Meet Kathy Phan of Đông Hưng Viên Bakery

Today we’d like to introduce you to Kathy Phan.

Hi Kathy, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
We’ve been around for over 30 years, since 1991, and it started with my mom and founder, Loan Hoang. Before opening the shop, she trained under a French baker, learning how to make things like baguettes and croissants. For a long time, though, the bakery was just a quiet, local spot in the Vietnamese community here in Orange County.

I came on board in late 2022 and saw an opportunity with the vegan bánh mì my mom was already selling. I realized there were so many amazing Vietnamese bakeries already selling the classic bánh mì, so instead of competing there, I decided to experiment promoting our vegan bánh mì alongside the traditional ones. I overhauled our digital presence and started running targeted ads focused on the vegan options, and that’s when we started seeing a shift in pace.

We saw an influx of new customers, a lot of them being first-time guests—some even eating Vietnamese food for the first time. That response gave us the confidence to really look into vegan Vietnamese food, introducing vegan versions of other classics like pâté chaud and bánh bao first, and eventually creating entirely new items like our vegan ham and cheese croissants and vegan fried chicken.

Doubling down and expanding our vegan line is what helped us differentiate ourselves and become the bakery we are today. We managed to bridge the gap between traditional flavors and modern dietary needs, while keeping it affordable and without compromising on quality.

Now our hope is to make these flavors accessible beyond our storefront. We are working on expanding into wholesale and launching a frozen line to share authentic Vietnamese comfort food with people everywhere.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Once we decided to niche down, we had to shell out a lot of unexpected capital upfront without any guarantee of a return. We had to invest in everything from marketing and new packaging to upgrading the interior LED signage. Everything seemed to cost money, and we often clashed over the budget.

But post-COVID, the business was stagnant. We were ‘a dime a dozen’—just another bakery in Orange County selling the same traditional items. I realized that if we didn’t pivot and differentiate ourselves, we’d eventually get left behind.

Naturally, that pivot brought operational headaches. In the beginning, we struggled to keep up with production, often selling out of vegan items. It also exposed a disconnect between marketing and execution. Just recently, a first-time guest visited specifically for the new grab-and-go packaging, only to be served the old container. I found out the kitchen hadn’t switched over yet when the guest tagged us in a post pointing out the inconsistency.

We understand that operational challenges are inevitable and as long as we stay open to feedback internally as a team and learn from our mistakes, we can focus on delivering the best possible guest experience.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
We are a traditional Vietnamese bakery with a modern twist, offering a unique vegan alternative to almost every classic item—from bánh mì to pastries. Our goal is to raise awareness and introduce more people to Vietnamese cuisine.

In our kitchen, vegan ingredients are treated with the same culinary respect as traditional meat. We take pride in accessibility and hospitality—creating vegan dishes from nostalgic comfort foods and encouraging guests to sample whatever they are curious about.

We want to change the narrative on vegan food and challenge the misconceptions surrounding it. By showcasing it through our lens, we are proving that vegan food can be wholesome and delicious.

Let’s talk about our city – what do you love? What do you not love?
What I like best: The Vietnamese food scene. Growing up here, I didn’t realize how spoiled I was until I left. The Vietnamese food in Orange County is unmatched. Now that I’m away, I miss our vegan bánh mì or our store’s vegan ham & cheese croissant because I can’t find anything like them anywhere else.

What I like least: The car dependency. I really enjoy living in a walkable city. The logistics of traffic and parking are such a hassle that sometimes it makes you not even want to leave the house. It’s easier to hop on a train and go without worrying about running late or finding a spot.

Pricing:

• Vegan Bánh Mì: $8.00 – $10.50
• Vegan Savory Pastries (Pâté Chaud, Bánh Bao, Empanadas): $3.50 – $4.00
• Vegan Croissants (Plain, Ham & Cheese, Chicken): $3.50 – $4.25
• Vegan Xôi (Sweet & Savory): $3.00 – $4.00
• Vegan Fried Chicken (A La Carte): $12.00 per half pound

Contact Info:

• Website: https://www.donghungvienbakery.com/
• Instagram: https://www.instagram.com/donghungvienbakery/
• Facebook: https://www.facebook.com/DongHungVienBakery/

Image Credits
Rhandy Dang (@areeltrip)