Cambodia & Guest of the Mag: Linda Nguon - Founder of Banh Mi, “showing that France is diverse, vibrant, and multicultural”

Linda Nguon is the founder of Banh Mi Média, an organization that describes itself as “France's first media outlet dedicated to Asian cultures and identities.” After living in Asia for eight years, she launched the platform with the aim of giving a voice to a community in France that is often overlooked and sometimes affected by racism and a lack of recognition.

Linda Nguon

Can you introduce yourself in a few words?

My name is Linda Nguon. I am French, of Vietnamese and Cambodian origin. My parents were both born and raised in Cambodia, in Vietnamese families. They fled the country because of the Khmer Rouge regime, and after a turbulent journey between Cambodia and Vietnam, they settled in France. I grew up in the suburbs of Paris. My brother was born in Vietnam and I was born in France. I followed a traditional university path, studying at business school with a specialization in international business.

How has your family history influenced your career path?

My parents' story has had a profound impact on my identity. My mother, who came from a modest background, left school at the age of 12 to sell snacks outside schools. My father came from a wealthy family of merchants who were able to settle in France thanks to their means. This mix of heritage, cultures, and unlikely trajectories gave me a taste for curiosity and travel.

What made you want to explore Asia and start your career there?

I've always wanted to discover the unknown. I did internships in Vietnam and Canada, an exchange program in South Korea, and then I went to Singapore on a VIE contract. I worked there for a French chocolatier, then in Hong Kong and Bangkok for a syrup and liqueur brand. These experiences allowed me to travel throughout Asia, immerse myself in different cultures, and develop a particular sensitivity to the issue of identity.

Did you travel a lot during this period?

Yes, I traveled constantly. Singapore is an airport hub, so I explored the Philippines, Malaysia, Indonesia, etc. With Giffard, I traveled even more for work, and I often stayed a few extra days to explore. I visited Japan, China, Mongolia, Bhutan, Sri Lanka, India, etc. I love discovering new cultures and cuisines, and seeing how people live in different countries.

Did you document your travels?

Yes, I created a travel blog with friends called “Yusuke Travels,” which means “adventurous and curious” in Japanese. We shared travel articles, and I was even published in a Bhutanese magazine after a trip there, where I photographed and wrote about the people I met.

How did the idea for Banh Mi come about?

Living in Asia made me realize how much I was both French and Asian. Everywhere I went, people thought I was a local. But as soon as I said “I'm French,” they were surprised. I realized then that France, despite its influence, was not well known for the diversity of its Asian communities. I wanted to tell these stories, to give a voice to those who, like me, navigate between several cultures.

Linda Nguon

I started with a blog, then a podcast: Banh Mi. The name refers to bánh mì, a Vietnamese sandwich that symbolizes fusion and hybridity. The media outlet was built around the idea of promoting Asian identities in France, but also talking about Asia, culture, migration stories, and heritage.

What made you decide to switch from blogging to podcasting?

I've always loved listening to and telling stories. When I was younger, I wanted to be a journalist, but I didn't see anyone like me in the profession. It was through a theater experience in Thailand, followed by a training internship in Belarus, that I gained confidence in my voice and image.

Podcasting seemed like a natural format, intimate and conducive to oral storytelling and highlighting experiences that often lack visibility.

How does Banh Mi work today?

It has become a collaborative media outlet with a team of 15 to 20 volunteers, including illustrators, graphic designers, writers, and videographers. Everyone finds a space to express themselves, learn, and sometimes reveal themselves. For example, the first illustrator who joined us was able to land commissions from major publishing houses thanks to this experience.

We produce podcasts, videos, articles, and we have a strong presence on social media. We have a loyal and engaged audience, with episodes reaching several thousand listeners. We adapt the formats to suit the platforms: long podcasts, short videos, reels, etc.

What kind of guests do you feature?

Mainly people connected to Asia or Asian cultures, but not always of Asian origin. For example, I interviewed André Derainne, an illustrator who spent three months in Ho Chi Minh City and wrote a graphic novel about Vietnamese cuisine. He even learned Vietnamese and how to cook Vietnamese food. The response to that episode was very positive.

What topics are important to you?

I'm interested in everything related to identity, memory, and transmission. I give a voice to Asians in France, but also to non-Asians who are interested in Asia, such as artists and chefs. The idea is to show the richness, diversity, and complexity of people's journeys, far from the clichés.

How big is your audience?

It varies. Some podcast episodes get 5,000 listens over several months. The number of views on YouTube is lower, probably because the episodes are long and YouTube users prefer shorter content.

Podcast listeners are more open to longer content. I also create short videos for TikTok and Instagram, which can get between 10,000 and 800,000 views. On average, my videos are viewed around 15,000 times.

How often do you publish episodes?

When it was just audio, I published every week. With video, it was every two weeks. Now it's more irregular, I don't have strict deadlines. The last episode was released last November and I took a break to reorganize the team so that it could function more independently.

What difficulties do you encounter in this work of representation?

There are still a lot of stereotypes about Asians in France. The traditional media rarely talk about our stories, or when they do, it's through a reductive lens. We have to constantly explain, contextualize, and deconstruct. But I also see a real thirst for stories and identification, especially among younger generations.

How do you see the future of Banh Mi and the representation of Asians in France?

I want Banh Mi to become an essential platform that inspires, connects, and builds confidence. I also hope that other media outlets will follow suit and that diversity will become the norm. The challenge is to build bridges, tell our stories in our own words, and show that France is diverse, vibrant, and multicultural.

https://banh-mi.co/