In Little Saigon, women step forward

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Posted on April 14, 2014
Source: OC Register 

Gia Ly darts in from Bolsa Avenue through the doors of her family’s Westminster restaurant and hawk-eyes the tables and corners – all with a few screen swipes and finger pinches on her iPhone.

Ly is navigating a virtual tour she set up to promote her family’s businesses, Zen Vegetarian Restaurant and Crepe Corner, as she sits right outside. Winds whip three flags – Californian, American and former Vietnamese – flying in front of the establishments.

“In Little Saigon, mom-and-pop owners don’t think of marketing dollars, or how to compete with larger restaurants. This will help them with (Google) ranking and indexing,” says Ly, who contracts with the search giant to sell similar tours to small businesses.

The 34-year-old businesswoman epitomizes Orange County’s modern Vietnamese American female entrepreneur, one who oftentimes straddles two worlds. In this case, Zen, which she co-owns with her immigrant parents, shows her allegiance to cultural roots, and her work with the online tours reveals more corporate, go-getter chops.

Women like Ly are among the so-called “1.5 generation,” an in-between group that immigrated to the U.S. when they were younger but have adopted both Vietnamese and American traditions.

This generation tends to take on more leadership roles and are more involved in the community, says Linda Vo, associate professor for Asian American studies at UC Irvine.

“You’re seeing that in the Vietnamese American Chamber of Commerce,” Vo says. “It’s a new kind of generation. (Before,) they weren’t that active in doing outreach outside of ethnic businesses.”

FEMALE ADVANCEMENT

As the first woman to chair the Fountain Valley-based Vietnamese American Chamber of Commerce (her first term started this year), Ly symbolizes the growing presence and changing dynamics of female business ownership in the local Vietnamese community, the largest outside of Vietnam.

While research on this topic is limited, anecdotal evidence suggests a rise in Vietnamese American women who are going beyond the traditional business models such as restaurants and nail salons, to launch startups in less-traditional fields, including marketing and finance.

In their native country, wealth is on the rise, from the minting of the Vietnam’s first billionaire to the increasing presence of women in boardrooms. Behind China, it’s the fastest-growing economy in Asia.

An index of companies in Vietnam currently led by female CEOs has almost tripled in the past five years, gaining about twice as much as the nation’s benchmark VN Index, according to data compiled by Paris-based Intelligent Financial Research & Consulting and Bloomberg.

More pronounced advances can be seen in Southern California.

Women in general are outpacing men in college education, which can translate to higher earnings and more opportunities. There are more than 620,000 businesses owned by Asian American women in the U.S., an 80 percent jump since 2002, based on numbers from the the Center for American Progress, a public policy think tank in Washington, D.C.

Mix in the enduring influence of family legacy and the effects of the Vietnam War, and many in Little Saigon aren’t surprised to see women there making strides professionally.

“Women are a kind of rock, the pillar, the foundation,” says Dr. Tam Nguyen, who recently handed the reins of Vietnamese American Chamber of Commerce to Ly. “Even though the war is over, some things continue.”

Following the fall of Saigon, Vietnamese refugees fled to the U.S. in waves. Lacking language skills but possessing technical ones, many families started their own businesses.