EVER since Indochine - that little corner of Lan Kwai Fong that will forever be Saigon - became the place to dine and be seen at (though not necessarily in that order) Vietnam has become the all-in flavour.
So tomorrow, BBC correspondent Jacques Bekaert and photographers Tim Hall and Alain Evrard will launch their joint tome Vietnam - A Portrait at the popular restaurant.
Whilst the marriage between the book and the eaterie is natural enough, it might well be that Bekaert, Hall and Evrard thought it up only so that they may get a booking at Indochine.
That's the biggest challenge now facing this town's nocturnal set - with rumours circulating that some aspiring parents are even putting their children's names down at birth for a table.
Why, we even hear that the sweet Vietnamese receptionist, recently arrived in town, who greets guests with the good/bad news regarding tables, has been banned from reading Keeping Posted so that she won't be over-awed by reputations.
As many of this town's good and great have eaten there as have been turned away. And ours being an unbearably social-conscious society, the latter trait has spawned a wicked new game.