Southeast Asian culture, music & life in the USA
From turmeric face masks passed down through Thai families to Vietnamese herbal remedies reimagined for Sephora shelves, a wave of Southeast Asian American women founders are quietly reshaping the beauty and wellness industry. Their secret ingredient isn't just ancestral knowledge — it's the courage to bet on it.
For a generation raised on smartphones and streaming, staying connected to Southeast Asian roots looks nothing like it did for their parents. From TikTok altars to Discord temples, Gen Z in the diaspora is writing a brand new playbook for cultural belonging.
A new wave of Southeast Asian rappers is hitting the US scene hard — spitting in Khmer, Lao, and Thai over trap beats that hit just as hard as anything out of Atlanta. Streaming platforms are finally starting to pay attention, and these artists aren't waiting for permission.
From refugee camps to boardrooms, a new generation of Vietnamese American tech entrepreneurs is building companies that carry the weight of their heritage. We talked to founders and investors who say their cultural roots aren't just backstory — they're a genuine competitive edge.