Bài viết này có ngôn ngữ Tiếng Việt.
Millions of views and countless shares on TikTok, that’s how many Finns first discovered Bamilami before visiting the little food truck to try a Vietnamese Banh Mi.
From a small food truck rolling through the streets, Bamilami didn’t just bring a locally inspired version of Vietnam’s famous sandwich, they became a standout example of how a Vietnamese brand can build connection and community through storytelling.
Behind this success is Nguyen Vo Thanh Tai, a founder with more than a decade of experience in the F&B industry. Having managed several fast-food and casual dining restaurants, Tai decided it was time to create something of his own, something that carried both his passion and his culture.
In our interview, he opened up about the journey from idea to execution, from the early days of market research to choosing a food truck as a low-risk start, and the challenges he faced in finance, people, and adaptation. Most importantly, he shared how authenticity and consistency helped Bamilami earn the trust of Finnish customers. Through Tai’s story, BiziVietnam hopes to offer inspiration and practical insights for anyone dreaming of starting a business in Finland.
“Some relationships are so valuable that money can’t buy them. In business, the more you show up, the more you meet the right people.“
– Tai Nguyen, owner of Bamilami.
Summary
From idea to reality
When Tai first moved abroad, he was impressed by how the Americans spread their culture worldwide. “With just a hamburger, they made the whole world remember America,” he thought. “Vietnamese banh mi is just as special, why not take it further?”
At that time, some places in Finland sold banh mi, but only as a side dish. No one treated it as a star. That’s when Tai saw the opportunity, he wanted Bamilami to make banh mi the heart of the menu, not a supporting act.
To turn his vision to life, Tai and his former co-founder spent three months doing hands-on market research including visiting potential spots, observing customer flow, hosting tasting sessions, and adjusting recipes based on feedback. At the same time, Tai spent hours talking to suppliers, searching for ingredients that met his standards for both quality and price. “In this business,” he says, “your suppliers can make or break you.”
After six months of preparation, he invested in a food truck – a low-risk, affordable starting point with great branding potential.
Challenges and how to overcome them
Bamilami began with a modest amount of capital pooled by Tai and his small team. With the economy slowing down and people spending less, every decision had to be calculated carefully.
Things became even tougher when he and his co-founder parted ways due to different goals. This left both emotional and financial pressure on the young brand. “That was one of the hardest moments,” he admits. “But I had a team and responsibilities to carry – giving up wasn’t an option.”
Another challenge came from the market itself. Launching a food truck in the middle of Finland’s freezing winter seemed “crazy” to many, but thanks to loyal customers, the truck survived its first cold season.
So how did Tai get through it all? He chose not to carry the weight alone. Whenever things felt overwhelming, he found comfort in sharing his thoughts with his girlfriend – his biggest supporter. And more importantly, in sitting down with his team to talk things through.
“Communication is everything.” he says. “When there’s trust, there’s always a way forward. If one person can’t solve it, but together, we’ll find it”.
Advantages and support from people around
Tai sees his early collaboration with his former co-founder as a lucky start – together, they laid the first bricks of Bamilami. Over time, he grew even more appreciative of his current team, who have stood by him through every twist and turn of the journey.
Among them, Trang – the mind behind Bamilami’s marketing, whose social-media strategy gave Bamilami the push it needed to go viral and connect with a younger audience. Tai also credits Hieu and Liem for leading operations with quiet dedication, keeping everything running seamlessly behind the scenes – two steady hands that helped the food truck grow into what it is today.
Beyond the team, Tai found support in the most unexpected place – his customers. Many discovered Bamilami on TikTok, came to try the food, and eventually became friends. “Those connections keep me going,” he smiles. “They remind me that what we’re doing matters.”
Tai Nguyen’s proudest achievement so far
For Tai, success isn’t measured in revenue or the number of food trucks, it’s the growing number of restaurants in Finland that now serve banh mi. “I don’t see it as competition,” he says. “I’m happy to see more people enjoying Vietnamese food. It means we’ve inspired others, and that’s something to be proud of.”
Lessons for aspiring entrepreneurs
Looking back, Tai believes that Bamilami’s biggest strength was understanding the market. “Instead of positioning ourselves as authentic Vietnamese food,” he explains, “we adapted to Finnish tastes while keeping the soul of Vietnam”.
Another lesson he emphasizes is the power of relationships. “Some connections are so valuable that money can’t buy them,” he shares. “Go out and try to network, build meaningful relationships. In business, there will always be times when you need help from others.”
Lastly, be clear and transparent in partnerships. “Get everything in writing. Never rely on promises. It’s better to be upfront early than to face issues later,” he advises.
Read similar inspiring story from Jarvis Luong.
Interviewed and written by: Hoang Minh Phuong
Finland Business Insider: Perspectives from a Vietnamese-Finnish entrepreneurs
Finland Business Insider: Perspectives from a Vietnamese-Finnish entrepreneurs
Did you find the interview insightful about doing business in Finland? If you’re eager to dive deeper into more inspiring success journeys of Vietnamese entrepreneurs thriving in the Finnish market, subscribe to our blog now and follow BiziVietnam on social media for the latest updates. Share your own business stories with us and become part of the “Finland Business Insider” community. We’d love to hear from you – Let’s connect and grow together!
