Many young people join TikTok Food Fest, which gathers 40 food brands in the country. — VNS Photo Thu Ngân

HCM CITY — Thousands of people are expected to attend TikTok Food Fest, one of the platform’s major food campaigns, at Saigon Riverside Park on Friday and Saturday.

Held on September 25 and 26, the festival is themed “Food as a Love Language”. It brings together more than 40 partner brands, hundreds of content creators and a range of online and in-person activities, connecting food lovers through shared tastes, stories and experiences.

The theme reflects how Vietnamese people express affection and care through familiar questions such as “Have you eaten yet?” and “Are you eating well?” Food, the festival suggests, is not just something to enjoy, but also a way to show love, share stories and connect with others.

Before the campaign started, a university tour at five universities in HCM City and Taste Match, an activity inviting young people to find their food-loving “soulmates”, were organised.

At the festival, visitors can explore more than 40 brands, including 30 F&B brands with booths offering food experiences.

Creator Khuyến Dương (@khuyenduong299) prepares for the livestream during TikTok Food Fest which is organised in HCM City. — VNS Photo Thu Ngân

A 12-hour TikTok Food Fest Mega LIVE, hosted by creator Khuyến Dương (@khuyenduong299), is among this year’s highlights. Streaming on September 25, it features special offers from more than 30 domestic and international F&B brands. The livestream brings the festival atmosphere to online audiences and links the on-site experience with discovery and shopping on the platform.

Each day will conclude with a concert featuring a different musical style. A total of 24 artists are set to perform over the two days.

Food content on TikTok in Việt Nam continues to grow. In 2025, more than 9.3 million food-related posts were published on the platform, a 9 per cent increase on the previous year. The content ranges from food recommendations and recipes to reviews and explorations of local cuisine.

The expanding content ecosystem is also creating more opportunities for F&B brands to reach users through creative formats suited to the platform. — VNS