During a September 2026 holiday, a queue of more than twenty people ran from a small pho shop in Hanoi's Old Quarter onto the street. Customers waited about half an hour, paid 70,000 dong, carried their own hot bowls and searched for seats. With limited space, the next person could enter only after someone finished eating.
The purchase included more than food. The experience of having tried a famous old-city shop outweighed comfort for many customers. A relatively high price, self-service and an outdoor wait did not dissolve demand, showing that scarcity can be made by reputation as much as by seating capacity.
The article was re-edited against that direct evidence without adding unverified crowd sizes or waiting times.