‘Scent of Pho’ Brings a Global Culinary Phenomenon onto the Big Screen

Scent of Pho (Mui Pho)”, Minh Beta’s directorial debut, is building up steam as it readies for its 10-country, 4-continent international theatrical release starting March 13 via specialty distributor 3388 Films. Audiences in the U.S., Canada, UK, Germany, Norway, Czech Republic and Slovakia can catch the movie in theaters starting March 13, in Poland March 20, Australia March 26 and April 17 in Japan. A unique regional family dramedy, “Scent of Pho (Mui Pho)” was shot in Nam Dinh province, widely considered the birthplace of the iconic Vietnamese phở dish, and in Hanoi’s Old Quarter, known as the spiritual home of the traditional phở. Lead actor Xuan Hinh is known as the “King of Northern Comedy” in Vietnam. His 2025 music video “Bắc Bling” is a viral sensation with nearly 300 million views on YouTube. It debuted #1 on YouTube’s Top Debut Songs and peaked at #2 on the YouTube global music video ranking, alongside Bruno Mars and Lady Gaga. The family dramedy centers on a devoted phở master and his willful ways that threaten to tear apart his multigenerational family when he chooses his young grandson to be the successor of the family’s renowned phở business. “Scent of Pho (Mui Pho)” aims to serve international audiences an authentic taste of traditional and modern Vietnam through a cultural story that transcends food. Director Minh Beta shares, “Pho is, in many ways, a very inclusive concept. It contains traditional elements that are deeply characteristic of Vietnamese culture, but it also reflects a harmony of influences from different regions and cultures. The result is a dish that is uniquely Vietnamese, yet capable of resonating with people everywhere. “I am also deeply drawn to a simple but meaningful philosophy behind pho: to make a good bowl of pho, all the ingredients must come together in harmony. No single ingredient is exactly the same, and each has its own distinct flavor, yet it is precisely these differences that create a complete and balanced whole. Just as a good bowl of pho requires the blending of many flavors, a meaningful life is built from diversity and the connections we share with one another.” Thien A. Pham, founder of 3388 Films, adds, “3388 Films supports films that advance cultural connections and our team is thrilled to be able to boldly take ‘Scent of Pho’ into 10 international markets so audiences across 4 continents will be able experience this unique regional movie on the big screen.” The movie stars Xuan Hinh alongside an ensemble cast of Thu Trang, Thanh Thanh Hien, Quoc Tuan, Bao Nam, Ha Huong, Thanh Huong, Chu Manh Cuong, Tien Loc. “Scent of Pho (Mui Pho)” is directed by Minh Beta, produced by Beta Productions, with a 4-continent international release by 3388 Films. For more information: www.3388Films.com/ScentOfPho Tags:3388Minh BetaScent of PhoXuan Hinh