Vietnamese Family Drama ‘Scent of Pho’ Sets International Theatrical Release With 3388 Films, Unveils Trailer (EXCLUSIVE)

Specialty distributor 3388 Films has dated Vietnamese family dramedy “Scent of Pho” (“Mùi Phở”) for an international theatrical bow beginning March 13.

The film, which marks the directorial debut of Vietnamese entrepreneur-filmmaker Minh Beta, will launch across the U.S., U.K., Germany, Norway, Czech Republic and Slovakia on that date, before expanding to Poland on March 20 and Australia on March 26. An international trailer has been unveiled.

The film follows a phở master whose insistence on handpicking his young grandson to carry on the family’s celebrated noodle soup legacy sets off a crisis within his household spanning multiple generations. Production took place in Nam Dinh province – regarded in Vietnam as the cradle of phở culture – as well as the historic streets of Hanoi’s Old Quarter.

“For me, phở is not only a dish but also a unique and distinctive cultural symbol of Vietnam. However, the film goes beyond the story of food. Behind every bowl of pho lies a whole world of everyday life – stories about people, family relationships, and the tensions between generations, between the old and the new, between the desire to preserve tradition and the need to embrace a modern, globalized world, between the young and the old. In many ways, the film is a rich cultural snapshot, filled with intimate and meaningful stories of Vietnam – stories that speak to Vietnamese audiences, while also being accessible and engaging for international viewers,” said director Minh Beta.

The film’s lead is Xuan Hinh, a comedian and folk theater performer who has spent more than four decades building his reputation in Vietnam as the “King of Northern Comedy.” The role of Mr. Mui marks his first appearance in a feature film. Hinh has been a dominant presence on YouTube this year, with his music video “Bắc Bling” accumulating close to 300 million views – entering the platform’s Top Debut Songs chart at No. 1 and climbing to No. 2 on its global music video rankings, sharing chart space with Bruno Mars and Lady Gaga.

Rounding out the cast are Thu Trang, one of Vietnam’s most commercially successful actors with credits across more than 20 films; Meritorious Artist Thanh Thanh Hien, a veteran of Cai Luong (Vietnamese traditional opera); and child actor Bao Nam. Also appearing are Quoc Tuan, Ha Huong, Thanh Huong, Tien Loc and Cuong Ca.

The film’s musical identity draws heavily on Vietnamese heritage. Director Minh Beta performs the original soundtrack “Scent of Memories” (“Mùi Ký Ức”), a piece built around pentatonic scales and Northern Vietnamese folk traditions. Producer Christian Dinh Gulino – known internationally for his work with artists including Sam Smith and Jessie J – also contributed, crafting “Rap Phở,” a track that sets Xuan Hinh’s xẩm vocal style against a contemporary rap backdrop.

Minh Beta is the founder of Beta Group and Beta Cinemas in Vietnam. “Scent of Pho” is his debut feature.

3388 Films founder Thien A. Pham said: “When we come across a cinematic project that dares to be different, like Scent of Pho, our senses tingle in excitement. This is a rare regional film shot on location in the birthplace of Vietnamese phở, with very specific production elements. ‘Scent of Pho’ is like a bowl of phở – simple and clear in appearance and culturally authentic in taste.”

3388 Films focuses on Asian and Southeast Asian film and TV content. Among its previous releases was “Mai,” which became the first Vietnamese title to surpass $2 million at the box office across North America and Europe combined.

“Scent of Pho” was produced by Beta Productions and opened in Vietnam on Feb. 17.

Watch the international trailer here: