Conversations
On the Move with the Jones Backpack
On the Move with
the Jones Backpack
On the Move with
the Jones Backpack
The things we collect while travelling often become lasting reminders of where we have been and who we have met along the way. The Jones Backpack continues through a series of collaborations with creatives from across the region, each interpreting the places, people, and experiences that have shaped their perspective into collectible patches designed to be carried forward. In collaboration with travel creator Mike Phan, this edition focuses on the culture and community experienced from one destination to the next.
The things we collect while travelling often become lasting reminders of where we have been and who we have met along the way. The Jones Backpack continues through a series of collaborations with creatives from across the region, each interpreting the places, people, and experiences that have shaped their perspective into collectible patches designed to be carried forward. In collaboration with travel creator Mike Phan, this edition focuses on the culture and community experienced from one destination to the next.
“Sometimes it's a feeling that pulls me forward, sometimes it's a clear story already forming in my head before I even set off. But the common thread is always the same: I leave with a question, and come back with more than one answer.”
“Sometimes it's a feeling that pulls me forward, sometimes it's a clear story already forming in my head before I even set off. But the common thread is always the same: I leave with a question, and come back with more than one answer.”
Through observations gathered on the road, Mike translates everyday scenes and local nuances into a series of graphic patches that read like entries from a travel journal. Together, they highlight the subtle details that define a place, and the connections that remain long after the journey ends.
Through observations gathered on the road, Mike translates everyday scenes and local nuances into a series of graphic patches that read like entries from a travel journal. Together, they highlight the subtle details that define a place, and the connections that remain long after the journey ends.
Teaching Korean language or consulting on marketing strategies, I've always realized one thing: culture doesn't live in textbooks — it lives in every journey. The years I spent studying and living in South Korea taught me how to observe a culture from the inside, not through the eyes of a tourist. When I came back to Vietnam, I carried that perspective with me — seeing my own culture through the eyes of someone who is both familiar and foreign at once. Because I understand both cultures deeply, I want to serve as a bridge in both directions: sharing with Korean audiences the fascinating and relatable sides of Vietnamese culture they've never encountered, while helping Vietnamese audiences truly understand Korean people — not just through films or K-pop, but through their real lives and everyday humanity.
Honestly, all three — but it usually starts with a question I haven't found the answer to yet. I tend to go to places where I feel something hasn't been told quite right — a familiar street corner people walk past without stopping, or an interesting parallel between Vietnamese and Korean culture that I stumbled upon. Sometimes it's a feeling that pulls me forward, sometimes it's a clear story already forming in my head before I even set off. But the common thread is always the same: I leave with a question, and come back with more than one answer.
The Lotus Compass is about always returning to your roots no matter how far you've traveled. It represents Vietnam today—young, dynamic, open to the world yet still warm and community-rooted. Symbolises navigating life by returning to cultural roots.
I keep coming back to the idea of intersection — the way young Vietnamese people today carry a deep cultural heritage within them while confidently stepping out into the world. Through the three patch designs in this collaboration with Pedro, I want to tell exactly that story: The Lotus Compass is about always returning to your roots no matter how far you've traveled; The Roaming Sun is about the energy and curiosity of young Vietnamese on every journey; and The Travel Seal is a subtle fusion of Vietnamese and Korean calligraphy — much like the path I've walked myself. These are the stories I want the world to see in Vietnam: dynamic, warm, and always in motion.
I'm drawn to the ordinary moments that locals don't think of as special — the way an elderly woman in Hội An folds a dong leaf, or how Koreans queue silently outside a breakfast restaurant without exchanging a single word. Those small details say so much about the character of a people. I also pay close attention to language — not the words, but the gestures, the signage, the way people use space. Perhaps because of my linguistics background, I tend to "read" a place the way I'd read a passage of text.
My cameras — and as many memory cards as I can carry. I usually bring several cameras with me at once, because to me, no moment is "not worth filming." A fleeting light, an unexpected expression, a street corner that's only beautiful for one single second — I want to capture all of it. I'd rather come home with hundreds of unused clips than regret missing a moment that will never come again.
I want to be a genuine bridge between two cultures. For my Korean audience, I want them to see Vietnam as more than just a travel destination — as a country with real depth, with surprising parallels to their own culture. For my Vietnamese audience, I want to offer a fuller picture of South Korea — its people, its way of life, and everything that lies beneath what we see on screen. And beyond all of that, I hope viewers come away feeling that travel isn't about leaving — it's another way of understanding more deeply the place you truly belong.
From their world to yours.
Markers of a journey waiting to unfold.
From their world to yours.
Markers of a journey waiting to unfold.
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