About
Base Saigon
is where Vietnamese brands learn to travel
Founded as Rice by Chí-An De Leo and Joshua Breidenbach in Ho Chi Minh City in 2011, before the market was ready and before the rules were written, Base Saigon was built on the belief that design and storytelling can help Vietnamese brands define themselves and move through the world. Today, in a country accelerating in real time and anchoring the network in Asia, the studio — based in a modernist 1960s house in central Saigon — positions local brands globally and global brands locally with cultural precision. Base Saigon shapes brands including Marou Chocolate, Pizza 4P’s, UNICEF Vietnam, Uniqlo, Uber and Baemin, and, beyond client work, its team of thirty creatives invests in design education, local events and publishing. Not as a side project, but as a responsibility.
Meet the basers
Mỹ-Tiên grew up in Hồ Chí Minh City a place that never stands still. Quiet and observant, she found comfort in words and numbers filling notebooks with careful notes that mirrored how she made sense of the world. That instinct for structure led her to accounting.
At BaseSGN, she brings more than financial clarity – she brings calm, care, and a quiet superpower: noticing what others overlook and turning it into something useful. She was drawn to BaseSGN for its openness – the space to learn from many voices – and stays for the people: genuine, supportive, and always reminding her she’s not in it alone.
Outside the spreadsheets, you’ll find her behind a camera. Still observing, still capturing the world with quiet attention.
