Phở diplomacy: media narratives and the culinary identity of Vietnam in gastrodiplomacy

On Nov 3, 2025, the journal Media Asia published a research paper entitled "Phở diplomacy: media narratives and the culinary identity of Vietnam in gastrodiplomacy", conducted by student Tue Anh Diem together with Ph.D. Huyen Trang Nguyen from the Faculty of International Communication and Culture, Diplomatic Academy of Vietnam.

Phở holds an important place in Vietnamese life and culinary culture. This study investigates how Vietnamese media represent phở in relation to national identity and gastrodiplomacy, then identifies whether these portrayals contribute to its positioning as a diplomatic asset. The topic holds academic relevance within the literature on national identity, gastrodiplomacy, media studies, and semiotic theory where strategic cultural communication is increasingly emphasized. The research employed a mixed-methods approach, combining quantitative content analysis of 166 articles from three major Vietnamese news outlets with expert interviews. Articles were coded for dominant topics, narrative framing, tone, actor involvement, and other narrative elements. Findings indicate that phở is primarily framed in the media as cultural heritage, with celebratory and nationalistic tones commonly employed. While it is often portrayed as a source of national pride and international appeal, strategic references to diplomacy are relatively sparse. Expert insights confirm the absence of formalized strategy, institutional support, and coherent branding for phở diplomacy. The research concludes that despite its cultural prominence, phở’s potential as a gastrodiplomatic tool remains underutilized. To fully advance phở diplomacy, Vietnam must connect media enthusiasm with strategic cultural promotion through the creation of dedicated institutional mechanisms and narrative consistency.

Check out the research paper here.