"Pho, Even You"... Industry Leader Pho Mein Raises Rice Noodle Prices by 1000 Won and Vietnamese Spring Rolls by 3000 Won

Pho Mein's Rice Noodles.

[Asia Economy Reporter Moon Hyewon] Amid widespread increases in food prices, the Vietnamese pho specialty restaurant chain Pho Mein has also joined the ranks of price hikes.

On the 22nd, according to the franchise industry, Pho Mein, the number one pho brand based on franchise stores, raised prices of key menu items such as pho and Vietnamese spring rolls by up to 3,000 KRW.

The small-sized Vietnamese spring rolls (for 1-2 people) increased from 32,000 KRW to 35,000 KRW, and the large size (for 3-4 people) rose from 42,000 KRW to 45,000 KRW, each up by 3,000 KRW.

The small pho increased from 10,000 KRW to 11,000 KRW, and the large pho from 12,000 KRW to 13,000 KRW, both up by 1,000 KRW.

Additionally, Bun Cha rose from 14,000 KRW to 15,500 KRW, and the original spring roll jumped from 6,500 KRW to 7,000 KRW.

Pho Mein explained that the price increase decision was due to recent cumulative rises in prices of agricultural, livestock, and marine products, as well as labor and logistics costs.

A Pho Mein representative said, "We plan to complete the price increases at all franchise stores within the first half of this year," adding, "The timing of price increases at each franchise store is decided by the respective franchise owners."

Vietnamese pho became popular in South Korea after Vietnamese pho specialty restaurants appeared in the late 1990s, and it surged in popularity during the ethnic food boom of the 2010s. The noodles made from low-calorie rice served with a light broth have attracted people of all ages and genders. Bun Cha, a representative dish from northern Vietnam, gained significant attention domestically after former U.S. President Barack Obama was seen eating Bun Cha at a restaurant in Hanoi in 2016.

According to the Korea Fair Trade Commission, as of last year, there are about 50 Vietnamese pho brands in South Korea, growing more than fivefold from around 10 in 2013. In the late 2010s, low-priced franchises offering pho bowls priced between 4,000 and 5,000 KRW using unmanned operation systems also emerged, further expanding the domestic pho market. Meanwhile, Pho Mein, which opened its first store at Jeongja Main Branch in 2006, currently operates 124 franchise stores.