Last year, Sofitel marked 60 years with a French-Vietnamese dinner in Hanoi. Now, it charts a future guided by committed, purposeful luxury.
Text by: Leyna Poh
As Sofitel marked its 60th anniversary in 2024, the brand reflected on six decades of French hospitality shaped by cultural exchange and local connection. One key highlight of the milestone year was a five-night culinary collaboration between Sofitel Legend Metropole Hanoi and Parisian institution La Tour d’Argent, showcasing Sofitel’s vision of committed luxury through food, tradition, and cross-cultural dialogue.
Bridging cultures through gastronomy
In October 2024, Sofitel celebrated its Diamond Jubilee with a standout culinary event at the historic Le Beaulieu, the French fine dining restaurant at Sofitel Legend Metropole Hanoi. Partnering with La Tour d’Argent — one of Paris’ most storied culinary institutions — the collaboration embodied Sofitel’s ethos of cultural exchange through hospitality. The five-night four-hands dinner brought together two culinary philosophies in a shared menu, reflecting the brand’s commitment to tradition, craftsmanship, and cross-cultural connection.
“This collaboration reflects the very essence of Sofitel’s promise — to build bridges between cultures through the art of hospitality,” said Maud Bailly, Global CEO of Sofitel and MGallery. “With this ‘four hands’ initiative, Sofitel Legend Metropole Hanoi forges a connection with La Tour d’Argent, a true Maison of French excellence, to celebrate shared values of heritage, meticulous craftsmanship, and the timeless elegance of French luxury.”
“For Sofitel, this collaboration is an example of more enriching partnerships and cultural engagements,” adds Nicolas Gronier, Sofitel’s Global Marketing Vice-President. “At Sofitel, we believe in committed luxury — a vision where elegance meets purpose, and exceptional hospitality is delivered with heartfelt sincerity and care. It is a luxury that embraces sustainability and respects local heritage, blending French art de vivre with the richness of each local culture.”
A French-Vietnamese dialogue on the plate
Crafted by Chef Yannick Franques of La Tour d’Argent and Chef Charles Degrendele of Le Beaulieu, the special menu presented a poetic dialogue between two culinary worlds. Each dish reflected the careful interplay of heritage and innovation, with French gastronomic classics reimagined through the lens of Vietnamese ingredients and traditions.
The menu featured standout creations such as Caviar Tour d’Argent with white tarama and frozen grapefruit, and the signature Caneton Charlie Chaplin—a tribute to the legendary actor and La Tour d’Argent’s iconic pressed duck—reimagined with Vietnamese lime, Tien Phuoc pepper, and ginger.
“Le Beaulieu’s historic charm was the perfect venue to bring La Tour d’Argent’s culinary heritage to life,” Bailly shared. “The menu beautifully reflected our commitment to blending French savoir-faire with Vietnamese heritage and know-how. I have always loved Vietnam—a country brimming with vibrant energy and incredible positivity.”
A redefinition of luxury for the next era
While 2024 marked a moment of reflection, Sofitel’s gaze is firmly set on the future. With 32 new Sofitel hotels and 3 new Sofitel Legend properties in the pipeline across Vietnam, Portugal, Egypt, Ireland, Mexico, India, and beyond, the brand continues to grow—anchored in its founding principles of authenticity, sustainability, and cultural richness.
“Luxury is about consistency,” said Bailly. “No matter where you stay—Paris, New York, or Hanoi—the experience must be seamless and refined. Excellence is about surpassing oneself—a relentless pursuit that drives us to create magic wherever we go.”
In Sofitel’s next chapter, growth will be guided not by scale alone, but by intention and impact. That includes embedding sustainability training, diversity empowerment, and environmental stewardship into each property, while tailoring every guest experience to reflect the soul of its location.
“Excellence is a never-ending journey, and after 60 years of authentic luxury, Sofitel continues to write its story with passion—thanks to dedicated teams in our hotels who bring luxury hospitality with a French Zest to life every day,” says Gronier.
Where elegance meets intention
At the core of Sofitel’s future is a belief that luxury should resonate with meaning, leave a positive imprint, and forge emotional connections. This belief informs every partnership, every plate, and every property.
“We aim to be rigorous yet generous,” Bailly explains. “We want our properties to evoke emotion and leave a lasting impact.”
The La Tour d’Argent collaboration showed that Sofitel is as much about local connection and cultural exchange as it is about refined hospitality. With more collaborations ahead and a clear focus on sustainability, Sofitel continues to evolve while honouring its French roots and embracing the world.
