Aliyah, 20, of the U.K., flew to Da Nang in late April, and made her first pitstop at a roast pork banh mi stall hidden inside a narrow alley.

Hanna Wenden, right, 25, from Sweden, films herself eating banh mi on a Hanoi sidewalk in April 2026.

She had been inspired to visit Vietnam after watching TikTok videos of people eating banh mi while swaying to the tune of "Stand by Me," with "banh mi" used as a playful pun on the song’s title.

"The large sandwiches packed with different fillings made me want to try them," she said.

She said sandwiches in the UK are usually simple, while Vietnamese banh mi combines crispy bread with crunchy roast pork, pickled vegetables and rich sauces.

"My boyfriend can even eat 10 banh mi a day, trying a different filling each time."

Videos of her trying various street-side banh mi in Vietnam have attracted hundreds of thousands of views.

Over the past week, thousands of international TikTok users have joined the trend, sharing videos of themselves eating banh mi on sidewalks while swaying to the song "Stand by Me."

The trend has also sparked discussion in the "Vietnamese Banh Mi Appreciation Society", an online group with more than 200,000 foreign members dedicated to the humble baguette.

Members discuss everything from the texture of the bread to fillings and regional flavor differences across Vietnam. Vietnamese banh mi has repeatedly been ranked among the world’s best street foods by outlets including CNN and TasteAtlas.

Data from the Vietnam National Authority of Tourism showed Vietnam received 8.8 million foreign visitors in the first four months of 2026, up nearly 15% from a year earlier. Young travelers, especially Gen Z and millennials, made up a large share and often chose destinations based on short-form videos on platforms such as TikTok and Instagram Reels.

Anh Dao, 42, owner of a banh mi shop on Ly Quoc Su Street in Hanoi’s Hoan Kiem district, said the number of foreign customers has soared in recent weeks, and they now account for more than 90% of her customers, helping double sales.

"Foreign customers usually buy several fillings at once to try them all and ask for extra pickled vegetables," she said. "Many groups also film dancing videos while eating right in front of the shop."

Latvian Kaspars Sveilis, 28, originally planned to stay in Vietnam for two weeks, but extended his trip to four months after developing a love for the country’s food, especially banh mi.

Sveilis said the traditional bacon bun in his home country contains only smoked bacon unlike Vietnamese banh mi, which has pate, pork sausage, and fresh herbs. "Sitting on the sidewalk with a freshly made sandwich is the best way to experience local culture."

Briton Handy Hans, 36, has lived in Da Nang for 10 years and eats streetside banh mi every day. He said he always looks for the baguette whenever he returns home to visit family.

"A sandwich costs up to $12 and is marketed as a restaurant dish, but the flavor is nothing like the street-side version," he said.

Handy Hans, 36, from the UK, lives in Da Nang.

Nguyen Tien Dat, a representative of the Hanoi Tourism Association, said social media trends such as "Viet Nam is calling," "Viet Nam Hauls" and "Stand banh mi" are helping boost tourism. "International visitors want to explore local culture through landscapes, street food and fashion."

Online trends help Vietnamese food spread quickly, but small eateries need to maintain hygiene standards and preserve regional flavors to keep visitors returning, he adds.

Professor Eric Olmedo, dean of the tourism and hospitality faculty at the Ho Chi Minh City University of Economics and Finance, said Vietnamese banh mi has developed its own identity beyond its Western origins.

"Vietnamese people have successfully claimed ownership of this dish and transformed it into a unique culinary heritage recognized around the world."

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