Vietnamese street food is gaining popularity in the United States, with restaurants in New York and San Francisco attracting hours-long queues for banh mi, traditional coffee and authentic Vietnamese specialties.

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Vietnamese Cuisine Gains Momentum Across Major American Cities

Vietnamese street food is attracting growing attention across the United States, with restaurants and coffee businesses in New York and San Francisco drawing impressive crowds of customers willing to wait hours to experience traditional Vietnamese flavors.

From sizzling banh mi skills and fermented shrimp paste noodles to traditional Vietnamese coffee prepared using metal phin filters, these businesses are introducing American consumers to a broader range of Vietnamese culinary traditions.

The growing popularity of these establishments highlights how Vietnamese cuisine is expanding beyond familiar dishes such as pho and conventional banh mi sandwiches. It also demonstrates the increasing appeal of authentic regional specialties, traditional dining environments and distinctive food experiences.

Several Vietnamese businesses have become particularly popular, attracting attention from food publications, social media audiences and customers interested in discovering authentic Southeast Asian cuisine.

Phe NYC Brings Vietnamese Banh Mi Chao Culture to New York

One of the restaurants attracting significant attention is Phe, a Vietnamese establishment in New York specializing in banh mi chao, a traditional Vietnamese dish served in a hot sizzling skillet.

Run by chef Jerald Head and his wife, Nhung Dao, the restaurant recreates the atmosphere of casual Vietnamese street-side eateries.

Its interior features low plastic tables and chairs, exposed brick walls, an iron gate and a stainless-steel cooking counter, bringing elements of everyday Vietnamese dining culture into the American restaurant market.

The signature banh mi chao arrives in a hot cast-iron skillet containing sunny-side-up eggs, beef, Vietnamese pork sausage, pate, cheese, pickled vegetables and cucumber.

The combination of sizzling meat, freshly prepared ingredients and traditional Vietnamese flavors has helped distinguish the restaurant from more conventional dining establishments.

The owners also produce several ingredients themselves, including bread, pate, pork sausage and sauces. Some ingredients, including black pepper from Lam Dong Province in Vietnam, are imported directly from the country.

A serving of banh mi chao costs approximately US$28, while coffee beverages are priced at around US$7.50, excluding taxes and tips.

Beyond the food itself, the restaurant's appeal comes from its attempt to reproduce the atmosphere of Vietnamese street dining rather than simply offering Vietnamese-inspired dishes in a conventional American restaurant.

Mam NYC Introduces Americans to Bun Dau Mam Tom

Another successful business operated by the same couple is Mam NYC, which specializes in bun dau mam tom.

This traditional Northern Vietnamese specialty combines rice vermicelli, fried tofu and fermented shrimp paste, accompanied by various meats, herbs and other ingredients.

The dish is traditionally presented on a woven bamboo tray lined with banana leaves, offering diners a distinctive presentation associated with Vietnamese food culture.

Special platters can include grilled offal, pork, green sticky rice patties, fried tofu, pork blood sausage and fresh herbs.

The fermented shrimp paste, known as mam tom, is particularly important to the dish's identity. Its powerful aroma and distinctive flavor make it an acquired taste for some international diners, while remaining a familiar favorite for many Vietnamese food enthusiasts.

The restaurant also prepares several ingredients in-house, including tofu, green sticky rice patties and pork blood sausage.

Mam NYC has received significant recognition in the American restaurant industry. From 2023 to 2026, it was included in The New York Times' list of the 100 best restaurants in New York.

The restaurant's sidewalk dining experience, featuring low plastic chairs and tables, has also attracted attention for recreating the atmosphere of Hanoi's traditional street-food establishments.

A special serving of bun dau mam tom costs approximately US$32.

Nau Coffee Creates a Vietnamese Coffee Sensation in San Francisco

Vietnamese food culture is not limited to restaurants. Traditional coffee is also attracting considerable interest in American cities.

In San Francisco's Mission District, Nau Coffee has emerged as a popular destination for customers looking to experience authentic Vietnamese sidewalk coffee.

Founded by Vietnamese entrepreneurs Hieu Han and Trung Kien, the business has attracted long lines of customers, with waiting times typically reaching approximately one hour.

Its concept emphasizes traditional Vietnamese coffee preparation and presentation.

The business imports Robusta coffee beans directly from Buon Ma Thuot, one of Vietnam's most important coffee-producing regions.

Known for their strong flavor, full-bodied character and lingering bitterness, Vietnamese Robusta beans are an essential part of the country's coffee identity.

Nau Coffee also imports condensed milk, traditional metal phin filters and the familiar low red plastic stools associated with Vietnamese sidewalk coffee culture.

One of its distinctive offerings is salted coffee, featuring a rich coffee base topped with a savory cream.

The drink attracted attention from American food publication Eater in late 2025, helping introduce the business to a wider audience.

Nau Coffee demonstrates how an everyday Vietnamese cultural experience can become an appealing food and lifestyle destination in another country.

Rather than focusing exclusively on premium coffee equipment or sophisticated café interiors, the business emphasizes traditional preparation methods, recognizable ingredients and an informal sidewalk atmosphere.

Banh Anh Em Earns Michelin Guide Recognition in New York

Another important example of Vietnamese cuisine's growing American popularity is Banh Anh Em, located in central New York.

Opened in early April 2025 by Vietnamese entrepreneur Ton Thi Hong Nhu and her business partners, the restaurant quickly established itself as a destination for customers interested in authentic Vietnamese food.

Just a few months after opening, it earned a place in the 2025 Michelin Guide's Bib Gourmand selection, which recognizes restaurants offering good-quality food at reasonable prices.

Its signature product is banh mi, the Vietnamese sandwich traditionally prepared using a crisp baguette filled with savory ingredients.

The restaurant offers sandwiches featuring homemade pate, roast pork, grilled beef, pickled vegetables and chili sauce.

A significant part of its approach involves preparing ingredients in-house, including bread and fillings, rather than depending entirely on industrially produced products.

The restaurant's menu also introduces customers to Vietnamese regional specialties beyond sandwiches.

These include Nam Dinh-style beef pho, Hanoi-style steamed rice rolls, cha ca La Vong grilled fish and steamed rice sheets served with fermented fish sauce from Buon Ma Thuot.

According to the restaurant's owner, some customers have waited as long as three hours to experience its food.

The attention from American media outlets and Michelin Guide recognition has helped establish Banh Anh Em as another example of the growing international visibility of Vietnamese cuisine.

Why Vietnamese Street Food Is Becoming an American Food Trend

The popularity of these businesses reflects several broader developments in the American restaurant and tourism industries.

1. Growing interest in authentic international cuisine

American consumers are increasingly exposed to international food traditions through travel, social media, food publications and multicultural communities.

Vietnamese cuisine offers a diverse combination of fresh herbs, vegetables, meats, noodles, rice, coffee and distinctive sauces.

While pho and banh mi are already familiar to many Americans, dishes such as bun dau mam tom and banh mi chao introduce customers to less internationally recognized aspects of Vietnamese culinary culture.

2. The appeal of cultural experiences

Restaurants such as Phe and Mam NYC demonstrate that the dining environment can be just as important as the food.

Low plastic chairs, sidewalk dining and traditional serving methods recreate elements of everyday life in Vietnam.

For customers who have visited Southeast Asia, these experiences can bring back travel memories. For others, they provide an opportunity to discover Vietnamese culture without leaving the United States.

3. Social media and food tourism

Long queues, distinctive dishes and visually recognizable dining experiences are particularly suitable for social media.

Videos and photographs of sizzling skillets, colorful noodle platters and traditional Vietnamese coffee can attract attention beyond local restaurant communities.

This creates opportunities for independent restaurants to build international recognition without relying exclusively on conventional advertising.

4. Vietnamese entrepreneurs bringing regional traditions overseas

The businesses highlighted in New York and San Francisco also demonstrate the contribution of Vietnamese entrepreneurs to the American hospitality industry.

By importing selected ingredients, maintaining traditional preparation techniques and introducing regional specialties, these businesses help preserve culinary traditions while adapting them to an international market.

Vietnamese Food Could Strengthen America's Asian Culinary Tourism Market

The growing attention surrounding Vietnamese restaurants in New York and San Francisco represents an encouraging development for Vietnam's international food reputation.

Vietnam has a particularly diverse culinary identity, with regional differences between northern, central and southern cooking traditions.

From Hanoi's traditional noodle dishes to central Vietnam's distinctive specialties and southern Vietnam's rich street-food culture, the country's cuisine offers substantial opportunities for international food tourism.

The success of Vietnamese restaurants overseas could also strengthen interest in visiting Vietnam itself.

International visitors who discover Vietnamese coffee, banh mi or regional noodle dishes in American cities may become interested in experiencing the original food culture in Hanoi, Ho Chi Minh City, Da Nang and other destinations.

For the tourism industry, gastronomy represents an important opportunity to promote national identity, cultural heritage and international travel.

Vietnamese cuisine is increasingly becoming more than an affordable dining option. It is developing into a recognizable cultural attraction with the potential to reach international audiences.

Outlook: Vietnamese Street Food Is Expanding Its International Appeal

The queues outside Vietnamese restaurants and coffee businesses in New York and San Francisco illustrate the growing international appeal of Vietnam's culinary traditions.

Businesses such as Phe, Mam NYC, Nau Coffee and Banh Anh Em are introducing customers to authentic ingredients, traditional preparation methods and regional specialties.

Their success also demonstrates that international consumers are interested in discovering food experiences that go beyond familiar dishes and conventional restaurant concepts.

As Asian cuisine continues to attract attention across major American cities, Vietnamese entrepreneurs have an opportunity to expand their presence in the competitive international hospitality industry.

For Vietnam, this growing culinary visibility represents an additional way to promote its culture, strengthen its global image and encourage international tourism.

Vietnamese street food may have originated in local neighborhoods and sidewalk markets, but its appeal is increasingly reaching some of the world's most influential food destinations.

Sources and Further Reading:

• Original report: https://vietnamnet.vn/en/vietnamese-street-food-draws-hours-long-queues-in-new-york-and-san-francisco-2566389.html

• Related report: https://vietnamnet.vn/en/vietnamese-street-food-draws-crowds-across-major-us-cities-2565609.html

Editorial Note: This article is an independently written news analysis based on the reporting linked above.