Located in the heart of D1, just off Ton Duc Thang, Mâm Mâm is a new breed of Vietnamese restaurant. By creating an innovative yet accessible menu, the team here is giving Vietnamese food a new veneer by elevating it to a refined dining experience. Last week, we sat down with founder Hao Tran, of Vietcetera and AnAn fame, to talk about his vision for the future of Mâm Mâm and the global representation of Vietnamese food.
At the center of Tran’s vision is the need to elevate the perception of Vietnamese food, beyond banh mi and pho, and bring Vietnamese dining culture, focused around sharing and connecting, to the wider world. This all converges in the mâm, the traditional communal dining tray in Vietnam. It’s inextricably woven into Mâm Mâm’s DNA.
Was there a particular experience or journey that sparked the idea for Mâm Mâm?
I’d say Mâm Mâm was born out of a mix of personal and professional experiences. I grew up in the restaurant business, my family ran Hawaiian BBQ spots in California. After I moved to Vietnam, I co-founded Anan Saigon in 2016. That experience opened my eyes to how Vietnamese food could be elevated while staying true to its roots.
I feel like Vietnamese food is a “brand” in and of itself, but for most people, especially internationally, it’s hard to think of a single restaurant name. What I mean is burgers have Shake Shack, Taiwanese food has Din Tai Fung, Japanese food has Ippudo. I guess we have Pizza 4P’s but that’s not exactly Vietnamese food.
That’s why I founded Mâm Mâm, to try and fill that niche. Growing up Vietnamese-American, I quickly realized that being Vietnamese didn’t particularly stand out, aside from being associated with past history and inexpensive staples like banh mi or pho. There was, and still is, a lack of a refined Vietnamese dining experience in people’s perceptions of Vietnamese food.
Beyond food, it’s about creating an experience that brings Vietnam to the world. Mâm Mâm is attached to Nexus Square, a multi-purpose event space. We [Vietcetera] recently hosted a Kiwi-style farmer’s market for the Prime Minister of New Zealand’s visit to Vietnam for example.
Is there a Vietnamese proverb or saying that reflects the philosophy of your restaurant ?
“Một cây làm chẳng nên non, ba cây chụm lại nên hòn núi cao” comes to mind immediately. Roughly translated, it means “One tree alone can’t make a mountain, but three together can.” It’s about community and shared strength, which is the central principle of Vietnamese food culture. It’s not just a meal, it’s an opportunity to gather, share and connect. Mâm Mâm is built around that idea of reunion, it’s in our communal mâm trays that are inlaid into the tables, the walls, the ceiling, and it’s also how we serve the food.
How is Saigon’s culinary scene evolving, and how does Mâm Mâm fit in ?
Saigon’s food scene is changing. The Michelin Guide has rolled in, and it’s contributed to a lot of exposure for the dining culture here; there’s a lot more global interest. But there’s still that void in terms of a single, recognisable brand to represent Vietnamese food, despite it being well-known.
I’m trying to fill that void with Mâm Mâm. But there’s a difficult balance between honoring authentic flavours and remaining accessible on one side, and incorporating modern techniques and global dining trends on the other. But the future is bright, and we’ll ride the wave as far as it goes.
For now, we’re locally based, but we want to expand beyond Saigon. There’s plans for Bangkok and Bali, but I don’t want to spoil anything.
You’ve mentioned that Vietnamese cuisine is globally recognized but lacks an ‘elevated’ brand identity. How do you plan to change that perception ?
People know about banh mi and pho, but Vietnamese food still isn’t thought of in the same way as Italian or Japanese cuisine. Again, there’s a balance to maintain, I don’t mean super-fancy omakase or white napkin Michelin star dining.
Mâm Mâm is about shifting that perspective, about bringing Vietnamese food to new but accessible heights. We don’t just want to make everything fancier, it’s about creating a consistent, high-quality experience curated to customers that can be recognized globally. The idea is, how do we make diners remember us as one of their experiences of Vietnam ?
Thanks for everything Hao. Good luck with Mâm Mâm. We can’t wait to try it out !
Mâm Mâm celebrates its grand opening on Wednesday 19/03.
Address: 3A-3B Ton Duc Thang, Ben Nghe, District 1, Ho Chi Minh City
Opening hours: Every day from 7:30am -11:00pm.
Book a table at +84 862075500.