The director of Lotte Entertainment Vietnam knelt down, begging for audience support for 'The Scent of Pho'

Hanoi [Vietnam], February 20: During the audience meeting, a representative from Lotte Entertainment Vietnam shared the journey of promoting Korean kimchi to the public. Mr. Kim Jin-geun stated that Vietnam is also a country rich in cultural and historical traditions. "I believe that the audience has the ability to spread national culture through the films that 'The Scent of Pho' brings. That is why we decided to partner with this project," he said.
A representative from Lotte Entertainment Vietnam stated that through "The Scent of Pho ," he felt a connection to family memories and Vietnamese culture. From that perspective, Mr. Kim Jin-geun shared: "Because screenings in recent days have been limited, I truly hope the film will receive support from audiences in the North. Even this small support can create a wave of support for ' The Scent of Pho,' giving families the opportunity to sit together and enjoy the film, creating heartfelt moments together."
At the end of the speech, the representative of Lotte Entertainment Vietnam knelt and bowed to thank the audience for supporting the film " The Scent of Pho" . This moment later went viral on social media, sparking a heated debate.
Many were surprised by Kim Jin-geun's actions in the context of a film promotional event. Some commented that this was not unusual in Korean culture, demonstrating humility. One commenter wrote: "I know it's their custom, but I was still a little surprised yesterday." Another viewer expressed: "This film's content is meant to promote Vietnamese cuisine and arts and culture."
However, some argue that the most important factor in attracting audiences to theaters is the film's quality. Furthermore, many question whether kneeling was truly necessary, a momentary emotional outburst, or a marketing ploy to gain attention in the current competitive landscape.
One comment stated: "Instead, what we can control is the script, the quality of the actors, and the audience's viewing culture." Another user shared: "Making a film to bring Vietnamese cuisine to the world is a good and beautiful idea, but the quality of the film is what's important."
What does "the smell of pho" smell like at the box office?
Released in theaters on the first day of the Lunar New Year, the film "Mùi phở" ( The Scent of Pho) is competing with a series of projects such as Tran Thanh's "Thỏ ơi" (Oh , Little Rabbit), Truong Giang's "Nha ba toi một phong" ( My Father's House Has One Room) , and Le Thanh Son's "Bầu vật trời cho" (Heaven's Gift). According to data from Box Office Vietnam, as of now, director Minh Beta's film has grossed over 12.9 billion VND after more than two days in theaters.
Of that amount, the revenue on February 19th (up to 12 noon) was 2.2 billion VND. Compared to the other three competitors at the box office, the revenue of " The Scent of Pho" was somewhat "inferior" despite featuring a cast including artists Xuan Hinh, Thu Trang , Thanh Thanh Hien, and Ha Huong.
Previously, when discussing the competition surrounding the release of "The Scent of Pho" during the Lunar New Year, director Minh Beta stated that in art, audience recognition is paramount. According to him, in the film industry, it's difficult to predict anything. Therefore, the director can only try his best, leaving everything else to fate. "If we create a valuable, meaningful, and innovative work, there will be potential to achieve our box office goals," he said.
Source: Thanh Nien Newspaper