At the Hanoi Culinary Culture Festival 2024, the "digital Pho" booth drew significant attention. Enclosed in glass walls, the robot-operated pho kitchen fascinated audiences as they watched robots prepare pho bowls and serve customers at their tables. This innovative concept attracted long lines of curious visitors eager to see the robotic chef in action. Beyond its technological appeal, "digital Pho" serves as a clever marketing strategy, blending cutting-edge innovation with culinary tradition and leaving a lasting impression on festival-goers. The festival also celebrated Hanoi's traditional pho, a dish recognised as a National Intangible Cultural Heritage. Visitors explored a captivating exhibition on pho's history, tracing its journey from humble street carts to its iconic status in contemporary culture. The “Digital Pho” programme and the “Hanoi Culinary Culture Festival 2024” aim to promote Hanoi “pho” as a National Intangible Cultural Heritage, contributing to the development of the cultural industry in the culinary field. These initiatives seek approval to compile a national dossier on “pho” and propose its inscription on UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity./.