HEM Merch

What if a traditional motif could become something we wear every day? What if a small, hand-drawn gift could help fund the preservation of the stories that inspired it?

These questions inspired me to found HEM Merch, a student-led creative brand that reimagines Vietnamese cultural heritage through original illustrations, contemporary merchandise, and purpose-driven entrepreneurship.

As Founder and Creative Director, I personally hand-drew all three product lines: character-inspired keychains, Lunar New Year red-envelope gift sets, and Huế-inspired bandanas adapted from Nguyễn Dynasty motifs. Each collection brought a different creative challenge, from developing original characters to translating historical patterns into designs that could feel relevant to younger audiences.

For the bandana collection, I wanted each product to carry more than an attractive pattern. Every bandana came with a card explaining the meaning of its historical motif and a QR code connecting customers to the related research by Dai Viet Phong Lien. In this way, an everyday fashion accessory became a gateway to discovering Vietnamese heritage.

Across three product launches, HEM Merch generated over VND 79 million (approximately US$3,000) in revenue, including sales of more than 500 Lunar New Year gift sets and 170 bandanas.

But the purpose of HEM Merch extended beyond selling products. We reinvested 80% of proceeds into Dai Viet Phong Lien and Ban Viet Studio, supporting cultural education and community initiatives, including the printing of 200 photography handbooks and 500 local product catalogs. The remaining 20% was reserved to finance a new bandana collection for Tết 2027, helping the project continue developing beyond its initial launches.

HEM Merch showed me that cultural entrepreneurship can do more than bring traditional aesthetics into modern life. It can create a self-sustaining connection between research, design, community engagement, and the preservation of heritage.