Restaurant Chain Pho: Cultural Appropriation & Exploitation
As ethical vegans, our commitment extends far beyond the plate. It is a philosophy dedicated to rejecting exploitation in all forms—whether it involves the suffering of non-human animals or the unfair commodification of human culture and labour. When we make consumer choices, we are casting a vote for the type of world we want to inhabit. It’s not a world where trademark bullying exists.
Recently, the Caavakushi team was drawn into the latest controversy surrounding the popular UK Vietnamese restaurant chain, Pho. While many vegans appreciate the clear plant-based options on their menus, a deeper look reveals an ethical chasm that demands our attention. The current public outcry, which has led to calls for a Pho boycott, is not about food quality. It’s about cultural appropriation and corporate conduct that fundamentally violates the principle of non-exploitation.
The Trademark Bullying Truce & The True Cost of ‘Pho’
The core of the issue dates back to the 2000s, when the non-Vietnamese founded UK chain trademarked the anglicised word “Pho” in the United Kingdom. This action, recently brought back into the spotlight by viral social media posts, sparked widespread condemnation from the Vietnamese community and advocates for cultural integrity.
The facts are clear: a massive international business secured a legal monopoly over a word that represents Vietnam’s national dish. It’s a dish that belongs to an entire culture. Critics swiftly called this action cultural appropriation, akin to attempting to trademark “sushi” or “fish and chips.”
The severity of this action was highlighted by documented legal disputes. The Caavakushi team has noted that in the past, the chain reportedly leveraged this trademark to threaten smaller, independent, and often Vietnamese-owned businesses. Businesses like Mo Pho Viet Cafe—forcing them to change their names due to alleged infringement. Although the company eventually admitted a mistake and publicly dropped the legal dispute in those cases, the precedent had been set, forcing smaller entities to face the costly burden of a legal defence.
After renewed and intense social media pressure in late 2024, the chain finally filed a request to surrender its trademark on the word “Pho.” While this is a step in the right direction, it raises serious questions about the ethical compass of businesses that only reverse exploitative actions after a massive, reputation-damaging public backlash.
The Vegan Principle Of Consistent Ethics
Why should this matter to a vegan publication like ours? Because the vegan movement is about consistent ethics. Our fundamental boycott of the animal agriculture industry is based on the premise that no being—human or non-human—should be exploited for commercial profit.
When a large company uses its legal power to stifle a smaller, culturally authentic, and often immigrant-owned business, it is an act of economic exploitation. It creates an unfair environment where cultural origin is weaponised against the people who created it. This is diametrically opposed to the values of justice and compassion that define veganism.
The Caavakushi team believes that a company that demonstrates a lack of respect for fundamental human and cultural rights is unlikely to operate with the deep ethical integrity we demand in other areas. We advocate for a boycott of all exploitation, not just the exploitation of animals.
Casting Your Vote For Cultural Integrity Not Trademark Bullying
The sheer number of vegan options on a menu should never blind us to the ethical practices of the company providing them. We must ask ourselves: are we supporting the authentic cultural keepers of a dish, or are we funding a large corporation that sought to profit by colonising a common cultural term?
Your consumer choice is your power. We encourage our readers to seek out and support the myriad of truly independent, family-run, Vietnamese-owned restaurants. Those that are preserving and sharing their national cuisine without resorting to trademark bullying.
The struggle faced by these small businesses to maintain their cultural identity is as important as the struggle for animal liberation itself. When we choose to spend our money with businesses that show genuine respect for all sentient beings and cultures, we truly live up to the promise of compassionate consumerism.
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