Prologue

Every sapling has a crush on the sun. Before it even thinks about leaves, its roots gossip underground: Which way’s the light?

Same with us at bàbu. Before product lists, before timelines, before business plans with intimidating fonts—we asked something softer:
Why are we here? What are we truly trying to grow?

Our Purpose

We’re here to nurture a cultural home rooted in Phú Quốc that brings Vietnamese tradition into everyday life—gently, intentionally, and with care.

That’s our north star. Not to become the next big brand. Not to bottle nostalgia for export. But to tend a home—a real, breathing one.
Not a museum, not a mall, but a space that makes tradition feel like a second skin.
Where áo dài hangs next to your hoodie. Where rattan lives beside concrete.
Where culture isn’t “celebrated” like a distant holiday—it’s just lived, like brushing your teeth or unpeeling a pomelo.
We want tradition to be something you carry lightly, not something you take out only on Tết.
It’s your grandmother’s soup recipe, sure—but it’s also the way the light falls on her kitchen tiles.

And Phú Quốc? Well, she’s the soil we’ve chosen to plant this in. Salty, slow, and just rebellious enough to remind us that the best things are grown—not rushed.

Our Mission

To invite people to slow down and experience Vietnamese culture through travel, storytelling, and shared spaces—starting in Phú Quốc, reaching far beyond.

We’re not in the business of shouting from rooftops. We’re in the business of invitations.
We don’t do “content.” We tell stories the way you pass gossip over iced tea—with a wink and some wisdom.
We make spaces where shoes come off, hearts open, and someone’s auntie always knows what’s going on.
Whether it’s a quiet guidebook scribbled with secrets, a shirt that feels like a Sunday, or a space you stumble into and never want to leave—we’re just here to open the door and say:
"Come in. Culture’s not on display—it’s in the air."

And though our heart lives on this island, our soul roams freely. We start in Phú Quốc not because it’s perfect, but because it’s porous—ready to hold old stories and new dreams in the same palm.

Our Vision

To grow a lasting community centered on Vietnamese culture—where Phú Quốc becomes a second hometown to many, and tradition is lived, not preserved.

We’re not building a brand—we’re building a village.
A village with no walls, but lots of woven things. A place where you don’t have to explain your pronunciation, your childhood snacks, or your affection for rain.
One day, we imagine people arriving in Phú Quốc not for vacation, but for a kind of remembering.
Not to escape—but to return.
Return to something deep, slow, and human. A kind of rootedness that doesn’t cling—but connects.

And “lasting” doesn’t mean forever in a frozen sense. It means enduring because it evolves.
Like a lullaby that gets passed down—but sung slightly differently with each new voice.

Our Tagline

Everyday, Gently.

It’s our entire vibe in two words.
It’s how we make decisions, write emails, design things, disagree, and make soup.

Everyday means culture doesn’t need a spotlight. It’s already here—in how we greet each other, fold things, tell time by smells.
Gently means no shouting, no rushing, no forcing.
Just soft steps, deep breaths, and the belief that quiet things can echo louder over time.
It’s grandma energy with great taste: graceful, grounded, and always offering snacks.

So yes, we could say bàbu is a brand.
But really?
She’s a long conversation. A well-brewed pot of tea. A poem dressed in linen.
She’s a wink from the past and a kiss to the future.
She’s not here to impress—she’s here to invite.
And like any good host, she’s setting the table… with love, a bit of mischief, and plenty of room for you.