Western fast food outlets in this southern city and even in the capital Hanoi has sparked a debate on whether or not this trend is beneficial to the Vietnamese people and the country's economy.While many young Vietnamese welcomed this development, other sectors have argued that if the trend will continue, the traditional food of the Vietnamese would ultimately disappear, or the eating habits of the Vietnamese people would be altered.
For example, "pho" (rice noodle served with chicken or beef, along with fresh aromatic herbs and onion) is one of Vietnam's best traditional foods. It can be served for breakfast, lunch or dinner.
In 2011, the CNN ranked Vietnamese "pho" as the 28th among the world's 50 best dishes. Recently the American Merriam-Webster added the word "pho" in the list of 150 new words and it will put in the dictionary, both print and electronic versions, from 2014.
Despite the delicacy and unique taste of "pho", many Vietnamese, especially the young, would now prefer foods and snacks offered by Western food outlets.
The main reason for this apparent preference for Western food or snacks is that their outlets are usually air-conditioned and clean whereas restaurants serving "pho" and other traditional Vietnamese dishes are untidy.
The fast food market in Vietnam has completely changed over the past 15 years. Numerous fast food outlets can now be found in shopping malls and commercial centers not just in the major cities but also in big towns.
Foreign fast food and coffee outlets now having their presence felt in Vietnam include U.S.-based Starbucks, Burger King, KFC and McDonald, Philippines-based Jollibee, and South Korea's Lotteria.
Currently, KFC has more than 160 outlets in 19 provinces and cities while Lotteria has 165 branches, Burger King, which just started its operation in Vietnam, has about 20 outlets, and fast food giant McDonald opened its second store in mid-May this year in HCM City, just a few months after its first store was inaugurated in the city in January.
While "pho" shops are still patronized, usually by elderly Vietnamese in the morning, the Western and foreign-based fast food restaurants are always crowded in the latter half of the day with teen-age customers and office workers.
"The western fast food industry is, without doubt, making profits in Vietnam," Ngoc Oanh, a 25-year-old state employee in Ho Chi Minh City, told Xinhua.
Oanh said that a bowl of "pho" is much more nutritious and cheaper than a piece of fried chicken or greasy hamburger, but young people usually prefer the latter. A bowl of "pho" usually costs 30,000-50,000 VND (1.5-2.5 U.S. dollars) while a full KFC order that includes a piece of chicken and soft drink costs almost 100,000 VND (5 U.S. dollars).
Thanks to the modern decor of their outlets, excellent service and marketing gimmicks, these western fast food chains have cornered a major chunk of the fast food industry in Vietnam.
This phenomenon is not only true in Vietnam but also in other countries in Asia, including China.
