At the end of the 2000s, blogging became a sensation in Vietnam’s online world, a place where people shared, observed, and recounted their everyday stories. Amid this trend, a Canadian man born in 1978 in Vancouver became a rare phenomenon: Joe Ruelle, whom Vietnamese affectionately call “Dau Tay” (“Strawberry”). He spoke and wrote Vietnamese fluently, wittily, and at times even more “quirky” than native speakers.

After graduating in theatre arts from Acadia University, Joe came to Vietnam in 2004 to conduct research for UNICEF and enrolled in a Vietnamese language course at the Faculty of Linguistics, University of Social Sciences and Humanities (Vietnam National University, Hanoi). Gifted with an innate talent for languages, he began writing a blog in Vietnamese, starting with personal posts that quickly captured the attention of the online community and the press.

Joe Ruelle’s two books, "To là Dau" and "Nguoc chieu vun vut".

Joe’s writings are both humorous and subtle, offering a profound perspective on Vietnamese people, landscapes, social relationships, and family life, especially the life of Hanoi. He explained the title "Nguoc chieu vun vut": “I chose this name for two reasons. The secondary reason is that when some Westerners say goodbye to their homeland to come to Vietnam, it is such an unexpected direction that we have to react quickly, trying to maintain speed without causing cultural accidents. The main reason is that the phrase vun vút just sounds nice.”

At the height of his popularity, Joe also appeared on television, hosted programs, took part in entertainment shows, and acted in films, becoming as well-known as any singer or actor in Vietnam. Beyond his fame as a writer, he is also a true technology expert. In early 2020, Vietnam’s tech community recognized that the once-familiar “Strawberry” had reappeared as a Google specialist for Asia, based in Singapore. He explained:

“I’ve been working in the tech field for a long time. For example, the brand name Coc Coc was created by me back in 2007 when I was consulting for that team. I joined Google in 2015 - the working environment is fantastic - and in the future I’ll return to Vietnam to start a startup; my experience at Google will be very useful for people who want to do business in the tech sector.”

Joe Ruelle (center) is currently working in the technology field.

Following Joe Ruelle, another phenomenon emerged: Jesse Peterson, a Canadian writer who has lived in Vietnam for more than a decade. In November 2023, at Ho Chi Minh City’s Book Street, he released his third book written entirely in Vietnamese: "Bi hai kich - sac mau lam nen cuoc song (“Tragicomedy - the Colors That Make Up Life”), a satirical short story collection developed between 2019 and 2022, following his two earlier works.

Jesse is well known for his satirical sketches and social commentary published in Tuoi Tre Cười, VnExpress, as well as for his role as a host of street-food programs. Born in Canada, he chose Vietnam as his long-term home out of love for its people and culture, and for his passion for new experiences. “Today, Vietnam has become one of the warmest destinations in the world,” he said.

Jesse approaches life with humor, but behind the laughter lies a deep, perceptive viewpoint. He observes and records every small detail of daily life, from street-side stalls and the streets of Hanoi to the routines of young people and workers, to convey an authentic perspective. Jesse emphasizes: “As long as we can still laugh at our own absurdities, and then at the disappointments in society, we still have the strength to overcome difficult moments.”

Writer Jesse Peterson, author of the satirical collection "Bi hai kich - sac mau lam nen cuoc song".

Across more than 500 pages of "Bi hai kich - sac mau lam nen cuoc song", Jesse combines his personal experiences - teaching, writing, translating, performing stand-up comedy, hosting programs, filming documentaries, and directing commercials — to craft stories that are both satirical and profound. He believes: “Life will never lack tragedy. And thus comedy is born, relieving people of the weight of tragedy. A tragedy is simply an invaluable lesson once we have stepped out of it. If well acted or well written, a comedy based on a tragedy can become a ‘hit’, living on through time and offering long-lasting, boundless laughter.”

Jesse also engages with serious social issues. In a September 2025 interview, he shared that he was translating "Con duong tuong lai", a work discussing the current fight against corruption - a topic he had rarely touched upon before.

Jesse currently lives in Ho Chi Minh City and continues writing books and articles entirely in Vietnamese. He is among the few foreign authors who truly “live with the Vietnamese language”, turning it into a refined medium to express a diverse range of experiences, from humorous to reflective lessons on life and life skills. According to Jesse, a positive and optimistic attitude, adaptability, and a spirit of learning are vital for young people, especially expatriate authors, to develop themselves in a new environment.

"Pho Nha Tho", the novel by Serbian writer Marko Nikolic.

Marko shared that he had traveled to more than 70 countries and learned 10 languages, but only when he arrived in Vietnam did he find enough reasons to stay and build a life here. He explained: “Everywhere has its problems; Vietnam is no exception, but I chose to stay because it suits my temperament. This S-shaped land suits me in language, culture, and lifestyle. If I moved to another country, I would have to start all over again, which would be exhausting.”

Professionally, Marko previously taught French in Europe, but he now teaches English at centers in Vietnam, mainly to children and teenagers. He remarked that foreign language education in Vietnam is booming, learners invest heavily, and many centers are opening, unlike in Europe, where English is already widespread and fewer people need to study it.

According to Marko, learning Vietnamese is both challenging and enjoyable: “Vietnamese grammar is quite simple, but the vocabulary is vast and diverse, and you must know how to use it and pronounce it correctly. The nature of Vietnamese is very different from English, but because I enjoy learning and researching, I don’t find it difficult.” His cultural adaptation was also smooth thanks to his previous experience traveling to many countries. He shared: “Riding a motorbike in crowded streets, the noise… all of that feels normal to me. The harsh climate is the hardest part, but culturally and socially, I have adjusted quite well.”

Marko also expressed surprise at certain Vietnamese customs: Westerners do not practice ancestor worship, so he initially did not understand why Vietnamese altars display so much food and fruit, though he accepts and respects the tradition. He finds that the collective and communal spirit in Vietnam is very strong, distinct from Europe’s individualistic culture.

Writer Marko Nikolic (center) with his novel "Pho Nha Tho", which won the “Work of the Year” award at the Bui Xuan Phai - For the Love of Hanoi Awards.

Regarding his novel "Pho Nha Tho", Marko emphasized that fame was not his goal: “I know I am the first foreigner to write a novel in Vietnamese, but being the first is not enough. If the book were just ‘trash’, readers would be disappointed. Fortunately, many people think highly of it and read it straight through because the content is compelling.”

After more than 10 years in Vietnam, Marko feels he has grown. “When I first came to Vietnam, I was still naïve and inexperienced, but now I have gained more knowledge and am no longer hesitant about media, interviews, or trying new things.”

Writer Marko Nikolic on a trek to conquer Mount Fansipan.

By: Phan Anh

Design: Mai Anh