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
Nhi grew up in Nha Trang, a coastal city known for its beaches and its seafood, which set her love of good food early. Energetic and bubbly, she is quick to make friends and quicker to try something new, especially when it comes in edible form.
Arts and crafts was her favorite subject in school, but that appetite for manual work quickly found an unlikely partner in numbers. She studied Finance and Banking in Ho Chi Minh City, worked as an accountant across manufacturing and retail, and learned how the books hold a business together. In April 2026 she brought that to BaseSGN's accounting team, where she likes the details, the order, and the novelty that shows up most days.
Both her nerdy and crafty sides meet after hours in simple things: a good meal, a finished project, a coloring session, and sometimes crochet. Small counted stitches, patient and precise, that add up to something. The accountant and the maker both approve.
