Based on the philosophy of "We want to bring smiles to people all over the world through our food," Pho'MINH Japan Co., Ltd., a group company of rice cracker manufacturer Abeko Confectionery, will open PHO'MINH Shimokitazawa Store on December 23, 2020, where customers can enjoy Vietnam's national dish, pho, in a relaxed cafe-style setting.
PHO’MINH 1st store (Shimokitazawa)
■A Vietnamese flavor that has been loved for 75 years arrives in Japan for the first time
Pho, the national dish of Vietnam, is said to have originated in Hanoi in the north. It was Pho Minh's founder, Tran Minh, who popularized pho in Ho Chi Minh in the south. He began selling pho from a mobile food truck in Ho Chi Minh in 1947.
Mr. Tran Minh has continuously adapted pho, a northern dish, to suit southerners, and continues to serve it 75 years later, a flavor beloved by locals. Pho Minh in Vietnam is only open from 6:00 AM to 10:00 AM, and is so popular that it sells approximately 200 servings in just four hours.
We discovered Pho Minh in Vietnam at the end of 2019 and fell in love with it. The light yet flavorful soup, simmered for two days from beef bones, the chewy yet smooth rice flour noodles, and the mellow aroma of herbs spread throughout the mouth, intertwining exquisitely. Our passion to bring this delicious pho to Japan reached the current owner, and this is the first time we've opened Pho Minh in Japan.
■ Dining tables around the world with a Japanese "heart"
I discovered Pho Minh's pho and was captivated. I had never known delicious pho before. As Pho Minh's history tells us, this pho has been bringing smiles to the faces of local people for a long time. Local flavors can only be tasted locally. Local flavors may not be to Japanese tastes. But I still want to try. With the desire to "enjoy local flavors in Japan," we have created a pho that recreates the local flavor while adding accents that suit Japanese tastes, based on the manufacturing know-how of our group companies.
■The Specialties of Cafe & Pho Shimokitazawa
Based on the concept of "Our proud pho in a relaxed cafe," we will be serving pho in a relaxed cafe-style atmosphere in collaboration with BARE NOTE STUDIO, which is based in the local Shimokitazawa area. We will spread a new Japanese food culture from Shimokitazawa, a trendsetter in music, fashion, and food.
Counter space
[Store information]
Store name: PHO'MINH Shimokitazawa Store
Opening date: Wednesday, December 23, 2020, 11:00
Address: Suehiro Building 2F, 2-15-15 Kitazawa, Setagaya-ku, Tokyo
Phone number: 03-6450-7243
Opening hours: 11:00-23:00 (due to requests to shorten business hours, opening hours will be until 21:00 for the time being.)
*This offer will end once the planned number of items for sale is sold. Thank you for your understanding.
【Company Overview】
Company Name: Formin Japan Co., Ltd.
Address: 150-2 Yamada, Nishi-ku, Niigata City, Niigata Prefecture
Representative: President and CEO, Yukiaki Abe
Established: February 10, 2020 (Reiwa 2)
Business: Restaurant operations, food sales
Click here for company press release details
PHO’MINH 1st store (Shimokitazawa)■A Vietnamese flavor that has been loved for 75 years arrives in Japan for the first time
Pho, the national dish of Vietnam, is said to have originated in Hanoi in the north. It was Pho Minh's founder, Tran Minh, who popularized pho in Ho Chi Minh in the south. He began selling pho from a mobile food truck in Ho Chi Minh in 1947.
Mr. Tran Minh has continuously adapted pho, a northern dish, to suit southerners, and continues to serve it 75 years later, a flavor beloved by locals. Pho Minh in Vietnam is only open from 6:00 AM to 10:00 AM, and is so popular that it sells approximately 200 servings in just four hours.
We discovered Pho Minh in Vietnam at the end of 2019 and fell in love with it. The light yet flavorful soup, simmered for two days from beef bones, the chewy yet smooth rice flour noodles, and the mellow aroma of herbs spread throughout the mouth, intertwining exquisitely. Our passion to bring this delicious pho to Japan reached the current owner, and this is the first time we've opened Pho Minh in Japan.
■ Dining tables around the world with a Japanese "heart"
I discovered Pho Minh's pho and was captivated. I had never known delicious pho before. As Pho Minh's history tells us, this pho has been bringing smiles to the faces of local people for a long time. Local flavors can only be tasted locally. Local flavors may not be to Japanese tastes. But I still want to try. With the desire to "enjoy local flavors in Japan," we have created a pho that recreates the local flavor while adding accents that suit Japanese tastes, based on the manufacturing know-how of our group companies.
■The Specialties of Cafe & Pho Shimokitazawa
Based on the concept of "Our proud pho in a relaxed cafe," we will be serving pho in a relaxed cafe-style atmosphere in collaboration with BARE NOTE STUDIO, which is based in the local Shimokitazawa area. We will spread a new Japanese food culture from Shimokitazawa, a trendsetter in music, fashion, and food.
Counter space[Store information]
Store name: PHO'MINH Shimokitazawa Store
Opening date: Wednesday, December 23, 2020, 11:00
Address: Suehiro Building 2F, 2-15-15 Kitazawa, Setagaya-ku, Tokyo
Phone number: 03-6450-7243
Opening hours: 11:00-23:00 (due to requests to shorten business hours, opening hours will be until 21:00 for the time being.)
*This offer will end once the planned number of items for sale is sold. Thank you for your understanding.
【Company Overview】
Company Name: Formin Japan Co., Ltd.
Address: 150-2 Yamada, Nishi-ku, Niigata City, Niigata Prefecture
Representative: President and CEO, Yukiaki Abe
Established: February 10, 2020 (Reiwa 2)
Business: Restaurant operations, food sales
Click here for company press release details
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