After landing in the United States in 1975, Duke Pham’s family needed to start fresh. His mother decided to open a restaurant, and that choice shaped their journey. “I remember rolling egg rolls late at night after school,” Duke shares. His family fled Vietnam following the fall of Saigon, moving to Seattle with hope and determination.
Duke learned the ropes of entrepreneurship from his mother. He owns six successful pho restaurants, and his passion led to Pho’nomenal Foods, an award-winning brand of instant pho noodles sold nationwide. His story reflects a larger trend among Vietnamese-Americans, especially as we approach the 50th anniversary of the Vietnam War’s end on April 30, 2025. Over 125,000 Vietnamese refugees settled in the U.S., establishing businesses as a path to success and community. Today, there are more than 300,000 Vietnamese-American-owned businesses across the country.
The next generation of Vietnamese-American entrepreneurs continues this tradition. Many of them, inspired by their culinary heritage, are building food brands that resonate with their upbringing. They highlight traditional ingredients like fish sauce and emphasize cultural practices such as brewing Vietnamese coffee. Brands like Red Boat Fish Sauce, Nguyen Coffee Supply, Socola Chocolatier, and Pho’nomenal Foods are reshaping perceptions of Vietnamese food across the U.S.
Food as a Connection Point
For sisters Tracy and Tiffany Pham, their entrepreneurial journey started with a bottle of authentic fish sauce that brought their grandmother to tears. It was a reminder of home. They launched Red Boat Fish Sauce in 2011, focusing on pure fish sauce made traditionally from anchovies and sea salt. Their product fills a gap in the market, bringing high-quality fish sauce to grocery stores nationwide.
Nguyen Coffee Supply, founded by Sahra Nguyen, also aims to honor the richness of Vietnamese coffee culture. As the second-largest coffee producer globally, Vietnam’s coffee is often overlooked in the U.S. Sahra’s mission began from frustration with the misrepresentation of Vietnamese coffee. She advocates for robusta beans, the variety used traditionally, to challenge misconceptions about quality in the coffee industry. Her brand ensures ethical sourcing, highlighting the rich story behind Vietnamese coffee.
Duke Pham of Pho’nomenal Foods has redefined classic flavors by creating instant pho that respects tradition while catering to modern demands. His innovation allows anyone to enjoy authentic pho broth without hours of preparation. Each pack uses natural ingredients without artificial additives, making high-quality Vietnamese cuisine accessible.
Wendy Lieu, founder of Socola Chocolatier, takes a bold approach with her artisanal chocolates by blending traditional Vietnamese flavors with modern twists. Starting from her childhood love for chocolate, she experiments with unique ingredients like durian and sriracha to create one-of-a-kind truffles. By embracing her culture, Wendy has carved out a niche that sets her apart in a crowded market.
These stories underscore more than just food; they highlight the power of heritage and cultural connection. As consumers increasingly seek authentic products that tell a story, these entrepreneurs are thriving. A recent survey found that 79% of consumers are interested in trying ethnic foods that reflect the heritage of the creators.
The Impact of Food on Community
As we reflect on the past 50 years, it’s clear that food has a profound ability to connect people across different backgrounds. “More people are looking for authentic products from Vietnam,” says Tracy from Red Boat. What once was hesitation has become curiosity, as consumers desire genuine flavors that transport them to different cultures.
Food speaks a universal language. It carries memories, history, and tradition. Through their entrepreneurial journeys, these Vietnamese-American founders are not only sharing their cultures but also creating bonds that transcend borders. As Sahra from Nguyen Coffee Supply notes, “If our community achieved this in just 50 years, imagine what’s possible in the next 50!”
The transformation of Vietnamese cuisine in America is exciting, and these innovators are leading the charge. They are not just shaping the food landscape but are also paving the way for future generations, fostering a rich exchange of culture through every bite.
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