2021, Event Management
Vu Minh Hien
Co-ownerTấm Creative Agency
I’VE LEARNED THAT AUTHENTICITY BEATS PERFECTION – VU MINH HIEN
In the dynamic landscape of Vietnam’s creative industry, Hien’s story stands as a testament to the power of staying true to one’s core values while embracing evolution. A graduate of BUV’s Event Management program, she has transformed her initial dream of creating happiness through events into building a successful creative agency that touches lives in meaningful ways.
A career rooted in making people happy
“I’ve always been curious and a little bit restless,” Hien reflects. This innate curiosity, combined with her passion for creating meaningful moments, laid the foundation for a career that would span multiple industries and eventually lead to entrepreneurship.
Starting in the high-energy world of gaming and Esports at Garena Vietnam, Hien found her first professional mentor and also leader, who would shape her approach to work and leadership. Under his guidance, she learned not just practical skills, but the essential mindset of continuous improvement and resilience. “He never gave me an easy way out,” she shares, “and because of that, I grew faster and stronger than I ever expected.” Later on, she reflects on this experience as an exciting time that kept her on her toes.
The transition from gaming to beauty and FMCG might seem like a major shift, but for Hien, the common thread remained constant: understanding and connecting with people. Her experience across different industries reinforced a crucial lesson:
Trends, platforms, and product categories change, but if your message doesn’t speak to a real human insight, it won’t land. Authenticity beats perfection.
For her, people connect more with brands that feel real, relatable, and consistent in what they stand for. No matter the industry, as long as the message is a clear, honest story and can deliver your brand values, your campaign will work!
This philosophy would later become a cornerstone of her own agency’s approach to marketing.
Building Tấm Creative around her values
Today, as the co-owner of Tấm Creative Agency, Hien has come full circle in her mission to create meaningful connections. What makes her story even more remarkable is that she built this venture alongside two fellow BUV alumni from her Event Management cohort, proving that university bonds can evolve into powerful professional partnerships.
The most rewarding part of running Tấm Creative is the freedom to build something that truly reflects my values: creativity, empathy, and a little bit of chaos in the best way. Seeing ideas come to life and knowing they started from a casual brainstorm with my team is very fulfilling. What makes it even more special is that the other two co-founders of Tấm Creative are my close friends and also BUV alumni (at 1810EM) – so I guess that “BUV spirit” really stuck with us.
Comes along with the rewarding part, Hien shared her most challenging “task” is juggling multiple responsibilities as a Co-Founder and Managing Partner. She has to switch between big-picture strategy and tiny details every day, from writing pitch decks to chasing invoices to fixing the team’s proposal (again). But after all the challenges, the lesson is always a sweet reward. She’s learned that leadership isn’t about having all the answers, it’s about being adaptable, trusting your people, and showing up consistently, even when things get messy.
Critical thinking developed at BUV
Looking back at her university days, Hien credits BUV for instilling critical thinking skills that continue to serve her well:
One lesson from BUV that has stuck with me is never making decisions purely based on emotions.
This foundation of logical thinking, combined with her natural empathy, has proven invaluable in her entrepreneurial journey.
To her younger self, Hien would offer words of encouragement that resonate with many young professionals today:
You might doubt yourself – but trust me, you’re the only one who does. The people around you see your potential, even when you don’t… You don’t have to be perfect, you just have to keep going.
Her story is a powerful reminder that success doesn’t always follow a straight path, but staying true to one’s core values while remaining adaptable can lead to extraordinary achievements.
Every BUV alumnus has a unique journey worth sharing. Whether you’re building your own business like Hien, innovating in your industry, or making an impact in your chosen field, your story could inspire the next generation of professionals.
Connect with us at alumnirelations@buv.edu.vn to share your journey from BUV to where you are today. Let’s celebrate the diverse paths our alumni take and inspire future generations to pursue their passions.
