A tasting and cultural experience event centred on Hanoi's traditional confection ô mai has been drawing attention among foreign travellers. Ô mai is a preserved food made by pickling fruit in sugar and salt and then drying it, and its distinctive appeal lies in the way sourness, sweetness, saltiness, and even a hint of bitterness coexist in a single piece. At a cultural experience event called "O Mai GOAT" held in the Hoan Kiem district, overseas participants showed keen interest in the flavour and the way it is made.
Participants who encountered o mai through interactive events using the five senses—flavor-guessing games, ingredient guessing, and more—one after another said they wanted to buy it to take home as a souvenir.
What is o mai
O mai is a traditional preserved sweet made by pickling fruit in sugar or salt and drying it. It has a complex flavor where sourness, sweetness, and saltiness, plus even a faint bitterness, layer in a single piece. There are also sweeter types flavored with apricot or ginger, and the strong sourness and unknown flavor surprise foreigners tasting it for the first time.
The response to the "O Mai GOAT" experience event
At the "O Mai GOAT" cultural experience event held in the Hoan Kiem district, participants took part in sensory exploration using sight, smell, taste, and touch, as well as interactive activities such as flavour-guessing games, ingredient identification, and sensory challenges. The event took place on 25 April 2026, and this does not mean the same experience is available to attend on the day you read this article. Unlike simply tasting a single piece at a shop counter, learning about the ingredients and production process gives visitors a reason to notice the layered flavours that go beyond merely sour or sweet.
Participants' reactions
In a feature article by DTiNews dated 18 May 2026, participants from various countries shared candid impressions. Their main comments are summarised below.
| Participant (origin) | Reaction / comment |
|---|---|
| Udval (Mongolia) | "Until now I only knew o mai as a kind of preserved fruit." |
| Frappa (Canada) | Described the reaction on first tasting it as "shocking" |
| Daniel (Philippines) | Rated the flavor experience as "explosive" |
Why participants wanted to choose ô mai as a souvenir
Many participants who savored o mai through the event said they wanted to buy it to take home as a souvenir for family and friends. The high shelf-life of sugar-pickled fruit and the distinctly Vietnamese complex flavor tie into its appeal as a take-home gift. Note that traditional o mai shops are known to gather on Hang Duong Street (the former "sugar street") in the Old Quarter.
If travelers are going to buy it
Ô mai's character changes not only with the fruit used but also with the seasoning. Even apricot or ginger varieties are not necessarily sweet, so if you are trying it for the first time, ask about the strength of the sourness and saltiness, and if tasting is possible, compare small amounts side by side. Hang Duong Street in the Old Quarter is a useful starting point for finding specialist shops. For yourself, pick one flavour that catches your interest; for a gift, choose something close to the recipient's preferences—that makes it easier to convey what makes this confection distinctive. Shelf life varies by product, so check the expiry date on the packaging and the storage instructions after opening, and choose something that will keep until you plan to give it.
Summary
Ô mai layers sourness, sweetness, saltiness, and bitterness. "O Mai GOAT" shows how learning the story behind those flavours can turn a travel snack into something you genuinely want to give someone. If you are looking for a souvenir in Hanoi, rather than deciding by appearance alone, take your time enjoying the differences between fruits and seasonings and find the bag that suits your taste.
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Source:DTiNews / Vietnam Investment Review
