Traditionally, Vietnamese food relies heavily on natural, fresh ingredients. Freshness is an important overriding criterion for Vietnamese consumers. Flavors can be strong - herbs, such as coriander, are often used; Chilies are another important ingredient. Salty, fishy flavors are common due to the use of fish sauce and dried or fermented seafood. In some cases the food is sweet. Steamed rice is considered a staple food. There are slight differences in food preferences in different parts of Vietnam. In central and southern Vietnam, sweetness is preferred. In the north, on the other hand, people appreciate a stronger taste in their food.

Due to the variety of flavors and complexity of Vietnamese cuisine, many foreign (western) dishes are judged as "boring" or "bland". International fast food chains have therefore (so far) hardly found market access in Vietnam (on this 👉 here an interesting article ). Only Korean and Japanese cuisine have spread in Vietnam. In the big cities, however, there are also some high-quality "fast food" restaurants as well as French and Italian cuisine.

The preference for local food is a challenge that should not be underestimated for exporters of processed "Western" foods. Companies from this sector will find themselves in a rapidly growing, but still small, niche in Vietnam.