Masan Consumer Holdings (Masan Consumer) and Vietjet Air have signed a strategic agreement to introduce Chin-su Pho Story on both domestic and international flights.

This collaboration will allow passengers to enjoy the iconic Vietnamese pho on flights across Vietnam and to international destinations.

Chin-su Pho Story, a pho brand developed by Masan Consumer, features flavors based on the traditional recipe of Pho Thin Bo Ho, a renowned 70-year-old pho restaurant in Hanoi.

After the signing ceremony on Dec. 4, Chin-su Pho Story will be available to Vietjet passengers on domestic flights as well as on international routes to Australia, India, China, Japan, Korea, Kazakhstan, Indonesia, Thailand, Malaysia, Singapore, Laos, Cambodia, and more.

In conjunction with this partnership, Vietjet also launched a new A321 aircraft featuring the airline’s image, with flight attendants serving Chin-su Pho Story to passengers. This collaboration marks a milestone in bringing Vietnamese pho to the global stage.

Vietjet’s new aircraft with Chin-Su Pho Story image. Photo courtesy of MSC

Commitment to quality and global expansion

Speaking at the signing ceremony, a representative from Chin-su Pho Story expressed that partnering with Vietjet is a testament to the brand’s commitment to quality and Masan Consumer’s strategic vision of the “Go Global, Make Vietnamese Foods Global Foods” initiative.

The representative emphasized the importance of working with Vietjet to introduce pho to international audiences, aiming to provide a premium experience for global consumers and elevate the status of Vietnamese cuisine worldwide.

During the signing ceremony, representatives from both Vietjet and Masan Consumer officially presented the cooperation agreement and inaugurated the new aircraft. The event concluded with a ribbon-cutting ceremony to commemorate the launch.

Vietjet and Masan Consumer representatives cut the ribbon to inaugurate the aircraft at the signing ceremony. Photo courtesy of MSC

A Vietjet representative affirmed that the airline will continue to introduce the best of Vietnamese cuisine to passengers, offering an array of fresh, nutritious dishes on flights to destinations worldwide.

“We always care for each dish served to our passengers, delivering a green culinary feast in the air with nine hot, fresh, and nutritious dishes representing the essence of Vietnamese and global cuisine,” she added.

Guests from ministries, Masan Consumer, and Vietjet representatives next to the Chin-Su Pho Story aircraft at Van Don Airport on Dec. 4, 2024. Photo courtesy of MSC

Nguyen Phuong Hoa, Director General of International Cooperation Department, Ministry of Culture, Sports, and Tourism, highlighted the cultural significance of the partnership.

She stated that the signing event opens up numerous opportunities to promote Vietnamese cultural values on the global stage. “When passengers enjoy a bowl of pho in the air, they not only taste the rich flavor but also experience the spirit, character, and pride of the Vietnamese people,” Hoa said.