After shining brightly at Vietnam Pho Festival 2025 in Singapore — where Pho Sen was honored as the Most Impressive Pho Brand — SASCO was proudly invited by the Embassy of Vietnam in Singapore to introduce the essence of Vietnamese cuisine to diplomatic delegations from 11 Southeast Asian countries at ASEAN Gala Night 2025.

Photo: SASCO's Phở Sen booth at the ASEAN Gala Night 2025

Phở Sen of SASCO – Celebrating the Taste of Vietnam at the ASEAN Gala

On the evening of November 10, the Grand Copthorne Waterfront Hotel (Singapore) was filled with a warm and friendly atmosphere as diplomatic delegations, business leaders, and international guests gathered for ASEAN Gala Night 2025 – an annual event celebrating unity and the vibrant cultural diversity of the 11 ASEAN nations.

This year’s culinary journey offered a delightful exploration of ASEAN flavors and identities. Malaysia presented its rich Nasi Lemak and flavorful Satay; Thailand charmed guests with its signature Pad Thai, while Indonesia delighted the crowd with the fragrant aroma of Nasi Goreng…

Amid this vibrant feast of colors and flavors, the Vietnamese booth stood out with the signature Lotus Pho of SASCO. Under the elegant golden light of the grand hall, each steaming bowl of Lotus Pho — with its crystal-clear broth and subtle lotus fragrance — invited international guests to indulge in an unforgettable taste experience.

“I’ve tried many kinds of Pho, but this is the first time I’ve enjoyed one with such a delicate lotus aroma and naturally sweet flavor,” remarked Mr. Peter Chan, a Singaporean entrepreneur.

Photo: Diplomatic delegations enjoyed Phở Sen of SASCO at the ASEAN Gala Night 2025.

The Signature Taste of Tan Son Nhat Airport “Takes Off”

Just weeks earlier, at the Vietnam Pho Festival 2025 held in Singapore, Phở Sen was recognized as the Most Impressive Pho Brand by both visitors and the organizing committee. Following that remarkable debut, Phở Sen was selected to represent Vietnamese cuisine to the ASEAN community.

From a signature dish at Tan Son Nhat Airport, Phở Sen has transcended the boundaries of airport service to become a culinary ambassador of Vietnam — a symbol of harmony between tradition and creativity.

Photo: Vietnamese Ambassador to Singapore Tran Phuoc Anh and distinguished guests visited the SASCO booth at the Vietnam Pho Festival 2025.

A representative of the Embassy of Vietnam in Singapore shared: “We were looking for a dish that embodies the Vietnamese spirit while reflecting creativity and international standards. SASCO's Phở Sen, with its harmonious blend of traditional Pho flavors and the essence of the lotus — a symbol of purity in Vietnamese culture — has created a unique and refined dish that reflects the global integration of Vietnamese cuisine.

From Cultural Experience to Business Strategy

More than just the story of a dish, Phở Sen stands as a testament to the cultural vision behind SASCO’s non-aviation service development strategy — a pioneering effort to bring the richness of Vietnamese culture into the airport experience.

Photo: Visitors enthusiastically embraced Lotus Pho of SASCO at the Vietnam Pho Festival 2025

At the event, Mr. Nguyễn Văn Hùng Cường, General Director of SASCO, shared: “We have always regarded the airport as the first and last gateway through which travelers experience Vietnam. Cuisine — and particularly Phở Sen — represents our nation’s identity, essence, and pride. When Lotus Pho was selected by the Embassy to represent the country at the ASEAN Gala Night, it was a recognition of our enduring journey to enhance service quality while embracing Vietnamese cultural values.”

Originating as a signature dish at Tan Son Nhat International Airport, SASCO's Phở Sen has continually made its mark — from Korean, Japanese, and Singaporean Pho Festivals to representing Vietnamese cuisine at ASEAN Gala Night 2025. It has evolved into a symbol of refined, authentic, and creative Vietnamese gastronomy — a true “cultural ambassador” that bridges Vietnam with regional and global friends.

ASEAN Gala Night is an annual event held in Singapore to strengthen solidarity among ASEAN nations and promote the culture, cuisine, and tourism of ASEAN member countries. Through cultural and culinary exchanges, the event fosters cooperation and celebrates a united, prosperous ASEAN community