Aspirations of Vietnamese youth in the new era

In today’s era, that patriotic spirit is embodied in dynamic, determined, and aspirational young entrepreneurs.

Start-ups in the new era

In the culturally rich land of Hue, amid rice fields, production workshops, and traditional craft villages, many young people are diligently striving to establish themselves and their careers.

Nguyen Van Thien Vu, 34 years old, has bridged traditional Hue agricultural products with modern technology, helping local people, especially ethnic minorities, to prosper from their homeland's produce. His love for his hometown, its farmers, artisans, and struggling workers has awakened in him a deep aspiration.

Returning to Hue, he not only supported livelihoods but also inspired people to confidently build their future. Each smile when a product was welcomed, each stable income earned from traditional crafts, gave him renewed motivation on his chosen path.

He founded AgriDrone Viet Nam and Dac San Kinh Do (Capital Specialities) to help farmers stand on their own feet. “I’ve met elderly villagers who cultivated tea all season but couldn’t sell a single bunch. I didn’t want their lives to be about mere survival,” he shared.

Beyond connecting locals with technical experts, he helped them develop standards and complete legal procedures so their products could enter the market. Today, products like banana noodle strands, banana flour bread, fresh tea essence, sprouted rice cakes, and lotus-based goods from Hue are available in various regions, generating stable income for hundreds of households.

“We’re not doing charity; we aim to improve livelihoods. A humane economy is the most sustainable form of patriotism,” Vu affirmed. He not only supports farmers but also inspires younger generations to appreciate Hue's culinary heritage. With the slogan “Reviving heritage – Bringing Hue home,” he employs AI to bring Hue culture closer to the youth.

Thanks to these achievements, Vu has received numerous prestigious honours: Top 10 Outstanding Young Vietnamese Faces, Advanced Youth Following Uncle Ho’s Teachings, and Judge for the National Rural Youth Start-up Contest. AgriDrone Viet Nam has become a leader in the agricultural drone market, helping hundreds of thousands of households nationwide adopt more efficient farming methods, saving over 7 billion litres of water and reducing hundreds of tonnes of pesticides.

Nguyen Van Quoc, young director of Hue One Food Joint Stock Company, aspires to preserve the soul of Hue in every slice of banh ep (Hue-style crepe). He shared: “I focus on preserving the traditional flavour of Hue banh ep while improving it to meet modern market needs.”

The Hue-style crepe project won First Prize in the Hue City Start-up and Innovation Contest, proving the value of creativity in the smart and sustainable utilisation of local resources.

The Hue-style crepe of One Food now reaches not only the domestic market but also global consumers through e-commerce platforms. (Photo: NVCC)

Starting with empty hands, Quoc’s early days in business were filled with trial and error, personally pressing every crepe and learning every step. Gradually, he brought this traditional Hue product to broader markets. Today, Hue One Food’s products are available at major retail chains like Aeon Mall, WinMart, and airports including Phu Bai, Tan Son Nhat, and Noi Bai. The Hue-style crepe has reached the country and the global market through online platforms.

After four years, from a small founding group, the company has 100 employees, supplying nearly 4 million products annually to domestic and international markets. For Quoc, each cake is not just food—it’s a story of his homeland. His dream from the early start-up days, to bring the Hue-style crepe to the US, has come true: Hue One Food has opened a branch in the US and signed successful partnerships with international partners. He stated simply: “Young people must dare to think, speak, and act.”

Quoc also plans to open an experiential centre for the Hue-style crepe in Thuan An, the birthplace of the dish. He shared: “It won’t just be a place to enjoy food, but a storytelling space—about Hue, its people, and national aspirations. We’ll welcome 100 students annually to study, experience, and practice, nurturing a generation of young people with both skills and creative thinking, who are committed and ready to serve.”

Discussing the cultural significance of the product, Quoc said: “We’re not just making the Hue-style crepe, we’re helping to narrate Viet Nam’s story in a new era. Doing one small thing well, preserving a flavour, spreading a cultural trait, is also an act of patriotism. Our vision is not merely brand development but to make banh ep Hue a recognised part of world cuisine.”

Vo Van To, driven by passion, shared: “Born into a poor family, I graduated from the University of Agriculture and Forestry and went to work in Japan. But out of filial duty and love for my hometown, I decided to return to Hue to start my career.” After winning Second Prize in the Start-up Contest organised by the Hue Youth Union, he founded Dafusa Cooperative in Phu Da, Phu Vang, specialising in clean tofu production.

He learned non-chemical tofu preservation techniques in Japan and aimed to produce clean food for community health. Despite many initial failures, he never gave up. With support from the Hue Youth Union and the Hue City Bank for Social Policies, he invested in Japanese technology. Today, his facility employs nine workers and generates a monthly revenue of 400 million VND. To state: “Patriotism is about real action—creating social value, living well, abiding by the law, and being proud of our nation.”

Igniting the desire to contribute

Nguyen Thanh Hoai, Secretary of Hue Youth Union, stated that supporting youth entrepreneurship is a key priority. The Youth Union has organised many activities, such as “Rural Youth Start-up,” “Start-up for Ethnic Minority Youth,” business-youth forums, and “Start-up Café” sessions to equip young people with skills and connect them with capital and markets.

Vice Chairman of Hue City People’s Committee Nguyen Chi Tai observed that in an era of deep integration and digital transformation, youth must assert their pioneering role through concrete actions. The young generation must proactively learn, improve their digital capabilities, foreign languages, and global mindset to master technology and adapt internationally. The spirit of entrepreneurship and innovation is not just a path to economic value but a practical solution to social challenges.

According to Tai, practical experiences in Hue show that young people aspire to build careers in their homeland, leveraging cultural, tourism, and knowledge advantages. However, challenges such as risk-averse mindsets, limited integration skills, and a lack of resources in remote areas demand appropriate support mechanisms. Awakening patriotism today means igniting the spirit of contribution through economic development. When properly guided, youth will become the vanguard of economic progress, carrying with them ideals, resilience, and social responsibility.

Ngo Van Cuong, Secretary of the Central Youth Union, highly praised the enterprising spirit of Hue’s youth. According to him, with youthful energy and a willingness to dedicate themselves, Vietnamese youth, especially those in Hue, have chosen a start-up path closely linked to cultural identity. “The tangible outcomes of these start-up models are proof of patriotism in peacetime. Today’s youth not only contribute to socio-economic development but also preserve and spread national cultural values, affirming Vietnamese identity in global integration,” said Cuong.

The patriotism of today’s youth is evident in their everyday actions. On the journey of building a prosperous nation, these young people assert themselves through creative labour and responsible citizenship.

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