VIETNAMESE CUISINE AND CULTURAL IDENTITY IN THE ERA OF GLOBALIZATION

Abstract Vietnamese cuisine, with its distinctive balance of flavors, regional diversity, and deep-rooted cultural symbolism, has long been a marker of national identity. In the era of globalization, this culinary heritage faces both opportunities and challenges. On the one hand, global migration, tourism, and international media have popularized dishes such as phở, bánh mì, and gỏi cuốn, positioning Vietnamese food as a soft-power tool that enhances cultural diplomacy and national branding. On the other hand, processes of standardization, commercialization, and cultural hybridization risk diluting traditional practices and disconnecting cuisine from its local meanings. This paper explores how Vietnamese food operates as a dynamic site of cultural identity, negotiating between authenticity and adaptation in global contexts. By examining the interplay of local traditions, diasporic reinterpretations, and transnational consumer trends, the study highlights the ways in which Vietnamese cuisine simultaneously preserves cultural heritage and reshapes national identity within an interconnected world.