started · updated
Hanoi design graduate joins family's historic pho business
Bùi Chí Thành, a design graduate, has gained social media attention for leaving his creative career to manage Phở Thìn Bờ Hồ, a traditional pho brand in Hanoi with over 70 years of history.
To support his transition into the family business, Thành's mother provided him with a monthly salary of approximately 30 million VND. This arrangement was intended to allow him to focus entirely on learning the family trade after an unsuccessful attempt at running a cafe.
Thành now runs the establishment alongside his wife, Nguyễn Ngọc Thu. Both studied design at FPT Arena before entering the food industry. Phở Thìn Bờ Hồ has grown from a small shop in Hanoi's Old Quarter into a well-known destination for both locals and international tourists.