Hidden Saigon, established in 2018 by Vietnamese-Canadian Linh Phan, is a cultural initiative dedicated to reshaping global perceptions of Vietnam through authentic storytelling. Drawing inspiration from her personal journey, Linh aims to highlight the vibrant and diverse narratives of contemporary Vietnam, moving beyond traditional themes of war and food.

The brand focuses on community-driven storytelling, empowering local voices to share their experiences. Hidden Saigon offers a rich array of curated services, including immersive journeys, artistic workshops, and engaging events like indie film screenings and panel discussions. By actively collaborating with community members and local businesses, they foster meaningful partnerships that deepen connections across various sectors—media, arts, music, and nightlife.

Committed to responsible tourism, Hidden Saigon prioritizes sustainability by limiting group sizes, promoting refillable water usage, and ensuring community feedback guides their initiatives. Through Linh Phan’s vision and extensive experience, Hidden Saigon embodies the true essence of Saigon's culture, connecting visitors with the heart of the city.