The Taste of Life in a Bowl of 35,000 VND Pho
On a cold winter morning in the Northern Vietnamese-style space of Vị Hà Nội restaurant, Dang Trung Dung offered a young guest a bowl of authentic Hanoi-style pho, freshly bought from his favorite spot on Hang Than Street. For Dung, pho isn’t just delicious—it’s a symbol of Hanoi’s soul, with its clear, refined broth crafted from fresh ingredients, meticulous techniques, and the patience of skilled chefs.
“This pure taste is the soul of Hanoi,” he said.
For Dung, food goes beyond flavor—it intertwines with culture, stories, and emotions. A memorable meal connects flavors to memories, creating an experience that lingers long after the last bite.
Yet, this moment of indulgence reminded Dung of a darker time during the COVID-19 pandemic, when he and his wife often shared just one 35,000 VND bowl of pho. Forced to quit smoking—not for health reasons, but out of financial necessity—Dung faced challenges that tested his resolve.
Only a short time earlier, he had been leading a thriving business with over 300 employees, including restaurants catering to international guests and a bustling travel company.
Surviving the Storm
In March 2020, as COVID-19 cases appeared sporadically in Vietnam, Dung was in Saigon preparing to launch Home Saigon, his first Southern restaurant. A planned return to Hanoi was derailed by an F0 case near his residence, leaving him stranded in Saigon for over a month. He survived the lockdown with stockpiled food, determination, and an unwavering focus on his next steps.
Returning to Hanoi after restrictions eased, Dung adapted. He transformed a restaurant for international tourists into a café for local customers—a bold move requiring 600 million VND from his reserve fund.
This pivot wasn’t easy, but the café found success, thanks to Dung’s creativity in hosting events and connecting with local culture. Still, more hurdles awaited. Just two months later, another strict lockdown struck. Dung turned to fishing during this period, finding clarity in solitude.
“A year of fishing taught me that stability and sustainability are essential in business,” he reflected.
Building on Sustainability
When the pandemic ended, Hanoi in April 2022 was a city marked by “For Sale” and “For Rent” signs. Where others saw despair, Dung saw opportunity. He launched Zoomies Stay, a series of thoughtfully curated rental properties that quickly gained traction.
At the same time, Vietnam’s reopening to international tourism reinvigorated Dung’s Hanoi Food Culture restaurant. With minimal additional investment, he reopened the venue, capitalizing on its traditional cuisine and local appeal. In Saigon, a landlord’s goodwill allowed Dung to reopen his restaurant with rent slashed by two-thirds.
In August 2023, Dung introduced Vị Hà Nội, an instant success. Its lotus salad became a bestseller, its water buffalo steak was praised as “Vietnamese Wagyu,” and revenues exceeded projections.
Encouraged by this success, Dung expanded the Vị chain to include Vị Sài Gòn and Vị Huế. The latter, located in the cultural heart of Vietnam, is a pioneer in green dining practices, aspiring to achieve a Michelin Green Star.
Leaving a Legacy
Dung’s vision extends beyond profitability. His ultimate goal is to create a lasting legacy through sustainable dining and the elevation of Vietnamese cuisine on the global stage.
“My hope is to build a sustainable restaurant system that elevates Vietnamese cuisine while fostering tourism,” he shared.
From the humbleness of a shared bowl of pho to the pioneering efforts in green dining, Dang Trung Dung’s journey reflects resilience, innovation, and a deep commitment to Vietnam’s culinary and cultural heritage.
