Cover Pham Quang Vinh represents the young generation of Vietnam who dare to venture out and rediscover cultural and historical values
Pham Quang Vinh represents the young generation of Vietnam who dare to venture out and rediscover cultural and historical values
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Bold, curious, and unafraid to delve into the nation’s rich cultural and historical tapestry, Pham Quang Vinh stands as a representative of Vietnam’s younger generation. Together with Zám, he has shown that with imagination and a genuine reverence for heritage, the treasures of the past can resonate meaningfully in today’s world.
Pham Quang Vinh is the Founder and Strategy Lead of Zám Vietnam, a creative agency noted for its standout work in communications and brand revitalisation, particularly within the museum sector in Ho Chi Minh City. Among its most notable projects are the striking 2024 revamp of the Ho Chi Minh City Museum of History, as well as the forthcoming transformation of the War Remnants Museum.
Read more: The art of shaping: The design battlefield of emotion, power, and collective memory
Pham Quang Vinh, how did you and your partner decide to create Zám?
This journey unfolded in a way that was both unexpected and exhilarating. When I first graduated, I was struck by the success of the communication efforts at Hoa Lo Prison Relics. It prompted a question: “Why hasn’t Ho Chi Minh City done the same?” That curiosity soon turned into determination. Our team began reaching out to local museums, and, as luck would have it, the Ho Chi Minh City Museum of History offered us our first opportunity. The project’s unexpected success, and the community’s overwhelmingly positive response, gave us the encouragement we needed. That became the launchpad for Zám’s official beginning.
Above One of our greatest challenges was finding common ground with the older generations
One of our greatest challenges was finding common ground with the older generations
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What does it mean for young creatives like those at Zám to pursue such a culturally rooted and challenging path?
When I first floated the idea to friends, reactions were mixed. Some were sceptical, others half-jokingly asked if I was out of my mind. The security of our existing jobs made the leap feel even more daunting. But in the end, we believed Zám was the only one bold enough to embrace this difficult road. One of our greatest challenges was finding common ground with the older generations, whose perspectives were shaped by vastly different life experiences. Still, what united us all was a shared sense of patriotism, a deep respect for tradition, and a collective desire to nurture and pass on the country’s cultural legacy.
As more brands revisit their cultural roots, how does Zám view the relationship between heritage and a brand’s sustainable development?
Our recent collaborations with various commercial brands have reinforced one truth: the alignment between a brand and cultural heritage must emerge naturally. Any sense of contrivance can easily backfire.
There are still many brands today that treat culture superficially, drawing on familiar motifs or symbols with little depth. Yet Vietnamese culture is a vast and layered source of inspiration. In a time when more and more brands are recognising the value of cultural connection, those who take the time to truly understand the intricate stories of each region and honour the smallest details will stand apart. It is this thoughtful approach that creates resonance, lends authenticity, and lays the groundwork for a lasting presence in the hearts of the public.
Besides museums, is Zám contemplating any other future collaboration models or outreach?
At present, museums remain the central focus and core strength of Zám. With our accumulated experience and deep-rooted understanding, we look forward to expanding our work with a wider range of institutions, offering tailored communication and branding solutions that make a lasting impact.
That said, Zám’s vision stretches further; we aspire to contribute to cities at large. For us, museums are not only cultural touchpoints but also key elements of a city’s tourism identity. To promote museums is, in many ways, to elevate the entire city: its image, its narrative, and its sense of place. This ambition continues to guide our path, as we seek to ensure that cultural heritage is not only preserved but also celebrated as a source of civic pride and inspiration.
Read more: Photographer Alexandre Garel and his journey to preserve disappearing Vietnamese structures
Above Pham Quang Vinh, Founder & Strategy Lead Zám
Pham Quang Vinh, Founder & Strategy Lead Zám
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Pham Quang Vinh, what does your creative day look like?
My mornings typically begin with reading the newspaper and staying abreast of current affairs, especially social and cultural developments. From there, it’s straight into the day, whether working from the studio or meeting directly with clients.
Before turning in for the night, I usually spend time scrolling through LinkedIn to catch the latest global campaigns. Midnight in Vietnam often coincides with the start of the working day on the other side of the world, when new launches and key media moves begin to unfold. This habit helps me stay attuned to emerging trends and ideas, and keeps my creative instincts sharp.
A little-known “fact” or honest dark side about your creative work?
In a traditional agency setting, interactions between clients and creatives can sometimes take on a confrontational tone, sparking tense exchanges. Working with museums, however, brings a markedly different energy of true co-creation. It stands in sharp contrast to my earlier experiences in agency life.
As a co-founder at Zám, I’ve learnt the importance of listening intently, understanding fully, and, most of all, nurturing meaningful relationships. People are complex, and working with them requires a daily commitment to empathy and adaptability. Every individual, depending on their role or responsibility, demands a tailored approach.
There are many ways to connect teams. Can you suggest one from a young person’s perspective?
One simple yet meaningful way is through company trips. At Zám, we take this a step further by turning each journey into a “return to the source”. Before we travel, we gather as a team and ask ourselves: “What cultural tradition, heritage, or craft village should we explore next?”
At the moment, we’re planning to learn about Lai Thieu pottery. We’re drawn to places that are lesser known, and we also hope to organise trips abroad, visiting museums in other countries to see first-hand how they approach communication and engagement.
Thank you, Pham Quang Vinh!
Article published from the original article in Tatler Vietnam, May 2025 issue
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