450+ Guests join Anh Chin Banh Mi Festival in Hoi An

A flavor journey towards a new Vietnamese Banh Mi Brand

Hoi An, October 2026 – More than 450 guests gathered at Bel Marina Hoi An Resort on 4 October for the Anh Chin Banh Mi Festival 2026, discovering an array of banh mi creations inspired by flavors and culinary traditions from across Vietnam. More than a culinary experience, the festival was designed as a real-world testing ground, where new banh mi recipes were introduced, tasted and voted on by guests, providing valuable insights for the future development of the Anh Chin Banh Mi brand.

The Anh Chin Banh Mi Festival at Bel Marina Hoi An Resort

Guests at the Heart of the Product Development Journey

Going beyond the format of a conventional food festival, the Anh Chin Banh Mi Festival was created to bring new culinary ideas directly to diners from the earliest stages of development.

At the event, BelGroup’s properties across the Hoi An – Da Nang area came together to develop and present a variety of banh mi creations. Guests were invited to taste the different flavors, explore the stories behind each recipe and cast their votes based on their personal preferences.

A key highlight of the festival was the “Banh Mi Heritage” competition, which invited guests to sample a selection of creative recipes and identify their favorite flavors. The feedback and voting results will serve as valuable references for further research and the selection of recipes for the future Anh Chin Banh Mi chain.

Beyond the culinary experience, the festival also featured interactive activities including a banh mi flavor guessing game, lucky draw, live music and cultural performances, creating a lively space for guests to connect, explore and enjoy the celebration together.

From a Familiar Staple to New Stories of Flavor

Banh mi has long been a familiar part of everyday Vietnamese life. For Anh Chin Banh Mi, the journey began with a simple yet meaningful question: How can the distinctive flavors of Vietnam’s diverse regions be brought together in a familiar dish while preserving the soul of Vietnamese banh mi?

Guided by the philosophy of “Vietnamese Banh Mi with a Local Fusion Twist,” Anh Chin Banh Mi aims to preserve the essence of Vietnamese banh mi while incorporating ingredients, seasonings and culinary inspirations from different regions.

From Northern, Central and Southern Vietnam to destinations with their own distinctive culinary identities, each recipe offers a different interpretation of banh mi, combining familiar flavors with unexpected new elements. In this way, every banh mi becomes more than a culinary experience – it becomes a story of flavor, place and Vietnamese culture.

A Festival as the Beginning of a New Brand Journey

What makes the Anh Chin Banh Mi Festival particularly meaningful is that the recipes presented at the event were not created solely for a one-day celebration.

Through direct feedback and voting from guests, BelGroup gained valuable real-world insights to further research, refine and select recipes that align with the future development of the Anh Chin Banh Mi chain.

The festival therefore served as a “testing ground” – a space where ideas were brought to life, guests became active participants in the experience, and their voices became an integral part of the product development process.

Speaking at the opening ceremony, Mr. Nguyen Thanh Lam, representing the Organizing Committee, shared:

“We did not want to create a product in isolation, developed behind closed doors or based solely on the founder’s perspective. The Anh Chin Banh Mi Festival is a strategic step towards making our guests and the wider community true ‘co-creators’ of the brand. The participation of more than 450 guests who tasted, evaluated and voted at the festival provides some of the most valuable and authentic insights, helping us identify the strongest recipes for the future development of the brand.”

Mr. Nguyen Thanh Lam, representing the Organizing Committee, speaking at the opening ceremony

Opening ceremony of the Anh Chin Banh Mi Festival

A Meaningful Beginning at Bel Marina Hoi An Resort

As the host venue, Mr. Nguyen Quoc Dang (Danny Nguyen), Cluster General Manager of Bel Marina Hoi An Resort and Emerald Hoi An Riverside Resort, shared:

“As a group committed to preserving and celebrating the local heritage of Hoi An, BelGroup is proud that Bel Marina Hoi An Resort was chosen as the starting point for this inspiring journey. Banh mi is a beloved symbol of Vietnamese street food, and through the creative lens of a ‘Local Fusion Twist’, we hope to bring new cultural stories and perspectives to this familiar dish. Today’s event not only enriches the destination experience we offer our guests, but also reflects our commitment to building a deeper connection with Vietnam’s culture and people.”

Mr. Nguyen Quoc Dang expressing his pride in Bel Marina Hoi An Resort hosting this meaningful event

Guests discovering and enjoying a diverse selection of unique banh mi flavors

The participation of more than 450 guests in Hoi An marks one of the first milestones in this journey – as a new banh mi brand begins to take shape not only through the vision of its founders, but also through the experiences, feedback and choices of the people who taste it.

ABOUT ANH CHIN BANH MI

Anh Chin Banh Mi is a Vietnamese banh mi brand inspired by the philosophy “Vietnamese Banh Mi with a Local Fusion Twist.” Rooted in a love for banh mi, Vietnamese cuisine and the distinctive flavors of the country’s diverse regions, the brand preserves the essence of traditional Vietnamese banh mi while introducing locally inspired ingredients and seasonings from across Vietnam.

Each creation brings together familiar flavors with fresh interpretations, offering more than a satisfying culinary experience. Every Anh Chin banh mi is an invitation to discover a story of Vietnamese flavor, culture and place.

ABOUT BELGROUP HOSPITALITY

BelGroup Hospitality is a hotel and resort management and development group inspired by the traditional beauty and local culture of each destination. The group is committed to creating contemporary hospitality experiences that celebrate local heritage through thoughtful service, genuine hospitality and a strong sense of place at every guest touchpoint.

Through its properties, BelGroup Hospitality strives to foster deeper connections between travelers and the people, culture and destinations of Vietnam.