Young Nghe An Entrepreneur and 'Pho Xua' in Seoul

The food business is also a step forward for this young man in his early 30s, who grew up in the coastal town of Cua Lo after completing his master's program in South Korea.

From Vocational College to Master's Degree

Pham Van Dung grew up in Nghi Hai Ward (Vinh City). During his high school years, he attended Cua Lo 2 High School. With an academic record that was not particularly outstanding, Dung decided to pursue vocational training at the Vietnam-Korea Industrial Technical College.

After graduation, he worked at a military telecommunications company and later joined a South Korean electronics manufacturing enterprise in Vinh City. From this company, Dung had the opportunity to study in South Korea, experiencing a professional and modern working environment that opened new horizons for him.

Nearly eight years ago, when he was in his twenties, Dung made the bold decision to leave everything behind and pursue a university education in South Korea. However, instead of continuing his technical studies as he had in Vietnam, Dung chose to major in Business Administration at a university in Seoul and later pursued a master's degree in import-export in Incheon.

Studying abroad far from home, with a modest financial background, Dung, like many other Vietnamese students in South Korea, had to work part-time to cover expenses. He also knew that many friends and compatriots came to South Korea under the guise of studying but actually sought to work or settle illegally. Juggling both studies and part-time jobs—waiting tables, serving in restaurants, and transporting goods—Dung deeply understood hardship and struggle. However, regardless of the circumstances, he was determined to earn a university degree. His decision to pursue a master's degree surprised many, but Dung knew that he needed to expand his knowledge to go further in life.

Starting a Business for Vietnamese People and Culture

Choosing to pursue a master's degree at an older age, Dung not only worked part-time to support himself but also began considering entrepreneurship. He admitted that his business mindset came from his family tradition, as he used to help his mother sell rice and groceries back home.

The first business Dung opened in Seoul was a café called “O Dau Coffee.” Catering to Vietnamese customers, he poured his heart into every detail, from the menu to the décor. Visitors could enjoy traditional Vietnamese drip coffee made with ingredients sourced from Vietnam. Despite being far from home, Vietnamese customers found a sense of familiarity in the café, with its floral mats, bamboo decorations, Dong Ho paintings, and even Vietnamese newspapers.

Unfortunately, the cafe opened just as the COVID-19 pandemic began, forcing Dung to transfer ownership after only a year. However, the business has continued to operate successfully under new management.

After the café, Dung and his friends opened a karaoke business near the Dongdaemun-gu subway station in Seoul. Though small in scale, it was designed to resemble Vietnamese-style karaoke, providing a space for Vietnamese workers to gather, relax, and unwind after long hours of labor. Several Vietnamese employees found stable jobs there.

Building on his initial business experiences, Dung invested all his resources into his third venture—a restaurant called “Pho Xua” in the bustling student district of Seodaemun-gu, Seoul. Unlike his previous ventures, which catered mainly to Vietnamese customers, Pho Xua was aimed at South Korean diners.

“Vietnamese pho has been popular in South Korea for quite some time, but most Vietnamese pho restaurants here are operated by Koreans, so they don't capture the authentic flavor of Vietnamese pho. That's why I wanted to introduce a restaurant that truly embodies the traditional taste of Vietnamese pho.”

According to Pham Van Dung

Before launching Pho Xua in Seoul, Dung and his wife returned to Vietnam, spending a significant amount of time learning from renowned chefs in Hanoi.

When the restaurant finally opened in South Korea, Dung was committed to preserving the distinctive flavor of Vietnamese pho by carefully balancing ingredients such as star anise, cinnamon, cloves, coriander seeds, and cardamom.

The rice noodles were freshly made by a Vietnamese artisan in Seoul to ensure the right texture, and the beef was meticulously selected. In the early days, Dung faced challenges in understanding the preferences of Korean customers. Over time, he made small adjustments, such as increasing portion sizes and slightly reducing strong flavors to better suit local tastes.

Operating in a Korean-majority neighborhood, Dung learned that successful business requires cultural understanding, respect, and adaptation.

After more than a year in operation, Pho Xua has established itself on Seoul’s culinary map, attracting a growing number of diners. For Vietnamese customers, the restaurant, with its traditional decor featuring conical hats, lanterns, brocade paintings, Bat Trang ceramics, pho, Hue-style noodles, and banh xeo, provides a nostalgic taste of home.

By choosing Pho Xua and Vietnamese cuisine, Pham Van Dung is not only putting academic lessons into practice but also serving as a bridge to introduce and promote Vietnamese culture and cuisine to the world.

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