On the morning of December 14, 2023, at the Mua Nuoc Noi restaurant located at 54 Nguyen Dinh Chieu, District 1, KLC Group officially announced its investment plan in the Mua Nuoc Noi restaurant chain. It introduced a viral video project showcasing the lifestyle, culture, and cuisine of the Southwestern region of Vietnam. This event marked the determination to spread Vietnam’s cultural and culinary values in general and the Southwestern region in particular to domestic and international audiences.

The “Mua Nuoc Noi” restaurant chain – an experiential, cultural culinary space in the Southwestern region

KLC Group is a multi-industry conglomerate with an ecosystem comprising eight member companies operating in critical sectors of the national economy, including Finance, Real Estate, Agriculture, Commerce, etc. Recognizing the development potential and understanding the essence of Southwestern cuisine, the Group invested 5 million USD in the Mua Nuoc Noi restaurant chain to expand the scale and recreate the authentic culinary space of ancient Southern Vietnam.

During the event, representative of BOD at KLC Group, shared, “F&B is one of the focal points of the Group, and the Mua Nuoc Noi restaurant chain is a key project. According to the plan, the Mua Nuoc Noi restaurant chain will be present in major cities in Vietnam and Singapore in the coming year. Each restaurant will be designed in the traditional style of the Southwestern region, with a refreshing and nature-friendly ambiance. KLC Group also decided to invest in the project to promote Southwestern cuisine, aiming to introduce this region’s natural beauty, culture, and distinctive cuisine to a wide audience.”

KLC Group also officially launched the first viral video, “Flooding Season – The Season of Dreams.” The project was produced by KLC Media, a member company within the KLC Group ecosystem operating in the Media and Entertainment sector. The video painted a vivid picture of nature and the lives of people in the Mekong Delta during the flooding season. The floodwaters bring valuable gifts of nature, and this rich flow also sparks countless dreams for the residents. Through the viral video, the Southwestern region’s unique culinary and cultural aspects are showcased, conveying a message of preserving the values and beauty of Vietnamese culinary culture.

Representative of BOD further shared, “The viral video ‘Flooding Season – The Season of Dreams’ is the first episode in a series promoting the culinary culture of the 13 provinces and cities in the Southwestern region by KLC Group. Each episode takes viewers on a journey into each locality’s unique culinary and cultural space. After the first episode, we plan to explore ‘Sen culture and Dong Thap province’ next—a place where new stories are soon to be told through the lens of the KLC team. This is not just a simple project but an artistic work, a pathway to honor and spread the beauty of Southwestern cuisine.”

Speaking at the event, Mr. Chu Hong Minh, Chairman of the Vietnam Restaurant Association, stated, “Recently, the Executive Committee of the Vietnam Restaurant Association for the 2023-2027 term has announced two central goals for the new term, one of which is ‘promoting innovation to improve efficiency, enhance productivity, and promote added value for restaurant and culinary business activities,’ especially in a service industry with many fluctuations. I believe that the combination of the Mua Nuoc Noi restaurant chain and the viral video promoting Southwestern cuisine is an exemplary project in this trend of professional execution, effectively spreading the cultural value of Southwestern Culinary Culture to enhance added value and economic value in Vietnamese culinary business.”

Culinary expert Nguyen Thi Thu Tam, Vice President of the Ho Chi Minh City FBA Chef Association, emphasized the diversity and unique characteristics of the cuisine in each Southwestern province. She believes preserving Vietnam’s culinary values in general and the Southwestern region, in particular, is a noble mission. Ms. Tam Nguyen also wished KLC Group great success on this journey.

The event included the signing of a strategic cooperation agreement

In addition to announcing the investment in the Mua Nuoc Noi restaurant and introducing the “Flooding Season – The Season of Dreams” video clip, the event also featured the signing of a cooperation agreement for the production and promotion of a viral video series on the cultural theme of Southwestern cuisine between KLC Group and VianTravel. Accordingly, the two parties will collaborate to produce episodes in the series, combined with an experiential culinary tourism program in the Southwestern region. With this close cooperation, KLC Group not only expands its brand in the Media and Entertainment sector but also contributes to the conservation and development of tourism and the promotion of traditional culinary and cultural values that have made the name of the Nine Dragons region.

With the information revealed at the event, it is evident that KLC Group is taking solid steps to invest in development, bringing the image and life of the Mekong Delta to a broader audience. Simultaneously, the project holds significant importance, contributing to the conservation, preservation, and promotion of the culinary culture of the Southwestern region, as well as fostering the development of tourism in this area.