At the pearl island of Phu Quoc, Bún Quậy Kiến Xây is not just a signature dish, it is a cultural icon of local cuisine. With a unique serving style, where diners mix their own dipping sauce and enjoy a steaming hot bowl of noodles, Kiến Xây has created an unforgettable dining experience that blends tradition, interaction, and flavor. 
VIDEO TVC
BÚN QUẬY KIẾN XÂY
Our production team had the opportunity to collaborate closely with Kiến Xây, capturing the most authentic moments throughout their preparation and service. From freshly pressed noodles made on-site to handmade shrimp patties, fish cakes, and ocean-fresh squid roe, every detail was filmed with care and sensitivity. 
We chose natural light and intimate framings to preserve the warmth and closeness of the space. The sound of boiling broth, the motion of stirring noodles, and the laughter of guests were all recorded on-site so the audience could feel as if they were right there at the table.
This project was not merely a promotional film. It was a story of dedication, a portrait of passion, and a tribute to the people behind this beloved local specialty. We are proud to have contributed to sharing the spirit and value of Bún Quậy Kiến Xây with diners far and wide.
Behind the Scenes
Filmed with a 20-person crew, a blend of light, natural composition, and a shared belief in the power of authenticity. The Bún Quậy Kiến Xây TVC was more than a commercial shoot, it was a collective experience. On set, we worked as one, from director, cinematographer, lighting designer, set stylists to sound and post-production, each role essential in crafting a cinematic narrative that feels alive. We designed the lighting to create a naturally immersive space, pairing it with intimate framings to preserve the warmth and friendliness of this iconic Phú Quốc eatery. Though a commercial production, we approached it with a documentary sensibility, capturing real moments, lived textures, and the soul of the food and people who make it.
