Editor’s note: From time to time LovingPho.com features guest posts offering various interesting views on pho. This is a guest post from a Filipino acquaintance.

Updated 09-15-09. Vietnamese pho is, without argument, the most well-known noodle dish in Vietnamese cuisine. Pho noodle has swept all across the world, making those who tasted it so enamored with the dish that they always want more. So how is Vietnamese pho doing in the Philippines, a mere 1000 or so miles east of Saigon? Are Filipinos as taken in by pho as, say, the Americans and the Australians?

Filipinos Loves Foods

No doubt, Filipinos love good food. They have an active interest in food and they will try anything at least once. And since the Philippines is the land of the infamous balut (duck embryo) and barbecued chicken intestines, among other exotic fare, you can be sure in the knowledge that Filipinos can be adventurous with their food.

This innate love for good food and the fact that the Filipinos are quick to embrace foreign cultures explain why foreign cuisine is so well represented in the Philippines. Spanish, Tex-Mex, French, Italian, Chinese, Japanese, Thai, Indian, Australian, German, Middle Eastern – you name the cuisine, and you are highly likely to find it in the Philippines. No surprise, Vietnamese cuisine is well represented in this country as well.

Vietnamese Pho in the Philippines

Admittedly, the craze for Vietnamese pho has not yet taken root in the Philippines. The presence of pho in the Philippines can be felt, and pho does have its own fan base among Filipinos, but not as strongly as might be expected. The Philippines is a melting pot of cuisines and pho is just one among many that are trying to gain the fickle taste buds of the Filipinos.

In the Philippines, pho has strong competition among both foreign and local dishes. Japanese and Chinese noodle soups are well loved by Filipinos, at least partially because they are very good and because they’ve been here much longer than pho. The notorious tom yam soup from Thailand has its own followings. In fact the Filipinos themselves have their own soups that are just as flavorful as pho.

Nonetheless, if you are in the Philippines and you want pho, just head to one of the numerous malls in the country. You will inevitably find a Vietnamese restaurant there that serves pho. Some of the more popular Vietnamese restaurant chains in the Philippines are:

• Pho Hoa. Pho Hoa belongs to a franchised chain whose parent company is based in California. Pho Hoa serves pho in the southern Vietnamese style, and diners can choose from many standard meat cuts they want in their pho.
• Pho Bac. Pho Bac (Northern Pho) is also a franchised chain in the Philippines. Contrary to its name, the place does offer a choice of southern Vietnamese style pho.
• Pho 24. Pho 24, the most successful chain of restaurants specializing in pho directly from Saigon, Vietnam, also has a presence in the Philippines. Company owner Ly Quy Trung has expanded his company worldwide through franchise agreements, and the Philippines is among those covered.
• Independent pho shops. Many Vietnamese in the Philippines patronize other independent Vietnamese restaurants and Vietnamese pho shops as well. These are general established by Viet refugees before the franchises came in, their quality are very good, and they continue to be strong competitors in the pho war.

Pho Still Has A Long Way to Go Yet

If you want pho in the Philippines, you will definitely find it inside many malls and in Vietnamese and Chinese ethnic business areas. Authenticity is generally up there, and pho in the Philippines is as good as one can get within and outside of Vietnam. It has its niche of followers, but it still has a long way to go in the Philippines.

_{»crosslinked«}

Pho in the Philippines: Have Filipinos Taken to the Pho Phenomenon? is a post from: Vietnamese Pho Noodles

I wrote about Chef Didier Corlou before (see article “Chef Didier Corlou, A Passion for Pho and Vietnamese Cuisine“.) because I very much admire his tremendous knowledge and passion for Vietnamese foods, and for pho in particular. Recently I had a chance to interview the “Maitre de cuisinier de France” himself over email. Chef Corlou is a very busy man so I’m honored to have him spend some time to share his views on Vietnamese and French cuisine, his view on the state of pho, and his new culinary ventures.

First a little bit more about Chef Corlou. In a sentence, Chef Corlou’s resume could be summarized as noted on his homepage of didiercorlou.com.

After over 30 years of experience worldwide – in Africa, Asia, Europe and America – and 14 years as Chef of Sofitel Metropole Hanoi, I now offer you a variety of buffet, diner and cocktail menus, with exotic-themed or European, traditional or contemporary dishes.

“Le Chef” Corlou is a member of the Culinary Academy France and is a 5 Stars Diamond Award Chef. With extensive traveling, cultural and culinary experience from around the world, Le Chef is now working out of Vietnam, running his new Verticale restaurant in Hanoi, opening up On the 6 in Saigon, while managing a training center and catering business.

Here’s a Didier Corlou bio.

• 1956. Born in Henebont, France.
• 1976. Africa, the Big Start: discovering of Ivory Coast and its lagoon from Abidjan.
• 1977. Entering to the ACCOR group: Caribbean, Bora Bora, the Comoros. With the regions and countries, it’s the meeting with the green papaya, giant mussels, wild pig, ginger and vanilla…
• 1991. Arriving in Vietnam…
• 1992. The cuisine simmers with Sultans in Malaysia, Fidel Castro or President Clinton, crowning of Prince Sihanouk; Chef at Sofitel Metropole where he managed a French and Vietnamese restaurants…
• 2003. Winning Gourmand World Cookbook for “Didier Corlou’s Vietnamese Cuisine” and publishing “Cooking with Chef Didier”…
• 2005. Opening of L’Escale restaurant in Siem Reap, Cambodia…
• 2006. Consultant, advisor in gastronomy for Sofitel Metropole and for many projects in Asia; Prepared dishes for President Bush at the APEC Summit…
• 2007. Guest Chef at Le Notre School, France;
Opening of “La Verticale” restaurant in Hanoi, Vietnam – ranked top 100 world best new restaurants by Conde Nast magazine in 2008; Opening of Corlou Catering, Pastry, Cuisine in Hanoi, Vietnam…
• 2008. Guest Chef at “World Gourmet Summit 2008” in Singapore; Guest Chef at “Hotel New Otani Osaka”, Japan; Guest Chef at Le Notre School, France for the new fusion cuisine; Publishing “A la verticale des epices” and “Five seasons – a Vietnamese collection of Gastronomic Journey”…
• 2009. Guest Chef at Diner de gala Escoffier, Shanghai, China; Guest Chef at TRU Vietnamese and Thai, Hongkong; Guest Chef at Ikarus in Hangar-7, Austria.

Chef Corlou has recently received the “Star Diamond Award” from the American Academy of Hospitality Sciences.

Let’s get on to the interview. I use text in brackets [...] to clarify the message as needed.

Lovingpho (LP): Do you consider yourself a French chef specializing in Viet cuisine, a Viet chef specializing in French cuisine, or maybe somewhere in between, or competely outside of the range of these descriptions?
Didier Corlou (DC): I am a French chef who [is] fascinate[d] in the gastronomy of all the world, and has an advantage in Vietnamese cuisine.

LP: What were the factors that drew you to Vietnam in general, and Viet cuisine in particular?
DC: The first reason is to discover, of course, the Vietnamese cuisine. However one more important thing is the habitants. All these factors make me stay with this beautiful country.

LP: What were some of the most important factors/ideas/concepts during your training that you deem important/critical for your knowledge and success today?
DC: I don’t consider myself a successful chef. However, in my oppinion, the most important factors lie on the way you present your work with a strong will and the desire for learning new things.

LP: If you can share some of your proudest achievements at the Sofitel Metropole Hotel, what would they be?
DC: During more than ten years working at Metropole, I am glad that I’ve built up the standard of Vietnamese cuisine.

LP: What would you select as some of the most important Viet dish(es)? And why? And what are some of your favorite Viet dish(es) you like to enjoy yourself? And why?
DC: For me, Pho is the most important and also my favorite Vietnamese dish, because it is very delicious, but not expensive. You can find it everywhere.

LP: What would you select as some of the most important French dish(es)? And why? And what are some of your favorite French dish(es) you like to enjoy yourself? And why?
DC: It is difficult for me to say which French dish is the most important. Each region has its own regional product and speciality. So it depends also which French region I am standing to answer the question what is my favorite French dish.

LP: How many years have you followed pho development, or developed pho yourself? And how have you seen pho changed during this time?
DC: [Since] my arrival in Vietnam, I have seen a lot of progress of Pho with better quality and more delicious [ingredients]. Moreover, each region now has developed its own Pho according [to] its own regional product. For instance, now we have Pho with prawn in the regions near the sea, Pho with vegetables in Dalat, and Pho with foie gras… [!]

LP: What are some of the worst/unacceptable pho preparation techniques that you have encountered?
DC: Everyone has own technique but the most important thing to have a good taste of Pho is the broth. In my oppinion, the worst technique is adding the glutamate-Maker of food seasonings [monosodium glutamate] in the broth and I [would] never do it. I make my Pho with Vietnamese spices (Cardamom, star anis…) instead of glutamate.

Chef Corlou’s Pho With Salmon!

Chef Corlou’s Cooking Class – Making Banh Cuon

LP: What do you think is the difference between pho in North Vietnam versus pho in South Vietnam today, or are there differences any more? And if so which do you personally prefer?
DC: North of Vietnam is the origin, the cradle of Pho. Generally, the Pho of the northern [is] featured by the salty taste, and the South by sweet. And Pho in the South is paired with more herb[s] than in the North.

LP: Can you share your thoughts on pho development outside of Vietnam, specifically in Australia, Europe and in the U.S.?
DC: Pho is more and more developed not only in Vietnam. There are 2 Vietnamese dishes that I see developing strongly outside of Vietnam: Pho and “Bun Bo” – Fresh noodle with beef. I see in France, there is the “Pho complet” – The Pho with prawn, pork and beef…in a bowl. It is very good.

LP: Do you see a problem/issue with pho being developed within Vietnam and outside of Vietnam in parallel, at the same time? Will they diverge into something different?
DC: I don’t think the development of Pho is [in any] threat, we must leave Pho [to] progress, we can not put it in the museum. [Everyone] can have his way of cooking Pho [as] he [wishes]. However [even if] Pho has developed to other kinds like “pho cuon”, “pho chua” , “deep fried pho”… no one [should forget] the tradittional Pho.

LP: It is difficult for restaurateurs and business people not to jump in to franchise foods that are popular and if there exists a market for them. Can you share your views on franchised pho?
DC: As you can see, the “Pho 24” is very successful with the franchising. It is no problem if we can market the Pho, but it must follow a recipe. Also, it [still] exists [in] many small restaurant[s] in the street [which are] very popular. I really appreciate that.

LP: Do you have one and only one recipe for pho, or do you advocate several different recipes? What are your reasons for your preference(s)?
DC: I have a basic recipe for cooking Pho. When cooking the “Hanoian Pho”, I respect strictly to this recipe. However, I still create my own style of Pho based on the products [I find]. For example, I can change some spices in the broth but just a little to have a matching between the broth and the products [/ingredients].

LP: Today pho is just fine the way it is for many people. Where do you see pho heading in the future?
DC: Pho is for everyone, [anytime] and easy to eat though it takes a long time to cook. In my opinion Pho is a potential [platform] to develop [further].

LP: Given so many types of foods to choose from, how often do you enjoy a bowl of pho? And if you do, where would you go for pho?
DC: That’s right we have now many types of foods, but for me one bowl of Pho a week in a small traditional Hanoian Pho street is ideal.

LP: Please share with our readers your current endeavors with La Verticale, OnThe6, and your Training Center.
DC: At this moment I want to concentrate on La Verticale and try to put the spices of Vietnam in the right place like they deserve. In Vietnam, we have many spices, we have 54 minorities with a lot of minority spices. The King people is majority but do not know how [to] use these spices. They use more herbs than spices. [Editor's note: King people are an ethnic group of Vietnam, comprising 86% of the population as of the 1999 census, originating from what is now northern Vietnam and southern China, according to Wikipedia on Vietnamese People.]

I want to continue developing the new Vietnamese cuisine; also, to share my cuisine with people who [are fascinated by] Vietnamese cuisine. I [have] issued the collection “Five [seasonings]” with Vietnamese traditional recipes and modern recipes. The [training] center always has these available.

LP: Finally, they say a Frenchman must have wine with every meal. What would you choose that may go well with pho?
DC: It is a interesting question! Normally, at the restaurant, it is difficult to have the matching wine with soup. But for the Pho, it is great to have a glass of Merlot red wine before eating but never beer! The red wine will put up the taste of Pho. However, do not drink while eating the Pho. After, the tea is good idea.

I’d like to send a big thank you to Chef Didier Corlou for this interview, and also to his assistant Ms. Luong for her help coordinating it. All photos courtesy Chef Didier Corlou.

An Interview with Chef Didier Corlou on Vietnamese Pho and Cuisine is a post from: Vietnamese Pho Noodles

I’ve written about a number of pho franchises that exist both in the U.S. and in Vietnam. Most pho franchises tend to start in the states (mostly from headquarters in California) then expand to other states and Canada. Some have been more aggressive and ventured outside North America eastward toward Asia and Australia. There is, however, another aggressive move simmering: Saigon-based pho franchise Pho 24 is coming west to the U.S.

A Houston entrepreneur is in negotiation to bring Pho 24 where no Vietnam-based franchise has gone before, to borrow a certain well-known phrase. The plan calls for a number of Pho 24 restaurants to open over a yet to be announced period of time in key American markets, bringing the most authentic Vietnamese cuisine to sophisticated American palates.

On Pho 24′s menu being offered in Vietnam are a variety of truly authentic pho noodle dishes, together with offerings of various popular Viet broken rice dishes and refreshments.

Pho 24′s name itself describes the restaurant’s offerings. Pho 24 uses 24 “secret” ingredients and spices in its pho broth, which is diligently stewed for 24 hours before it is served. The most common and popular pho bo and pho ga (beef and chicken pho, respectively) each costs $24,000 Viet dollars or US$1.35 (based on mid-May 2009 exchange rate.) Finally Pho 24 restaurants in Vietnam open 24 hours. I guess it remains to be seen if its American counterparts will do the same as well.

Details are still sketchy, but for pho fans in North America, there are reasons to be excited. Oh there’s nothing wrong with your favorite local pho shop. But I must admit that given the chance to taste something authentically close to what’s available in Vietnam, without actually going there, that’s gotta be pretty cool.

When they moved into countries like Vietnam and China, American franchises like McDonald’s and KFC had to make adjustments to their menus to cater to local tastes and to take advantage of local opportunities, strategies and supplies, all while maintaining their brand identity. It will be interesting to see what Pho 24 will do to its cuisine to attract American diners while staying true to its gastronomic roots.

More on Pho 24:

• Eating and Franchising Pho 24 – Bringing Secret Pho Recipe to the World
• Global Pho: Pho Franchises Around the World
• Pho in the Philippines – Battle for Pho Supremacy is Heating Up
• Vietnamese Pho: Franchised and Going Mainstream?

Pho 24 Coming to the States to Take on U.S. Competition Head-On is a post from: Vietnamese Pho Noodles

The popularity of pho is rapidly spreading, and here in the Philippines, the pho-nomenon is currently on the rise. Although it is not extremely popular, the pho industry here in the Philippines thrives on certain market niches such as health conscious eaters, diet watchers, food lovers, and the huge Chinese and the growing Korean population.

The first few restaurants made their way to the area not because of high demand but to take advantage of franchise and expansion opportunities. In fact, when the first pho restaurants opened, several people were not familiar with the dish and the types of food served. Most were unsure how the word “pho” should be read. But when the pho restaurants came, they conquered, and eventually, pho became a cultural favorite among families and friends, especially those who love to try culinary varieties and for those who like to experience different culture, with pho being a representative of the Vietnamese, and partly of the Asian, culture.

Pho Hoa Franchise

The most popular pho restaurant in the country today is Pho Hoa, which is part of Pho Hoa franchise headquartered in Northern California. Pho Hoa now has eleven branches scattered across metropolitan Manila and Quezon City, the main branch being the Tomas Morato location in Quezon City. Aside from that, Pho Hoa can also be found in Makati, Greenhills, Libis, and other much farther locations such as Alabang and Pampanga. Some of the locations can be found in malls, enjoying a regular and constant stream of casual diners and mall visitors.

As for the other branches, these are the testimonies of the popularity of pho in the Philippines since customers actually go out of their way to visit these locations. Pho Hoa is currently the leading pho restaurant in the country, serving authentic and enticing pho dishes and other Vietnamese culinary treats. The food offered are truly Vietnamese and when you eat there, you can smell and feel the flavor of exotic pho in the air, completing your Vietnamese culinary experience. read more about Pho Hoa franchise.

Pho Bac

Pho Bac Metro Manila. Photo courtesy RonnieR, skyscrapercity.com.

Following not far behind in terms of popularity is Pho Bac. Pho Bac has often been compared with Pho Hoa. Even if a lot of customers still prefer Pho Hoa, Pho Bac has its own unique offers.

Noticeably, the Pho Bac restaurant interior feels a little homier than most Pho Hoa branches. Pho Hoa has a casual air, while Pho Bac feels cozier. A lot of pho lovers seem to prefer the casual atmosphere for eating pho because it livens up the experience, but the Pho Bac locations have their own appeal.

Comments about Pho Bac vary; some find that it lacks the authentic Vietnamese touch and the food is not as good as those served in Pho Hoa. On the other hand, for those who want to be able to enjoy Vietnamese food for the taste and not as a food expert or a culinary critic will definitely find the Pho Bac menu tempting and comfortable at the same time.

Pho 24

Aside from Pho Hoa and Pho Bac, Pho 24 is also gaining popularity among Filipino and Filipino-Chinese eaters. Pho 24, like Pho Hoa, is another popular international pho franchise brand headquartered in Saigon, Vietnam. It has a branch in Makati, with the restaurant brightly lit and decorated in Southeast Asian theme to stay true to Vietnam’s culture.

The food is great and authentic, though in terms of popularity, it has not yet reached Pho Hoa’s level since the latter came to the country earlier. Pho 24′s mall-based location, however, helps it bring in a steady flow of customers looking for Asian food, noodles, or simply something different. Read more about Pho 24 franchise.

Now, gone were the days when the people in the Philippines were baffled at the exotic-looking restaurants with the unusual names. The pho scene in the Philippines is on a continuous growth spurt. The niches are also starting to break, as more and more people become acquainted with pho and definitely hooked to it. The battle for pho supremacy in the Philippines may have already started.

Pho in the Philippines – Battle for Pho Supremacy is Heating Up is a post from: Vietnamese Pho Noodles

Updated 10-23-09. With its awesome goodness, it’s no wonder Vietnamese pho made a strong foothold in many places outside of Vietnam. Pho may be the national dish of Vietnam, well entrenched in Vietnam’s culture and history, yet once again pho has crossed cultural boundaries to be embraced in a foreign land. This time: Australia.

One can easily say with certainty that the people from Down Under are just as crazy about Vietnamese pho as their American counterparts. Just as in other countries across the globe, what had started as an attempt of Vietnamese immigrants to derive what comfort that they can from a bowl of noodle had become a countrywide sensation. Australians love their pho just as much as the Vietnamese do, and the presence of pho in Australia is almost as prominent as it is in the United States.

How Pho Came to Australia

The story of how pho came to Australia goes pretty much the same way as the arrival of pho in other countries went. The key year is 1975 and the key event is the Fall of Saigon. During this time, an exodus of Vietnamese refugees escaped Communist rule, fleeing their homeland in droves and arriving in refugee camps in the Philippines and the island of Guam.

While many Viet refugees made it off the islands for settlement in the United States or Europe, many others were accepted by the Australia. In addition there were also Boat People who never did come to the refugee camps. In reality, they somehow found their way to Australia directly by sea. Australia was the longest distance that many Vietnamese Boat People with their rickety boats have traveled to escape communism in Vietnam.

Given their mutual experiences of pain, hardship and sorrow from being uprooted from their homeland and exiled in a foreign country, the Vietnamese clung to each other as they formed their own communities in Australia. Now all major cities in Australia have their own Vietnamese community.

And as they always say, where there are Vietnamese, there is bound to be pho. Pho is a remnant of home and is something that the Vietnamese cherished and held on to. Their love and passion for pho is a love that did not diminish despite the passage of time, the long physical distance and the generations removed from home. Australians picked up this love that the Vietnamese had for their pho and learned to love it for their own. Pho is just good food.

Australian Adaptation of Pho

Regardless of what happens, pho will always maintain its authenticity by the Vietnamese who enjoy it everyday. The Australians learned to love pho the way it is, the rich and hearty soup noodle that the Vietnamese introduced to their palates. But this is not where the story of pho in Australia ends. As the Australians and Vietnamese Australians took to this new dish, the dish also began to morph itself in order to adapt to its new surroundings.

Beef is not a problem in Australia; in fact, it is one of the few countries where beef comes cheaply. There are many farms and ranches that raise cattle for beef on this island-continent, so there is always a steady supply of beef in the market.

The same, however, cannot be said for the herbs and spices that make Vietnamese pho such a refreshing dish to eat. At least in the earlier years (post-1975,) few of the spices required in making pho are grown locally, and so are the herbs. In other words, herbs and spices are somewhat expensive in Australia. As a result, the kind of pho served typically in restaurants in Australia is more reminiscent of pho bac, the frugal pho served in the northern regions of Vietnam. A bowl of pho bac is traditionally not served with the familiar plate of garnishing that contains basil leaves, bean sprouts, culantro, chopped Serrano chili and lime wedges.

The focus of pho bac is the rich and meaty tastiness of the broth itself, something that northern Vietnamese cooks believe does not need any livening up from additional herbs and spices. Pho in Australia is veering towards this trend, where the broth is richer and beefier, unspoiled by indulgent herb garnishing.

The rich meatiness of the broth is not the only thing that distinctly characterizes pho in Australia. Many pho reviewers in Australia also noted that pho in Australia is somewhat sweeter than what you may be used to in, say, the United States or in Vietnam itself. This sweetness in pho in Australia is often said to be a nod to the southern Vietnamese style, or is an influence of Thailand on the dish.

In recent years, with abundant availability of all ingredients and free communication and trade across all borders, you can pretty much find and order any pho you like.

Pho – Bridge in Diplomacy and Art

Honorable Stephen Smith Having Pho with Ly Quy Trung of Pho 24. Photo courtesy foreignminister.gov.au

Pho does not only serve as a way to fill a hungry stomach or to satisfy a craving. Pho can also play a role in forging diplomatic relations and be a medium of expression in art.

In July 2008, the Honorable Stephen Smith, the Australian Minister for Foreign Affairs, made the news and scored points for Australia in Vietnam when he made a visit to a popular Pho 24 in Hanoi. There, he donned a chef’s apron and hat, visited the kitchen, and fixed a bowl of pho for himself. He then enjoyed this meal in the company of Pho 24 founder Ly Quy Trung. You can read more on the Australian Minister for Foreign Affairs website, and on this VietNameNet.vn page.

According to the VietNamNet Bridge report on the event, “the Australian Foreign Minister’s experience at the pho restaurant in Hanoi was a chance for him to further understand the extended cooperation between Vietnam and Australia in education.”

Pho is also the staging point for the Australian traveling exhibition called “I Love Pho.” It is a multimedia exhibition organized by Cuong Le, who also served as curator for the project, and it included works from renowned Vietnamese Australian artists.

In an interview with the Chubby Hubby blog, Australian pho expert Cuong Le said that inasmuch as pho is a well-loved dish both within and outside Vietnam, the Vietnamese “only become mad about pho when we are displaced physically and spiritually.” Pho sits at the heart of Vietnamese culture and Vietnamese Australians, and most Vietnamese all over the world, eat pho as a way to maintain a throbbing link with that heart.

Finding Pho in Australia

The Australian continent is a big place. There are Vietnamese restaurants scattered all over Australia, and there are still many more restaurants that specialize in serving only pho. These restaurants come in different styles – fast food joints, food court kiosks or classy, fine dining establishments. Many restaurants are reputed to serve a good bowl of pho cooked in the evolving “Australian style” – with a rich and meaty broth, tender beef cuts and not a lot on garnishing. Others, like Saigon Bay Restaurant, are taking Vietnamese pho, and Vietnamese cuisine in general, to the next level of quality and service. These include web-based ordering system, home or office delivery, discount campaigns, online table reservations, and catering for private and corporate functions, all while maintaining the authenticity of the dishes.

If you want to find the best Vietnamese and pho restaurants in Australia, head over to Mansfield Park Campbelltown (about 6.2 miles or 10 kilometers north of Adelaide, South Australia) or to Bankstown (in Sydney, New South Wales.) Some natives also point straight to Footscray (near Melbourne, Victoria,) Richmond (Melbourne, Victoria) and Springvale (south-east of Melbourne, Victoria) for excellent, authentic pho.

Pho Bà Rịa 2, 54c Hanson Road, Woodville Gardens SA 5012, Australia

View Larger Map

Phở Chú Thể, 270 Victoria Street, Richmond, VIC, Australia

View Larger Map
Richmond is located at the inner city of Victoria and is in the midst of Australia’s cultural divergences. In fact, Victoria Street in Richmond is also called Little Saigon since it is the site of one too many Vietnamese businesses, most of which are in the food business (of course.) Chu The Pho Bo Ga is a great pho restaurant with branches both in Richmond and Footscray. If authenticity is the most important factor for you, then these are worthy places to visit. Here’s a description of Richmond from visitvictoria.com.

Victoria Street is known as Little Saigon and is the heart of Melbourne’s Vietnamese community. The long stretch of eateries, butchers, fishmongers and grocers starts at Hoddle Street and extends to the Yarra River in Abbotsford. Don’t expect white linen tablecloths and hovering waiters – Victoria Street is about the hustle and bustle of fast, fresh and exceptional Asian food at a bargain price.

Ah… take me there now.

Moon Festival in Cabramatta, Sydney. Photos courtesy visitnsw.com

Other concentration of pho shops can be found mainly in Sydney in New South Wales, of course Melbourne in Victoria, and Brisbane in Queensland. Websites like Eatability.com.au and bestrestaurants.com.au have good restaurant listings to find pho in Australia. I prefer Eatability.com.au because it has easier navigation so you can find your pho faster. Yeah! Here’s a sample link to find Vietnamese restaurants in Sydney.

Perhaps one of the more exciting developments regarding finding pho in Australia is the news that Ly Quy Trung, the owner of the popular pho restaurant chain Pho 24, has announced that his company will be expanding in the Asia-Pacific region soon. One of the countries his company is targeting is none other than Australia. Now I don’t expect Pho 24 restaurants to put any existing pho restaurateur out of business. But the Australian expansion is a strong indication that pho is growing strong here, and if U.S. pho “industry” is any indication, there should be room for all to enjoy – for those who cook and serve, and for those who dine and consume. May the best pho survive!

John Street, Cabramatta, NSW, Australia.

View Larger Map

Pho in Australia: Plenty of Great Pho in the Land Down Under is a post from: Vietnamese Pho Noodles

Pho 24 is an up and rising noodle restaurant chain serving exquisite pho rice noodle dishes. Pho 24 now has store locations in Cambodia, Indonesia, the Philippines, and Sydney, aside from its many locations within Vietnam. Pho 24 is part of the Nam An Group, a corporation that specializes in serving Vietnamese food through several restaurant chains the world over. The group is known for its unique pho recipe, which is the secret behind Pho 24′s success.

According to Pho 24, its pho is a carefully mastered art; the founders of Pho 24 ensure that the famous noodle dish is done just the way it’s supposed to be. Pho 24 also focuses on the nutritional aspect of the meal, making sure that a pho dish from Pho 24 has all the important qualities to make a well-balanced noodle dish. But this does not mean that the dish is only healthy; pho is served deliciously at Pho 24, with the soup carefully blended with the choicest ingredients and the most enticing mix of spices.

What sets Pho 24 apart from other pho noodle chains, however, is its attention to the dining environment. Pho 24 maintains small, clean, and cozy stores with great decorations in an East Asian theme and an appetizing ambience, a far cry from the street stalls where pho used to be served. This means Pho 24′s clientele can enjoy pho in air-conditioned, comfortable, clean and safe dining rooms with good service; amenities that many people in Vietnam and other Asian countries consider a luxury. Don’t get me wrong: I’d eat at a side street stall any day, but I think variety is also good for both vendors and consumers.

Pho 24 also has a steady promotional program, the name itself describing what the store offers. The number 24 is meaningful for Pho 24. Let’s take a look.

• First of all, Pho 24 locations open 24 hours.
• Next, 24000 in Vietnamese dollars is the common price for a bowl of pho ga (chicken pho) or pho bo (beef-pho) served at the restaurant. At the current exchange rate of VN$17785 (VN đồng) to US$1.00 (mid-May 2009 rate), this works out to be about US$1.35 for a bowl of pho! Other pho dishes have crept up into the high 30000 to mid-40000 đồng.
• Pho 24 also uses a total of 24 ingredients and spices in its pho broth,
• which is diligently stewed for 24 hours before it is served.

The 24 ingredients plus the thorough preparation process ensures that the pho broth at Pho 24 has a rich and sumptuous flavor, according to the company.

The broth recipe is the same in all Pho 24 locations, as is expected for any food franchise. So wherever Pho 24 takes its pho dishes, you should get the same rich flavor and taste of its pho. This is key to a successful franchise and it’s why the pho experience offered by Pho 24 is fast picking up in worldwide popularity. Ahh, 24 sounds great at about right now…

New pho duoi bo (ox tail pho)

The first Pho 24 store opened in Saigon back in 2003, and this was quickly followed by other locations in the different Saigon districts, and in Hanoi. The first overseas jump was established in Jakarta, Indonesia, marking the beginning of Pho 24′s international growth. Currently, Pho 24′s franchise locations, counted at 70 locations, are not the largest in terms of the number of countries, but the restaurant chain has envisioned itself as an international pho brand name, and it is working steadily towards this goal.

To speed up the process, Pho 24 provides small stores and requires low investments to make the franchising opportunity possible for anyone interested. Pho 24 also makes it easy for franchisees, offering a standardized operating and management procedure as well as guidance in store selection, design, staff training, and an ongoing marketing support. If you are interested in franchising, and specifically pho, Pho 24 may be a good program to check out.

Named as one of the Top Restaurants in Asia and featured in The Miele Guide, Pho 24 is definitely the perfect place to get acquainted to or to enjoy both classic and unique pho dishes. For now no U.S. location exists, so if you happen to be in Vietnam, don’t forget to check out a Pho 24 store. And if you had eaten there, please share your experience with us.

Visit Pho 24.

Eating and Franchising Pho 24 – Bringing Secret Pho Recipe to the World is a post from: Vietnamese Pho Noodles

Vietnamese pho has invaded the global scene. Many countries across the globe are now opening up to the unique pho from Vietnam. The dish, a concoction of richly flavored broth, noodles, thin beef cuts or sometimes chicken, and other garnishes, is a well-known Vietnamese delicacy that is considered a staple dish in the home country. Now, the dish has taken over not just Asia and the United States where large Vietnamese communities gather, but other continents as well. It’s global pho. It’s pho franchises.

As the dish becomes popular across the globe, several variations have come up, and pho has become more than just a dish. In fact, it has developed an entire cuisine all its own, with traditional, vegetarian, and many other unique variants. For the pho hard-cores like myself, we can’t stand our beloved noodle dish going the “fusion” route that creative chefs have done to many other Asian foods. We like pho just the way it is, or was. But I digress.

Serving Pho

Back to pho. The broth is an important, if not the most, part of a pho dish, and it takes hours to prepare. The subject of making pho broth is another article altogether, but needless to say, pho bo (beef pho) and pho ga (chicken pho) each uses, among other ingredients, a variety of beef and chicken bones and meats respectively in the broth. Other ingredients, such as star anise, ginger, cloves, and cinnamon, are added to enhance the taste of the broth.

The noodles, on the other hand, are rice noodles that add an extra texture to the dish. Pho noodles, called banh pho, are never round. Rather, they come in a variety of square or rectangular cross sections at different sizes.

The process of serving a bowl of pho normally starts with banh pho placed in the bowl, then topped with different types of meats being ordered (flank, well-done steak, brisket, rare steak, tendon, tripe, etc.), and finally, with a large ladle, the steaming broth is poured over both. Once served at the table, the diner adds garnishes sush as Thai basil, lime, chili peppers, white and green onions, bean sprouts, and culantro based on personal preference. For a little added kick in flavors, condiments such as hoisin, fish sause or chili sauces can also be added.

In a purely vegetarian pho dish, absolutely no meat is used, not even seafood meat. The dish is an adventurous concoction, but the end result is a delicious, exotic soup and noodle dish with exquisite flavoring. Vegetarian pho can be found served at specialty vegetarian restaurants and at public and holiday celebrations in Buddhist temples. During these events common folks visit the temples by the hundreds and thousands, and among the many strictly vegetarian dishes offered at the temples is vegetarian pho.

Pho Franchises

With Vietnamese living in large and small communities across the world, Pho has become available and popular worldwide. Just like within Vietnam, pho restaurants open to serve just one food – pho. While many do offer other varieties of Vietnamese fare – and they are very tasty too – most clients come for pho. Once pho went global, the next natural step is pho franchises. Witness current top pho franchises such as Pho Hoa, Pho Que Huong, Pho 24, Pho Empire, and Pho & Grill.

Pho Hoa is the leading U.S.-based pho franchise with branches scattered all over the United States, Canada, and Asia, with branches in Korea, Malaysia, Singapore, and the Philippines. The company brands its offering as healthy pho, with low-calorie pho dishes that still have the exquisite pho flavor and the adventurous mix of spices and garnishes. I don’t think they do anything different from other classic pho recipes. It’s just marketing at work on the non-Vietnamese clientele.

Across the Pacific Ocean, there’s Pho 24, a Nam An Group-owned noodle restaurant offering fresh, healthy, and tasty pho dishes with careful blends of spices and flavorful ingredients. Pho 24 is headquartered in Saigon, Vietnam, and during the past few years, it has been working on creating an international presence for the brand.

There’s also Pho Que Huong, another U.S.-based franchise which has taken home an award from Dallas Morning News for their pho dishes with that distinct and yet unique pho taste paired with several other Vietnamese delicacies for a true exotic Asian dining experience.

These are just some of the pho franchises that, together with hundreds of individually-owned pho restaurants, contribute to the popularity of what is now can be called the global “Pho-nomenon.” For an earlier take on pho franchises, read my post titled “Vietnamese Pho: Franchised and Going Mainstream?”

We’ll look at some of these and other pho franchises in detail in other articles.

Global Pho: Pho Franchises Around the World is a post from: Vietnamese Pho Noodles

Vietnamese pho in shopping malls? How about at Treasure Island in Las Vegas? Pho franchises? Yes, yes and yes.

I came across Saigon Noodles in the UTC shopping center in San Diego CA (Saigon Noodles reviews on Yelp.com). And while in Reno NV I saw Pho 777 so took a quick shot on my camera.

Saigon Noodles UTC Food Court, San Diego

Pho 777 Reno, NV

I’ve always known that Vietnamese pho restaurateurs are a bunch of creative entrepreneurs with tough business sense. Just look at the numerous pho stalls, bistros and restaurants in Vietnam, and the density of pho places in pockets around California and other states. Pho is everywhere, so you run into them with more frequency lately, many times in unexpected places.

And when you consider that ingredients are now much easier to source, that if you can recreate a great pot of soup stock in a cookie-cutting way over and over again, coupled with the fact that restaurateurs are more confidence about how a non-Vietnamese might accept and enjoy a healthy bowl of pho, you have a good formula for expansion.

Take Pho Hoa for instance. Owned by the Aureflam Corporation in Sacramento, the chain has almost 90 stores worldwide (both company-owned and franchised), with 33 in the U.S., 12 in Canada, and 42 in Asia, according to company literature. Aureflam also operates Pho Cong Ly chain stores in Texas and several other states as well, including Falls Church, Va. As expected, to succeed with a larger clientele, Pho Hoa and Pho Cong Ly must become somewhat “Americanized” in order to support their expansion outside of ethnic communities. Within competitive environment with lots of other pho choices, I’d recommend the other choices. My personal experience with Pho Hoa, located right in the middle of pho capital of the USA (Little Saigon in Westminster CA) was barely average. You can read more about Pho Hoa.

Across the Pacific you have the more exotic PHO 24, which is expanding fast across Southeast Asia and into Australia. According to the company, PHO 24’s vision is to be the number one brand name of Vietnamese Pho noodle restaurant chain inside and outside of Vietnam, and its website says it has 65 stores at the time of this post. Looking at its menu and new products, I see PHO 24 is confidently bringing out new pho options that are definitely pushing the traditional, like the Kid Combo (cool idea) and pho duoi bo (pho with ox tail – would love to try this). True to being a franchise, I saw PHO 24 all over the places when visiting Vietnam in 2008, but regrettably did not have chance to eat in one. Here’s a shot of the one on Le Thanh Ton Street in District 1, Saigon. The interior shot is courtesy of PHO 24 website.

PHO 24 Le Thanh Ton Saigon

PHO 24 Interior, Le Thanh Ton Saigon courtesy PHO 24 website

So there you have it. Vietnamese Pho is taking over the world!

And I like it. More chance for me to enjoy a bowl pho wherever I go.

Vietnamese Pho: Franchised and Going Mainstream? is a post from: Vietnamese Pho Noodles