Thanh Nguyen

Thanh Nguyen is a first-generation Vietnamese American entrepreneur and the founder of Tofu’s Trading, a business dedicated to the world of card collecting and trading, with their highlighted inventory being Pokémon & Anime collectibles among other cards and products. Thanh’s journey is one of resilience and determination, marked by his decision to pursue his passion for business against traditional expectations. Growing up in a strict and conventional Vietnamese household, Thanh initially majored in computer engineering but made a bold switch to Business Management Information Systems, following his true calling. His entrepreneurial spirit, ignited during his college years, was further fueled by the COVID-19 pandemic, leading him to establish Tofu’s Trading. Thanh’s cultural background profoundly influences his business values, emphasizing family, hospitality, and community involvement. Now, as the Secretary of the Story Road Business Association, Thanh is committed to using his success to make a positive impact on his local community, especially in supporting the unhoused population and bringing back the vibrancy to Story Road. His story is a testament to the power of following one's passion, the importance of cultural heritage, and the impact of community service.

Inspiration Behind Tofu’s Trading

Thanh Nguyen's journey to starting Tofu's Trading is deeply rooted in his personal story and cultural heritage. Growing up as a first-generation Vietnamese American in a strict and traditional household, he initially pursued a path that was expected of him, majoring in computer engineering. However, Thanh's true passion for business and entrepreneurship began to surface during his college years. Despite his parents' expectations for him to become an engineer, Thanh found himself drawn to the world of business. He made a bold and courageous decision to switch his major to Management Information Systems just one semester before graduating. This decision marked the beginning of his quest for self-discovery and independence.

“So going to college, I didn't really have an identity. So for me, I was like, OK, it makes sense. I just go to college. I pick computer engineering because it's what my dad wanted and that's what I did for my first 3 and a half years. Funnily enough, that’s when I started discovering myself, and who I was….being in such a diverse community, I realized I wanted more and realized engineering wasn’t for me.”

Thanh's entrepreneurial spirit was further fueled by his experiences during college, where he ran small businesses selling snacks, toys, and even re-selling sneakers to be self-sustainable. His experiences growing up without a lot of money and things always influenced and pushed him to be entrepreneurial and think outside of the box and he loved being able to sell different things. However, after graduating with a Business Degree, he joined the corporate workforce and worked incredibly hard to build his experience and taking on more responsibility and leadership roles. It wasn’t until the COVID-19 pandemic, did his journey into the world of Pokémon collecting re-ignite his passion for business and collecting, ultimately leading him to establish Tofu's Trading. His story is one of resilience, determination, and resourcefulness, even in the face of cultural expectations and personal challenges.

COVID-19 Challenges

Starting Tofu’s Trading during the COVID-19 pandemic presented Thanh Nguyen with numerous challenges, but it also provided him with unexpected opportunities. While balancing a full-time job at Comcast, Thanh found himself with extra time due to reduced commuting hours. This newfound time allowed him to dive into his passion project with greater focus and determination. Despite the difficulties of social distancing and the uncertainty of the pandemic, Thanh's commitment to his business remained unwavering. The first few months, they only did online orders and eventually were able to rent out their first unit. The tiny 100-square-foot space became the starting point for their business to grow exponentially. Today, their current brick-and-mortar store is located in the middle of Vietnam Town. 

“I didn’t want to take out loans, I only wanted to invest what I had, because if I failed, all I would have lost is the money I invested, and I don’t owe anyone any money. That's one thing that I really appreciated was that I only invested what I could and I kept re-investing what I made.”

Cultural Identity

Thanh Nguyen's cultural background plays a significant role in shaping the values and principles of Tofu’s Trading. Growing up in a Vietnamese household, he was deeply influenced by the cultural emphasis on family, hospitality, and generosity. Thanh's partner, who grew up in a different cultural environment, initially found it surprising to witness the extravagant hospitality and gatherings typical of Asian American households. However, she came to appreciate and embrace these traditions.

“As a part of our culture, we love having parties and get-togethers with our family and I love doing that with my team too, and taking them out to eat and getting together……My mom would do the same too, when we had parties, she would cook for everyone and go all out and make sure we had enough food. And that’s just the beauty of it. It just feels good to give back.”

This cultural influence is evident in the way Thanh runs his business, treating employees and customers like family and fostering a welcoming and inclusive environment. 

“I’m one of five siblings so they take care of me a lot so I know how important having a family and strong network is for you. So I also extend that to my employees as well; make sure they are taken care of because, they're not just employees but they're a strong part of the team too. They’re what make Tofu’s Trading successful”

Thanh's commitment to affordability and fair pricing is also a reflection of his upbringing, as he understands the importance of making products accessible to everyone. His story is a beautiful blend of cultural heritage and modern entrepreneurship, highlighting the importance of staying true to one's roots while building a successful business.

Future Goals For Tofu’s Trading and Community Involvement

Thanh Nguyen's vision for the future extends beyond the success of Tofu’s Trading. He aspires to make a meaningful impact on his local community by becoming more involved in community initiatives and organizations. Recently appointed as the Secretary of the Story Road Business Association, Thanh is committed to giving back and supporting those in need, stimulating economic growth in our cultural business community, with a goal to turn Story Road into the cultural version of Santana Row.

“One of my personal goals is to be more involved in community. You know, how do I be more involved? How do I give back to the community? How can I be more involved in these initiatives, you know, to help, especially with the unhoused. What can we do to give back? Because now I'm in a position where I'm getting back more time, where I'm in a position of power where I can do something now.”

His dedication to community service is driven by a deep sense of responsibility and a desire to create positive change. Thanh's journey from a young entrepreneur to a community leader is a testament to his belief in the power of giving back and the importance of using one's success to uplift others. His story is an inspiring example of how business success can be intertwined with community service, making the world a better place one step at a time.

Advice for Aspiring Entrepreneurs

“Don't be scared to follow your passion. I was scared and it took me a long time to jump into it…….Biggest thing you have to do is just just start. Just do one thing at a time. It doesn't matter how small the action is, you do 1 action, at least it's a step forward.”