Food reality show debuts at Vietnam iContent 2026

Food reflects the natural environment, customs and knowledge passed down through generations, from local ingredients and cooking methods to seasoning and dining traditions.

These elements form the basis of “Sao Chon,” a food-focused reality show debuting as part of Vietnam iContent 2026.

Running from August to November, the show comprises 10 episodes of around 40 minutes each, featuring artists, influencers, inspirational figures and popular hosts.

The journey exploring local cuisine from northern to southern Vietnam features dishes and destinations selected and introduced by the Vietnam Chefs Association for Vocational Training and Employment (VICA), together with artists and celebrities.

Unlike conventional food review programs, “Sao Chon” uses cuisine to explore local culture, people and regional values.

Each episode introduces regional specialties and their original flavors, along with the people working to preserve local culinary traditions. Cultural activities and local experiences are also incorporated into the journeys.

The program follows three steps:

Step 1: Nomination

Chefs from VICA, together with participating artists and celebrities, nominate two to three dishes and corresponding destinations. The selections cover three categories: street food, home-style cuisine and fine dining.

Step 2: Experience

Guests visit around two to three selected locations in each destination to sample signature dishes, meet restaurant owners, chefs and others working in the culinary field, and hear the stories behind the food.

Step 3: Recognition

At the end of each journey, a guest representative presents a “Sao Chon” commemorative award to the nominated restaurant or venue, based on the destination’s flavors, quality, cultural identity and contribution to preserving local culinary heritage.

Organizers will announce the 10 provinces and cities featured in the journey, along with the participating artists and hosts.

All 10 episodes will be available on the “Sao Chon” landing page under Read’s Travel section and across multiple digital platforms.

According to organizers, the show aims to promote appreciation of Vietnam’s culture and local communities, foster national pride, encourage an experience-oriented lifestyle, and introduce Vietnam and its culture to domestic and international audiences.

The series also supports the implementation of Politburo Resolution No. 80 on developing Vietnamese culture, including efforts to promote national cultural values and the image of Vietnam and its people through digital platforms.

“Sao Chon” is organized by the Authority of Broadcasting and Electronic Information in coordination with Read, FPT Online Services Joint Stock Company (FPT Online), VICA and other participating organizations, alongside Vietnam iContent 2026.

Vietnam Technological and Commercial Joint Stock Bank (Techcombank) is the strategic partner, while T Production handles production and communications.

Vietnam iContent is an annual program under the direction of the Ministry of Culture, Sports, and Tourism and jointly organized by the Authority of Broadcasting and Electronic Information, FPT Online and Read.

Organizers expect the event series to connect content creators, government agencies and businesses to exchange views, contribute to policy development and explore the potential of Vietnam’s digital content industry.