HOA LE, Concept Developer and Media Specialist

Hoa’s culinary journey began while studying and living in Hanoi, where she developed a passion for exploring diverse cuisines. Her love for food deepened during her twenties through numerous trips across Southeast Asia, fueled by her enthusiasm as both a foodie and a nature traveler.

In 2015, she officially entered the food and beverage industry when she moved to Australia to pursue a master’s degree in marketing in Melbourne. This vibrant city offered her invaluable opportunities to work at upscale restaurants and cafés, while receiving professional training under the guidance of industry experts in Melbourne's competitive marketing landscape.

Hoa’s philosophy emphasizes a holistic understanding of the industry. To achieve this, she immersed herself in various roles, working as a waitress, kitchen hand, restaurant manager, operations manager, backup barista, and sous chef across diverse café and restaurant environments. She skillfully combined her hands-on experience with academic knowledge to develop practical concepts spanning a range of cuisines, including Thai, Greek, Melbourne brunch, and high-end café dining styles.

Returning to Vietnam in 2020, Hoa continued her work as a marketing manager based in Saigon and Hanoi, while contributing to several restaurant projects in Hanoi and Hoi An. Her focus shifted to authentic and fusion Vietnamese cuisine, building strong relationships with interior designers, manufacturers, and other specialists crucial for creating unique Vietnamese restaurant concepts. From ceramics to lacquer paintings, Hoa has cultivated expertise in designing concepts tailored to suit any budget and specific needs.

Settling in Germany at the end of 2024, Hoa aspires to join the F&B community and contribute to the growth and recognition of Vietnamese cuisine, building on the strong foundation she has established over the past decade.