50 years forward: The Vietnamese American entrepreneurs turning food into legacy

After Duke Pham and his family landed in the United States in 1975, his mother knew what she needed to do next: start a business.

“My mom decided we were opening a restaurant, and somehow she did it,” says Duke. His family had fled Vietnam in 1975 after the fall of Saigon, determined to start over in Seattle. “I remember rolling egg rolls in the middle of the night after school, hauling ingredients into our truck, setting up booths at farmers markets on weekends. That was my childhood.” 

Inspired by his mother’s entrepreneurship, Duke grew up to launch six popular pho restaurants, which eventually became the launchpad for Pho'nomenal Foods, an award-winning instant pho noodle brand sold nationally. 

And he’s not alone. As the United States prepares to observe the landmark 50th anniversary of the end of the Vietnam War on April 30, 2025, the effects of the Vietnamese diaspora are palpable. Over 125,000 Vietnamese refugees sought new beginnings while striving to stay connected to their heritage. They started businesses out of passion but also necessity—entrepreneurship was a way to gain a foothold in a foreign land and drive their communities forward. Today, there are over 300,000 Vietnamese American-owned businesses that stand as testament to that ethos. 

Now, the next wave of Vietnamese American founders—many of them children of refugees—are carrying on the tradition. And many are starting food brands as a way to combine their entrepreneurial mindset with a passion for their culinary heritage. 

From introducing ingredients like fish sauce to spotlighting the time-honored way to make Vietnamese coffee, founders are leveraging products as both a reclamation of legacy and an invitation for others to join the experience. In doing so, brands like Red Boat Fish Sauce, Nguyen Coffee Supply, Socola Chocolatier, and Pho’nomenal Foods are showing the transformative power of food. 

Food as a homecoming

For sisters Tracy and Tiffany Pham, the entrepreneurial journey began when their father, Cuong, rediscovered the superior quality of authentic, locally sourced fish sauce during a visit to his hometown in Vietnam in 2005. 

“He returned with a bottle of fish sauce, and it brought my grandmother to tears because it had been decades since she had it,” Tiffany says. “Fish sauce is so quintessential to Vietnamese cuisine. You can’t have Vietnamese food without it. And when they moved to the U.S., Vietnamese products were not available.”

This moment planted the idea for Red Boat Fish Sauce. This Bay Area brand launched in 2011, dedicated to the traditional methods of making pure fish sauce from just anchovies and sea salt. Cuong quit his job as a software engineer, and the family began taking sourcing trips to the Phú Quốc region of Vietnam to produce their original fish sauce. 

“The process we use is something that has been used in Vietnam for centuries. It’s the highest quality, the highest concentration. It’s not diluted with water, sugar, or extracts,” says Tracy.

Prior to the rise of Red Boat, Vietnamese fish sauce was scarce in national chains. They realized there was a gap in the market for a high-quality version, and they wanted to fill it. Now Red Boat is available on grocery shelves across the country from Whole Foods to Wal-Mart.

Food as fairness

For Nguyen Coffee Supply founder Sahra Nguyen, the mission of her brand is also about honoring ancient tradition. Despite being the second-largest coffee producer in the world after Brazil, Vietnam's coffee was often overlooked in the United States. 

Nguyen’s journey began with frustration—frustration at the way Vietnamese coffee was misrepresented in American coffee culture. “I remember visiting coffee shops and asking what was in their Vietnamese coffee, because it didn’t taste like the iced coffee I had growing up,” she says. 

She realized they were all using arabica beans and not the robusta beans used in the authentic Vietnamese beverage. Robusta beans, grown in Asia, Africa, and Latin America, have long been labeled as low-quality beans in the West. Because of this misconception, robusta was rarely found in the U.S.

“Vietnamese coffee is synonymous with robusta coffee. But there’s this strong bias in the coffee industry that arabica is good and robusta is bad. I wanted to challenge that and expand the conversation.”

By establishing direct trade relationships with Vietnamese farmers, Nguyen ensures her coffee is not only of the highest quality but also ethically sourced. The brand hosts tastings and workshops, where Nguyen ventures beyond the coffee itself to share the rich history behind it. 

Her work has helped shift the myths around robusta, bringing an aspect of Vietnamese culture to kitchens across America. 

“I go to these events and now everyone is talking about robusta coffee. Things have changed so much, and the industry is excited about the possibilities.”

Food as innovation

Similarly, Duke of Pho’nomenal Foods reimagined classic Vietnamese flavors through the development of instant pho products. As he expanded from restaurant owner to food product innovator, he quickly realized the potential for an instant version of pho that would respect the dish's authenticity while appealing to modern consumers looking for a quick meal. 

His breakthrough came when he collaborated with food scientists to develop a pho broth powder that retained the full flavor profile of the traditional broth—something that typically takes 10 hours of preparation. People without the time to brew a pho broth could still enjoy a hot, delicious bowl at home within minutes. 

 

“Pho is a staple item of our culture. It's breakfast, dinner, a late night snack—a good meal at pretty much any time of the day,” says Duke. “It's just been great to be able to bring that part of our culture here and make it more of a mainstream item.”

Each packet of Pho’nomenal’s broth uses high-quality, natural ingredients, avoiding the artificial additives found in other instant products on the market. By fusing tradition and convenience, he’s pushing traditional Vietnamese cuisine into new territories.

Food as the future

While some founders are filling market gaps for more traditional products, others are using their backgrounds as the catalyst for something wholly new. 

In the heart of San Francisco, Wendy Lieu’s artisanal chocolate brand, Socola Chocolatier, is blending the traditional with the modern.

As a teenager, Wendy and her sister worked at her parents’ nail salon and on their breaks, they’d go to the mall to get free chocolate samples. It’s where she fell in love with truffles, and she began experimenting with chocolate recipes at home—making her own fresh from scratch. Eventually, she landed a coveted spot at the local farmers market and began to build a following. However, she felt her brand was missing something.

“In the chocolate industry, we were spending a lot of time trying to fit in. I decided we needed to stand out,” says Wendy. “A lesson I learned is that if you’re too broad in your business, you’re going to be competing against all these people doing the same thing you are.”

When she looked at popular chocolates, she saw they often followed tried-and-true formulas with no experimentation. Determined to fill that void, Wendy began taking risks with innovative ingredients like sriracha and durian, infusing Socola chocolates with the bold flavors of Vietnam. She even made pho-flavored chocolate. The result was a collection of truffles that celebrated her heritage and made Socola stand out in a saturated market.

“By being so specific about my Vietnamese culture, we started attracting more customers than I ever thought we could. Now whenever I travel, I’m looking for more Asian flavors that can translate into chocolate.”

Food as a connector

Fifty years on, the stories of brands like these reveal the power of different backgrounds, perspectives, and of course, tastes. These entrepreneurs successfully tapped into a market opportunity because they had a deep understanding of their culture and its culinary traditions. Their growth is a loud and clear signal—consumers are hungry for real flavors that take them on a journey.

“What I see now is that more people want to find those authentic products that come directly from Vietnam. Whereas before there was hesitation, there’s now curiosity,” says Tracy of Red Boat.

Food is a powerful storyteller. Each bite, each sip carries the weight of memory, history, and culture. Through their work, these entrepreneurs forge connections that transcend borders and generations. Ultimately, they create a world where food connects us all.

“It’s not so long ago that my parents literally lived through war and escaped Vietnam on a boat,” says Sahra of Nguyen Coffee Supply. 

“I’m so proud of what this community has achieved in such a short time. If the community came this far in just 50 years, what will they achieve in the next fifty?”