How This Singaporean Blogger Is Spicing Up Vietnam's Food Scene | Singapore Hour

Key Concepts

• Saigon Social: A curated space showcasing Vietnamese food and drink artisans, focused on accessibility and education.
• Saigon Supper Club: A community of food lovers connecting makers, chefs, and bartenders, fostering culinary exploration.
• Vietnamese Fermentation & Pickling: Traditional techniques being re-imagined in modern culinary applications.
• Umami & Fish Sauce: The importance of nuoc cham and fish sauce as foundational Vietnamese flavors, particularly for umami.
• Modern Vietnamese Cuisine: A movement to elevate and innovate Vietnamese food beyond street food staples.
• Community & Connection: The significance of building relationships with local artisans, team members, and the broader Vietnamese community.
• Cultural Storytelling through Food: Exploring the “why” behind Vietnamese culinary traditions and sharing that narrative.

The Evolution of Saigon Social & a Culinary Journey

Jovel Chan, a Singaporean who moved to Saigon in 2020 initially to open a spin studio, details her journey from food blogger to entrepreneur with Saigon Social and the Saigon Supper Club. COVID-19 prompted a shift towards food writing, which ultimately revealed a deep appreciation for Vietnamese ingredients and culture, leading to the creation of Saigon Social approximately a year ago. Saigon Social functions as a retail space spotlighting over 40-50 Vietnamese food and drink artisans, addressing a gap in the market for smaller producers to gain visibility and accessibility. Chan emphasizes the importance of education, exemplified by a fish sauce tasting where she explains that quality is determined by the number (darker colour indicates longer fermentation, higher protein, and more umami).

Saigon Supper Club: Building a Food Community

The Saigon Supper Club, initially launched from Chan’s apartment rooftop, has grown to encompass a database of 500-600 food enthusiasts. It serves as a platform for collaboration between makers, chefs, and bartenders, fostering a vibrant culinary community. Chan actively seeks out interesting cuisines to showcase how Vietnamese ingredients can be creatively utilized, often collaborating with chefs like Kenji, a fermentation expert. A key focus is re-imagining traditional Vietnamese techniques, such as fermentation and pickling, in modern culinary contexts. Examples include banh mi miso (miso-pickled banh mi), daikon pickled in fish sauce, and a tet pickle commonly eaten during Lunar New Year. A planned supper club event involves creating fritters using pickled mustard greens, a common Asian pickle.

The Importance of Vietnamese Flavors & Ingredients

Chan highlights the exceptional quality and diversity of ingredients available in Vietnam, which fuels her culinary exploration. She advocates for leaning into authentic Vietnamese flavors, particularly the use of fish sauce not just for saltiness but for its umami depth. During a collaborative cooking session with Chef Kenji, they discuss flavour profiles and the potential of incorporating shrimp into a dish, demonstrating a dynamic and iterative creative process. The discussion also touches upon the importance of nuoc cham as a foundational Vietnamese sauce.

Cultural Immersion & Personal Connection

Chan emphasizes the importance of understanding the cultural context of Vietnamese food, aiming to explain “why Vietnam eats the way it eats” through her storytelling. She acknowledges the challenge of writing about food respectfully and gains confidence through engagement with Vietnamese readers. She is actively learning Vietnamese to better connect with her team and the local community, recognizing the value of cultural immersion. Chan’s personal life is interwoven with her professional pursuits; her husband moved to Singapore during COVID and they are now planning a wedding. She also relies on a strong support network of Singaporean friends.

Family Support & Identity Evolution

Chan’s parents are highly supportive of her career path, encouraging her to be brave and pursue new ventures. She reflects on the identity shift from blogger to business owner, acknowledging the potential for a corporate feel as the business grows and the resulting decrease in blogging. However, she finds fulfillment in seeing the mission of her blog translated into tangible experiences through Saigon Social and the Supper Club.

A Modern Vietnamese Dining Experience & Parental Approval

A visit to a newly opened modern Vietnamese restaurant with her mother showcases Chan’s commitment to spotlighting young Vietnamese talent. The restaurant’s pho tart – a noodle tart – receives high praise from her mother, who appreciates its creativity and departure from traditional pho presentations. Chan’s mother states, “When you do elevated versions of pho, right I think you always compare it. When I tasted this, there's no comparison.” This highlights the success of the chef in creating a truly innovative dish.

Living in Saigon & Finding Community

After five years in Saigon, Chan feels a strong sense of belonging, describing it as “home.” She values the quality of life enhanced by her community, exemplified by her neighbour Javin who helped her find an apartment. She describes herself as buay paiseh (a Hokkien term meaning not shy or embarrassed), demonstrating a willingness to engage directly with locals, even with limited Vietnamese language skills.

Data & Statistics

• Saigon Social: Showcases 40-50 Vietnamese food and drink artisans.
• Saigon Supper Club: Database of 500-600 members.
• Chan’s Time in Vietnam: Approximately five years.
• Chan’s Countries Lived In: Vietnam is her eighth country.

Conclusion

Jovel Chan’s story is one of adaptation, community building, and a deep appreciation for Vietnamese culinary culture. Saigon Social and the Saigon Supper Club are not merely businesses, but platforms for showcasing Vietnamese talent, fostering connection, and elevating the narrative surrounding Vietnamese food. Her journey demonstrates the power of embracing local ingredients, respecting cultural traditions, and building a supportive community to create a truly impactful and fulfilling venture. The emphasis on fermentation, umami, and modern interpretations of classic dishes positions Saigon Social at the forefront of a growing movement to redefine Vietnamese cuisine on a global stage.