From heritage to global fame: Opportunities for Bún bò Huế after its national recognition

Bún bò Huế (Bun bo Hue: Hue-style beef noodle soup) has just officially been listed in the national intangible cultural heritage. 

Mr. Phan Thanh Hải, Director of Hue City Department of Culture and Sports, affirms that this is not only a source of pride for the people of the ancient capital but also a significant opportunity for Hue to elevate the value of its traditional cuisine on the international stage.

In the context of Hue's efforts to build a dossier to join UNESCO Creative Cities Network in the field of gastronomy, this recognition is concrete proof of the cultural depth and enduring vitality of Hue's cuisine in general, and Bun bo Hue in particular.

To effectively promote this heritage brand, Mr. Hải believes that Hue needs to implement a set of synchronized solutions. 

First and foremost is the development of a brand identity system for "Bun bo Hue – Vietnamese cultural heritage" with criteria for ingredients, processing techniques, dining spaces, and the accompanying cultural narrative.

Standardizing and protecting the brand is essential to safeguard the heritage's value against the risk of uncontrolled commercialization. 

Concurrently, there is a need to promote creative communication activities, connecting Bun bo Hue with cultural and tourism products such as culinary experience tours, the Bun bo Hue festival, or a series of culinary exchange events with cities both domestically and internationally.

Mr. Hải believes that these initiatives will not only help promote the brand but also demonstrate creative approaches to heritage preservation and development. This is a crucial criterion for the UNESCO Creative Cities Network.

Furthermore, prioritizing human resource training, supporting Bun bo Hue businesses in improving service quality, ensuring food safety and hygiene, and developing a professional service style are also necessary. This is how the spirit of heritage can be preserved in contemporary life.

"From a humble dish, Bun bo Hue is gradually becoming a symbol of the city's cultural creativity. If effectively utilized, this dish will not only help Hue get closer to the UNESCO title but also contribute to bringing Vietnamese cuisine further onto the world's cultural map," Mr. Hải observed.