Field Notes
To navigate the cities, we worked with local fixer Ha Dao and documentary photographer Linh Pham, immersing ourselves in the culture, retail landscape, and everyday life.
This was the seventh UNIQLO City Report Anonymous had worked on since 2015—and the third in Southeast Asia, following our fieldwork for the Singapore and Manila flagship stores.
And it was also the most challenging.
For over a century, many have tried—and failed—to gain control, shape its identity, or influence its direction. But Vietnam has always fought back, enduring wars, uncertainty, and political change, only to emerge stronger each time.
During our research, we interviewed a newspaper editor, an artist, a dancer, a professor, a student, an entrepreneur, a chef, a fashion designer, a photographer, a footballer, and more. And through every conversation, one thing was clear: pride.
Pride in how Vietnam has overcome adversity and prospered. Pride in how, against all odds, it has become one of Asia’s fastest-growing economies—not through outside influence, but through sheer hard work, resilience, and an independent spirit.
The country moves at a relentless pace, with an unforgiving drive toward progress. Resourceful, hardworking, fearless, and highly adaptable, the people of Vietnam are unstoppable. And whether the world is ready or not, they demand respect.
With 70% of the population under 35, the next decade of creativity and entrepreneurship in Southeast Asia will be shaped by places like Vietnam.
I can’t wait to see what happens next.
Here are some photos from my time in the city.
The first UNIQLO stores in Vietnam opened successfully in Ho Chi Minh City (Saigon) on December 6, 2019, followed by Hanoi on March 6, 2020.
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Felix Ng
Co-founder, Anonymous
@felix.anonymous