After visiting Vietnam in 2016, I instantly fell in love with this vibrant country and decided to make it my home. In this episode, I’ll introduce a special guest who has the same story as me: came to Vietnam for a visit, and then decided to stay longer in this country.
You may know James Jolokia (aka James Hunt) as the man behind some of Saigon’s most popular eateries, like Big Boss Bistro and Brick and Barrel. But beyond the fried chicken and craft beer, James has a unique connection to Vietnam that goes much deeper.
In this episode, listen and explore James’s unexpected journey from photographer to restaurateur, as well as his passion for wildlife conservation, which led him to create a whole new life for himself here in Saigon.
The Passion for Vietnam: From Photography to Food
James came to Vietnam about eight years ago with a passion for photography. He hadn’t planned to stay but was just looking for a break from his regular life in Texas.
When James first came to Vietnam, he didn’t expect to stay. He’d planned a brief stop to focus on photography before heading to the Philippines, but, like many of us, he quickly fell for Vietnam’s charm.
The warm people, the buzzing streets, and the vibrant food culture convinced him to put down roots, and nearly eight years later, he’s still here. From the moment he arrived, though, Vietnam’s energy—the people, the chaotic streets, and the food—hooked him. Vietnam’s friendly culture and sense of community kept him here, and as he put it, “This country made me feel at home.” What started as a journey of capturing photos turned into a new life, one that combines his love for food, photography, and conservation.
What’s more, James has built a successful food scene with restaurants like Big Boss Bistro and Brick and Barrel, which have become favorite spots for fried chicken in Saigon.
When I asked James how he went from photographing Vietnam’s landscape to frying chicken, his answer was simple: he had no plan to open restaurants here at all. James came to Vietnam with his camera, focused on capturing images of the country’s unique scenery and wildlife. But then COVID hit, and like so many of us, he had to adjust.
The first spot, “Bok Bok,” opened in Binh Thanh District and became a hit. Around this time, James partnered with another small kitchen called Con Bo Map, which was only doing deliveries. Spotting its potential, he proposed a partnership.
Now, Brick and Barrel isn’t just known for fried chicken—it’s a gathering spot for the Saigon community, where people (and even dogs like Biscuit) are welcome.
COVID has changed people’s life and career a lot, including me. Read more about my own journey, and how my life has been changed after the Pandemic: From Humble Beginning To Success: 5 Lessons I Learnt In My Journey.
Wildlife In Vietnam: A Hidden Gem
When most people think of Vietnam, wildlife probably isn’t the first thing that comes to mind. Visitors usually come for the incredible food, vibrant culture, affordable lifestyle, and stunning places like Ha Long Bay. But wildlife? For the average visitor, it barely registers. Yet, as James shared, Vietnam is teeming with unique and fascinating creatures—if you know where to look.
James mentioned that even within Saigon, there are pockets of surprising wildlife. Tao Dan Park, near the Reunification Palace, for instance, is filled with various bird species, including the striking red-breasted parakeets that nest in the tall trees.
You might even see some reptiles, like lizards or even the occasional snake, all hiding in plain sight. James told me he once spotted flying squirrels while jogging through the city, a sight he hadn’t expected to see in such an urban environment.
What James loved most about Vietnamese wildlife is that so much of it remained hidden from typical tourist routes. The majority of visitors only see Vietnam’s well-trodden paths along the western coast, the big cities, or the central tourist spots, missing the remote eastern and border regions. Vietnam’s lesser-known places, like the Central Highlands and the dense forests near the Laos and Cambodian borders, are where the real magic happens. These areas are teeming with species that most people don’t even know exist in Vietnam.
To help others experience this side of Vietnam, James now organizes wildlife tours. He partners with local guides who know these remote areas inside and out, ensuring that the experience benefits local communities and respects the natural habitats. People reach out to him after seeing his photography, hoping for a chance to see Vietnam’s wildlife up close. He recently took two travelers to Cat Tien and Phong Nha National Parks, where they encountered wildlife they’d never expected to see in Vietnam. As James said, people are finally starting to see that there’s more to Vietnam than meets the eye—especially when it comes to its hidden wildlife.
You may also interested: Thao Nguyen Shares Vietnam’s BEST Kept Secrets
Wildlife Preservation In Vietnam: Developments and Challenges
James told me that in the past five years, Vietnam has made impressive strides in wildlife conservation. The government has introduced strict penalties, including jail time and significant fines for poaching, which is a huge shift in a country where awareness of wildlife protection wasn’t always a priority.
Previously, it wasn’t that people were indifferent—it was more a lack of understanding about the importance of ecosystems and the vital roles these animals play in the environment. One of the turning points, according to James, was when Son Doong Cave gained global attention for its unique ecosystem. That awareness created a ripple effect, encouraging people to see the environmental value beyond just one famous location.
Cat Tien National Park
For anyone interested in Vietnam’s wildlife, James encouraged a visit to Cat Tien. The park has become more accessible, yet it remains wild enough to offer rare, up-close encounters with some of Vietnam’s most incredible species.
When I asked James about Cat Tien National Park, I wanted to know how it’s changed since I visited about eight years ago. Back then, getting there was a mission: hours on a Yamaha Nouvo, bouncing over rough roads, and trying to navigate paths that left us sore and exhausted. Cat Tien was stunning, but the journey wasn’t easy.
James explained that the park has come a long way since those days. The roads within Cat Tien are now mostly paved, making it far more accessible. Biking isn’t the same bumpy challenge it used to be, and accommodations within the park have improved as well, with new lodges and on-site stays for visitors, a change that wasn’t advertised before. These improvements make it easier for people to explore Cat Tien’s wildlife while staying close to the action. He partners with organizations like Save Vietnam’s Wildlife, which allows him to document species many people never see. One of his most thrilling experiences, he told me, involved spotting a crocodile chasing a three-meter King Cobra across Crocodile Lake. In another instance, he described his “ghillie suit”—a camo suit that made him look like a bush, which he used to get close to animals without disturbing them.
The park is a thriving ecosystem and home to some extraordinary animals, from massive gaurs (imagine a super-sized wild cattle) to solitary young elephants and even elusive King Cobras. There’s also a crocodile population of over 300, and James mentioned how he’s witnessed a delicate balance between these species. For the park’s conservation efforts, Cat Tien also shelters sun bears and moon bears in large enclosures where they can move freely but are protected.
Animal Poaching and Preservational Organization
The Issue of Animal Poaching for Medicinal Use
One of the most pressing conservation issues in Vietnam is the poaching of animals for medicinal use, a problem that exists across much of Asia.
The demand for animal parts, believed to have healing properties, has led to the exploitation of many endangered species. James explained that while Vietnam has made strides in combating poaching through stricter fines and jail time, the demand persists, especially for bear bile and tiger parts. Organizations like Save Vietnam’s Wildlife and Free the Bears are working tirelessly to rescue these animals, rehabilitate them, and prevent their exploitation.
Bear bile, which is falsely touted for its medicinal qualities, remains a significant challenge. James also mentioned the illegal trade of tiger parts. People believe that tiger paws bring good fortune or health, similar to a “lucky rabbit’s foot.” Unfortunately, this superstition fuels the demand for poaching, which sometimes involves wild tigers, not just farmed ones.
Another sought-after animal is the pangolin. Their scales are ground into a powder that’s claimed to have healing powers, making pangolins one of the most trafficked animals globally.
The problem extends to reptiles as well. While king cobras were once commonly poached for “medicinal” snake wines, they are now illegal to hunt, leading sellers to switch to less-protected snakes like rat snakes, which are altered to appear more exotic.
We also discussed the presence of turtles and tortoises being sold on the streets, which James confirmed was a significant problem. Many of these animals, like the Asian pond turtle and elongated tortoise, are critically endangered. Collectors take them from the wild, and some are even sold as food. Seeing these animals sold casually by the roadside is distressing because it’s part of a broader issue of wildlife trafficking.
Preservation Organizations
If anyone sees a turtle or tortoise being sold, James advised reaching out to Education for Nature Vietnam (ENV). This organization is dedicated to protecting wildlife in Vietnam and can take action. He emphasized the importance of reporting sightings without drawing attention, as taking photos or sticking around can cause sellers to flee. By contacting ENV with precise location details, people can help the organization and authorities respond effectively. It’s all about quietly raising awareness and providing the right people with the information they need to combat illegal wildlife trade.
This disturbing trend, coupled with the need for more wildlife protection, led James and a team of dedicated conservationists to create VIPERA (Vietnam Institution for Protection of Endemic Reptiles and Amphibians).
In addition to James and Chris, the team includes specialists like Russell, who pushed for the inclusion of amphibians in their mission, and Huy, a local snake expert. Together, they hope to not only protect endangered species but also raise awareness about the role of these animals in Vietnam’s ecosystem. By educating locals on the true impacts of poaching and the false claims about animal-based “medicines,” VIPERA aims to chip away at the demand driving this illicit trade.
Final Thoughts
It was clear just how deeply invested James is in Vietnam’s wild landscapes, its people, and its conservation efforts.
I felt inspired by James’s commitment to Vietnam’s wildlife and community. His story is more than just about photography or a successful restaurant—it’s about someone who found his passion in a new country and used it to create real change.
If you’re in Saigon, I highly recommend checking out Brick and Barrel or Big Boss Bistro, where James brings that same passion to his food.
And if you’re interested in stories and thoughts about Vietnam, follow A Vietnam Podcast or be part of our community.