The adaption of phở in Vietnam after 1986

Abstract

Phở is known as a national dish of Vietnam. It is originated in the north of Vietnam as a labour food. With its popularity, phở spread all over the country adapted to ingredients and way of cooking in each place. After the socio-economic reform (Đổi Mới) in 1986, Vietnam's economy was shifted from centrally planned to market-based. As a result, there are changes in the growth of 3 groups of people; the middle-income class, the overseas Vietnamese, and the rural-urban migrants and low-income class in urban Vietnam. Meanwhile, the reform encouraged the growth of tourism in which pho has been known as the national dish of Vietnam. This thesis studied the adaption of pho in Vietnam after 1986 and analyzed the interconnection of phở and Vietnamese society. A quantitative approach is used in this thesis, namely documentary research, interview with people who have related background and field observation. The finding shows that phở has been commoditized in two areas, daily consumption and consumption in tourism. The daily consumption, there are three forms of presentation which are street food vendor, restaurant and franchise. In tourism, phở has been presented through 2 aspects; superficial and complementary.