The Tasty Trailblazer: Jovel Chan’s Foray into Vietnam’s F&B Industry

The COVID-19 pandemic brought about a sudden halt to Jovel Chan’s career in F&B marketing for a prominent Malaysian airline, prompting her return to Singapore. However, it was her friends’ suggestion to relocate to Vietnam that set her on a new path.

Chan arrived in Ho Chi Minh City in December 2020, only to find herself in quarantine as the city prepared for social distancing measures. But this didn’t dampen her spirits. She soon discovered a silver lining—the opportunity to truly connect with the local community and witness their resilience in the face of the pandemic.

Chan recalls volunteering to deliver food to those quarantined, and the sense of camaraderie it brought. It was during this time that she also started an online discussion about the city’s restaurants—which were open and which were closed. This simple list, posted on her blog, went viral, attracting over 10,000 views in days.

Chan’s blog, which started as a way to promote her fitness studio, soon became a vibrant platform for all things F&B in Vietnam. She shares the latest trends, new restaurant openings, and emerging culinary destinations. Her honest reviews and passion for Vietnamese cuisine have earned her a dedicated following and invitations from restaurants.

However, Chan’s focus isn’t on monetizing her blog. She chooses to review only the restaurants she truly believes in. Her primary income now comes from marketing and consulting for restaurants and organizing tours, events, and supper clubs through her company, Saigon Social. This freedom allows her to pursue her passion for exploring Vietnamese cuisine.

Chan’s blog attracts over 20,000 monthly visits, and she also contributes to several English publications in Vietnam and abroad. Interestingly, she chooses not to write about street food, feeling that there are locals who can do it better. Instead, she focuses on exploring the fine dining scene and unique bars and cafés that showcase Vietnamese ingredients in innovative ways.

Chan believes that Vietnamese cuisine has the potential to enter a finer and more premium dining space, and this evolution is already underway. With international media spotlighting Vietnamese food and global brands entering the market, she feels it’s an exciting time for the country’s culinary scene. She hopes to witness this evolution firsthand and be a part of it through her writing and Saigon Social.

Jovel Chan, seen here in the center, volunteers to deliver food to those quarantined during the COVID-19 pandemic in Ho Chi Minh City. Photo courtesy of Jovel Chan.

Chan’s journey in Vietnam has been one of unexpected turns and exciting discoveries. From a marketing professional to a blogger and F&B consultant, she has embraced each new path with enthusiasm. Her blog and company, Saigon Social, are testaments to her passion for Vietnamese cuisine and her desire to share it with the world.

As Chan continues to explore and write about Vietnam’s culinary scene, she hopes to see more recognition for Vietnamese chefs and collaborations with foreign culinary experts. With her dedication and passion, she is sure to play a part in shaping the future of Vietnamese cuisine on the global stage.

Jovel Chan, seen here, has built a successful blog and company, Saigon Social, centered around her love for Vietnamese cuisine. Photo courtesy of Jovel Chan.

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