When I first came to Vietnam in 2015, I thought I’d stay for six weeks. Almost ten years later, I was sitting in my own podcast studio, hosting a live conversation with someone who had done the exact same thing – come for a short stay and ended up building a life here.
My guest was Dana Bradley, co-founder of Where in HCMC, the platform that helps people discover the best of modern Vietnam. We talked about how Vietnam has changed from a backpacker stop to a global lifestyle hub, why so many of us stayed longer than we planned, and what makes Saigon feel alive in a way no other city does.
How Dana Ended Up in Vietnam by Accident
Dana first arrived in Vietnam during the pandemic. She was on a sabbatical, traveling through Asia, when the borders suddenly closed. Like many people at that time, she got “stuck.” She didn’t have a house or a job to go back to, so she stayed in Hanoi and decided to wait it out.
But the longer she stayed, the more Vietnam got under her skin. Five years later, she’s still here – living in Saigon and running a business that celebrates the country’s lifestyle, creativity, and people.
I could relate to that story. Most people I know didn’t plan to stay in Vietnam. We came for an adventure, then one day realized it had become home.
Dana’s background was in branding and design. Before Vietnam, she worked for agencies in London and New York. That creative mindset helped her see something special here – a chance to tell stories about Vietnam that no one else was telling.
Why People Fall in Love with Saigon
When I asked Dana what made her stay, she said it was the spontaneity of Saigon. You never know what’s around the corner – a new café, a pop-up bar, a small business opening in a hidden alley.
That’s something I’ve always loved too. Even after nearly a decade, Saigon still surprises me. There’s always something new to discover.
Saigon feels alive. It has this energy that makes you want to do things. I wake up early, full of motivation, even when it’s hot and noisy outside. The city gives you that.
Dana described Saigon as big and modern, but still grounded. She’s from New York, so she’s used to big-city life, but she said Saigon has a warmth that’s different. It’s fast and busy, but it still feels human.
For me, that mix – the juxtaposition – is what makes Saigon special. You can walk past glass skyscrapers and five-star hotels, then turn into a small alley where people are selling street food from the same spot they’ve had for twenty years. It’s both modern and traditional at the same time.
Redefining What “Authentic” Means
When people visit Vietnam, they often do the same things – the post office, the cathedral, the war museum. Those are important, but they’re not the full picture.
Dana said, “Saigon in three days is terrible.” And she’s right. To really understand this city, you have to live it. You have to sit at a street café and watch the chaos, talk to people, and discover the small things that don’t show up on TripAdvisor.
We both agreed that “authentic” doesn’t always mean old-fashioned. A modern cocktail bar using pandan or jackfruit is just as authentically Saigon as a bowl of phở.
Authenticity in Vietnam isn’t about nostalgia – it’s about creativity. It’s about people making something new while staying true to local culture.
That’s what Where in HCMC celebrates – the places that make modern Saigon what it is: cafés, restaurants, boutiques, spas, and local brands that blend global ideas with Vietnamese identity.
The Digital Generation and Vietnam’s Creative Boom
One of the things Dana talked about was how the internet has changed everything in Vietnam.
There are more phones than people here, and social media has opened up the world. Young Vietnamese see trends, art, and design from everywhere – but when they create, it still feels uniquely Vietnamese.
Dana called this the first generation growing up free from the shadow of war. They’re focused on creativity, community, and building new opportunities.
You can see it in the new fashion labels, graphic design studios, and cafés across Saigon. Everything feels young, confident, and full of ideas.
We joked about Gen Z – I said they all look miserable, she said they’re cooler than us – but the truth is, they’re driving change. They’re shaping the image of modern Vietnam, one TikTok and one small business at a time.
Building Community Through Where in HCMC
Dana didn’t plan to start a media brand. It happened naturally.
While living in Hanoi, she found Where in Hanoi, an Instagram page run by Sydney, who was sharing food and lifestyle recommendations. Dana messaged her asking for birthday tips. They started chatting, and a friendship formed. When Dana later moved to Saigon, they decided to collaborate, and Where in HCMC was born.
What started as a small Instagram page is now a full website, whereinvietnam.com, with hundreds of local listings. It helps people discover places to eat, drink, shop, relax, and explore – all curated with care.
What I love most is how it supports small businesses. Not everyone can afford a fancy website or marketing team, so Where in Vietnam gives them a digital space to be seen. It’s a bridge between small business owners and curious explorers.
Dana also runs the People’s Picks Awards, which lets the public vote for their favorite places – from restaurants and bars to DJs and photographers. It’s community-driven, fun, and positive. This year there are over 100 categories, and yes, Discover Vietnam is nominated for Best Podcast (page six if you’re voting!).
Why Vietnam Has Become a Lifestyle Destination
When I first came to Vietnam, people thought of it as a budget travel stop. Cheap beer, backpackers, beaches. But now it’s much more than that.
People are coming here to build lives – digital nomads, entrepreneurs, creatives, families.
The lifestyle is a big part of it. Life here is vibrant, social, and full of opportunity. The cost of living is lower, but the quality of life can be high if you find your rhythm.
What I’ve noticed is that people don’t just stay because it’s affordable – they stay because they feel alive here. There’s a sense of possibility in the air.
Dana said it perfectly: if you see a gap, go for it. That’s what she did with Where in HCMC, and that’s what I did with Saigon Podcast Studio. There’s room here to create something new, and the community will support you.
Vietnam isn’t perfect – no place is – but it’s evolving fast. And for those of us who’ve been lucky enough to be part of that story, it’s exciting to watch it grow.
Conclusion – Discovering My Vietnam
Talking with Dana reminded me of why I started this podcast in the first place.
I wanted to share the side of Vietnam that doesn’t always get told – the stories of people building lives here, chasing ideas, and shaping the future of this country.
Vietnam isn’t defined by the past. It’s defined by the people who are here now, locals and expats – Vietnamese and foreign – creating something new every day.
Dana’s story showed how much potential there still is. Her work connects communities, highlights creativity, and gives a voice to small businesses that make Saigon special.
As we ended the live show, we laughed about going for a Negroni at the bar downstairs. It felt fitting – two people who came for a short trip, now sitting in a podcast studio in a quiet Saigon “hem”, talking about how this city became home.
The more I discover Vietnam, the more I realize this place isn’t just where I live – it’s where I’ve built a life.