A banh mi shop in Hue has become a local sensation, drawing huge queues despite limiting orders to three loaves per buyer. Located opposite Than Phu Market in Huong Thuy Ward, approximately seven kilometers south of Hue’s city center, the bakery opened on September 5 and quickly gained popularity.
A Phenomenon in Hue
By mid-morning, dozens of people were still lining up outside, waiting for fresh batches of banh mi to come out of the oven. The shop owner had tied a rope across the entrance to prevent too many people from rushing inside. A staff member emerged from behind a curtain carrying a tray of freshly-baked banh mi, their crusts glistening with a layer of butter, making the loaves even more tempting and sparking excitement among the crowd.
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Customers jostled to buy the loaves, priced at VND10,000 ($0.38) each. A staff member called out, “Each person can buy a maximum of three”, as she quickly collected payments. Within less than five minutes, dozens of loaves were sold out. Nhung, a local resident, expressed her triumph after securing three loaves, calling it a “victory” and sharing photos on Facebook as if showing off a prize. Others, less fortunate, chose to wait for the next batch, which comes out every 30 minutes.
A Social Media Trend
The trend has spread beyond Hue to neighboring Quang Tri Province, where another Thanh Co banh mi shop in Nam Dong Ha Ward also attracts long lines. My Dieu, a resident, noted that the banh mi became a social media trend about a month ago. Many customers visit the shop to join the trend, while others are drawn by the affordable price and tasty flavor. The bakery produces about 1,000 loaves daily, serving customers from early morning until 8:00 pm.
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The shop’s representative, Le Chi Tai, emphasized their commitment to maintaining quality, stating, “We will not sacrifice quality for quantity.” The recipe, originating in Hanoi, has found enthusiastic fans in Hue, with many traveling dozens of kilometers to try the banh mi. Thanh Nhan, for instance, described the loaves as larger than average, with a chewy interior and a crispy crust enhanced by a butter glaze, which adds to their appeal.
For some, like Thanh Nhan, the goal is to buy in bulk for resale. Nhan, who traveled from Khe Tre Commune, about 40 kilometers from the shop, aimed to purchase 100 loaves to resell to customers who had placed orders. She had been waiting since 4:00 am, and the shop owner gave her priority, allowing her to buy five loaves per batch instead of the usual three. “Each time a batch comes out, I can buy two more loaves than other customers, or five in total,” Nhan said. “Since this morning, I’ve bought 75 loaves. I have 25 more to go to reach my goal.”