Vietnam is a country that captures the hearts of those who visit, but for those of us who choose to stay and build a life here, it becomes something much deeper. It’s a land of contrasts—ancient traditions coexisting with rapid modernization, bustling city streets giving way to serene countryside, a strong sense of community paired with an unstoppable entrepreneurial spirit. For business owners, Vietnam is more than just an exciting market; it is a land of opportunity, growth, and resilience.
A Childhood Connection: My First Vietnamese Friend
My journey with Vietnam didn’t start with my first visit—it started long before, in primary school. Thuy arrived in my class when I was in 2nd grade, about 7 years old. Maybe the teachers buddied us up on her first day, believing that my multi-cultural background and ability to speak both Spanish and Dutch, with already a smidgen of English, and my bubbly and chatty personality, would help her integrate. I can’t really remember why we were drawn together. Maybe it was just my innate curiosity that made me approach her. Either way, for the next five years, Thuy became my best friend.
Afternoons were spent at her house, watching Bruce Lee movies, playing with Thuy and her younger sisters, sharing meals with her large family, including her cousin Vinh – quite possibly my first innocent crush. Maybe I thought Vinh looked a little like a handsomer version of Bruce Lee. A memory that stands out was celebrating my birthday at Thuy’s house, and preparing Vietnamese springrolls with her – from the filling, the wrapping to the frying. It is one of my happiest early memories. Maybe also an early portent of my love for Vietnam, and for cooking.
We eventually drifted apart, attending different high schools, and by the time I moved to Amsterdam, we had lost touch completely. Frankly, for years, I didn’t think about Thuy or Vietnam. Even as Vietnam started to creep towards the top of my “must-visit” destination list, I didn’t think much about my early exposure to Vietnamese culture. I had no idea how much it had already shaped me. Until I stepped off the plane at Tan Son Nhat airport for the first time.
Rediscovering Vietnam: A Homecoming of the Heart
As the heat, noise and the smells hit me, walking out of the airport, the memories came rushing back. The sounds of people around me greeting each other with such happiness, transported me back to the family dinners at Thuy’s. The taxi to the hotel smelled like the toasted, crispy rice at the bottom of the rice cooker that Thuy and I used to snack on. I imagine the driver had just had a meal in his car before I got in. All of a sudden, out of nowhere, came the realization that I had missed “being part of a Vietnamese family” since Thuy and I lost touch.
Over the next three weeks, I traveled from Saigon to Hanoi, and back, but the feeling never faded. If anything, it grew stronger. In Hue, where I spent nearly a week, I befriended Viet, a graffiti artist who had opened a small coffee shop just outside the ancient Imperial Citadel. Hip hop playing through the speakers, his shop was filled with young artists, musicians, and writers, all sketching, composing, and creating. Viet, as it turned out, was also the Chairman of the Young Artists Association in Hue, and he was busy organizing a national exhibition for 55 emerging artists, due to open the following year, in March 2013.
During late-night conversations over beer, he confided in me about the exhibition’s budget shortfall. While the Danish Embassy had covered shipping costs for the artwork and the exhibition venue, there wasn’t enough money to bring the artists themselves to Hue for the event, never mind use the opportunity for the artists to explore Vietnam’s ancient capital. Most artists would not have had a chance to travel much, in those years, with many knowing only their hometown and the city they attended university at.
I encouraged Viet to think about the budget he was missing in a different way. Rather than spending the budget he did have available to him on an opening event, would he be able to convince Huda, the local brewer, to take care of the drinks and snacks? What about the formal dinner, could he convince a restaurant to take this on, in return for a prominent position among the sponsors? Hotels, would they do accommodation in return for sponsor recognition? And the local bus company?
It was a casual conversation, over food and beers, but Viet took every bit of it on board, and on my final night in Hue, he told me he had done it. Each and every one of the potential sponsors had bitten. The artists would all be able to attend, only a minor $500 gap remained. Without hesitation, I covered the shortfall, asking only that my company’s logo be included in the promotional materials and that I receive an invitation to the opening.
I returned to Spain with a belly full of fire, feeling reenergized. I poured my energy into writing Food for T.W.A.T.s, inspired to do something meaningful. Meanwhile, weeks passed without word from Viet, and I began to assume that the exhibition might never happen. Then, on March 7, out of the blue, I received a formal VIP invitation for the opening on March 14—including a five-night stay at The Pilgrimage Village, a high-end resort on the edge of Hue.
I scrambled to get an emergency visa, booked a flight, and returned to Vietnam for what would become one of the most magical weeks of my life—traveling with all 55 artists, visiting the sites of Hue, sharing meals, going out to the countryside for a homestay, complete with post-dinner campfires, rice wine and singalongs. My love for Vietnam was cemented. I was head over heels.
From a Visit to a Lifetime
When I returned to Spain after that incredible experience, I couldn’t let go of my newfound connection. I built a social network for artists and art collectors, aiming to provide artists with an e-commerce platform to sell their work directly, bypassing expensive gallery commissions. The project never launched, but it allowed me to stay in touch with the Vietnamese artists I had met and gain deeper insights into their world.
In December of that same year, I returned to Vietnam, purely to reconnect with my new artist friends in Saigon and Hue. I had no intention of staying permanently. But something changed. When my flight back to Spain came around in January 2014, I simply didn’t board it.
On a whim, I chose to stay. I asked Antonio, my dear friend and the instigator behind Food for T.W.A.T.s, to look after my house and dogs rent-free while I arranged to bring them to Vietnam. I set the wheels in motion to close down my Spanish company, which like most companies in Spain had been struggling in the wake of the 2008 financial crisis, anyway. And just like that, I became a resident of Vietnam.
A Dynamic Economy with Boundless Potential
Vietnam’s economic transformation over the past decade has been nothing short of remarkable. With a young, tech-savvy population, increasing foreign investment, and an ever-growing middle class, the business environment is full of potential. As an entrepreneur, I found that Vietnam offered a unique combination of affordability, skilled labor, and a culture that embraces innovation.
The government has actively fostered economic growth through incentives for startups, improvements in infrastructure, and trade agreements that open doors to global markets. Whether you’re in technology, manufacturing, or services, Vietnam’s business ecosystem is primed for success.
A Culture of Hard Work and Resilience
Vietnamese people have an unshakable work ethic, deeply rooted in history and tradition. Whether it’s street vendors serving up steaming bowls of phở at sunrise or young professionals shaping the future of tech, the energy here is electric.
This mindset extends into business as well. Vietnamese teams are adaptable, creative, and eager to learn. They embrace change and tackle challenges head-on, making them incredible collaborators. As a foreign business owner, integrating into this dynamic workforce means tapping into a culture of resilience and problem-solving that can help propel your company forward.
Vietnam as a Land of Opportunity
And here I am today. Still in love with the country, maybe even more so. Still enriched by my friendship with artists from across the country. And now also inspired, daily, by the team I am honoured to work with every day at Shutta.
So, what is it about Vietnam? It’s the people, the culture, the energy, and the sense that anything is possible. It’s the opportunity to build something meaningful in a country that is itself growing and evolving.
For me, Vietnam is not just where I live—it’s where I thrive. It’s where ideas take shape, businesses grow, and life is lived with a vibrancy that is impossible to ignore. If you’re thinking of making Vietnam your home or your business base, my advice is simple: come with an open mind, embrace the rhythm of the country, and let yourself be inspired by all that it has to offer.
Because in my book, Vietnam is the best place in the world.
