The ultimate taste of Vietnamese rice noodle is found at this second generation family business: Little Papa Pho

신태섭 기자l승인2019.10.02






It was in the late 90s that Vietnamese rice noodle was first introduced to South Korea. The menu has steadily grown its presence in the dine-out industry and is now one of the most popular foods in South Korea. A number of franchise brands are pushing their way forward while relatively small restaurants are developing difference to attract dinners. 

Little Papa Pho opened its door in 1998 in Myeong-dong and has carried on the business and the tradition for second generation. It is one of a few Vietnamese restaurants that you have to queue to have ultimate taste of this exotic rice noodle today.

Formerly named ‘Ao Dai’, it was run by the father of the current CEO Habini who then was a high school student. After discharged from army, he joined the father’s business as a chef and an assistant manager. It was 2012 that he opened his own Little Papa Pho sized around 29 square meters in Hapjeong-dong. ‘Little’ stands for himself, ‘Papa’ his father and ‘Pho’ rice noodle in Vietnamese. 

As soon as he started the business, the restaurant became an instant ‘words-around’ and dinners soon had to queue to get a seat. Little Papa Pho now has 10 branches and CEO Habini ascribes the success to the unique and the authentic taste. 

Dinners yield their seats as the restaurants are small but still happy to enjoy a bowl of noodle in an intimate atmosphere as if they are friends. The kitchen is open to the hall so that dinners can see its cleanliness and the fire bursting from the wok and the exotic smell makes the dinners already appetized. For this reason, many of the dinners are regulars. 

Some of the hot sellers are as follows: beef brisket pho, spicy chopped noodles, pineapple mixed rice, and handmade dumpling Cha gio. 

If you are looking for a good business item to start, you might want to visit Little Papa Pho and make yourself convinced being a business partner.  

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