How the Second Generation of Vietnamese Is Changing the Czechia

At the opening of the exhibition My Little Hanoi: Next Generation, I almost cried with pride. “We’re no longer just kids from the corner shops.” This powerful statement, which recently made waves in the media, perfectly captures the profound transformation that the second generation of the Vietnamese community is undergoing in the Czech Republic. Young people who grew up straddling two completely different cultures are now speaking out with tremendous self-confidence. And they’re doing it in a way that takes your breath away.

I was lucky enough to experience this firsthand on the very first day of the unique exhibition My Little Hanoi: Next Generation in Hall 11 of Prague’s Holešovice Market. I’d like to extend my heartfelt thanks to the wonderful Anička My Ngoc Truong for this warm invitation. The entire project, which arrived in Prague following its highly successful premiere at the prestigious Hanoi Photo Biennale, offers a fascinating and incredibly sensitive perspective on the search for one’s own identity, roots, and home.

It showcases young people as successful doctors, designers, architects, marketers, and entrepreneurs who no longer live in isolation but, on the contrary, are building strong cultural and business bridges between both worlds. And I must admit that even for me, as a student of Vietnamese studies, the event was a significant generational and cultural experience.

Marketing Talents from NEWTON University in the Spotlight 

As a proud ambassador of NEWTON University, I experienced moments of pure joy and pride at the exhibition. Among the inspiring figures whose powerful life stories the exhibition portrays are three of our outstanding graduates: Bao Quyen Phan Tran, Thanh Pham Cong, and Thu Huyen Le! All three of them majored in marketing here, and seeing them today as the faces of this modern, successful generation is the greatest possible reward for our academic work. It’s clear that the strategic marketing mindset we instilled in them at NEWTON perfectly complements their unique culture and hard work. Watching their growth and how they’re actively changing the Czech public’s perception of their entire community fills me with immense optimism. You are simply amazing, and the university will always be immensely proud of you! 

Culture Up Close and Business Inspiration 

The evening was also full of incredibly stimulating networking. The atmosphere in Holešovice was literally buzzing with energy. I met a whole host of inspiring personalities there, including Hung Le, the founder of the popular Vietnamese banh mi shop Banh-mi-ba. I’ve been following his entrepreneurial journey and the courage with which he’s building his brand for a long time, and I’m a huge fan. It was great to chat with him in person about how that unique Vietnamese drive enriches the Czech business environment—not to mention his early days as a college student without any knowledge of Czech.

The My Little Hanoi: Next Generation exhibition at the Holešovice Market will run until July 11, 2026, and I wholeheartedly recommend you visit it. It’s not just a showcase of beautiful photographs and stories—it’s a profound cultural experience that will open your eyes and your heart. I’ve included a few snapshots that capture that unique atmosphere full of color, flavor, and inspiration.

Author:

Ing. Ludmila Hruban, Ph.D., MSc.
Academic Director of Centre for International Programmes & Language Centre

At NEWTON University, she works as Academic Director & Product Owner for International Programmes and Sustainability Ambassador, where she assumes full responsibility for strategic development, relevance, and delivering a top-notch student experience (CX). In her role, she innovatively bridges the academic vision with business and marketing perspectives, develops programmes such as Global Business and Management, Economics and Sustainable Management, and the Vietnam Project, and ensures that they reflect global trends, market needs, and rigorous international accreditation standards.

During her academic career at NEWTON University (formerly NEWTON College) since 2013, she spearheaded the creation of a marketing specialization for bachelor’s, master’s, and professional programs (MSc. — Modern Marketing and MBA — Marketing for a Successful Business). Ludmila continues to teach at the university, oversees the marketing programme, and supervises theses. As a marketing consultant, she focuses on trends in the behavior of Czech and European consumers, creative advertising, sustainability (not only in the fashion industry), and startup projects. In addition to her doctoral studies at Brno University of Technology (VUT), she has completed a number of academic and professional internships in major European cities. She speaks English, French, and Portuguese. She enjoys helping young talents develop their professional potential, particularly in marketing and business. Since 2020, she has been mentoring children from children’s homes, providing both professional guidance and support on their life journeys.