Making its debut at Vietnam iContent 2026, the show puts food at the center of a culinary journey across Vietnam.

Organizers have announced 10 destinations for the program: Ha Long, Hai Phong, Hanoi, Thanh Hoa, Da Nang, Hue, Nha Trang, Ho Chi Minh City, Vung Tau in Ho Chi Minh City, and Can Tho.

At each stop, participating artists and influencers will sample local specialties and explore the stories behind them, offering viewers insights into local culture and everyday life while promoting each destination.

The journey connects destinations through their food. Ha Long is known for fried squid cakes, peanut worms, ngan mollusks, mantis shrimp noodle soup and cu ky crab noodle soup. Hai Phong is associated with red rice noodle soup with crab, crab spring rolls, spicy baguettes and spicy fish noodle soup.

In Hanoi, pho, noodle dishes such as bun cha, bun thang, La Vong grilled fish and Thanh Tri steamed rice rolls reflect the capital's culinary traditions. Thanh Hoa is known for fermented pork rolls, shrimp cakes, crispy pancakes with tiny shrimp and steamed rice rolls.

In central Vietnam, Da Nang offers Quang-style noodles, fish cake noodle soup, rice paper rolls with pork, Vietnamese pancakes and rice vermicelli with fermented fish sauce. Hue is known for Hue-style beef noodle soup, rice with baby clams, rice cakes banh beo and banh nam, tapioca dumplings, Hue-style pancakes and sweet soups.

Nha Trang's specialties include fish noodle soup, jellyfish noodle soup, mini rice pancakes, Ninh Hoa fermented pork rolls, squid pancakes and raw fish salad.

Further south, Ho Chi Minh City offers broken rice, hu tieu noodle soup, banh mi, offal stew pha lau, beef stew and mixed rice paper. Vung Tau, now part of Ho Chi Minh City, is known for mini savory pancakes, stingray hotpot, raw mai fish salad and seafood dishes.

In Can Tho, local favorites include fermented fish hotpot, duck cooked with fermented tofu, charcoal-grilled snakehead fish, fried shrimp cakes and Cai Rang grilled pork rolls.

The program highlights differences in how similar ingredients are prepared and served from one locality to another, with food used as a way to explore local traditions and daily life.

Against this backdrop, the show places artists in the role of explorers. According to organizers, participants will go beyond tasting dishes to explore ingredient sourcing, observe cooking techniques, try preparation steps and meet people who have preserved local culinary traditions.

They may struggle with techniques familiar to local residents, encounter unfamiliar ways of eating familiar ingredients, or discover the skills required to prepare seemingly simple dishes.

Their reactions will form part of the program's storytelling, presenting local cuisine through an accessible and entertaining perspective.

Rather than simply presenting or reviewing dishes, the format turns food into a series of challenges and experiences for participating celebrities. Through these activities, they will explore the traditions, people and practices behind each destination's culinary identity.

"Sao Chon" will take artists and influencers to 10 destinations across Vietnam to explore local cuisine and culture.

Organizers will soon announce the artists participating in each episode, the hosts and the dishes featured throughout the series.

All 10 episodes will be available on the "Sao Chon" landing page under VnExpress's Travel section and across multiple digital platforms.

The series also supports the implementation of Politburo Resolution No. 80 on the development of Vietnamese culture, including efforts to promote national cultural values and the image of Vietnam and its people through digital media.

The program is organized by the Authority of Broadcasting and Electronic Information in coordination with VnExpress, FPT Online Services Joint Stock Company (FPT Online), the Vietnam Chefs Association for Vocational Training and Employment (VICA), and other participating organizations, alongside Vietnam iContent 2026.

Vietnam Technological and Commercial Joint Stock Bank (Techcombank) is the strategic partner, while T Production is responsible for production and communications.

Vietnam iContent is an annual program under the direction of the Ministry of Culture, Sports and Tourism and jointly organized by the Authority of Broadcasting and Electronic Information, FPT Online and VnExpress.

Organizers expect the event series to connect content creators, government agencies and businesses to exchange perspectives, contribute to policy development and explore the potential of Vietnam's digital content industry.