A Facebook group, initially established nine years ago by a Sydney resident, has been identified as a factor in the increasing appreciation for Vietnamese bánh mì in Australia.
Increased Popularity and Online Engagement
In Sydney, high demand for bánh mì is observed through queues at bakeries in areas such as Cabramatta, Marrickville, and Ryde. The "Vietnamese Bánh Mì Appreciation Society" Facebook group, founded by Rowan from Sydney's inner west, now comprises over 155,000 members. This group facilitates the review and recommendation of bánh mì establishments across Australia, including locations in Sydney, Darra (Queensland), and Darwin's Parap Markets. Members assess various attributes of the sandwich, such as baguette crispiness, freshness of ingredients like pickled carrots, coriander, chillies, and cucumber, pâté flavor, and protein quality.
Impact on Bakeries and Social Media Influence
Marrickville Pork Roll, established in 2008 by Sue Nguyen's family, has operated for 17 years, expanding to multiple locations including Chatswood and North Sydney. Traditional cold cut rolls remain popular among Vietnamese customers, while crackling pork belly is favored by others. Prime Minister Anthony Albanese previously posted about the establishment on Instagram. Ms. Nguyen acknowledged the group's role in boosting the bakery's profile, noting the importance of online reviews and support given the business's limited social media activity.
Kim Seng's family operates Top Ryde Baker's House, which has served bánh mì for 15 years. A recent TikTok review of the bakery garnered 1.5 million views. Ms. Seng stated that while appreciation for Vietnamese cuisine and bánh mì has always existed, social media now significantly amplifies word-of-mouth recommendations, increasing visibility for small businesses.
Cultural Integration and Community Impact
Cabramatta, a significant South-East Asian hub in Sydney, has 37.8% of its population with Vietnamese ancestry. Tony's Bakery, a family-run business in south-west Sydney, reports a growing appreciation for Vietnamese cuisine among Sydneysiders. Angela Truong, manager of Tony's Bakery, highlighted customers traveling from different regions and overseas after discovering the bakery online. Peter Thang Ha, president of the NSW Chapter of the Vietnamese Community in Australia, noted an increase in awareness of Vietnamese cuisine among non-Vietnamese Sydneysiders. He stated that bánh mì shops historically served as primary income sources for early Vietnamese migrants to Australia, marking 50 years since the initial wave of migration. Bánh mì is presented as a success story within the Vietnamese community, contributing to Australia's multicultural society.