On October 10, Flavors Conference 2026, part of Vietcetera’s Flavors Vietnam event series, took place at Le Méridien Saigon in Ho Chi Minh City.
Under the theme “Thời Vị - The Flavors of Our Time,” the conference brought together founders, business leaders, chefs, communications professionals, and investors from across the food and beverage (F&B) industry. Speakers represented prominent brands including Pizza 4P’s, Dh Foods, Alluvia Chocolate, La Villa French, THAI KOH YAM, OM Nướng, and Kamereo.
Across morning and afternoon sessions, more than 300 attendees heard firsthand accounts of brand building, product development, and adapting to market changes. From the decision to close six out of seven stores to restructure a business to spending two days preparing a bowl of pho, each story offered a different perspective on value creation and long-term sustainability in the F&B industry.
Here are some of the key takeaways from Flavors Conference 2026.
Vietnamese Agricultural Products: From Raw Materials To Global Brands
Vietnam is home to a wealth of agricultural resources. But how can businesses capture more value from these products rather than exporting them primarily as raw materials?
This was one of the central questions explored during the opening sessions of Flavors Conference 2026.
In his presentation on bringing Vietnamese flavors to the world, Nguyen Trung Dung, Chairman and CEO of Dh Foods, reflected on the company's journey in building a Vietnamese seasoning brand and expanding into international markets.
Starting with familiar staples found in Vietnamese households, including dipping salts and seasonings, Dh Foods gradually developed a product portfolio rooted in Vietnamese culinary traditions. However, reaching international consumers requires more than distinctive flavors. Businesses must also meet stringent quality standards and adapt to the requirements of individual markets.
Dh Foods' experience highlights a broader challenge facing Vietnamese businesses: While access to quality ingredients provides an initial advantage, long-term competitiveness depends on investment in product quality, processing capabilities, and brand development.
Building on this conversation, the panel discussion “Elevating the Value of Vietnamese Agricultural Products” featured three stories centered on macadamia nuts, rice, and cacao.
A representative from Ông Ba Macadamia shared the brand's journey in developing products from Vietnamese-grown macadamia nuts, highlighting opportunities to increase agricultural value through processing and brand building.
Meanwhile, Cat-thao Nguyen, Founder of Earth Water Farms, offered insights into Vietnamese rice, exploring the relationship between agricultural practices, the land, cultural heritage, and traditional values.
Another compelling story came from Nguyen Ngoc Diep, Founder and CEO of Alluvia Chocolate, who discussed transforming Vietnamese cacao beans into finished chocolate products under a homegrown brand.
Alluvia's story began with cacao trees planted by Diep's father in Cho Gao, Tien Giang, as part of a sustainable cacao development initiative launched in 2004–2005.
Recognizing that Vietnamese cacao possessed distinctive flavors yet was largely sold as a raw commodity, Diep began questioning how local producers could capture more value through further processing.
“Why should Vietnamese cacao beans, with such distinctive and valuable flavors, remain nothing more than raw materials?” she asked.
That question inspired her to begin developing products in 2014, before moving into chocolate production using cacao beans in 2016.
Despite significant setbacks during the COVID-19 pandemic, which brought much of the business to a standstill, Alluvia gradually recovered. According to Diep, the brand now operates more than 33 stores in Vietnam and one in Singapore, while exporting its products to several Asian markets.
Reflecting on the journey, she emphasized the importance of perseverance and determination in creating greater value for Vietnamese agricultural products.
“With a little more perseverance and determination, we can absolutely increase the value of Vietnamese agricultural products and bring them not only to consumers at home but also to people around the world,” she shared.
Beyond agricultural producers, Vietnamese restaurant brands are also exploring opportunities for international expansion.
During a presentation on Pizza 4P’s global growth journey, three representatives — Elsa Lambinet, Creative Director; Kazuya Kubota, Global Brand Director; and Thu Vuong, Sustainability Manager — reflected on the brand's expansion into new markets.
From Vietnam to Japan, Indonesia, Cambodia, and the United States, each market presents distinct cultural preferences, dining habits, and consumer expectations. These differences require Pizza 4P’s to adapt its restaurant design, menu development, and customer experience.
Yet adapting to new markets does not necessarily mean changing the values that define a brand.
The experiences of Dh Foods, Alluvia Chocolate, and Pizza 4P’s point to a shared lesson: Successful international expansion requires businesses to understand their core values while remaining flexible enough to meet the needs of consumers in different markets.
As Diners Become More Discerning, How Should F&B Businesses Adapt?
With consumers facing an ever-growing range of dining options, attracting first-time visitors is only the beginning. Encouraging them to return, and recommend a brand to others, presents a much greater long-term challenge.
At Flavors Conference 2026, discussions on consumer behavior, brand storytelling, and customer experience offered several perspectives on how businesses can respond. During “From Flavor to Story,” speakers explored how brands can turn their product values into narratives that resonate with consumers.
Concepts such as locally sourced ingredients, artisanal production, and authentic flavors have become increasingly prominent in F&B communications. Yet a compelling brand story does not automatically translate into an equally compelling customer experience.
From menu design and restaurant interiors to service style, every customer touchpoint contributes to how a brand is perceived. This issue also emerged during a panel discussion on the customer journey, featuring representatives from the restaurant and communications industries.
One example illustrated how advertising imagery can unintentionally create expectations that differ from the actual dining experience.
A restaurant representative recalled that, during the early promotion of a dining and drinks concept, the frequent use of images featuring couples led some customers to assume the venue was designed for romantic dates.
In reality, the restaurant offered a livelier atmosphere better suited to social gatherings and meals with friends. The mismatch between marketing imagery and the actual experience left some customers disappointed.
The restaurant subsequently adjusted its reservation and customer consultation process, taking a more proactive approach to understanding guests' preferences and recommending suitable seating areas.
The example demonstrates that effective marketing is not simply about attracting attention. It must also accurately communicate the experience a brand can deliver. From an operational perspective, speakers also discussed the role of technology in customer relationship management and business performance measurement.
Rather than focusing solely on social media engagement, businesses need to pay closer attention to indicators of actual customer behavior, including repeat-visit frequency, time between visits, and customers at risk of churning.
One business representative described using a customer relationship management (CRM) system to identify previously frequent guests who had not returned for an extended period, allowing the team to develop more targeted customer engagement initiatives.
Technology, however, is not the only factor determining the quality of a dining experience. From menu recommendations and table service to handling feedback, every interaction can influence a guest's perception of a restaurant.
As more F&B businesses adopt technology for operations, staff training, and data management, speakers continued to emphasize the importance of the human element.
A Packed Restaurant Does Not Always Mean A Successful Business
Does a busy restaurant necessarily mean a profitable one? And when a once-popular concept begins losing momentum, should its founder continue expanding or rethink the business model. During “The Rise, the Fall and the Next Concept,” three founders - Tina Trang Pham, Nguyen Ha Linh, and Hoang Oanh, shared different perspectives on the lifecycle of an F&B concept.
Established in 2011, La Villa French has remained committed to the core values of French cuisine rather than constantly chasing trends.
Consistency, however, does not mean resisting change.
During the COVID-19 pandemic, La Villa adapted its operations and introduced delivery services. In 2026, the restaurant continued refreshing its brand identity to remain relevant in a changing market.
Taking a different approach, Nguyen Ha Linh, Co-founder and Chief Marketing Officer of THAI KOH YAM and HẢOLA, discussed her decision to close six out of seven outlets belonging to a once-popular concept in Hanoi.
Initially offering products such as coconut ice cream, mango sticky rice, and Thai tea, the business quickly gained popularity and expanded to seven locations.
However, behind the long lines of customers were mounting challenges involving ingredient costs, profit margins, and quality control across multiple outlets.
Rather than maintaining the existing scale, Linh decided to close six stores and restructure the business.
The concept subsequently evolved into a Thai restaurant model supported by more standardized kitchen operations, product development, and operating procedures.
Following this transformation, THAI KOH YAM expanded into a restaurant chain with 12 locations across Hanoi and Ho Chi Minh City.
Linh's experience demonstrates that store count and customer traffic do not necessarily reflect a business's financial health. Sometimes, scaling back is a necessary step toward building a stronger foundation for sustainable growth.
Meanwhile, Hoang Oanh, Founder and CEO of OM Nướng, offered insights into maintaining a restaurant's appeal as increasingly similar concepts enter the market.
In her view, attractive interiors may bring customers through the door for the first time, but product quality ultimately determines whether they return.
OM Nướng has built its menu around Vietnamese meat products and sauces inspired by local flavors. The brand also aims to strengthen partnerships with domestic suppliers to further develop its ingredient sourcing.
Together, these three stories suggest that there is no universal formula for long-term success in the F&B industry.
For La Villa French, success lies in consistent quality and adaptability. For Nguyen Ha Linh, it required the courage to scale back and restructure. For OM Nướng, lasting appeal comes from product quality and a distinctive brand identity.
Fusion Or “Con-fusion”: How Far Can Vietnamese Cuisine Evolve?
Vietnam's culinary scene is seeing more dishes that combine local ingredients with international cooking techniques. While these innovations open up new creative possibilities, they also raise a question: Where should chefs draw the line between reinvention and preserving culinary identity?
During “Fusion & Con-fusion,” Chef Peter Cuong Franklin, Founder of Anan Saigon and POT AU PHO 2.0, and Chef Alain Pham, Co-founder and Head Chef of Aiii House, shared their approaches to contemporary Vietnamese cuisine.
For Chef Peter Cuong Franklin, the term fusion is sometimes used to describe dishes that depart from traditional presentations. He believes, however, that such creations can also be understood as part of modern Vietnamese cuisine. At POT AU PHO 2.0, Peter has chosen to reinvent pho, one of Vietnam's most recognizable dishes.
His interpretation combines the clear, delicate broth associated with northern-style pho with the variety of beef cuts commonly found in southern-style versions. He also incorporates French culinary techniques to create a clear broth that takes two days to prepare.
Different cuts of meat are prepared separately, with some requiring between 24 and 36 hours of cooking.
Despite these technical innovations, Peter's goal is not to turn pho into an unfamiliar dish. Instead, he aims to preserve its recognizable flavors and dining traditions while presenting them in a new form.
Chef Alain Pham takes a different approach at Aiii House, developing dishes inspired by memories, ingredients, and experiences rooted in Vietnamese culture. Rather than simply reproducing traditional presentations, Alain uses contemporary techniques and new plating styles to reinterpret familiar culinary ideas.
One challenge he discussed involved reinventing a southern Vietnamese dish featuring coconut milk. For Alain, creativity must still preserve the dish's underlying flavor profile. Changing too much risks losing the qualities that make the original dish distinctive.
Their conversation also touched on the pricing and perceived value of Vietnamese food. Diners often have established expectations about how much traditional dishes such as pho or banh mi should cost. However, when ingredients, cooking techniques, and preparation times change, the value of these dishes may need to be reconsidered.
Peter pointed to the pho served at POT AU PHO 2.0, where preparation takes two days and involves multiple specialized cooking processes. In his view, a dish must ultimately speak for itself through its quality and the experience it delivers, rather than relying solely on marketing or brand positioning.
From reinventing pho to reinterpreting familiar flavors, both chefs demonstrated that culinary innovation does not necessarily require abandoning tradition. Instead, a deep understanding of ingredients, techniques, and culinary identity can provide the foundation for entirely new dining experiences.
Fundraising Or Bootstrapping: Which Path Makes Sense For F&B Businesses?
When a profitable restaurant wants to expand from three locations to ten, should its founder reinvest existing profits or seek outside investment? This was the scenario posed by Hao Tran, CEO of Vietcetera, during the final panel of Flavors Conference 2026, “Fundraising for Small and Medium-Sized F&B Businesses.”
The discussion featured Do Hong Hanh, Co-founder and CEO of BUYO Solutions; Taku Tanaka, Founder and CEO of Kamereo; Hoang Vien Dong, Founder and CEO of SOL Corporation; and Giovanni Zangani, representing Maestro Equity Partners.
For Do Hong Hanh, choosing an investor is much like choosing a life partner.
She argued that businesses should not raise capital simply because fundraising is perceived as a sign of success. Instead, founders need to identify what their companies lack and consider what value potential investors can contribute beyond funding.
Taku Tanaka, meanwhile, suggested that the decision to raise capital depends on a company's growth ambitions and the timeframe in which it hopes to achieve them. A brand may choose to reinvest profits and expand gradually over several years. However, external capital can accelerate growth when speed is a priority.
Tanaka pointed to Kamereo as an example. As a supplier of ingredients and supply chain solutions to restaurants, hotels, and other food businesses, Kamereo requires substantial upfront investment in warehouses, distribution centers, and operational infrastructure.
For such a capital-intensive business model, fundraising is not merely a growth strategy. It can also be essential to building the operational capabilities needed to compete.
From the perspective of restaurant chain operations, Hoang Vien Dong emphasized that scalability depends heavily on the nature of the business model.
Fine-dining restaurants can be difficult to replicate because the customer experience depends on numerous specialized factors. By contrast, concepts with standardized products and operating procedures are generally better positioned for chain expansion or franchising. He also noted that franchising can serve as an alternative way to mobilize resources, allowing businesses to expand their networks while sharing risks with operating partners.
From an investor's perspective, Giovanni Zangani raised another fundamental question: Does every F&B business really need to become a large company?
According to Giovanni, a profitable independent restaurant or small chain can provide its founder with a stable income without requiring external investment.
However, businesses seeking investment to accelerate growth must demonstrate that their models are scalable. Success at a handful of locations does not necessarily translate into the ability to expand on a much larger scale. Giovanni also emphasized the importance of building relationships with potential investors early, rather than waiting until a company urgently needs capital.
The discussion highlighted that fundraising is not the only path to growth for F&B businesses. Before seeking outside investment, founders must clearly define their growth objectives, assess their operational capabilities, and determine whether they can maintain quality as their businesses scale.
Flavors Vietnam 2026 is Vietcetera’s annual F&B platform dedicated to the people, ideas, and experiences shaping Vietnam’s food and drink culture.Under the theme “Thời Vị – The Flavors of Our Time,” the program brings together a series of activities designed to connect the F&B community, celebrate meaningful contributions, inspire new ideas, and contribute to the future of Vietnam’s F&B culture.As part of Flavors Vietnam 2026, Flavors Conference 2026 will bring together founders, operators, chefs, brands, investors, and industry experts to explore three shifts shaping Vietnam’s F&B industry: The Changing Palate, The Changing Diner, and The Changing Playing Field.Time: 8:00 AM – 4:00 PM, October 10, 2026
Venue: Le Méridien Saigon, 3C Ton Duc Thang Street, Ho Chi Minh CitySpecial thanks to the sponsors and partners of Flavors Conference 2026: Gold Sponsor: Royal Arctika; Bronze Sponsor: SpeedPOS; Venue Sponsor: Le Méridien Saigon.To learn more about Flavors Conference 2026 and register for the event, please visit the official event website.