A lot of my work starts with the same question: what makes people feel connected?

 

Whether I’m studying user behavior, building a brand strategy, asking probing questions, or running my food pop-up, I’m usually trying to understand what people need, what they value, and what makes an experience feel meaningful.

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That same longing for community is what inspired me to start Side Quest, my Vietnamese "ăn nhậu" inspired pop-up restaurant. What began as a creative outlet became a way to bring people together through food, culture, and shared experiences. It taught me that the best brands are not just well designed, but they actually make people feel something.

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Outside of work, I’m a collector of creative side quests. I bake sourdough, solo travel whenever I can, and love exploring new art installations. I also spend a lot of my time reading. Some of my favorite books are Tuesdays with Morrie, The Midnight Library, and Atomic Habits.

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