Monika Nguyen is a Vietnamese-Austrian creative at a unique junction. Her work combines architecture, interior design and photography, allowing her to document unique spaces.
With Mâm Mâm Eatery & Lounge's grand opneing fast approaching, she collaborated with Vietcetera to produce an episode of her "Offbeat Spaces" series on the unique restaurant. After a day of filming, we sat down to discuss her vision for Vietnam's rapidly emerging creative scene, and her motivations for returning to Vietnam.
Your journey to Vietnam started with a curiosity about investing and working here. Share with us the story that drew you in.
I have been fascinated by Southeast Asia’s momentum for quite some time. Vietnam was particularly attractive because of how fast things are moving and developing on the creative scene. The combination of traditional culture and modern innovation is something really unique.
Originally, I was interested in investment opportunities, but I quickly realized that the architecture and design scene here is incredibly inspiring – a perfect environment for my job as an architectural photographer.
At the same time, my Vietnamese roots played a significant role – understanding the language and having cultural familiarity made it much easier for me to set myself up here. It wasn't just a professional move, it was also a personal rediscovery of my connection to Vietnam.
You mentioned discovering Peter from BrokeTheHabit on YouTube, which led you to Vietcetera. What about that interview resonated with you?
Peter’s story immediately caught my attention: he took the leap to build something of his own in Vietnam, while sharing both his challenges and opportunities. His honesty about Vietnam as a land of possibilities resonated with me. I related to his view that this country is more than a workplace; it’s a place where you can actively contribute to the creative landscape.
After watching his video with Hao Tran I discovered Vietcetera, a platform showcasing modern Vietnam, which is something I often missed in Western media. Vietcetera’s mission to highlight the country’s creative and economic transformation felt both relevant and necessary.
Many people abroad still hold outdated views of Vietnam, and I appreciate how Vietcetera is changing that narrative. I must admit: before I returned to Vietnam as an adult a year and a half ago, I also saw the country differently. This trip has completely changed my perspective.
I found Hao’s vision for Vietcetera and his deep understanding of Vietnam’s transformation impressive and motivating. It was this combination of Peter’s personal journey and Hao’s perspective on the country that led me to explore Vietcetera further. And in the end, it was this modern, dynamic view of Vietnam that encouraged me to pursue my creative work here.
Since arriving, what’s been the most surprising or unexpected part of working in Vietnam?
The openness and experimental spirit of creatives in Vietnam. In Europe, there’s a lot of regulation and established institutions, whereas in Vietnam, there’s often a let’s just do it mentality. This results in super exciting, unconventional projects.
I also expected that it might be difficult as a foreign creative to connect, but it was quite the opposite - not only is the creative community very welcoming, but the friendliness of Vietnamese people in general makes it easy to feel comfortable here.
Another phenomenon I’ve noticed: A surprisingly large number of overseas Vietnamese from my generation – Millennials and Gen Z – are rediscovering Vietnam, whether out of curiosity, for career opportunities, or a deeper connection to their roots. Many of us grew up with a certain distance from the country, but now we recognize the potential and energy that define Vietnam today.
As a photographer, how has being in Vietnam influenced your creative vision? Are there specific themes or elements you find yourself drawn to?
Vietnam’s architecture and design are fundamentally different from Europe, because they’re shaped by culture and climate.
Materials, surfaces, and lighting interact in unique ways, with a strong connection between indoor and outdoor spaces. Instead of glass and steel, natural materials like wood, bamboo, and stone dominate, making buildings both aesthetic and functional in the tropical climate.
Open and airy spaces, permeable facades, shading elements, and greenery allow structures to blend harmoniously with their surroundings. Because of the climate, social life doesn’t just take place indoors but extends naturally into courtyards, open cafés, and even the streets.
Another striking feature is the architectural diversity: French colonial buildings standing next to minimalist concrete houses, ancient pagodas contrasting with futuristic skyscrapers. These juxtapositions make Vietnam visually compelling.
Every city has its own architectural language – from the dense, chaotic urbanity of Saigon to the calm, almost meditative designs of coastal resorts. I’m constantly discovering new perspectives, lighting moods, and unusual compositions. And that’s what makes working here so rewarding.
You’ve collaborated with Vietcetera—what kind of projects have you worked on, and what’s been most fulfilling?
I’ve had the privilege of working on projects like the newly opened Mâm Mâm - Vietnamese Eatery & Lounge in Saigon, Namia River Retreat in Hoi An, and J.W. Marriott in Phu Quoc.
Beyond the creative aspect, working on these projects has been a rich cultural journey. Through architecture and design, I’ve gained a more profound understanding of Vietnam’s heritage, aesthetics, and way of life.
Whether it’s learning about the significance of traditional materials, the philosophy behind spatial layouts, or the stories embedded in each design, every assignment has allowed me to connect more intimately with the country’s cultural fabric. I’m not just documenting spaces; I’m immersing myself in the narratives they hold.
Each project has its own unique signature, but the most fulfilling part for me personally is the opportunity to combine photography, architecture, and travel – a dream that is now becoming reality. Sometimes it takes years for that one year that changes everything. Professionally, 2025 feels like that year for me.
Vietnam’s creative scene is evolving rapidly. How do you see yourself fitting into this landscape?
I see myself as a bridge between architecture, interior design, and photography – with an international perspective but a deep understanding of Vietnam. My goal is not just to document Vietnamese architecture and design aesthetics but to highlight their global relevance.
Vietnam is undergoing an impressive creative transformation – it’s becoming a place where both trends are followed and bold, experimental concepts emerge. Traditional materials merge with modern ideas, creating a unique openness to new forms of expression.
Through my photography, I want to visually document this evolution and contribute to making Vietnamese design internationally recognized.
What advice would you give to other overseas Vietnamese or international creatives thinking about working in Vietnam?
Saigon is a city that changes at an incredible pace – trends come and go, opportunities arise unexpectedly, and what seems impossible today might be reality tomorrow. To thrive here,you need to be quick to adapt and open to new possibilities.
Networking isn’t a formal affair – it happens everywhere, in cafés, at events, or through random encounters. If you have an interesting idea, you might meet the right people to bring it to life within days or weeks.
Creativity here often emerges in the moment rather than through rigid structures. It’s about recognizing opportunities and forging new paths. If you embrace this dynamic, you’ll see that in Vietnam, surprises are part of daily life – and that’s what makes the creative scene so vibrant.
Looking ahead, what are your next steps? Do you see Vietnam as a long-term base for your work?
My next steps involve working on additional innovative projects with Vietnamese designers and architects, particularly those that have just been completed. I would also love to explore new cities and regions, highlighting lesser-known but architecturally intriguing places across the country to uncover fresh perspectives.
For me, Vietnam is much more than just a place to work – it’s a country full of stories, beauty, and endless opportunities for creative expression. Every city has its own atmosphere and aesthetic.
There is so much to discover, and I feel like new opportunities keep unfolding for me here. So yes – I see Vietnam as a long-term base. And honestly, I can’t think of a better place right now.
Thanks for the conversation Monika ! Good luck with your creative projects to come.