“Phở Lệ” is a brand which originated from a standalone family-run noodle stall in Ho chi Minh City, Vietnam. The Wall Street Journal described it as “the best pho in Ho Chi Minh City, Vietnam” and it was ranked 23rd out of over 2,000 restaurants in 2014 restaurants in Ho Chi Minh City by Trip Advisor
The Group entered into the Phở Lệ Cooperation Agreement with the owner of the Phở Lệ noodles store in Vietnam in 2016, to become the exclusive business owner of Phở Lệ Restaurants and trademark owner of the “Phở Lệ” brand in Hong Kong, Mainland China, Macau and Taiwan. Our “Phở Lệ” restaurants are dedicated in delivering the local Vietnamese flavor of beef noodles to customers
Brand Positioning