Co Nhu Doi, the fourth generation of the Van Cu Village ‘Pho’ (noodle soup) brand in Nam Dinh Province believes that it is crucial to rebuild and preserve the ‘Pho’ brand of his village. Gathering hundreds of chefs in the village, the Van Cu ‘Pho’ Club was formed in 2022 and has developed with more methodical operation. They are also promoting intellectual property registration for the Van Cu ‘Pho’ brand.