Spicy baguette and Cot Den pate: The resilience of heritage amid the "storm" of industrial food

Spicy baguette - a flagship treat in the Hai Phong Food Tour ecosystem

Strategy to promote local specialties via the Hai Phong Food Tour

Looking back to May 2022, when trains from Hanoi to Hai Phong began to be overloaded with waves of young tourists. Instead of letting this trend develop spontaneously and then fade away, the Hai Phong Department of Tourism took a breakthrough step: Officializing street food. The launch of the "Hai Phong Food Map" on May 7, 2022, was not merely a guide to dining spots, but an affirmation by the city: Spicy baguettes, crab red noodle soup, or Thai sweet soup are no longer just street food; they are tourism resources.

From there, the strategy "Using specialties as ambassadors" (2023 - 2025) was implemented. During this period, Hai Phong did not stop at promotion. The city began planning and upgrading quality, such as digitizing the experience through a Food Tour map integrated into the digital ecosystem, making it easy for visitors to look up the origin and food safety standards of each eatery.

Along with that, seamless coordination with the railway sector has created signature "Food Tour Trains," turning the journey into part of the cultural experience. Leaders of the Hai Phong Department of Tourism once noted this vision: "A food tour is not just about eating; it is a journey of experiencing indigenous culture. We define this as a core tourism product to attract visitors, especially young people, to the city's historic inner area."

If one name had to be chosen to represent the youthful vitality and explosive appeal of Hai Phong tourism, it would certainly be spicy baguette (bánh mì cay). While other specialties such as spicy fish noodle soup, crab noodle soup, or snails require diners to have a fixed seat, leisurely time to enjoy, and cumbersome utensils, spicy baguette possesses the "power of minimalism".

Becoming a staple delicacy in the Hai Phong Food Tour

Compared to other delicacies, spicy baguette is the only food on the Food Tour list that visitors can hold in hand while strolling along Phan Boi Chau and Dinh Tien Hoang streets. This portability makes it the top favorite among young people—who love quick, convenient, and adventurous experiences. With a bag of spicy breadsticks, youngsters can check in at every corner and share them with friends on trains or buses without worrying about spills or getting cold.

Not only enjoyed on the spot, spicy baguette (bánh mì cay) is also the prime takeaway souvenir. A Food Tour may end with a piping hot bowl of fish noodle soup, but what travelers carry back as gifts for loved ones in Hanoi or distant provinces is always dozens, if not hundreds, of mini baguette sticks alongside jars of fragrant pâté. It is this ease of packing and transport that has turned bánh mì cay into an economic flagship, boosting sales and brand recognition for Hai Phong tourism far beyond other broth-based dishes.

A cruel turning point - Confronting the "Commercial pâté drama"

However, that "reigning" status faced a major disruption when the canned food empire HL Canfoco launched a product called "Hai Phong Cot Den Pate". This was a direct showdown between a handmade pate double-boiled for 10 hours and an industrial product mass-produced by machinery.

Traditional household businesses had barely recovered from the shock of realizing that the name associated with their homeland was at risk of becoming the private property of a single enterprise. The climax came when authorities exposed food safety and hygiene violations associated with this canned pate line in January 2026, causing spicy baguettes to suffer terrible collateral damage due to the conflation between clean artisanal pate and low-quality canned goods.

Mr. Pham Huy Nam, a member of the pate-producing household at Cot Den intersection: "Young customers nowadays are very perceptive, but ambiguous information frightens them. When news broke that canned products branded 'Cot Den' violated food safety standards, we were devastated. They do not realize that artisanal pate made from fresh meat every morning is vastly different from canned goods sitting on shelves for a whole year. It is a battle to protect the honor of the food that has sustained this entire neighborhood."

Vibrant vitality driven by the commitment to clean and safe practices

Weathering the storm, spicy banh mi and Cot Den pate stood firm thanks to their philosophy: "Authentic Taste - Truly Clean". Young people, after a period of confusion, have returned to original values with the most discerning taste.

According to Mr. Nam, authentic pate has the crumbly texture of fresh meat, without the artificial smoothness from industrial grinders. The clear layer of fat covering it is the "pure gold" that melts when baked hot. In the era of organic agriculture, omitting preservatives has become an absolute competitive advantage for artisanal pate.

Ms. Pham Kim Chi, a young diner from Hanoi, affirmed: "I came to Hai Phong for the spicy baguette. Fish noodle soup or crab red noodle soup are delicious, but spicy baguette is what truly makes the soul of the trip. After the canned food scandal, I want to support traditional shops even more. Seeing the steaming pate tray, feeling the rich peppery aroma and the genuine richness from pork fat, I know this is safe food. Canned food is convenient indeed, but no machine can package the heart and dedication of Hai Phong artisans."

Ms. Nguyen Thi Nhan, director of a travel company in Hai Phong, shared: "Spicy baguette is the mainstay of the Food Tour thanks to its convenience and popularity among Gen Z. We are establishing 'clean and traditional' standards to protect business households against industrial intrusion, ensuring that the culinary heritage of the Port City maintains a firm standing."

The dispute between the canned food "giant" and small businesses concluded with a victory for trust and quality. After a brief downturn due to the unfortunate misunderstanding, spicy baguette shops are once again bustling with customers, with big and small bags accompanying tourists to all corners of the country. This is not only the triumph of a dish, but also a powerful affirmation: Convenience, when combined with clean food values and professional ethics, creates an invisible strength that propels Hai Phong's tourism brand forward sustainably.