For decades, Vietnam has been known as one of the world's great manufacturing hubs. It's not hard to find a pair of sneakers, a smartphone, or even a software program from a global giant that proudly wears the “Made in Vietnam” tag. But—is that all we’re meant to be?
In a recent conversation with Tatler Vietnam, Gia Nguyen—Founder and Lead Designer of NUEN MOTO—introduced a new idea:
“Designed in Vietnam.”
“Our philosophy is rooted in this journey from ‘Made in Vietnam’ to ‘Designed in Vietnam’. It’s not just NUEN MOTO’s brand statement. It’s a bold call to action—for other Vietnamese companies to create a new future together, where we’re recognized not just for how well we build, but for how brilliantly we think, design, and lead.”
Sounds cool. But what does it actually mean?
ORIGINS OF A PRODUCT IN A GLOBALIZED WORLD
"Where is a product really from?"
Seems like a simple question. But not so much today. A smartphone might be assembled in China, powered by chips from Taiwan, rocking a screen from South Korea—and designed in California. So yeah, “origin” is a bit of a murky topic now.
You might come across terms like “Localization Ratio”—a way to quantify how much of a product is sourced domestically. It usually measures things you can weigh, count, and price. And it largely depends on the existing industrial strength of a country. So… does that mean developing countries are forever stuck at the bottom of the value chain?
What gives an iPhone its worth? The lightning-fast semi-conductor from Taiwan? The silky-smooth 120Hz screen from Korea? The camera lens from Japan? Or is it the iOS magic that makes it feel so effortless to use? The kind of marketing and community-building only Apple can pull off?
Today, when we talk about where a product is “from,” we’re also talking about where its soul is born. The place where hundreds—even thousands—of sketches, trials, and late nights went into dreaming up something new. The place where culture seeps into every design decision, every marketing move, and every touchpoint with the community.
WHY “DESIGNED IN VIETNAM”?
Let’s get real. In the Vietnamese context, when building something like a high-performance electric motorcycle—what parts of the supply chain can a team like NUEN MOTO invest in to create real value?
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Which parts are less dependent on the overall development of other supporting industries? Sure, battery tech, motors, and charging infrastructure are making strides in Vietnam—but we’ve got some road to cover before we can claim global leadership.
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Which parts require fewer resources? NUEN MOTO is a two-year-old startup with fewer than 20 people. One misstep could be a deal-breaker.
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And most importantly—what plays to our strengths? Not just as a country, but as a team? Here’s something you might not know: Gia Nguyen—besides being NUEN MOTO’s founder and lead designer—is a veteran concept artist with credits on major titles like Star Trek, Alita: Battle Angel, and Godzilla: King of Monsters. He’s got design in his DNA.
So what’s the smartest way forward for NUEN MOTO? Lean hard into what we do best: creativity, market insight, user empathy, and a burning passion for performance vehicles.
That’s why NUEN MOTO puts design front and center. It’s where we can compete on even ground—and actually win.
“DESIGNED IN VIETNAM” ISN’T JUST ABOUT LOOKS
Sure, “Designed in Vietnam” sounds like a surface-level slogan. But for NUEN MOTO, design isn’t just about how something looks—it’s about how it works, and how it feels to use.
So maybe a more accurate label would be:
“Designed & Engineered in Vietnam.”
Here’s what that means to us:
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A beautiful product with unmistakable brand identity and bold personality.
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A smart structure that maximizes function and performance.
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A design that’s technically straightforward—easy to build, easy to maintain.
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And most importantly: something that sparks a lasting emotional connection between the rider and their machine.
This is how we move toward NUEN MOTO’s long-term vision:
To transform the electric motorcycle from a “budget-friendly” ride into a lifestyle icon—a personal statement of taste, identity, and values. All powered by sustainable, reliable performance.
IN CLOSING
The N1-S—NUEN MOTO’s first-born—might use some imported battery cells or parts. But its soul, its intuition, and its identity? All dreamed up, sketched out, and brought to life by Vietnamese minds and hands.
We—NUEN MOTO—are learning fast, creating boldly, and refining constantly.
We aim to build products that can stand toe-to-toe with global giants—while proudly staying rooted in who we are.
And we hope this journey will be joined and cheered on by people who believe in a future where Vietnam doesn’t just make things—but imagines, designs, and owns them too.
