Outrage in the UK Over Pho Restaurant’s Trademark Claim on "Pho"

A popular UK-based restaurant chain, Pho Restaurant, has been at the center of a heated controversy in the wake of a recent TikTok video exposing its trademark claim on the word "pho." The video, which has amassed over 2.4 million views, brought to light the chain’s 2007 trademark filing for the word, sparking widespread outrage among Vietnamese individuals and businesses.

At the heart of the issue is Pho Restaurant’s stance on its trademark, which the company claims has been "misunderstood." In a statement published on social media, the restaurant claimed it had no intention of limiting the use of the word "pho" by other businesses or individuals, stating, "we would never attempt to trademark this dish… phở doesn’t belong to anyone but the people of Vietnam."

However, Pho Restaurant’s assertion that it only seeks to protect its "brand identity and logo" appears to be a disingenuous attempt to deflect criticism, as its trademark claim clearly pertains to the word "pho" itself. Critics have likened the company’s actions to putting a trademark on the word "burger," which has caused concern among some that the claimant could use the trademark to hamper smaller businesses that use the word in their name.

Despite the restaurant chain’s reassurance that it would not pursue legal action against other businesses, history suggests otherwise. In 2013, Pho Restaurant’s parent company, Pho Holdings Ltd., threatened to sue a London-based Vietnamese restaurant, Mo Pho Viet Cafe, for using the word "pho" in its name. Although the company later retreated from this stance in the face of significant backlash, concerns about the use of trademark law to suppress competition continue to linger.

Amid the brewing controversy, some are calling on Pho Restaurant to relinquish its claim on the word "pho," particularly given the approaching expiration of the trademark in 2027. Many argue that allowing the trademark to lapse would represent a more inclusive and culturally sensitive approach to commerce. As iamyenlikethemoney, the Vietnamese creator behind the original TikTok video, notes, "I truly think that this trademark is extremely outdated in 2024."

Will Pho Restaurant heed the calls to relinquish its trademark claim, or will it continue to prioritize its brand interests over cultural sensitivity? As this story unfolds, one thing is clear: the restaurant chain’s response to this controversy will have far-reaching implications for its public image and relationships with the Vietnamese community.

Related Stories:

• Viral TikTok video exposes UK restaurant chain’s trademark claim on "pho"
• Historic incident where Pho Restaurant threatened to sue Vietnamese restaurant for using the word "pho"
• Voices from the Vietnamese community share concerns about the use of trademark law