Jovel Chan, a Singaporean F&B marketer-turned-food blogger, shares culinary stories in Vietnam

In this series, we explore the experiences of Singaporean business leaders who have ventured abroad and the ways in which they have navigated cultural differences to achieve success.

We hear from prominent homegrown C-suite executives and entrepreneurs who have expanded their businesses across Asia, Europe, and the Americas. Get insights on how they have adapted their leadership styles and business strategies to fit local cultural norms and how they have leveraged their Singaporean heritage to build relationships and foster trust with international partners.

The pandemic proved to be a tough time for many, myself included. As someone who worked in the F&B industry as a marketing and communications professional for nine years — with my last role as marketing manager of F&B Retail for AirAsia in Malaysia — I tried to survive in an industry badly affected by travel restrictions and global lockdowns.

After a year and a half of struggling and feeling burnt out, I quit and moved back to Singapore in 2021. Of course, I had to find another job, and it was opportune that a friend reached out to discuss a possible business venture in Ho Chi Minh, Vietnam. At that time, Vietnam was open to visitors, so I decided to move there to pursue this opportunity.

The original idea was to start an indoor fitness cycling studio (similar to Absolute Cycle in Singapore) — the business venture my friend proposed — and it would be the first in Vietnam. As luck would have it, another lockdown struck just 1.5 months after I migrated, and once again, I found myself restricted by a lockdown (again).

A much-needed resource

During this time, I thought about what to do and noticed on several online forums and community groups that people were constantly asking what restaurants were open during this lockdown in Vietnam.

Information thrives in Facebook groups in Vietnam, so when I launched my first blog article — which was essentially a directory of different restaurants that were open during lockdown — and reshared it in all the relevant Facebook groups, it went viral (10,000 to 15,000 visits within the first two weeks).

I stuck with it for six to eight months. During this time, I provided readers with information about where to find food during the lockdown and where to find imported wine. Gradually, my articles led to the promotion of monetisable products such as wine and working with supermarkets. It’s a sign that there was not only an information gap in the market but also a missing platform where food and drink brands could advertise and reach their target audience.

Today, the blog — jovelchan.com — covers everything regarding food, drink, and dining in Vietnam in English for those who want up-to-date information about the industry. It rakes in approximately 20,000 unique visitors per month and has evolved into offering tours and experiences in Vietnam that bring the stories on the blog to life.

Succeeding as a new business fresh out of the pandemic was challenging. It was hard to navigate the industry's needs and resources (such as budget) and adjust my value and offerings to them.

As such, I focused on offering my digital space as a marketing resource for the F&B and hospitality industries, as many had left their jobs in those markets. Those businesses needed that service, considering there weren’t many international travellers then.

With my experience in F&B marketing, airlines, and restaurants, I could propose mindful marketing and growth strategies, considering factors around profit and loss (food costs, revenue, and labour, among others) and operations.

By recognising the objectives of different partners, their estimated marketing budgets, and the operational flow of what needs to be done for my products to be well-received and integrated, it’s easier to figure out who to pitch to and how to work with my partners and clients in a way that meets their objectives.

And when Vietnam’s borders fully opened, I started Saigon Social in 2023, a service that offers unique, small-group culinary tours and experiences around Ho Chi Minh. It’s my way of showing visitors an unseen side of Vietnam and allowing them to meet local tastemakers — from speakeasy bars to rustic farmhouses.

Additionally, I run a monthly Saigon Supperclub event. These gatherings are a chance to showcase newly launched artisanal F&B products and new cuisines and introduce travelling chefs and tastemakers to Vietnam’s local foodie community.

Raising the bar

Through the events I organise and networking opportunities in Vietnam, I’ve observed how its food scene differs from Singapore’s in that it’s hyperlocal. Many restaurants that opened in the past two years are fusion-Vietnamese and proudly champion Vietnamese culture, ingredients, and flavours, incorporating them in their modern kitchens in some form.

It’s not uncommon to find many modern Vietnamese restaurants and bars that are farm-to-table, with dishes inspired by tried-and-tested timeless recipes. In fact, Vietnam’s culinary scene honours and relies on its farmers and makers of food products.

Many chefs in Vietnam are trained by other chefs in the industry; the industry works much like a community that relies on, takes care of, and supports each other. It’s a wholesome and holistic approach to culinary mentorship that I find refreshing and humbling as someone from Singapore who has lived in cities like Dubai and Hong Kong.

For example, in my business, I have a coach and a good network of builders and entrepreneurs to surround myself with to keep myself accountable. This career journey has made me more confident in myself, how I choose to show up, and, more importantly, the kind of people I want to work with. It truly negated the importance of a business title or company name.

Still, titles mean very little to me; I want to hear what someone thinks, the problem they want to solve, their mission, and the solutions and values they’re offering.

I’ve come some way from thinking my value is determined by a business card title — that nobody will talk to me if I’m not a manager or have worked for a big company. I didn’t think I’d have CEOs and even the Singapore Tourism Board (STB) work with me, a simple food blogger.

Coincidentally, this week, we just launched our B2B arm to offer these culinary and cocktail experiences for companies looking for them in Vietnam and beyond Ho Chi Minh — we have our first events in June in Hoi An and Danang. 

Ultimately, it's slowly but surely growing and evolving, but the goal in three years is to open doors for people to discover and experience Vietnam's coming-of-age culinary, cocktail, and craft scene.