Through images and insights, Richard Burrage documents Vietnam’s sweeping changes over the last two decades in his latest book, Vietnam Uninterrupted.
After six years of living and working in Hong Kong, England-born Richard Burrage sensed he was missing something: depth. While jet-setting around Southeast Asia has its perks, Burrage worried he was becoming a master of nothing. So, he moved to Vietnam in 2003 and started his own market research company, Cimigo. Since then, Burrage has witnessed firsthand Vietnam’s unparalleled growth.
Now in his forties, Burrage recently set out to capture how much has changed in the last 20 years in his latest book, Vietnam Uninterrupted. Light in text but heavy in visuals, the book is split into twenty-plus sections covering the rapid transformation of Vietnam over the past two decades.
Burrage’s early days in Vietnam look quite different from how they do now. The book’s front cover showcases the current snapshot of Ho Chi Minh City seen from the top of the Renaissance Building at approximately 5:30 am, while the back cover reveals where the story began with the same shot from the early 2000s. Both photos are by the same person: Frederick Wissink, a Canadian photographer who has been in Vietnam since 2006.
Wissink and Burrage met at a whiskey-tasting event, where they agreed to collaborate on this book to celebrate Cimigo’s 20th anniversary. Wissink was tasked with digging through his archives and recreating a few shots. “I want them to look and see that almost exponential visual change in the city,” he says. But we can’t judge this book by its cover; we must also seek depth to understand how and why we got here.
The book draws from Burrage’s observations of Vietnam through an ethnographic lens. His company started small with 20 employees but grew fast. Cimigo now employs roughly 70 people across multiple offices in Can Tho, Nha Trang, Da Nang, Hanoi, Saigon, and more. Over the years, Burrage’s perspective has been tailored by working with clients such as Coca-Cola, Heineken, and British American Tobacco. Back then, his team could be found traveling down the Mekong River by boat, recording field interviews on reams of paper. Nowadays, they’ll still occasionally travel on water, but much has changed between now and then.
In 2003, Vietnam had roughly 80 million people with a median age of 25. Fertility rates were 2.3 children per woman, 70% of households earned less than $500 monthly, and GDP per person was $492. There were three major trade agreements active with $20 billion in exports, $1.5 billion in FDI, and $11 billion in retail sales.
Beyond the numbers, life felt different. Packaged foods were basic, refrigerators held mostly daily purchases, and global brands dominated. Motorbike helmets and traffic lights were scarce, tourism was modest, beauty standards were rigid, and the male stereotype was patriarchal. Fitness regimes were simple, food safety scares were common, dining options were limited, and status symbols like the Honda Wave or a Nokia mobile phone called for celebration. Advertising leaned heavily on TV and newspapers. Technology adoption was still low, cash was king, and scratch cards were your entry ticket at internet cafes.
Vietnam’s population is now well over 100 million. Fertility rates have dropped, and households are now smaller, wealthier, and more urban-based. GDP now stands at $4,260 per person. Active trade agreements sit at 16, with exports now at $355 billion and $209 billion in retail sales. Packaged goods have exploded, local brands have widened consumer preferences, and there’s a ride-hailing delivery service for every color of the rainbow.
Car and motorbike sales, plus metro options, have all increased. Tourism has surged, fashion has endorsed more individualism, and Vietnamese men’s roles have expanded. Racing Then events and fitness classes have swept across the country. High-end Vietnamese cuisine has gotten Michelin guide representation, status symbols have been swapped for assets, and advertising expenditures have blossomed. But, above all, the entrepreneurial spirit of the Vietnamese continues to be resilient, progressive, and steadfast in creating better opportunities for future generations.
TOURISM THRIVES
Twenty years ago, tourism was massively underdeveloped. Inbound arrivals numbered just under 2.5 million and domestic tourism trips reached 13.5 million. Pre-COVID, these numbers reached just over 18 million international inbound arrivals and 85 million domestic tourism trips.
It’s no wonder, then, that you notice the stark difference between the book’s covers. But what is driving the ship? Burrage attributes this growth to three factors.
First, Vietnam is one of the most interconnected ports in the world, translating to a rapid speed of economic growth.
Second, because of the speed of change, the number of options available has skyrocketed. When people go out for fun, there is a plethora of entertainment options. When people go shopping, there are more stores available, more brands to choose from, and more style choices accepted. When people go to work out, they have more access to gyms and studios, and because families have more money and fewer kids, their purchasing power to explore different opportunities continues to increase.
Third is the change in family dynamics. Declining birth rates and an aging population have increased familial pressures and, in Burrage’s opinion, may result in a detrimental economic output further downstream. Furthermore, the dream of moving to a high-rise apartment in the city has shaped many families’ aspirations. But, if there is one factor driving change in Vietnam, it’s a statistic that stands out from the rest: the fact that 88% of adult Vietnamese women work – a number much higher compared to its neighboring countries.
AFFLUENCE FLOURISHES
70% of households have a monthly income of US$ 500 or more today compared to just 24% twenty years ago. Today, increased urbanisation and affluence have led to smaller nuclear families living in apartments in stark contrast to the multi generational homes of the past.
SHINING BEAUTY
Many feminine cues from twenty years ago still exist: a slender and elegant stature, long, strong black hair, pale skin, a rosy face, bright yet demure eyes and a gentle voice. Conformity to these ‘natural’ beauty standards has weakened over the past twenty years, with an assertiveness to break from expected norms and confidently pursue greater individuality.
Twenty years ago, the skincare market was valued at US$ 7.5 million. It has reached US$ 780 million today, with South Korea the leading country of origin. Today, 4% of adult women under 50 years, in key cities, have undertaken cosmetic surgery (breast enlargements, face lifts, nose lifts and liposuction) to raise their confidence.
However, whether you live in England, Hong Kong, Vietnam or anywhere around the globe, some things just never change: Deeply rooted cultural values, respect for elders and the family unit, a love for sitting down on a tiny, plastic stool enjoying your favorite local restaurant while you watch the millions of motorbikes whizz by…
Yes, Vietnam has grown up, but it never seems to grow old and lose its timeless charm.
There’s an old saying that reflection is the lamp of the soul. Introspection is what helps illuminate the oftentimes dark world we live in such that by taking a moment to look backward, we have a chance to move forward. Richard’s story has come full circle. He finds himself at the intersection again of trying to sign off this chapter in life so he can turn the page and begin to pen something new. In other words, this book is that moment.
It has served as a way for him to reflect and thank his staff and clients, extending gratitude to people worldwide. From Norway to New Zealand, ironically, Burrage says the hardest part of the book was finding people’s addresses to send personal copies to. And the best part was hearing back from everyone reflecting on their journeys and exchanging stories from over the years.
So what does Burrage hope you feel when flipping through Vietnam Uninterrupted? He notes how easy it is to complain but reminds us to take a step back and remember how far we’ve come.
“Look at that bridge.” he says, holding his book, “That’s a beautiful bridge. And I get there are a lot of issues. But look at our retail structure, foods, and the entertainment we have. I mean we should really all be saying thank you to the powers that be, and for the women in this country for making so much of this happen. So I suppose I want people to say, ‘Damn impressive what this country’s done in 20 years.”
