A Fresh Perspective from Southeast Asia

Only last week I returned from across the globe, having traveled to Vietnam, Cambodia, and Thailand. My worldly travels were through participation in a study abroad course offered through my MBA program. The course, titled Consumer Behavior, required approximately 15 pre-departure class hours where we covered general history, culture, and consumer behavior in each country. But we of course knew that the real learning would partake during our immersion experience.

I was amazed by the beauty, development, and unique nature of each country. I had the opportunity to chat with the natives, taste diverse cuisines, and even met with business professionals. In an effort to share my experiences, I will be composing a few subsequent blogs.

Food ingredients come in the freshest of form in Southeast Asia. In cities like Hoi An, Vietnam and Siem Reap, Cambodia, you shop at the local market – supermarkets do not exist. Families typically plan out a few meals and head to the market to do some bargaining. The market is not only where you shop for food, but also for clothing, furniture, and living necessities. Each market is organized by category, each with a unique purpose – i.e. produce, jewelry, meat, clothing, etc.

Phở is a noodle soup typically served for breakfast, and is a tasty staple to Vietnam, plus a fan favorite for many of my travel companions. Traditionally made up of beef or chicken, rice noodles, Asian basil, mint leaves, lime, and bean sprouts, the Vietnamese are able to find each ingredient readily available at their markets.

While these ingredients are fresh and usually collected by the seller themselves, they can be contaminated and therefore are quite risky for non-natives to consume. So, while I strolled along the market aisles lined with fresh food, I simply admired and kept my food consumption to more tourist-friendly establishments.

Looking to try some Phở? There are quite a few Vietnamese establishments in Chicago.