Recalling His Ambition: How An Nguyen Established a Vietnamese Eatery in Yekaterinburg
Fresh Take:
Yekaterinburg's Vietmon Expansion: An Interview with Anh Nguyen
Anh Nguyen, the founder of the Vietmon restaurant chain, sits down with us to discuss his ambitions for the business, challenges in supplying Vietnamese products, and future cultural endeavors.
How's the scene in Yekaterinburg right now for Vietmon restaurants?
- At present, we've got four Vietmon restaurants scattered across the city. Two years ago, in the fall of 2022, we opened our doors in the Academic District, taking a risk in an area where many thought there wasn't an audience. To my surprise, it's been performing exceptionally well, capturing the entire Academic District and nearby Krasnoselsky with our delivery service, and attracting customers for in-person dining on weekends and evenings. Funny enough, sometimes the Academic District outperforms our city center locations.*
What's next on the agenda? More expansion, franchises, or new cities?
- My dream is to promote Vietnamese culture further, and I have a few exciting plans brewing. First, I'd like to bring traditional Vietnamese theater to Russia. There are troupes eager to come from Vietnam, and I'm currently searching for partners in Yekaterinburg, Sverdlovsk Oblast, and the entire Ural region to coordinate a tour. I'll need to secure the new Vietnamese consul's support and translation services, but I believe this initiative will offer a unique cultural experience for Russian audiences.*
Vietnam: More Than Just Pho and Beaches
- Vietnam isn't just about delicious dishes and stunning landscapes. It's a nation steeped in tradition with a rich cultural heritage, including theater, painting, music, and a distinct identity. The burning question on every Vietnamese mind is, "Who are we? Where do we come from? Where are we going?" I aim to showcase Vietnam's diversity and vibrant culture in Yekaterinburg.*
Cultural Hub on the Rise
- By 2025, I plan to launch a Thai cuisine café, complete with authentic Thai chefs, and a Vietnamese grocery store. I already produce a variety of Vietnamese products in-house, like tofu, soy milk, noodles, and cookies. I envision a center-location store that blends elements of "LifeMart" and "7-Eleven" for customers' convenience.*
Feng Shui: More Than Just Words?
- Feng shui plays a role in my personal and business decisions. When in doubt, I consult feng shui principles to guide my choices, such as when choosing locations.*
The Heart of the Business: People
The Vietmon restaurant on Gagarin Street stood out from the rest of Yekaterinburg's dining scene with its distinctive hospitality.
Does the warm atmosphere still linger at your restaurants?
- I strive to create a "third home" for my customers, a place where they canRelax and feel comfortable, much like at home or work. I've forged countless connections with patrons over the years, and while it's harder now to maintain that level of personal interaction with customers, I make a point to continue engaging with them whenever possible.*
Is the welcoming atmosphere a personal approach or a tradition from Vietnamese businesses?
- My passion for connecting with customers is both a personal choice and a reflection of traditional Vietnamese hospitality. From the outset, I wanted to open a doorway for people into the Vietnamese culture, and the interest in one another was minimal when starting the café. Of course, we needed money to purchase ingredients, pay staff, and cover rent. But I didn't focus on profits; instead, my priority was cooking, treating, and conversing with patrons.*
** assistance from the Vietnamese diaspora**
- When I embarked on this journey, funds from the Vietnamese diaspora played a crucial role. The diaspora is a community of people who share a common heritage, living outside their homeland. In Yekaterinburg, the Vietnamese diaspora community was established in the early 1990s, with the initial leader arriving first and forging connections with market managers in the Tagansky Row. This catalyzed growth within the community, enabling new members to find housing, work, and support.*
Challenges in a Changing Landscape
Price increases and logistical difficulties have affected the customer base over time.
- In 2014, a bowl of pho cost us 160 rubles, compared to the current price of 450 rubles. With ten years having passed, prices have understandably escalated. Importing 80% of our ingredients from Vietnam presents a challenge due to fluctuating exchange rates, inconsistent supply, and the discontinuation of direct flights. At times, supplies become unpredictable, like our recent cilantro crisis in May, which lasted a month. We aim to keep prices affordable while maintaining quality, occasionally removing items from the menu when supplies are limited - such as snails or mangoes.*
The Evolving Customer Base
- Initially, our Gagarin Street location attracted a student-heavy clientele, but over time we've seen a shift towards foreigners. Central establishments cater primarily to office workers, hipsters, and tourists, with families being our most prominent demographic in the Academic District.*
Staffing Challenges
- Recent changes in the Russian language proficiency exam requirements have caused difficulties for potential Vietnamese employees seeking work permits. If they fail the exam, they risk facing hefty fines and deportation.*
Misunderstood and Resilient
Joining the restaurant industry is no easy task, with competition, divisions, and envy running rampant.
How did the restaurant community in Yekaterinburg react to your arrival?
- I've encountered the restaurant industry's ups and downs, but I've persisted. While Vietnamese cuisine is somewhat of an outsider in the Yekaterinburg restaurant scene, I stay focused on my work rather than dwelling on the divisions.*
Has your work received praise from the restaurant community?
- I haven't heard much in the way of praise or criticism regarding my cuisine from other restaurateurs. However, what matters most is the content and the experience I offer diners.*
Embracing a Competitive Spirit
- I admire the success of Viktor Novikov, whose contemporary ventures include "MURU," "Gorozhane," and "Culta." It's inspiring to watch him create one successful project after another, bringing luxury and innovation to the dining scene.*
Awards and Accolades: Not the End-All Be-All
- Although I haven't received any awards or recognition, I take pride in the positive feedback I receive from customers and fellow restaurant-goers. It's not about the public acclaim, but the quality of the experience I create for my patrons.*
Starting from Scratch: A Journey of Zen and Growth
- I entered the restaurant industry with no experience or existing connections, only an idea I wanted to bring to life. I've made my fair share of mistakes, faced scandals, and experienced challenges, but these hardships have been instrumental in shaping my perspective and nurturing my growth.*
The Ties That Bind: Bridging the gap between Vietnamese and Russian business practices
- To Vietnamese businessmen, I'd offer more audacity, creative initiative, putting one's heart and soul into business, and thinking beyond merely generating profits. To Russian restaurateurs, I'd suggest erasing the rigid boundary between boss and worker, embracing simplicity, and upholding mutual respect.*
Can Vietnamesin businesses thrive independently in Russia?
- Yes, they can, but it requires courage, adaptability, and a willingness to learn from and collaborate with Russians.*
Life in Yekaterinburg: A City with a Heart
- Yekaterinburg is a city that stands out to me with its diverse neighborhoods and unique landmarks. The 6th and 23rd trams, Uralmash terminal, Drama Square, and the "Madrid" hotel hold a special place in my heart, while I showcase the Chekist Town, the "Iset" hotel, and constructivist architecture to guests who visit.*
Dining Out in Yekaterinburg
- I enjoy gathering with friends at Jawsspot on Turgenyev Street, and I appreciate the food at "Paste." I used to frequent a pelmeni place on Ilyicha Street, but I'm unsure if it's still around. There are several excellent authentic Chinese and Vietnamese restaurants on the Tagansky Row, and I typically opt for Chinese cuisine there.*
- I'm not sure if the pelmeni place on Ilyicha Street, which I used to frequent, still exists.
- In the realm of finance, I aspire to bring traditional Vietnamese theater to Russia, which I believe will offer a unique cultural experience for the audience, promoting business growth and education-and-self-development.
- The burning question isn't just about food-and-drink, but delving deeper into Vietnam's rich cultural heritage, such as its theater, painting, music, and identity, providing a comprehensive lifestyle experience.
