This Is Rice

17/02/2026

Trotting into năm Bính Ngọ (Year of the Fire Horse) with the BaseSGN team, looking our best. 🐎🧧

.vuong__ .about.us Tram Huynh Hong Tran Thanh Mai Xuan Mai

19/01/2026

Join us for the Children’s Cancer Run (CCR) 2026

Together with VinaCapital Foundation and Canadian Chamber of Commerce Vietnam, and guided by hard-earned lessons, we’re back to build an even stronger event to help strike out cancer.

📆 Sunday, 29 March 2026
📍 The Global City, Thu Duc City, Ho Chi Minh City
🏃‍♂️‍➡️ 5km Fun Run / Walk / Wheel, open to all

Run with purpose. Show up for little warriors.

👉 Register now: https://ticket.irace.vn/children-s-cancer-run-2026

09/01/2026

A full-day studio workshop exploring meaning and visual language through an example close and dear to us: Ho Chi Minh City’s Metro. Led by legendary designer Lance Wyman, the session brought together participants from diverse backgrounds to examine how icons, systems, and symbols can emerge from history, context, and local knowledge—and convey layers of meaning.

Working from station names, neighbourhood narratives, and everyday urban cues, participants focused on creating clear, legible—and genuinely engaging—visual symbols. The aim was to design work that feels distinctly rooted in Ho Chi Minh City, useful for daily commuters, and educational or intriguing for visitors discovering the city through the Metro.

With generosity and care, Lance shared decades of experience, drawing on his work across metro systems—from Mexico City Metro to Washington Metro and beyond—to enrich the discussion. He guided the group with clarity, curiosity, and deep respect for place. Our sincere thanks to him for shaping such a thoughtful and inspiring day.

Special thanks to Hoa Sen for supporting this event

30/12/2025

2025 set the tone. rice studios became BaseSGN. Working across teams, partners, and the local community, we helped bring AGI to Vietnam and ground it in a local context. Alongside this, we delivered a body of work across multiple projects and collaborations, shaped by close partnership and intent, and ran workshops driven by conversation, learning, and shared curiosity.

The work sharpened, and the bar moved up.

Looking ahead to 2026, we continue building through people, dialogue, and long-term relationships with the communities we work alongside.

#2025

03/11/2025

[Tiếng Việt bên dưới]
This November, Ho Chi Minh City will host AGI Open—an international design conference bringing together over 20 of the world’s most renowned designers with Vietnam’s next generation of creatives.

The theme “ĐÂY / Here & Now”, highlights Vietnam’s vibrant present: alive with talent, energy, and possibility. It’s an invitation to experience design in the right place, at the right time—right here.

Over two days of talks and exchange, AGI Open will celebrate diversity, plurality, and multiple perspectives in visual communication and beyond.

November 27–28, 2025
Ho Chi Minh City, Vietnam
Tickets on sale now: agi-open.com

With:
Tony Brook, Liza Enebeis, Özge Güven, Kenya Hara, Anna Kulachek, Verónica Majluf, Rebeca Mendez, Tin Nguyen, Christoph Niemann, Alexis Nikou, Evi O, Irene Pereyra, Leo Porto, Felipe Rocha, Jiang Qian, Stefan Sagmeister, Taku Satoh, Isabel Seiffert, Kris Sowersby, Martyna Wędzicka-Obuchowicz, Anuthin Wongsunkakon, Lance Wyman, Yah Leng Yu

–––––
Tháng 11 này, TP. Hồ Chí Minh sẽ là điểm hẹn của AGI Open—hội nghị thiết kế quốc tế quy tụ hơn 20 nhà thiết kế danh tiếng thế giới cùng thế hệ sáng tạo trẻ Việt Nam.

Với chủ đề “ĐÂY / Here & Now”, sự kiện khắc họa một Việt Nam đương đại đầy sức sống: giàu tài năng, năng lượng và cơ hội. Đây chính là lời mời trải nghiệm thiết kế trọn vẹn nhất—ngay tại đây, ngay lúc này.

Trong hai ngày chia sẻ và trao đổi, AGI Open sẽ mang đến sự cộng hưởng từ nhiều góc nhìn trên toàn thế giới và những cách tiếp cận đa dạng trong thiết kế và văn hoá thị giác.

27–28 tháng 11, 2025
TP. Hồ Chí Minh, Việt Nam
Vé đang mở bán: agi-open.com

17/09/2025

Brand Vietnam is having its moment.

At Rice, we’re committed to shaping and sharing it with the world. This November marks an extraordinary milestone for Vietnam’s creative future.

Stay tuned—AGI Open 2025 is coming to Ho Chi Minh City.

Read our reflections on Brand Vietnam and the creative future we see ahead—with Joshua James Breidenbach and Chí-An Benjamin De Leo—now on Monocle.

The organisers of AGI Vietnam reflect on the fast-evolving country and reshaping perceptions of ‘Made in Vietnam’ from a production...

11/09/2025

After 25 years of honoring Vietnam’s coffee heritage, Highlands Coffee has opened the Highlands Cái Mép Roastery in Bà Rịa – Vũng Tàu — a 500 billion VND investment in the future of Vietnamese coffee.

This roastery is more than scale or state-of-the-art technology; it is a statement of intent. A commitment to quality. A love letter to Vietnam. A platform to share the country’s coffee culture with the world — and an homage to the millions of people the brand has connected with along the way.
Rooted in tradition, built for tomorrow, the Highlands Cái Mép Roastery marks a bold new milestone in a journey that is only just beginning.

A huge shoutout to Highlands Coffee® for trusting our vision—and to our team who dove in headfirst to bring this powerful idea to life, beautifully.

Project team
Creative Director: Joshua Breidenbach
Design Director: Mark Bain
Designer: Giang Ho
Production Director: Anna Dinh
Production Technician: Thuong Nguyen
Brand Strategist: Khoi Pham
Project Managers: Khanh Nguyen, Linda Dinh
Photographer: Linh Pham

Highlands team
Head of Manufacturing: Christopher Jordan
Coffee Education & Content: Kim Tran
Head of Manufacturing Assistant: Phuong Ngoc Tran

29/08/2025

CaféCité was envisioned as more than a café—it is a keeper of memories, a place where fragments of personal journeys are gathered, treasured, and shared.

Rice translated this vision into a brand identity built on a flexible grid system, echoing drawers filled with postcards, souvenirs, and fleeting moments.

Illustrations take the form of travel mementos and postcard-like scenes, nodding to the café’s role as a meeting point for stories. A masthead-inspired logo anchors the brand with presence, while evoking the editorial voice of a city publication.

Through this system, CaféCité becomes more than a destination for coffee. It stands as a living archive, where the city and its people inscribe their own memories, continuously adding to a collective story still unfolding.

Client CaféCité
Project team
Design Director Mark Bain
Designers Duy Nguyen, Hieu Vo
Production Director Anna Dinh
Production Technician Thuong Nguyen
Project Manager Y-Van Pham
Illustrator Maxim Usik