Two years ago, I wrote about a wave of upcoming Vietnamese businesses and brands with a passion for aesthetic, authenticity, and craft. A passion that has brought fans from around the world. They were part of what I called Neue Vietnam.
Today, I want to shine light on a few new brands and individuals that are making waves. A tremor, unnoticed by the masses and tourists, but felt by those who live underground (and online.)
Neue Niche Vietnam.
These businesses are still obsessed with aesthetic, authenticity, and craft. But they’re also smaller, local, and more collaborative. Like a gang of creative entrepreneurs who band together to punch above their weight. I’m calling them Neue Niche Vietnam. I believe they’re crucial to the creative, maybe even economic, development of the country.
One of the first to bring this new media discipline to Vietnam’s nightlife and art scene. Crazy Monkey deserves a high five for popularizing this art form with his frequent collaborations with both artists and brands.