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V
ietnam’s traditional recipes
have been handed down from
generation to generation, with
some family businesses build-
ing strong brand names. Many of these
have become entwined with particular
seasons or celebrations. For example,
when Hanoians think of Tet (Lunar New
Year), images of the queues outside 9
Hang Bong street come to mind. Here,
locals come to buy Quoc Huong branded
chung
cakes, which have grown in pop-
ularity over the decades. Another major
brand, Bao Phuong, is a leading name
during the mid-autumn festival when
people clamour to buy moon cakes.
However, there is now mounting
concern over copycat branding and
counterfeit goods. It is feared that the
abuse of brand names could affect not
only the brands themselves but also the
country’s cultural values.
The number of brands attempting
to cash in on the “traditional” label has
multiplied in recent times. All over the
capital it is easy to spot advertising
signboards touting “real” or “traditional”
Many of the capital’s top culinary
brands are facing competition
from counterfeiters, which is seen
as a serious threat to their long
term survival. By
Nguyen Chung
cuisine
Copycat
SOCIETY