Phở Sen SASCO represents Vietnamese cuisine at ASEAN Gala Night 2025

(NLĐO) - At the Vietnam Phở Festival 2025 in Singapore, SASCO's Phở Sen took center stage and was honored as the “Impressive Phở Brand”.

Building on this acclaim, the Vietnamese Embassy in Singapore selected the dish to showcase the nation's culinary heritage to diplomatic delegations from all 11 Southeast Asian countries at the ASEAN Gala Night 2025.

The Grand Copthorne Waterfront Hotel (Singapore) brimmed with camaraderie and warmth on the evening of November 10 as diplomatic delegations, business elites, and international guests converged for the ASEAN Gala Night 2025. 

This annual event fosters unity and celebrates the vibrant cultural tapestry of the 11 Southeast Asian nations.

This year's culinary feast served as a flavorful journey through the region's tastes and identities. As the rotating chair, Malaysia showcased the rich, coconut-infused Nasi Lemak and smoky Satay skewers; Thailand enticed with its iconic Pad Thai; and Indonesia delivered the aromatic allure of Nasi Goreng.

Amid the kaleidoscope of colors and aromas, Vietnam's Phở Sen SASCO booth emerged as a magnetic highlight. Under the golden glow of the grand ballroom's chandeliers, steaming bowls of Phở Sen – with their crystal-clear broth and subtle lotus-infused notes – drew eager crowds of international diners.

"I've tried many kinds of phở before, but this is the first time I've savored Phở Sen with such a gentle lotus aroma and naturally sweet clarity," said Peter Chan, a Singaporean entrepreneur.

A signature from Tan Son Nhat Airport "takes flight"

Just weeks earlier, at the Vietnam Phở Festival 2025 held in Singapore, Phở Sen earned acclaim as the "Impressive Phở Brand," voted by attendees and organizers alike. Building on that momentum, it was selected to represent Vietnamese cuisine to ASEAN peers. 

What began as an airport staple has transcended its origins, evolving into a national emblem of tradition meets innovation.

A representative from the Vietnamese Embassy in Singapore remarked: "We sought a dish that embodies Vietnam's soul while showcasing creativity and international standards. Phở Sen SASCO masterfully blends classic phở flavors with the pure essence of the lotus flower – Vietnam's symbol of purity – creating a refined, one-of-a-kind offering that reflects the bold integration of Vietnamese cuisine on the global stage.

From cultural immersion to Vietnamese business strategy

Beyond a single dish, Phở Sen SASCO exemplifies the cultural vision driving SASCO's non-aviation services strategy – a pioneer in infusing Vietnamese heritage into airport experiences.

At the event, Nguyen Van Hung Cuong, SASCO's CEO, shared: "We see airports as the first and last gateway for travelers encountering Vietnam. Cuisine like Phở Sen captures our essence, heritage, and pride. For the embassy to select it as a national representative at ASEAN Gala Night is a profound acknowledgment of our steadfast journey to elevate services rooted in national culture."

From its roots as a Tan Son Nhat Airport hallmark, to accolades at phở festivals in South Korea, Japan, and Singapore, and now as Vietnam's culinary envoy at ASEAN Gala Night 2025, Phở Sen SASCO has soared as a symbol of refined, innovative Vietnamese fare – a "cultural ambassador" bridging Vietnam with regional and global audiences.