Sun Group contributes to elevating Vietnamese cuisine to a global level

103 restaurants were honored with 4 award categories, including 4 highly regarded Michelin-starred restaurants. The Michelin Guide has officially opened a new era for Vietnamese cuisine with the partnership of Sun Group as the destination partner.

On the evening of June 6, 2023, the inaugural edition of the MICHELIN Guide Ceremony Hanoi & Ho Chi Minh City, in partnership with the destination partner - Sun Group, that all experts and Vietnamese cuisine enthusiasts have been eagerly anticipating, officially took place in the capital city Hanoi.

70 Michelin Selected restaurants, 3 individuals awarded the Michelin Guide Special Awards, 29 Bib Gourmand restaurants (good quality, good value cooking), and 4 Michelin-starred restaurants in Hanoi and Ho Chi Minh City (HCMC) have been officially announced.

This list not only marks a historic achievement for the Vietnamese culinary industry but also represents a milestone for the gastronomic tourism of the two largest cities in Vietnam.

“The first selection in Hanoi and Ho Chi Minh City highlights the differences and variety in what these two cities have to offer. Hanoi, the capital of Vietnam, offers a very laid back and relaxed vibe with small shops and restaurants found mostly in the old quarter. Traditional Vietnamese cuisine with Northern flavour is prevalent in this city, with a clear presentation of natural flavour, enhanced with different types of spices and herbs for complexity. Ho Chi Minh City on the other hand, is a bustling and rapidly-growing city that offers a unique energy to all travelers and has a diverse variety of cuisine. Both modern and traditional cooking techniques are well seen, and there is also a great mix of talents and young local chefs eager to present their ideas and creations on the plate. This is just the beginning of the MICHELIN Guide’s journey in Vietnam, and our inspectors have been more than pleased to have discovered many gastronomic spots in Hanoi and Ho Chi Minh City, and I am sure, many more in the coming years.” Mr. Gwendal Poullennec - International Director of Michelin Guide shared.

After Michelin Guide officially announced its arrival in Vietnam in December last year, the anonymous inspectors, known for their expertise, refined palates, and extensive knowledge of international cuisine, accelerated their journeys throughout Hanoi and Ho Chi Minh City (HCMC) in search of hidden gems. Through anonymous visits and rigorous evaluations, the inspectors ensured that only the most exceptional and distinctive culinary experiences were recognized and deserving of inclusion in Michelin's inaugural list in Hanoi and HCMC. The announced selections captured the essence of Hanoi and HCMC's cuisine, highlighting the exceptional talent of local chefs and the diverse flavors that contribute to the unique identity of Vietnamese cuisine.

In addition to showcasing diverse street food experiences, the list also includes premium dining experiences in Vietnam where cuisine is approached in a new, innovative way, creating memorable culinary journeys for discerning diners from around the world. A significant contribution to bringing Michelin to Vietnam is the partnership with the destination partner - Sun Group.

Speaking at the event, Ms. Nguyen Vu Quynh Anh – representative of Sun Group shared, "From the list announced by Michelin today, the new culinary destination of the world called Vietnam will be spread to global travelers. The foundation for the new development of not only the culinary scene but also the tourism industry in Vietnam as a whole will be built from today."

Ms. Quynh Anh also affirmed, "To be able to accompany Michelin Guide in Vietnam is not an easy task, especially in the challenging context of the global economy after the pandemic. But with the ambition to elevate Vietnam's position in the world, with the dedication of a patriotic corporation, Sun Group has continuously made efforts with Michelin Guide so that today, the shining dream of Vietnamese cuisine has become a reality."

"We understand that this historical milestone has just been established, and for Vietnam to have more Michelin awards in the future, it will require a great deal of effort. However, with the presence of Michelin Guide and the efforts of chefs and professionals in the culinary industry throughout Vietnam, we believe that Vietnam will soon become a world-class culinary destination that every international traveler must visit at least once in their lifetime."

Recognizing Sun Group's dedication in contributing to this historical milestone, culinary artist Anh Tuyet shared, "In over 40 countries where Michelin is present, from what I know, it is mostly government agencies that engage and cooperate with the Michelin Guide. However, in Vietnam, for the first time, a private corporation has accomplished this, which is a significant contribution to the country. This demonstrates the heart and vision of Sun Group, showcasing their love for the nation and the desire to honor Vietnamese cuisine, bringing the essence of Vietnamese culinary arts to the world and elevating Vietnam's global position through this corporation."

Master chef Joël Robuchon once affirmed to Food & Wine magazine, "With one Michelin star, you develop about 20% more business. Two stars, about 40% more, and with three stars, it's about 100% more." The presence of the Michelin Guide and the star rating evaluation also helps increase the workforce in Michelin-starred restaurants by up to 80%. Statistics and expectations from dining establishments around the world have demonstrated that the Michelin Guide and the list of starred restaurants provide a boost not only to the culinary industry but also to the economy and tourism sectors of countries.

With the first-ever Michelin list announced for Hanoi and Ho Chi Minh City, Vietnam has a solid foundation to trust in a bright picture of growth and outstanding positioning, not only in the culinary industry but also in the country's international tourism industry.