Forget what you thought you knew about Vietnam. It's no longer that, as you're about to find out. Hit subscribe for conversations about trends, culture and business from one of the world's fastest growing markets: Vietnam. Hosted by Ian Paynton, co-founder of We Create Content, a content agency that builds audiences for global brands in Vietnam.
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Tammy Nguyen Podcasts
A podcast about nuclear issues in our world. Find us at nuclearworriers.com Contact: [email protected]
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Discover the best conversations recorded live at National Gallery Singapore, home to the world’s largest public collection of Southeast Asian modern art. We have handpicked our favourite talks and lectures for you to experience, wherever you are.
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E57: The future of retail in Vietnam — with e-commerce veteran Benji Lamb
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44:39If you're on LinkedIn and interested in Vietnam, you've probably already heard of Benji Lamb. He's the founder and CEO of Asia Circles, a company that partners with global brands to help them break into Vietnam’s retail market. And one thing's for sure: he knows his stuff when it comes to e-commerce. We dive into his first-hand experience living th…
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E56: Copywriting, killer audio ads and a drone show fail — the state of advertising in Vietnam
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31:11What’s really going on in Vietnam’s advertising scene? In this episode of You Don’t Know Vietnam, we sit down with creative director Espin Hoan to unpack the fast, loud, and ever-changing world of Vietnamese advertising. We explore why copywriting rhythm matters in a tonal language like Vietnamese, why audio ads are having a golden moment, and what…
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E55: Can Hai Phong become Vietnam’s Shanghai?
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37:01In this episode of You Don’t Know Vietnam, Ian Paynton travels (virtually) to Hai Phong — Vietnam’s third-largest city and rising industrial powerhouse — to speak with Koen Soenens, the Sales & Marketing Director of DEEP C, the European-managed industrial zone developer that’s been helping the shape economic growth in the region for nearly 30 years…
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E54: Why slow is better in speedy Vietnam – with kombucha entrepreneur Faya Nguyen
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27:04In Vietnam’s fast-paced F&B landscape, where trends explode and vanish overnight, kombucha entrepreneur Faya Nguyen chose a different path — and it’s working. In this episode, Faya shares how she grew her brand Cultra Brewery from her parents’ garage into a premium kombucha supplier trusted by top hotels, restaurants, and wellness-minded consumers …
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E53: Meet the stand-up comedian who made Durex Vietnam hilariously hyper local
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35:32Meet Ankita Ghosh, a creative director and stand up comedian who is based in Ho Chi Minh City and runs Saigon International Comedy. In this episode of You Don't Know Vietnam, she talks about the state of stand up comedy in Vietnam right now, what you can joke about and what you can't, and how the comedy scene changes from north to south. She explai…
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The Distance Between Us | David Hanan, Kaloy Olavides & Ray Lagenbach
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1:01:00Bringing together Malaysia-based American artist Ray Lagenbach, Filipino artist and musician Kaloy Olavides and the Indonesian film historian David Hanan, this panel sought to explore the intersections between performance and time-based media which emerged during the 1970s which have largely been left outside the ambit of current art histories in S…
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E52: Is Vietnam's richest demographic being ignored by brands?
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26:07Vietnam’s Gen Z may get all the attention but there’s another demographic with deep pockets and untapped potential. In this episode, Ian Paynton speaks with Lai Tien Manh, Managing Director of market research and branding agency MiBrand to uncover what global brands often miss when entering Vietnam. From the rise of local brands and the north–south…
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E51: Redefining "Made in Vietnam" with the rise of homegrown innovation
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34:20Thomas Binh Do is the Director for Global Business and Cooperation at VINASA, the Vietnam Software and IT Services Association. Using his experience working with more than 600 of Vietnam's tech companies, Thomas explains why Vietnam is so well positioned to become a tech and innovation hub in the region, and the country's vision to redefine the mea…
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E50: Patriotism and PR disasters: What global brands MUST know about Vietnam
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33:11On the 50th episode of You Don't Know Vietnam, we talk to PR expert Minh Duc, who shares why 2025 is such a big year for Vietnam's PR and media sector. He reveals what you need to know about Vietnamese patriotism as a global brand and how you can avoid a big, ugly PR scandal. He also talks about how "social seeding" can be used to shift the online …
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E49: Vietnam’s digital shake-up: Threads, Facebook's fightback and the banking app boom
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32:42Ho Thuy Tien and Thue Quist Thomassen from market research agency Decision Lab return to You Don’t Know Vietnam to break down their latest Connected Consumer Report — and what it means for brands. We dive into why Threads is exploding among Gen Z, how brands should approach audio platforms and live commerce, and why Vietnam’s ride-hailing and digit…
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E48: How to make your global brand relevant in Vietnam - with Tammy Thi Phan
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29:55Tammy Thi Phan is a Chief Digital Marketing Officer who spent most of her professional life overseas working for some of the biggest global brands. She spent eight years working at Google in Singapore—first as Head of Strategic Partnerships for Southeast Asia, and later as the Country Head of Marketing for Vietnam. She's now Chief Digital Marketing…
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Archival Intelligence: Digital Archives | Annie Jael Kwan & Farah Wardani
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1:08:14Digital access to collections is an important function of many Southeast Asian art archives. As digital resources and nodes for peer-to-peer sharing, these archives play an important role in seeding new research and cultivating a regional historical consciousness. Focusing on the Southeast Asia Performance Collection and Indonesia Visual Art Archiv…
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E47: Inside Vietnam’s blockchain takeover: Cris D. Tran on grit, growth and gaming
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36:15Cris D. Tran is a leading voice in Vietnam's blockchain space. He's the Regional General Manager Web3 (SEA) and Head of Growth (VN) at The Sandbox, a community-driven application that connects brands with gamers in the metaverse. Previously, he held leadership roles at Sovico Holdings, Infinity Blockchain Holding, and Frost & Sullivan, shaping the …
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E46: Vietnam market entry updates: 6 tips CEOs must know to avoid failure
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35:20Vietnam's market readiness signals are everywhere. And they are strong. GDP growth is solid YoY with no signs of slowing down, and Foreign Direct Investment is at record highs. But what should CEOs be doing to get beneath the headlines and avoid getting their market entry wrong? Jenny Nguyen, a market entry consultant at Incorp Vietnam has the answ…
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E45: The delicate art of doing business in Vietnam - with fine dining chef patron Quang Dung
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41:51Quang Dung is the Chef Patron of Chapter Dining and Grill and Tales Saigon, which are two restaurants helping to raise the bar and push the boundaries in Vietnam's rapidly changing F&B scene. While Chapter in Hanoi takes its guests on a journey through Vietnam's northern mountains with an EPIC tasting menu and drinks pairing, Tales Saigon is Vietna…
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E44: Can Esports become Vietnam’s biggest entertainment export?
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38:19TK Nguyen is as high energy as the industry he's working in: Esports. As the CEO of GAM Entertainment, TK leads Vietnam's most successful Esports League of Legends team as they continue to represent Vietnam on the world stage. Today, TK tells me about the explosive growth of Esports in Vietnam, and how it's become a legitimate sport and career for …
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Archival Intelligence: Opening the Archive | Joel Sherwood-Spring, Simon Soon & Tammy Nguyen
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1:08:30Join Joel Sherwood-Spring, Simon Soon and Tammy Nguyen as they advocate for open-access knowledge. This session explored different strategies for reclaiming and granting greater access to knowledge. From institutional partnerships, to leveraging the public domains of specific nations, and to the individual labour involved in creating resource guide…
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E43: Expert insights for recruiting (and keeping!) talented teams in Vietnam
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40:27In this episode of #YouDontKnowVietnam, we speak to HR expert Hanh Ngo, who recruits teams for new hotels for the Intercontinental Hotel Group in Southeast Asia and Korea. With 15 years in HR, Hanh has a lot of insight to share with global brands or business owners who are looking to enter Vietnam to build a team. She explains the difference betwee…
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E42: I've been a business lawyer in Vietnam for 20 years. Here's my tips for newcomers!
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35:12If your company is looking for a piece of the action in Vietnam this year, this episode is for you. In this instalment of You Don't Know Vietnam, Ian talks to Jerome Buzenet, a business lawyer with 20 years of experience in Vietnam. As Partner at DFDL Vietnam, Jerome helps businesses enter and navigate the Vietnamese market, shedding light on the c…
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Concert for the Haunted | SEMBUH (HEAL) by Kamal Sabran ft. Arif Ayab, Ahmad Taquidin & Syimah Sabtu
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29:08“SEMBUH” is an expanded version of Kamal Sabran’s Ssegar Angin performance, presented at the Venice Biennale in April 2022. Based on Kamal’s sound therapy research on performance as a method for Malay traditional healing, the project offered an alternative take on the revitalisation of the angin (wind) transpiring within the panggung (physical spac…
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Welcome to Padang Spotlights! These special episodes are dedicated to unearthing our archives to bring to life the rich narratives of Southeast Asian artists and art spaces. Each spotlight tackles a thought-provoking question posed by a researcher and features new exclusive interviews that illuminate the lives and legacies of prolific artists. In t…
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E41: What Vietnamese foodies want from restaurant brands
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41:38If anyone knows about Vietnam's foodies it's Dao Chi Anh, the Director of Corporate Brand & Marketing at Golden Gate Restaurant Group. In her role, Chi Anh is across a massive 500 restaurants from 50 brands, from hotpot concepts such as Manwah to BBQ joints like Go Gi, plus steak houses, western restaurants and Vietnamese outlets, too. Today, Chi A…
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E40: Why your brand MUST connect with Vietnamese women (and how!)
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35:16Angélique Masse Nguyen and Duong Phan founded NOI, an agency that helps brands understand and communicate better with Vietnamese women. In this episode, they explain how Vietnamese women hold most of the purchasing power in Vietnam but still feel underrepresented in Vietnam's advertising and media landscape. They give insight about women's spending…
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E39: Fighting the dark side of Vietnam's rapid development: human trafficking
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1:06:38On this episode of You Don't Know Vietnam, we have the pleasure of talking to Michael Brosowski, the Founder and Strategic Director of Blue Dragon - a children's foundation that's been doing some of the most important and awe-inspiring work in Vietnam. To date, Blue Dragon has rescued almost 1,700 people from human trafficking. They've helped send …
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E38: Demonslayer talks Vietnamese creativity in Hollywood and reviving rare 80s V-Wave
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34:47Meet artist, DJ and producer Dan Nguyen, or Demonslayer. From archiving and reviving Californian V-wave from the 80s to DJing the Hollywood premiere of HBO's The Sympathizer, Dan has been representing Vietnamese creativity for as long as we can remember. Today, he tells us why Vietnam is finally getting the global recognition it deserves, what it w…
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E37: The challenge of being a modern Vietnamese mum - and why they manage the money!
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28:01Diep Hoang is a content creator and mother and baby influencer on the channel Love At First Shine. She also has a podcast with her husband where they talk openly about the challenges faced by couples in the modern Vietnamese family. On this episode of You Don't Know Vietnam Diep tells us about the pressures faced by young mums in Vietnam and how sh…
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E36: Why doing business in Vietnam is an uphill battle (and how to win)
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34:10Marina Tran-Vu is the founder and CEO of EQUO, a Vietnam-based startup that produces eco-friendly products to tackle the big problem of single use plastics. EQUO makes everything from takeaway food containers and cutlery to tote bags, tumblers and super cute pencils you can plant once you're done drawing. Today, Marina tells me why she chose Vietna…
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E35: The rise of craft, "speakeasies", and Vietnam's first ever whiskey distillery
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36:30Michael Rosen is a co-founder of Về để đi Spirits, a contemporary liquor brand and distillery making craft gin, rum, creme de cacao, triple sec and... wait for it... whiskey. Today, Michael tells me why Vietnam is surprisingly good for distilling whiskey (maybe even better than Scotland?). He tells me why Về để đi celebrates the unpredictable energ…
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Two Planets | Love Loves Difficult Things: Tini Aliman, Zarina Muhammad
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56:40This lecture performance by artists Zarina Muhammad and Tini Aliman draws from and unfolds from fragments from each of the auto-ethnographic aspects of Zarina and Tini's respective practice. The performance was presented as part visual conversation, part pragmatic prayer, part eulogy, part temporal installation that traverses the hiding places of l…
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E34: Viet Rap to Viet Rave: Producer Nodey talks Vietnam's soundscape
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30:32Hailing from the graffitied streets of Paris, Nodey came to Vietnam to explore his Vietnamese roots through music. The result? His unique sound inspired by old school hip hop, high tempo electronic music, and Vietnamese samples. Plus, a great studio album called ":-)", an epic music video for the song Đôi Khi featuring Suboi, as well as regular 3am…
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E33: Communal upbringings, gossip, and their impact on marketing in Vietnam
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39:05Linh Dao Smooke is the COO of Hackernoon, a tech community website that has more than 45,000 contributing writers and millions of readers each month. But today, me and Linh talk about pretty much everything EXCEPT Hackernoon. From how she thinks Vietnam is perceived by people in America, to her experiences being raised the heart of Hanoi's Old Quar…
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E32: What do Vietnam's Gen Z look for in a workplace?
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36:33Thuy Hoang is COO at The Sentry, a collection of co-working and lifestyle spaces that house more than 70 startups and established companies in Ho Chi Minh City. Today, she tells me what young Vietnamese people are looking for in a workplace, the benefits and challenges of managing a young workforce, and the importance of hiring a great middle manag…
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E31: Positioning “brand Vietnam” on the world stage - with The Lab Saigon
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37:03Meet Tuan Le and Phuong Anh Nguyen from The Lab Saigon. Tuan is the Co-Founder and Creative Director while Phuong Anh is the Strategic Partnerships Director and partner of The Lab Saigon, an agency made up of its design and creative studio, The Lab Creative, and its venture firm, The Lab Concepts, which invests in (and builds) new brands in Vietnam…
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Two Planets | Desire Deny Defy: Chris Baker, Pasuk Phongpaichit
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1:18:46Desire is both powerful and fundamental. In old Siam, the expression of desire in words and pictures was open, celebratory and humorous. Among non-elite women, sexuality was seen as a strength and was something that was not confined to the young. Royals were portrayed as passionate. However, modernity brought about change. Some sought to deny the p…
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E30: Mental health in Vietnam: family dynamics, social pressures and rising divorce rates
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45:20Keira Ngo is a writer, podcast host and research assistant who specialises in the prevention of mental health issues among young people in Vietnam. She recently earned the Fulbright scholarship from the US Embassy to study at the University of Rochester, New York, where she will study a Master's Degree in Psychotherapy for Couples and Families. Tod…
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E29: Vietnam’s can vs Singapore’s cannot: comparing life, work and culture
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44:08Michael Ngo is the General Manager for Southeast Asia and Taiwan at Elsa Corp, a Vietnamese ed-tech start up that's taking the world by storm. Currently responsible for a team of 100 people in Vietnam, Michael offers his insights into managing Vietnam's young and hungry workforce. Given his vast experience working in Vietnam and Singapore, we discu…
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E28: How not to lose face or get cancelled in Vietnam
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50:06Phuc Map, real name Brandon Hurley, has risen to popularity in Vietnam by mastering the art of speaking Vietnamese, and being funny with it on YouTube, TikTok and TV. He's got more than half a million subscribers on YouTube and almost a million followers on TikTok. Today, he tells me what makes his comedy work in Vietnam, why satire is so easy to g…
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E27: What is Zalo and why is it SO popular in Vietnam?
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37:24Vinh Xo is the founder of Vat Vo Studio, a team of independent tech reviewers on YouTube with more than 2m subscribers. Today, he tells me why people in Vietnam are so crazy about Apple products, the worrying issues around data security in Vietnam, and his top tips for staying safe online. He breaks down why homegrown app Zalo is so popular with mo…
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I am an Artist (He Said): Live Readings & Discussion | Araya Rasdjarmrearnsook, Amanda Lee Koe, Heman Chong & Roger Nelson
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51:23“To be an artist is ... just like shit in a clogged toilet, stubborn shit that can’t decide whether it wants to be flushed or to stick around…” Composed as an irreverent dialogue between masculine and feminine narrators, this book of essays by Araya Rasdjarmrearnsook is an uncategorisable fusion of art criticism, feminist theory, art pedagogy, goss…
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E26: Vietnam's soaring sports and how global brands can unlock love from loyal fans
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52:55As a sports journalist and editor, Luu Thien knows all about the sports trends keeping Vietnam buzzing with energy. Today, he talks about the current sports landscape in Vietnam, the growth of Esports and niche sports and what's going on with Vietnamese football on the domestic and international stages right now. He also shares his tips for what gl…
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E25: Why the next chapter of Vietnam's food story is being written RIGHT NOW
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32:28Meet Jovel Chan, a food and beverage marketer turned blogger, founder and consultant. Jovel landed in Vietnam and quickly made her mark as the go-to authority of Vietnam's evolving food and dining scene in Ho Chi Minh City. She offers insider guides to Vietnam's F&B industry on her website jovelchan.com and is the founder of Saigon Social, the comp…
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Darkened Rooms | Charmaine Toh, Janice Loo, Mintio & Sean Lee
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1:22:58Photography has been seen on the walls of the art museum since the 1930s. However, since then, questions have continued to be raised as to what sort of photography and whose photography should be collected and displayed? The role of photography within an art museum is often complicated by its varied, multiple roles in daily life – its non-art funct…
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E24: Meet the Vietnamese founder tackling addictive short-form social content
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31:03"In Vietnam there's a joke... when you say something ridiculous online, people will say it's the consequence of watching more than three hours of TikTok a day," says Bao-Khanh Nguyen, the founder of social audio content platform OnMic. Drained by his own experience with social media doom scrolling and superficial learning, Khanh decided to tackle i…
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E23: Attract and retain Gen Z staff in Vietnam by doing this, says HR expert Kelvin Nguyen
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35:30Nguyen The Cong, or Kelvin Nguyen, is a global talent acquisition expert. In his role as talent advisor at Vinfast, Kelvin is responsible for bringing global talent to Vietnam and hiring for Vinfast in its global markets. He is an angel investor and CEO at YouthPlus, a platform to help young people discover what they want to do, and connect with co…
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E22: Vietnam's young families are changing SO quickly says entrepreneur Dang Thuy Trang
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42:36Dang Thuy Trang is the founder of Vietnamese sleep company RU9, which offers young people solutions for better sleep as they look to prioritise their wellbeing. Today, Trang talks about the importance of sleep in Vietnamese culture, how her customers are changing so quickly, the challenges of doing business in Vietnam, and what it's like to be a fe…
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E21: Vietnam's speeding up but its coffee culture is all about slowing down says Lacàph founder Timen Swijtink
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46:31On today's episode of You Don't Know Vietnam, we're talking to Timen Swijtink, the Founder of Vietnamese coffee brand Lacàph. With Lacàph's coffee, coffee shops and coffee experiences in Vietnam, and grand plans to export high quality, branded Vietnamese beans to the world, Timen is on a mission to change the global perception of both Vietnamese co…
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An Uncommon History of the Common Fence: A Prologue | Jason Wee
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31:58"An Uncommon History of the Common Fence" is a research project that suggests that the common fence—often used as a protective safety urban device or as a boundary marker demarcating permissible and non-permissible movement—has had an uncommon history within the biography of Singapore. The fence is so commonplace within the urban environment that i…
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E20: Can Vietnam's Dat Bike lead Southeast Asia's electric motorbike revolution?
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34:24Entrepreneur Nguyen Son is the founder and CEO of electric two-wheeler start up, Dat Bike. He's on a mission! To convert 250,000,000 motorbike drivers in Southeast Asia from petrol to electric, starting right here in Vietnam - the land of the motorbike. Today, he talks about why the motorbike is so important to people in Vietnam, why Vietnam has be…
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E19: Shoppertainment is a must for retailers in Vietnam says Quang Thai
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28:52Meet retail expert Quang Thai, the CEO of direct to consumer (D2C) company DTX Asia. Since moving back to Vietnam from studying in the U.S, Thai has set up a handful of lifestyle brands in everything from fashion, watches and jewellery to men's cosmetics and temporary tattoos. He's seen Vietnam's retail sector move rapidly from social selling to e-…
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The Neglected Dimension | Arahmaiani, Anissa Rahadiningtyas, Noorashikin Binte Zulkifli & Syaheedah Iskandar
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1:37:39To dwell on the questions concerning Islam and Islamic religiosity/spirituality is to acknowledge its position in mainstream art historical narratives and museological practices. Islam is rarely discussed in this largely secular field and the circles of modern and contemporary art. There are only a few scholarships on art in Southeast Asia that add…
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