement toward sustainable development.
Equipped with extensive experience in tourism and restaurant management, Mr. Dũng rebooted his projects as soon as Covid-19 restrictions eased, introducing a new restaurant chain named “Vị.” Rather than replicating a single concept, he designed each Vị location to celebrate its unique regional culture, respecting and highlighting the best of each area.
Vị Hà Nội, the chain’s first restaurant, officially opened in August 2023. It was followed by Vị Sài Gòn on May 19, 2024, and Vị Huế on December 22. All three restaurants have received high praise from international guests, with ratings ranging from 4.5 to 5 stars on TripAdvisor.
Sustainability stands as the guiding principle for the Vị chain, upheld through open, nature-friendly architecture; the use of organic, locally sourced ingredients; a zero-waste policy that minimizes plastic and food waste; and energy-saving practices that protect the environment.
In the near term, Mr. Dũng’s priority is turning Vị Huế into a pioneer of eco-friendly dining in Huế, aiming to become the first restaurant in the ancient capital to earn sustainable certification from the Vietnam Green Tourism Association and ultimately striving toward a Michelin Green Star from the Michelin Guide. Building on the success of Vị Huế, he plans to implement these sustainable measures across the entire Vị chain, creating a fully eco-conscious ecosystem.
Information Box
Having navigated numerous challenges, the representative of the Vị chain shares this advice for anyone aspiring to launch a restaurant or F&B business: “Do not be afraid, and always keep learning.” Learn from colleagues, from the company, from mentors—learn anytime, anywhere. “Above all, if you want to go far, you must embrace green, sustainable trends. And be sure to build your business on credibility, kindness and goodwill,” Mr. Dũng emphasizes.
