Hum Dining shares Vietnamese culture through vegetarian cuisine

In 2012, the concept of a plant-based restaurant was still unfamiliar to many. How did you and your kitchen team craft a pioneering experience for customers?

It was incredibly challenging! Even today, maintaining strict standards for clean, high-quality, natural ingredients is a demanding task. At the time, the chefs were unaccustomed to my ‘difficult’ requirements—no animal products, no fat, and no MSG—so it took a great deal of time and effort to refine our approach.

Beyond the menu, we also had to establish new habits to elevate the plant-based dining experience to a more refined standard. This meant reconsidering portion sizes to ensure meals were satisfying yet balanced, while curating a dining atmosphere that was both luxurious and inviting. Natural elements were carefully integrated into the space to create an ambience that felt elegant yet warm and relaxing.

Do you believe Hum Dining’s success is a result of perseverance and persistence, or was it driven by courage and a desire to push boundaries?

I believe it was a combination of all these qualities. The early days were especially tough—we didn’t rely on marketing, and at the time, vegetarian restaurants simply didn’t spark much interest. As pioneers in this space, without persistence and patience, we wouldn’t have made it.

At first, the restaurant was quiet; there were days when we had almost no customers—perhaps just one or two. I constantly reminded my team, “Creating something different is never easy, but we have to be patient. If we do it well, we’ll be proved right.” Then, slowly, we saw change. More diners came—not just once or twice, but regularly. They began introducing friends, and soon, word-of-mouth became our most powerful endorsement. That was when we knew we were on the right path.

Read more: Peter Cuong Franklin, Chef & Founder of AnAn Saigon & Pot Au Pho: When heritage fuels contemporary culinary innovation

As someone who continually inspires your team, how do you sustain your determination and drive?

I suppose it’s simply part of who I am—I don’t have the habit of giving up. Once I set my mind to something, I see it through. I’m also fortunate to have a strong intuition; when I truly believe in something, I know it will succeed.

“Bringing the quintessence of Vietnam to the world” is the guiding principle of the Hum restaurant chain. It’s a beautiful vision, but also a broad one. Can you share more about the essence of what Hum seeks to convey?

Cultural transmission is a broad concept, but to me, it’s simply about honouring the finest aspects of Vietnam. Throughout my years in the service industry, I have noticed that the world’s most celebrated luxury brands often originate from abroad. It made me wonder: Why is that? Vietnamese people are warm, talented, and highly skilled. Our natural resources are abundant, our craftsmanship exceptional—so why do we see so few internationally recognised brands bearing Vietnam’s name?

See more: Duy Nguyen, Chef & Co-Owner of Little Bear: The essential “spice” for a chef is staying true to one’s identity

Today, at HumVentures, everything we create is deeply rooted in Vietnam. Hum Dining celebrates our country’s rich plant-based bounty—vegetables, roots, and fruits grown on Vietnamese soil. Man Moi introduces diners to refined, well-balanced local flavours. The Bloom curates beautifully crafted gifts, sourced and packaged with care from our homeland. Chill Corner and Vuon Trong Pho offer cultural, creative, and co-working spaces infused with the charm of Vietnam, seamlessly blending heritage with a contemporary, open aesthetic.

Hum’s philosophy states that “Every business is part of a service chain and directly contributes to the development of the community.” How is this principle reflected in practice, and how has Hum cultivated such strong partnerships with suppliers?

Depending on the sector, Hum collaborates directly with farmers or sources through specialised farms. We prioritise quality, conducting research on production outputs and using our findings to encourage farms to refine their methods. From there, we apply our expertise in the service industry to elevate these raw materials into premium products.

For instance, natural herbs are transformed into scented candles or elegant essential oil diffusers infused with familiar herbal fragrances. Vietnamese craft wines are bottled in sophisticated packaging, served in our restaurants, and curated as refined gifts. In every aspect of our work, we operate with a philosophy of shared prosperity—ensuring that benefits extend not just to us, but to the producers themselves.

Our goal is for Hum to help raise the quality and visibility of local products, enabling them to reach a wider audience and command a higher value. When farmers see the tangible benefits, they gain the confidence to grow alongside us.

See more: Artisan Phan Ton Tinh Hai and his lifelong mission to elevate Vietnamese cuisine to cultural heritage status

As the founder and leader of Hum for over 13 years, how has this journey shaped you?

I’ve realised that my attachment to material things has diminished over time. There was a time when I admired foreign brands, but now, nearly everything I use is Vietnamese-made. I find local products increasingly impressive—not just in quality, but in craftsmanship and design.

This evolution has strengthened my belief in embracing natural values, and it continues to influence the way I guide HumVentures.

The Hum restaurant chain has evolved over the past 13 years, passing through many phases. Where do you see Hum Dining today, and what is your vision for its future?

I believe we are still in a phase of growth. With five sub-brands, we must constantly balance our focus and resources. Stronger brands continue to expand, while those needing refinement receive the investment necessary to thrive.

Right now, our priority is the launch of Hum Signature—a fine dining concept offering a menu crafted entirely from plants. At Hum Signature, diners embark on a culinary journey through different regions of Vietnam, discovering dishes that showcase the simplicity and uniqueness of each locality’s produce.

A defining feature of Hum Signature is how ingredients are presented—not through elaborate or exotic names, but by highlighting their origins. By naming the source of each ingredient, we foster a sense of connection between the diner and the chef, the farm and the restaurant. This approach transforms the dining experience into something immersive, engaging all five senses and leaving guests with a profound appreciation for each stop, each visit, and each return.

This article is based on the original published in the printed edition of Tatler Vietnam, February 2025 issue

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