Remastered: How Did NFT Artist Ben Nguyen Get His Dogs’ 140,000 Instagram Followers?

For this episode of A Vietnam Podcast, I talked to Ben Nguyen, a creative director, artist, and social media influencer. Ben had an incredible journey—leaving Hanoi at 18 to study in Japan, working for IKEA and Trunk Hotel, and eventually returning to Vietnam.

We discussed Ben’s career path, his life in Japan and some cultural insights about Vietnam. Whether you’re curious about living in Vietnam, fascinated by creative careers, or just want to hear a fun and inspiring story, this episode has something for you.

From Hanoi to Japan and Back: Ben Nguyen’s Creative Journey

Ben first moved to Japan to study business and interior design. Like many young Vietnamese students, he had planned to study abroad, originally aiming for Singapore before ending up in Japan. When he arrived, his Japanese was non-existent, but he quickly picked it up while studying in an international university where classes were in English.

After finishing his studies, he landed a job at IKEA Japan as a designer, creating sample room setups for stores. But after a few years, he wanted a change. That’s when Trunk Hotel, a boutique luxury hotel in Tokyo, noticed his talent—not because of his resume, but because of his dog’s Instagram account.

Ben’s Corgi, Crumpet, and another dog, Butter, had been gaining attention online. One night, a video of Crumpet doing an Army Crawl was reposted by 9GAG, and overnight, their Instagram exploded with 10,000+ new followers. The account eventually grew to 140,000 followers, bringing them free gifts, brand collaborations, and even a TV commercial.

Trunk Hotel saw his success and created a new role for him—managing social media and branding for the hotel. It was a perfect fit, combining his design skills with digital marketing.

Eventually, after 12 years in Japan, Ben decided to return to Vietnam. He now continues his work in branding, design, and social media, all while making sure Crumpet and Butter keep living their best lives.

More stories: Third Culture Kid, Designer & Content Creator with Chris Nguyen

Life & Work Culture in Japan: The Reality vs. The Exceptions

Japan is known for many things—its food, technology, and unique culture. But one thing that often stands out, especially for foreigners, is its infamously poor work-life balance. The image of overworked salarymen, spending long hours at the office and then drinking late into the night with colleagues, is more than just a stereotype—it’s a reality for many workers in Japan.

When I asked Ben about his experience, he admitted that he was one of the lucky ones. While Japan’s work culture is often intense, he never really experienced the worst of it.

At IKEA Japan, the company followed Swedish work policies, which meant a strict 5:00 PM finish time. In fact, Ben got yelled at once for staying late. This was the complete opposite of traditional Japanese companies, where staying late is expected—even if there’s no work left to do.

When he moved to Trunk Hotel, he had even more freedom. His role in social media and branding meant that as long as he delivered results, no one cared if he came in late or left early. He could start at 1 PM and finish at 5 PM if needed—something unheard of in most Japanese workplaces.

But even though he personally avoided Japan’s toxic overwork culture, he saw it all around him. Trains were filled with exhausted salarymen, sometimes too drunk to stand after mandatory after-work drinking sessions. Friends in Japanese companies felt pressure to drink with their bosses just to stay in good standing.

For Ben, the contrast between his experience and the traditional corporate culture made him realize just how different global companies were from Japanese businesses. If he had worked in a traditional company, he probably wouldn’t have stayed as long as he did.

NFTs: What Are They, and Why Do They Matter?

I’ll be honest—when I first heard about NFTs, I thought the word “fungible” was a joke. It sounded like something related to mushrooms. But suddenly, everyone was talking about it, and I had no clue what was going on.

So, when I sat down with Ben Nguyen, I asked him to explain it as if I were five.

An NFT (Non-Fungible Token) is a digital asset that represents ownership of something unique—like artwork, music, or even a tweet. The key word here is non-fungible, which means it can’t be replaced with something identical. Unlike Bitcoin, where each coin is the same as another, an NFT is one of a kind.

Ben put it simply: Imagine you create a digital drawing and sell it as an NFT. Even though people can copy and paste it a million times, the person who buys the NFT owns the original—kind of like how the Louvre owns the original Mona Lisa, even though there are endless prints and souvenirs of it.

That’s why NFTs have value. If an artist becomes more famous, their original NFT could increase in worth, just like a rare painting. Some NFTs have sold for millions of dollars, including a collage of photos taken over five years, which was bought for $65 million.

I was still trying to wrap my head around this when Ben mentioned something even crazier—you could even sell a podcast episode as an NFT!

Hanoi vs. Saigon: The Cultural Differences

One of the things I love about living in Vietnam is how diverse the country is. Even within Vietnam, the culture, language, and even food can change depending on where you are. So when I spoke with Ben Nguyen, who grew up in Hanoi but later moved to Saigon, I wanted to hear his take on the differences between the two cities.

Ben explained that for Vietnamese people, the biggest difference is the accent. Northerners and Southerners speak Vietnamese differently, and even common words can sound completely unfamiliar to someone from the other region. Since moving to Saigon, he’s had to learn new words daily just to keep up with conversations.

Aside from language, Ben also noticed a difference in personality. He said that Saigonese people sound “sweeter”—their way of speaking is softer, and they seem more open and friendly. I joked that this makes sense because the food in the South is also sweeter!

Related Episode: Hanoi Vs Saigon: Comparing between 2 big cities in Vietnam

The Truth About Tourist Pricing and Scams

There’s a common belief that foreigners get ripped off in Vietnam. But Ben shared something surprising—he’s heard that Southerners in Hanoi actually get overcharged even more than foreigners!

Ben didn’t completely agree with this, though. He explained that scams happen everywhere in the world, especially in touristy areas. It’s not about being from the South or being a foreigner—it’s just a matter of luck. Some vendors overcharge tourists because they see it as an opportunity, and once one vendor does it, others follow.

That being said, Ben believes things have improved. In the past, overcharging might have been more common, but now, with more awareness and social media, businesses are more careful.

Does North vs. South Matter in Daily Life?

I asked Ben if he had ever faced discrimination in Saigon for being from the North. Fortunately, he said no—at least, not in real life. But on the internet? That’s a different story.

Online, he’s seen a lot of rude comments about people from different regions. It seems like people love to argue on the internet, but in real life, it’s not something he’s really experienced. And honestly, isn’t that the case everywhere? People will talk trash online, but face-to-face, they’re usually much more respectful.

Overall, Ben felt lucky to have lived in both Hanoi and Saigon. While there are clear differences between the two cities, at the end of the day, Vietnamese people share the same culture—and the differences just make the country more interesting.

Advice for Tourists and Expats Moving to Vietnam

With tourism booming again in Vietnam, I asked Ben Nen what advice he’d give to someone visiting for the first time. His answer?

  • Bring plenty of cash

Not necessarily in physical bills, but be prepared to spend, because Vietnam has so much to offer. Once you arrive, you’ll want to do everything, eat everything, drink everything, and buy everything. 

  • Try everything 

From street food to fine dining, Vietnamese cuisine is incredible. Be adventurous with your food choices! The country is constantly changing, with new restaurants, bars, and experiences popping up all the time. Even those of us living here struggle to keep up.

Listen to the related episode: Vietnam Cocktail Bars: Underrated, Overrated or Properly Rated

  • Keep an open mind

Living in another country always comes with challenges. Things will be different from what you’re used to—cultural norms, bureaucracy, language barriers—but if you approach it with the right mindset, it can be an incredible experience.

Rather than judging or comparing everything to your home country, try to understand the culture. Vietnam has pros and cons, like anywhere else, but if you embrace the differences, you’ll find it an exciting and welcoming place to live.

The Expat vs. Immigrant Debate

One topic that always sparks discussion is the difference between expats and immigrants. Some people love to argue that expats are just immigrants with privilege, but Ben and I agreed on a simple definition:

  • Expats move to a country for work, often temporarily.
  • Immigrants move to settle and build a long-term life.

Neither term is better than the other, but they serve different purposes. I consider myself an expat, because I moved to Vietnam for work and I don’t know how long I’ll stay. But someone who moves here with the intention of staying permanently would be an immigrant.

If Vietnam Were a Person…

I ended the episode with one of my favorite questions: If Vietnam were a person, how would you describe them?

Ben’s answer: Vietnam would be a woman—full of hidden charms, who gets more interesting the more you get to know her.

I couldn’t agree more.

Vietnam is vibrant, unpredictable, and constantly changing. Some things don’t always make sense at first, but once you understand the culture, you fall in love with it.

Conclusion: Embracing Change and Finding Your Own Path

Ben’s journey is a great reminder that careers—and life—don’t always follow a straight path. From Hanoi to Japan and back to Vietnam, he embraced change, took unexpected opportunities, and built a career that blends design, social media, and creativity.

Ben and I both agreed that if you want to visit Vietnam, keep an open mind. Whether you’re visiting, moving, or just curious about Vietnam, the country will surprise you in the best ways.

Follow for more stories and insights about Vietnam. 

142 thoughts on “Remastered: How Did NFT Artist Ben Nguyen Get His Dogs’ 140,000 Instagram Followers?”

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