Welcome to Pho24

PHO 24 WILL OPEN 15 STORES IN HONG KONG AND MACAU

PHO 24 WILL OPEN 15 STORES IN HONG KONG AND MACAU UNDER A 10-YEAR FRANCHISE CONTRACT WITH ITS PARTNER RICH BASE

Ly Qui Trung on The Duke Show (AXN)

PHO24 provides more benefits for SG Taste Card holders

The customers who have got SG Taste Cards will be discounted from 3 – 10% on bill when they purchase any products at Vien Thong A stores

Pho24's Ly Qui Trung on Building a Global Pho-nomenon

CEO and Founder of Hit Vietnamese Chain Seeks to Expand in U.S., China

Famous pho

Pho 24 has recently opened three more restaurants, in Hanoi and Ho CHi Minh city.

Pho 24 _ One of the Top 320 best restaurants in Asia

Pho 24 has been voted to be one of the Top 320 best restaurants in Asia and has been featured in The Miele Guide 2008/2009 edition.

Pho24's Catering

Pho24 honorly served 8th ASIA OCEANIA CONGRESS OF MEDICAL PHYSISC AND 6th SOUTH-EAST ASIAN CONGRESS OF MEDICAL PHYSISC at Cho Ray Hospital-Ho Chi Minh City, in 30-31/10/2008.

The Evolution of Pho

Ask someone to name a Vietnamese dish, and he or she will most likely say pho (rhymes with "duh). Twenty-nine years ago, who would have dreamed that the national soup of Vietnam would be so well embraced in America?

PHO THE LOVE OF VIETNAMESE NOODLES

If you’ve been to Ho Chi Minh City or Hanoi, you’d have come across Pho 24, the MacDonald’s of Vietnamese beef noodles. Now, you can try its food right here in Millenia Walk, where a Singapore franchise of Pho 24 opened its first outlet last month. (By Foong Woei Wan – The Sunday Times – 30/09/2007)

BUSINESS IN A BOWL

The founder of Pho24, Ly Qui Trung began life in the restaurant trade as a waiter but now he’s the head of an international chain with eyes on conquering a global market. Hong Nhung discovers his recipe for success (page 6, Time Out, 03/09/07 by Hong Nhung)

ALUMNUS' FRANCHISING PHENOMENON IN VIETNAM

The successful Vietnamese business tycoon visited Griffith University on June 12 this year after his recent appointment of Adjunct Professor for Griffith Business School. The visit was centred on exploring opportunities for progress in the areas of research, teaching and learning, and general service to the community. (http://www.griffith.alumni.comdispatch.com.au/index.php?story=789&id=187337)

ADJUNCT PROFESSOR

Dr. Ly Qui Trung has been appointed as an Adjunct Professor with the Griffith Business School. (Griffith Gazette - Griffith University - Issue 2. 2007)

NAM AN HOLDS CAREER DAYS

Pho 24 organized a career day at Hung Vuong University late last week (p. 7Saigon Times Daily - April 13, 2007, by Huu Thang)

VIETNAMESE PHO CHAIN TAKES ON U.S. COMPETITION

Pho24 story on NPR news channel. http://www.npr.org/templates/story/story.php?storyId=8993340

FRANCHISE OPERATIONS FACE SERIOUS CHALLENGES

http://www.vir.com.vn/Client/VIR/index.asp?url=content.asp&doc=12077

ZUPPA MODELLO VIETCONG

L' espresso Magazine

100 COMPELLING PEOPLE 2006

Dr. Trung was selected as one of 100 compelling people in 2006 by SaiGon Times Magazine

VINACAPITAL TO BUY 30% OF PHO24

VinaCapital Group officially announced Tuesday that it will buy 30% of the Pho 24 Joint-stock Company. (http://chao-vietnam.blogspot.com/2006/09/vinacapital-to-buy-30-of-pho-24.html)

VOF EATS INTO PHO 24 CHAIN

VOF eats into Pho 24 chain VNECONOMY updated: 25/09/2006 The investment comes at the conclusion of successful negotiations for years between VOF�s fund management arm VinaCapital and the Nam An family shareholders, according to Kelvin Lee, VinaCapital�s managing director. (http://www.vneconomy.com.vn/eng/?param=article&catid=04&id=8f9509bae3f65f)

VINACAPITAL ANNOUNCES INVESTMENT IN VIETNAM'S MOST SUCCESSFUL CHAIN-STORE BRAND - PHO 24 CORPORATION

Ho Chi Minh City, September 12, 2006 - The VinaCapital Group is pleased to announce its investment in Pho 24 Corporation via its AIM-listed fund, Vietnam Opportunity Fund Limited (VOF).

ONE DEAL DONE, A SECOND AWAITS

After a two-day MRT meeting, on Friday afternoon, Schwab, her deputy, Karin Bhatia, and their entourage were treated to lunch in a restaurant specializing in pho, the traditional Vietnamese rice noodle soup. The chosen restaurant on Phan Chau Trinh Street, near Ben Thanh Market, is part of the Pho 24 chain. (Saigon Times Weekly-June 10, 2006-Page 37-By Quynh Thu and Huu Thang)

U.S. COMPETES WITH CHINA FOR VIETNAM'S ALLEGIANCE

One of the nation's best known new entrepreneurs, Ly Qui Trung, 40, opened a noodle soup store three years ago and now has 33 outlets with distinctive décor and polite service, all modeled on McDonald's. (http://www.nytimes.com/2006/06/19/world/asia/19vietnam.html) - New York Times, 19 June 2006 by Jane Perlez

PHO 24, VIETNAMESE PHO NOODLE

Ly Qui Trung, PhD is a young well educated Vietnamese. He earned his bachelor, master and doctorate degrees from the West. Now back in Vietnam, riding the wave of Vietnam's Economic growth. Building Nam An Group with his family. (http://hermawan.typepad.com/blog/2006/week14/index.html)

FAST PHO-WARD FOR NOODLE HIT

Meet Ly Qui Trung, the bold new face of Vietnamese free enterprise. Hailing from a once-influential family in the former South Vietnam, and later displaced and impoverished by the communist takeover in 1975, Trung has emerged 31 years on as one of Vietnam's most visible young capitalists. (By Karl D John - http://www.atimes.com/atimes/Southeast_Asia/HE04Ae04.html)

POUR LY QUI TRUNG LA SOUPE EST BONNE

Elégant, 40 ans, anglophone, fan de tennis et de golf, amateur de bonne chère: il est l’un des symboles de la nouvelle génération d’entrepreneurs qui veulent faire le succès du VIETNAM. Avec sa famille, il a fait du “pho”, emblème de la gastronomie de la rue, le fer de lance d’une chaîne de restaurants modernes. La société Pho24 part à la conquête de l’Asie et bientôt des Etats-Unis et de la France. Le “pho”, la soupe traditionnelle, est aussi populaire pour les Vietnamiens que le hamburger pour les Américains. Il se consomme à toute heure du jour et de la nuit, aussi bien au fin fond des campagnes qu’aux coins de rue de toutes les villes du pays. Trung parie sur l’évolution du comportement de ses compatriotes, de plus en plus demandeurs d’hygiène, de confort et de décor. (Match Du Monde - p.62-65, 15/04/2006 - Chloe Lescale)

A HOT BOWL OF PHO

HO CHI MINH CITY, Jan 15, 2006 - Round the clock for over a century, millions of Vietnamese have enjoyed nothing better than a hot bowl of pho, a traditional soup which blends minced meat, rice noodles, herbs and spices. (http://www.thingsasian.com/goto_article/article.3556.html)

VIET 'PHO' SOUP EMPIRE TARGETS 'LUGAO' COUNTRY

HO CHI MINH CITY -- It's Vietnamese soup for the soul. Round the clock for over a century, millions of Vietnamese have enjoyed nothing better than a hot bowl of pho, a traditional soup that blends minced meat, rice noodles, herbs and spices. (http://news.inq7.net/nation/index.php?index=1&story_id=63097)

LA SUCCESS STORY DES FAST-PHO

LePoint - Jeudi 2 février 2006 – N°1742 – Page 18 - Sophie Malo

TRADITIONAL SOUP HOLDS VIETNAMESE ANSWER TO WESTERN CHAINS

Round the clock for over a century, millions of Vietnamese have enjoyed nothing better than a hot bowl of pho, a traditional soup of minced meat, rice noodles, herbs and spices. (The Standard - 16 Jan 2006)

PHO 24: CONSISTENCY AND CONSISTENCY

One of the most impressive brands that have recently appeared is Pho 24. (Vietnam Economic Times, November 2005)

SUPERSIZE PHO

Great business ideas can occur in the strangest of places, but a revolution of Vietnam's pho business on a flight between Sydney and New Zealand, surely not? But that's exactly where Ly Qui Trung got the idea for his ever expanding Pho 24 empire, when chatting with his neighbouring passenger, who just loved that most traditional of Vietnamese dishes. (Vietnam Pathfinder - by Mark Jackson - September 2005)

VIETNAM SERVES UP FRANCHISE PROSPECTS

Along with developing its rapidly growing economy, Vietnam is creating an emerging franchise business environment. Nguyen Hong reports on successful cases and new opportunities and conditions that make Vietnam the perfect hunting ground for world brands. ( Vietnam Investment Rewiew - July 18-24, 2005 )

Savoring the Markets and Menus of Vietnam - THE NEW YORK TIMES

"...There’s no culture shock either at a chain of shops called Pho24 (one at 5 Nguyen Thiep), so named because of the 24 ingredients found in its version of this sophisticated street food...."

Becoming McPhonal

Pho (Vietnamese for a type of local noodle) is well known as a local culinary staple; so popular that it can be eaten anywhere at anytime, as either a main meal or a snack. Delicious but common, like spaghetti for Italians, pho is often served at ugly street stalls. Serving pho in a more chic place like Pho 24 seems akin to adapting Cheo Quan Am Thi Kinh (an ancient local folk opera often performed in villages in the old time) into a ballet to performed at the Hanoi Opera House. By Hien Anh - The Guide- Almanac 2005.

FIRST PHO 24 FRANCHISE OPENS IN SAIGON SOUTH

(SGT-HCMC) Having set up a successful chain of Pho 24 diners, Nam An ltd. yesterday handed over the metaphorical keys to the company's first franchise in Saigon South. The five-year franchise at SD5-1 My Khanh 3 Quarter looks like every other Pho 24 and can seat upwards of 50 people. Nam an’s original Pho24 opened for business and began serving the popular pho noodle dishes barely a year ago yet already there are nice in HCMC and Hanoi. Now the company is broadening its horizons by negotiating with budding franchise holders in Indonesia. The first foreign Pho 24 is already on the menu and should be served up this year. (by Huu Thang - Saigon Times Daily - Friday, January 21, 2005.)

PHO CITY

Pho24 has opened its fifth outlet. It’s in Le Thanh Ton St opposite Ben Thanh market, a favourite spot for tourists, office workers and people staying in the neighbouring hotels. Its staple dish is pho noodle soup (VND 24.000), made with 24 ingredients and spices, but its goi cuon is also very popular – especially, for some reason, with Japanese tourists. The kitchen area is right by the entrance so customers can watch their food being cooked. Its distinctive décor features plain brown wooden chairs and tables, and the rest of the kitchen ware-the trays, chopstick holder, cups, bowls, everything – is all made of Minh Long pottery. Decorative red and multi-coloured lanterns and simple prints hang on the walls. The Guide – 12/2005

HOW TO SELL PHO SOUP (Detail)

To distinguish "b" and "p" in spelling, Vietnamese often say :b bò" (b beef) and "p phở" (p pho soup). This testifies to the number one position of pho in Vietnamese cuisine. Now the Pho 24 chain plans to introduce pho to the world. By Son Tung - The Saigon Times Weekly. No.1-'05 (691) Jan. 1, 2005

WHY IS PHO TOP DISH?(Details)

A short history of the No.1 dish of Vietnam, and how and where to enjoy it in HCM City Chao! - Saigon Times Weekly - No.10 . December 2004

NAM AN EXPANDS PHO CHAIN (Details...)

Diners are served with Pho (noodle soup) at Nam An Ltd.'s Pho24 shop at 134 Le Thanh Ton Street, District 1, HCMC. The shop is the fifth Pho shop of this company, which is also operating many other restaurants in HCMC and Bangkok. Its two restaurants in Bangkok specialize in Vietnamese dishes (Photo:Hưu Thang) - Saigon Times Daily.

THE SOUP KITCHEN (Details)

It was only a matter of time before some enterprising so-and-so, in the country with some of the best home-grown fast food in the world, turned home-grown staples it into a fast food chain.

PHO 24 SETS BENCHMARK FOR STABLE DISH

The quintessential Vietnamese dish has been souped-up at a restaurant chain fast becoming a phenomenon in the southern business capital. Vo Le Hong reports.