In Ho Chi Minh city, vegetarian cuisine, which is rooted in traditional Buddhist culture, is now becoming established in urban life, driven by health consciousness and tourism needs. Once a part of religious diet, vegetarianism has now expanded into a social phenomenon that has made Ho Chi Minh City the “vegetarian capital.”

Daily food rooted in Buddhist culture spreads along with health consciousness

Buddhism has been prevalent in Vietnam for a long time, making up approximately 14% of the population. Traditionally, vegetarian meals in Vietnam were prepared for religious occasions, memorial days, or designated ‘vegetarian days’ each month. However, in recent years, this practice has evolved in daily life, driven by rising living standards and increasing awareness of health and wellness. Since the COVID-19 pandemic, a style of avoiding animal products has been spreading, especially among younger generations[1], as a diet that is “kind to the body” and “conscious of immunity.”[2]

A February 2024 survey by Statista (targeting 2,757 people aged 16 and over) found that about 86% had eaten vegetarian food, and 44% consumed vegetarian food several times a week.[3] This confirms that vegetarianism is spreading not only as a religion but also as a lifestyle.

Restaurants expand nationwide, Ho Chi Minh City leads in quality and diversity

According to the restaurant information website Foody, vegetarian restaurants are available in 51 of the 64 provinces and cities nationwide (as of May 2024), with a penetration rate approaching 80%[4]. Ho Chi Minh City is at the center of this trend. The city is home to a wide variety of vegetarian restaurants, from food stalls and home cooking to high-end restaurants, and the quality of its food is internationally recognized. In 2016, Ho Chi Minh City was ranked 9th in the “World’s Most Vegetarian-Friendly Cities” selected by the US animal protection organization PETA [5]. In addition, Hum Vegetarian was selected as one of the top 25 in the world in the vegetarian category in Tripadvisor‘s “Travelers’ Choice Awards 2021,” and is ranked 10th in 2023.

[Figure 1] Number of vegetarian restaurants (%: 2024)

100%= 2,737 stores

Source: Foody

Its potential as a tourist resource is also expanding

In the past, vegetarian tourism was often avoided due to a lack of options, but the situation has been changing in recent years. According to the vegetarian community website Happy Cow, the number of vegetarian restaurants for foreigners is expected to increase by about 35% from about 1,400 in 2022 to about 1,894 in 2024, and delivery services are also being introduced at participating restaurants.

However, Exploring Vietnam Tourism, which is also in the tourism industry, points out that about 70% of existing stores are small-scale businesses and have limitations in accepting group tour customers. The development of infrastructure will be a future challenge for industrialization in the tourism industry.

Hoping for a veggie-friendly city with a strong affinity with Japan

The vegetarian boom can be seen as a sign that Ho Chi Minh City is moving closer to becoming a model healthy city in Asia. Convenience stores and supermarkets are increasingly stocking prepared vegetarian and vegan foods, and consumer convenience is improving year by year. There is also a high affinity with Japan. Japanese food is naturally heavy on vegetables and soy products, so it is well suited to vegetarian meals. The health-conscious trend and the brand image of “Japanese food is clean food” can be fully utilized in the local market.

Market development linked to urban policies is key

The spread of vegetarian culture will not only diversify food but will also lead to the creation of a healthy city, strengthening tourism resources, and creating cultural value. How Ho Chi Minh City supports this movement through policy will also be a test of city’s branding. For foreign food manufacturers and health-related startups, Ho Chi Minh City can be said to be the frontline of the growing health economy.

[1] Source: Ban Ton Giao Chinh Phu (Board of State Management of the Government of Vietnam) report ” Religion and Religious Policies in Vietnam ” (2022)

[2] Source: Du Lich (Vietnamese travel magazine), ” Developing vegetarian cuisine to attract foreign tourists ” (October 2022)

[3] Source: Du Lich (Vietnamese travel magazine), ” Developing vegetarian cuisine to attract foreign tourists ” (October 2022)

[4] https://www.foody.vn/ (Gourmet/Food delivery app)

[5] Source: Vietnam Times (Vietnamese news agency) ” Ho Chi Minh City is one of Asia’s most vegan-friendly cities ” (December 2016)

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