Rising from the Abyss
Business isn’t always smooth sailing; the most critical thing is never to lose hope. Đặng Trung Dũng, the owner of the Vị green restaurant chain, exemplifies the saying: Challenges don’t defeat us; they teach us to rise stronger.
By Đặng Hoa
On a cold winter morning in the quintessentially northern Vietnamese ambiance of Vị Hà Nội, Đặng Trung Dũng offers his young guest a bowl of authentic Hanoi-style pho. He had just bought it from his favorite spot on Hàng Than Street. “Pho Hanoi holds the soul of its people,” he shares, savoring the clear, delicate broth crafted from fresh ingredients and precise culinary techniques.
For Dũng, cuisine is inseparable from cultural storytelling. A great meal isn’t just about taste; it’s about the story behind each dish, the atmosphere, and the emotions it evokes. This connection of flavors, memories, and cultural essence transforms every meal into an unforgettable experience.
Yet, as he enjoys this morning’s bowl of pho, a stark contrast flashes before him—the days when he and his wife could barely afford a single VND 35,000 bowl of pho during the COVID-19 pandemic. At one point, he even quit smoking, not for health reasons but simply because he had no money left.
It’s hard to believe that just before the pandemic, Dũng had been running a thriving chain of international restaurants and a travel company with over 300 employees. Those were golden years when his restaurants were bustling with international guests, and his travel company was at full capacity.
The Turning Point
Dũng vividly recalls the turbulent days of early 2020. He was in Saigon preparing to open Home Saigon, his first restaurant in the South, when Vietnam began reporting scattered COVID-19 cases. His plans to return to Hanoi on March 15 were disrupted when an F0 case appeared in his alley just two days before his flight, confining him for over a month and a half. Fortunately, stockpiled food sustained him and a staff member during those tense days.
When lockdowns lifted, Dũng returned to Hanoi with unwavering determination. Adapting to the halted international tourism industry, he transformed one of his foreign-guest-focused restaurants into a café targeting the domestic market. This decision required a bold investment of nearly VND 600 million from his reserves, but Dũng and his team poured their hearts into the project, redesigning every detail. The gamble paid off as the café received enthusiastic support from locals, even amid ongoing uncertainties.
Rebirth
Financial pressures, fierce competition, and tough decisions during the pandemic pushed Dũng to the brink. To save his business, he sold valuable assets and faced skepticism even from close confidants. But instead of giving up, he used the challenges as opportunities to reassess his strategies and embrace innovative solutions.
After Vietnam reopened to international tourism, Dũng seized the chance to rebuild. Reduced rental prices allowed him to expand his ventures, including launching Zoomies Stay, a chain of rental properties for students and professionals, and reviving his restaurants. By mid-2022, Hanoi Food Culture was thriving, attracting returning employees and becoming a standout in the F&B industry.
Expanding the Vị Legacy
In August 2023, Dũng launched Vị Hà Nội, combining traditional Northern Vietnamese architecture with modern amenities. The restaurant quickly became a sensation, with dishes like lotus salad and buffalo steak gaining rave reviews. Within months, the restaurant surpassed revenue expectations, achieving over VND 1.5 billion per month.
Building on this success, Dũng expanded the Vị chain with Vị Sài Gòn and Vị Huế in 2023. Each location reflects the unique essence of its region while upholding the shared mission of elevating Vietnam’s culinary heritage. Notably, Vị Huế has positioned itself as Vietnam’s first sustainable “green” restaurant, adopting waste-free operations and prioritizing local resources. The restaurant aims to achieve the prestigious Michelin Green Star, further solidifying its commitment to sustainability.
A Culinary Vision for Vietnam
Reflecting on his journey, Dũng remains steadfast in his belief in resilience and innovation. “I want to build a sustainable restaurant system that integrates seamlessly with Vietnam’s tourism ecosystem, contributing to the nation’s development,” he shares.
From savoring a humble bowl of pho during trying times to creating a celebrated culinary empire, Dũng’s story is a testament to the power of hope, adaptability, and an unwavering vision. Through his chain of Vị Vietnam Restaurant & Café, he continues to push the boundaries of Vietnamese cuisine, turning challenges into opportunities and dreams into reality.
