“Vietnamese Creativity Is Like a Perfect Bowl of Pho”
“Creativity in Vietnam has really taken off in the last decade,” states Linh Nguyen (Nemo), strategy director at Happiness Saigon. “It’s like watching a sleeping dragon wake up, stretch and then soar ahead.”
Ten years ago, Nemo says that the Vietnamese ad industry was still finding its feet. “But now, brands are no longer just focusing on flashy visuals – they’re tapping into storytelling, cultural relevance and even humour in ways that connect deeply with people.”
“Creativity has been, and still is, rooted in tradition,” adds partner and creative director, Jazz Tonna. “But the difference now is that tradition no longer limits what you can or can’t do. Instead, it has become an opportunity to let go of conventions and take bold steps to create fresh yet meaningful work.”
As the Vietnamese market continues to evolve, in this interview with LBB’s Sunna Coleman, Nemo and Jazz discuss blending tradition with modernity, taking more risks, and the Vietnamese propensity for resourcefulness.
LBB> Tell us a little bit about yourself and your love for creativity.
Nemo> Since I was a kid, I’ve loved watching commercials on TV and reenacting them for fun. Looking back, that’s probably where my love for creativity started. It’s something that’s always been a part of me and continues to inspire me every day.
I landed in Saigon five years ago, and since then, Happiness has been my partner-in-crime, blending insights with ideas to help brands connect with people. I’m all about crafting strategies that aren’t just smart but also pack a punch.
Jazz> After working in Amsterdam and then Brussels, I’ve been at the Saigon office for over four years now, with the last three as creative director. In terms of creativity, Vietnam is a country that’s easy to love, offering a unique set of challenges.
LBB> How would you describe Vietnamese creativity – what makes it unique and what are the defining characteristics?
Nemo> Vietnamese creativity is all about blending tradition with modern ideas. It’s rooted in rich cultural history, yet it embraces fresh, innovative approaches. What makes it unique is how we take inspiration from our heritage – whether it’s through art, food, or craftsmanship – and give it a new twist. For example, in design, you'll see traditional motifs in modern products or even the way Vietnamese street food has evolved, balancing old flavours with new techniques. We’re able to make something beautiful out of very little while staying connected to our roots.
Jazz> There’s an ingenuity deeply rooted in the people here. No matter the obstacles, there’s always a way to make things happen. This resourcefulness extends to many aspects of life, including creativity. As a result, we’ve been able to create many unconventional projects: a school on top of a high-rise, a mattress inside a bike seat, and an electric bike providing power during blackouts. In Vietnam, anything is possible.
LBB> What do you wish people outside of Vietnam would understand more about Vietnamese creativity?
Nemo> I’d love for people outside of Vietnam to understand that our creativity isn’t just about design or art – it’s deeply connected to our culture and history. It’s shaped by our resilience, resourcefulness and the way we’ve learned to adapt over time. For instance, our traditional crafts, like lacquer painting or mother-of-pearl inlay, aren’t just beautiful – they’re a result of generations of skill, patience, and innovation.
In advertising, you can see this mix of old and new. Take the iconic Tết campaigns, for example – advertisers use nostalgia and traditional values while bringing a modern twist to connect with a younger audience, like Highlands Coffee brought freshness to the ‘Truth or Dare’ game. Or brands like Vinamilk, which blend storytelling with our cultural identity in a way that resonates deeply with people. There’s a lot of pride behind what we create, and I think that’s something worth recognising.
LBB> How does Vietnamese creativity compare to other regions?
Nemo> Vietnamese creativity is like a perfect bowl of pho – bold, simple and deeply layered. Our work is rooted in tradition, but we’re not afraid to push boundaries. You see it in advertising all the time. During Tết, brands like Coca-Cola and Vinamilk tap into themes of family and nostalgia, creating emotional campaigns that feel deeply personal. Hao Hao noodle ads use humour and relatable family dynamics, while detergent brands like OMO craft stories about kids reconnecting with nature through traditional games.
Even local coffee chains like Highlands Coffee get creative, running campaigns that celebrate modern Vietnamese lifestyles while nodding to the country’s coffee heritage. Street vendors take it a step further, turning simple carts into eye-catching displays with clever slogans and traditional patterns. Whether it’s a big brand or a small stall, we find ways to blend heart hustle, and heritage into something uniquely Vietnamese.
Jazz> The West is in a very different place compared to Southeast Asia, especially Vietnam. It’s all about growth and rising opportunities. You can feel it in the creative work – more and more risks are being taken and the topics are more lighthearted, whereas much of the rest of the world has been producing work around more serious themes.
LBB> At Happiness Saigon you believe that happy people make great work and great work is what makes people happy. Tell us more about this philosophy.
Nemo> It’s simple: when the team is happy, they’re more creative and engaged. We give our talent the freedom to experiment, make mistakes and learn because that’s where the magic happens. Happy teams bring fresh ideas, and those ideas create work that truly resonates. If our work doesn’t make people smile or think, we’re not doing it right.
LBB> Finally, what is some of your favourite Vietnamese work that you have seen and why?
Nemo> I’d say Audi Q8 campaign, ’Truly Audi’. I love how it perfectly blends luxury with local insights. The campaign captures the essence of the Audi brand – sophisticated and innovative – while making it feel very relevant to the Vietnamese market. It’s not just about selling a car; it’s about positioning Audi as a symbol of success and aspiration in a way that feels authentic to the values and ambitions of Vietnamese consumers. The storytelling was strong, and the visuals were stunning. It’s a great example of how global brands can connect with local audiences in a meaningful, culturally aware way.
