CASE STUDY: UNION HMONG KITCHEN

PHASE 01 : DISCOVER

LISTENING + EMPATHY → This is the most important part of our discovery process. Through our experience, we have learned that without listening and empathy there is no way unique and original work can be done. Through stories and discussion, we will glean the important nuances and values that make you stand out from the rest.

FOR UNION HMONG KITCHEN THIS CAME TO LIFE IN THESE WAYS →

Yia’s personal story is nuanced, profound and impactful to anyone and not only have these experiences shaped him as a human, but it permeates all aspects of his cooking. We were tasked to ensure that narrative was told in a meaningful way through his food, hospitality, brand and public relations.

Yia Vang (bottom right) with family at Ban Vinai, the refugee camp where he was born. He may seem small here, but his personality and warmth are contagious. Our team helped Yia formulate his experiences into stories that resonate across all aspects of his business, fueling them from his story versus the bottom line.

Above, a photo of Yia’s father and fellow soldier as they fought as commandos for the US Military during the Vietnam War. Hmong men volunteered to support the US Military to ensure their families’ safety when the war was over, risking their lives for a chance at a better life in America.

The Hmong language served as incredible inspiration for Union Hmong Kitchens brand and storytelling. Until missionaries visiting East Asia worked with Hmong tribes to transliterate the language, Hmong was communicated verbally and through intricate symbols that had complex meanings versus traditional words and letters.

One grounding storyline that assisted our team in understanding Hmong culture is that the Hmong people have never truly had a country of their own. Because of this, the Hmong people focused on creating a home within themselves and maintained connection with family + friends through food. Home is in each of us, which in many ways, is more powerful than place.

TREND, CONTEXTUAL + COMPETITIVE RESEARCH → Having a strong understanding of the history, trends, context and competition around the world will solidify a direction that will help you stand out in a crowded market while not deviating from your core values and ethics that are tied to why you started this business in the first place. It’s this research that arms us with all the information needed to make smart decisions and develop effective strategies.

FOR UNION HMONG KITCHEN THIS CAME TO LIFE IN THESE WAYS →

The Hmong people created what are called “Village Story Blankets” that gave a glimpse into the the daily lives of the Hmong people wherever they are in the world. These blankets serve are records for the Hmong people’s history after being uprooted by war.

While the Hmong people have never had an official country of their own, cooking, gathering and communal dining have become avenues for keeping many aspects of the culture alive.

Hmong ribbons and textiles are vibrant and tell a multitude of stories from one’s tribe, vocation, role in society and are generally worn for special events. Hmong men + women create these textiles to record the Hmong language and history.

We worked with Yia to tell the story of each ingredient used in his dishes. Each are used for a reason and have a deep history that must be upheld. “Hmong” can be translated to “mountain people” or “hill tribe” so farming, cultivating, hunting and preparing food was never an easy task.

PHASE 02 : POSITION

INTENTIONAL APPLICATION → We sweat the details and application of the research and discovery. Every design and communication decision is an opportunity to represent your brand values. That opens the door for your brand to make a serious impact on your business. This intention will be the key in making your business stand out and succeed on your terms.

FOR UNION HMONG KITCHEN THIS MEANT →

After a generation living in the diaspora, Yia Vang and Union Hmong Kitchen were interested in creating a brand expression that brings the ancient textures, patterns and storytelling into the present to create an opportunity for the young people in the Hmong community to reconnect to their heritage and others outside the Hmong culture to learn. We effectively bridged the gap between the traditions of the past and breathed new life into them to keep their heritage alive for the future.

In an effort to maintain their cultural identity, the Hmong people chose to live in the mountains away from larger Asian populations in Laos, China, Vietnam and Thailand. This choice of isolation made the Hmong people incredibly self-reliant and fierce defenders of their culture + traditions.

Hill Tribe / Hmong hill tribe in Chiang Mai, 1974. Source unknown.

PHASE 03 : EXECUTE

EMERGENT EXECUTIONS → Having a strong creative process brings structure and results. This discipline allows for us to know when to break and explore directions that emerge from the process. Being open to finding and discovering new things allows us to have a process that builds on itself to make something distinctive that clearly communicates your values, story and service.

FOR UNION HMONG KITCHEN THIS CAME TO LIFE IN THESE WAYS →

For Yia Vang and Union Hmong Kitchen, we spent time talking, empathizing and understanding the perspective of what it is truly like to feel Hmong. There is a great pride for practicing Hmong traditions to keep the culture alive in the modern day. The nomadic living caused by years of war and persecution didn’t allow for the feeling of a physical home, but there is relief and joy that came with rooting in the United States after the Vietnam war to rebuild community and create new opportunities for future generations of Hmong people. In all of our work with Union Hmong Kitchen, we held these stories in mind to ensure that our strategies and executions emanated from a place of what is true for Yia Vang, his family and the Hmong community.

PHASE 04 : AMPLIFY

CONSISTENT NURTURING → Once we have developed a strong foundation for your business and brand, we must continue to nurture it. Your brand must stay consistent in design and communications to ensure the success of our work together. This is a long term investment that calls for unwavering attention. Our deep work in discovery, positioning and execution arm us with a rich content and strategies to share your story and business with the world that builds awareness and growth.

FOR UNION HMONG KITCHEN THIS CAME TO LIFE IN THESE WAYS →

The inherent nomadic nature of the Hmong people became the grounding concept in our strategies for growth and community development for Yia Vang and Union Hmong Kitchen. It involved a series of pop-ups in new neighborhoods, ever changing menus, special projects with local brands and participating in national events that turned Yia Vang into the unofficial ambassador of the Hmong people.

COMMUNITY FIRST: SPECIAL PROJECTS + BRAND BUILDING

COOK ST. PAUL POP-UPS

Cook St. Paul, owned by chef Eddie Wu, allowed for the Union Hmong Kitchen team to takeover his restaurant for dinner service giving Yia Vang and his team the platform they needed to share their view and interpretations of Hmong food. This was a big, first stepping stone for his team to reach new audiences in St. Paul, MN. In addition, the nomadic style of harnessing pop-ups around the Twin Cities and throughout the country is aligned with the story of the Hmong people never having a country of their own.

COCHON 555

Yia Vang and the Union Hmong Kitchen team compete in the largest pig roast competition in the country. Yia received local and national attention for his preparation of a whole pig and how it manifests in a slew of traditional Hmong dishes. Bodega Ltd. had the opportunity to help develop the vision, tablescape and styling for the event in addition to hosting a practice feast at Maison Bodega.

HMONG VILLAGE + CNN

Hmong Village, a shopping center meets grocery store meets Hmong cultural hub is a place near and dear to Yia Vang’s heart. Yia took individuals from the press and food community through Hmong Village, teaching them about Hmong culture. Above, Yia takes CNN’s “United Shades of America” host W. Kamau Bell on a tour, telling him the story of every detail along the way.

KAMAYAN FEASTS

A traditional East Asian communal feast is a flavorful and visual experience. Seafood, poultry and traditional Hmong sides like purple sticky rice in laid out on giant banana leaves for all to dig in. For Yia , these feasts were an important part to their community building and cultural education process.

RESIDENCY at SOCIABLE CIDER WERKS

Union Hmong Kitchen took over the mobile kitchen outside of the popular cidery, Sociable Cider Werks, in Northeast Minneapolis where they served traditional foods and Hmong-takes-on-classics like Minnesota’s favorite “Tater Tot Hotdish”, that paired perfectly with sweet and tangy ciders.

BRAND PARTNERSHIPS

We worked with Yia Vang and Union Hmong Kitchen to understand that they’re not just a restaurant and food experience, but influencers. This lead to brand partnerships with Primo Ceramic Grills, Chef Camp, Grillwords and more, giving them a new revenue stream and opportunities for audience development.

CLIENT INTEGRATION

At Bodega Ltd., we believe that there are inherent opportunities for our clients to interact and grow together. This philosophy lead to cocktail collaborations with Brother Justus Whiskey Co., like the Mama Vang above. As well private dinner opportunities at our live/work space, Maison Bodega.

TRADITIONAL PR PLACEMENTS

MUNCHIES > Yia Vang was given the opportunity to tell the story of the Hmong tradition of slaughtering animals, why Asian families do everything together and why it is important to continue these traditions into the future.

CNN > Comedian and political provocateur W. Kamau Bell featured Yia Vang, his family, Hmong Village and the Hmong community of Minnesota in his series on CNN “United Shades of America”. Yia took Bell on a tour of Hmong Village to his parents kitchen where Bell enjoyed a home cooked, traditional Hmong meal.

TPT > Yia Vang is naturally a very warm and gregarious person, he is a natural storyteller and comfortable on camera. We pitched a TV show concept to PBS/TPT with Yia as the host, where he featured recipes, cuisine and stories of influential chefs from diverse backgrounds. This came to life in a series called “Relish” that made Yia Vang a household name in Minnesota.

KARE 11 > Being a Hmong cultural representative, Yia Vang and Union Hmong Kitchen were consistent guests on Kare 11 to share Hmong dishes, culture and ideas with their audience effectively helping the general population of Minnesotans learn about Hmong culture.