Vietnamese Couple's Banh Mi Delights Japanese Diners at 135,000 VND

Banh mi, a culinary gem from Vietnam, has made its way to various corners of the world, including Japan. In Tokyo, the banh mi truck owned by Mr. Phuoc and Mrs. Giang has become a favorite spot for Japanese food enthusiasts.

Vietnamese Couple's Banh Mi Delights Japanese Diners at 135,000 VND

Mr. Phuoc and Mrs. Giang, as students, ventured to Japan. After graduating from vocational school, Mr. Phuoc envisioned selling Vietnamese cuisine from a mobile truck. In April 2018, he took the leap, leaving his job to pursue his dream. Instead of opting for popular Japanese dishes like pho and spring rolls, the couple chose banh mi. At that time, their combined capital was over 100 million yen (approximately 215 million VND). With this capital, opening a restaurant wasn't feasible due to the high cost of venue rentals, averaging 600 - 1000 million yen (around 1.2 - 2.1 billion VND) annually.

They delved into the regulations governing mobile truck sales. Regulations regarding food safety and hygiene for mobile trucks and the challenges of food preparation on a truck were more stringent than those for restaurants. Thus, choosing banh mi was a more suitable option compared to spring rolls or pho. The couple conducted internet research to select and purchase a truck, design and install equipment. Subsequently, they applied for business licenses and selected selling locations.

Following that setback, Mrs. Giang and Mr. Phuoc delved deeper into understanding customer habits to develop a reasonable serving plan. Initially, the couple faced challenges in capital management and handling excess inventory. Unstable customer flow and inadequate planning led to surplus ingredients daily. After nearly 6 years of development, Mr. Phuoc and Mrs. Giang currently operate 3 mobile banh mi trucks along with a restaurant in Tokyo. Each day, each truck sells at different locations, typically large train stations, shopping centers, residential areas, and beneath busy office buildings. Customers can either visit the store or track the truck's daily stopping locations on the website.

According to Mytour

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Reference: Mytour Travel Guide