Bringing classic Vietnamese cuisine together with current urban culture, the TOWNFOLK Pho 99 project shows how the food has become part of today's hip culture.
Music producer and DJ Saba created his label TOWNFOLK as a platform to work on projects that express his unique style and individuality. Currently, Pho 99 is his first project that consists of a hot music video and some customized Pho 99 gear. The video shows him at his local pho restaurant, eating and rapping with his buddies, even incorporating skateboard and street culture with his love of the noodle dish.
To support the TOWNFOLK Pho 99 project, you can purchase posters, sticker sheets and pins with pho ingredients on them, or even branded chopsticks.
Urban Noodle Rap Videos
The TOWNFOLK Pho 99 Project Demonstrates a Vietnamese Food Culture
Trend Themes
1. Vietnamese Urban Fusion - Creating fusion foods by mixing Vietnamese cuisine with urban culture can be a disruptive innovation opportunity for chefs and restaurants.
2. Commerce-culture Crossover - Capitalizing on cultural trends within commerce has potential as a new avenue to reach younger demographics.
3. Branded Merchandise - Creating branded merchandise that reflects cultural relevance for products or services is a way to expand reach.
Industry Implications
1. Food and Beverage - F&B industry can explore innovative ways to incorporate ethnic cuisines with urban cultures to attract more customers.
2. Music and Entertainment - Music and entertainment businesses can explore the use of urban cultures and food in music videos and other content.
3. Retail Industry - The retail industry can capitalize on popular cultural trends by selling merchandise that reflects the trend like food-themed gear.