


Established in 2003, Phở 24 has played a pivotal role in bringing traditional Vietnamese pho to a wider audience. Over the past two decades, this noodle chain has excelled in popularizing pho on a significant scale, serving millions of bowls each year. Navigating through various market challenges, Phở 24 has emerged as a key player within the Viet Thai International JSC portfolio, alongside renowned brands such as Aldo and Highlands Coffee. April 2024 marked a significant transformation for Phở 24, starting with a refreshed logo revealed across social media channels. This redesign coincides with the reopening of their branch in D10, Saigon, which showcases the first application of the upgraded PHỞ24 identity.
