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For the inaugural launch, Omsom partnered with four chefs who head three of NYC’s trendiest restaurants, each redefining Vietnamese, Thai, and Filipino cuisine through a modern lens. Vanessa and Kim tapped Jimmy Ly of Madame Vo (also a favorite of SJP’s), Nicole Ponseca of Jeepney and Chat and Ohm Suansilphong from the popular Thai spot, Fish Cheeks. One Omsom sampler pack ($29), includes six sauce packets created by each chef that cover three signature Asian dishes: Vietnamese lemongrass barbecue, Filipino Sisig, and Thai Larb, with easy instruction cards included for each. For me, Omsom completely transformed my home cooking. Not only did it bring back my favorite Vietnamese dish into my home, but it also brought joy to my quarantine nights. One of the small pleasures during this time has been being able to share my Omsom dinner concoctions with my mom, who was, needless to say, impressed! The beauty in Omsom not only lies in its aromatic flavors packed inside easy-to-use kits, but the fact that customization is encouraged. Many Omsom consumers have mixed and matched different proteins and vegetables for the traditionally pork-focused Vietnamese lemongrass dish, or used tofu instead of spicy Thai larb. The difference between traditional meal kits and Omsom is that Kim and Vanessa are not looking to change or shift behaviors, but rather, to bring restaurant-quality ingredients and flavors to pantries through delightful and easy at-home cooking. Launching during the height of the COVID-19 pandemic was a challenge at first for the Pham sisters, but they quickly noticed that “folks were reconnecting, and trying to find a sense of comfort, and a sense of nourishment and self-care through cooking and food.” Even more so, Omsom launched during a period when Asian-American representation in mainstream media has been gaining momentum, Parasite won its historic “Best Picture” Oscar, Crazy Rich Asians had unparalleled box-office success as an all-Asian cast, and even more importantly, a time when amplifying diverse voices in all industries from fashion to beauty, food to film has been more critical than before. “There’s starting to be this moment in time where the rest of the world is finally catching up and realizing that Asian-Americans are an audience that should be actively served and not overlooked. That we not only have buying power, but we have an influence on culture and how other people spend their dollars,” says Vanessa. “It is exactly why we built this brand. This audience deserves an intentional brand that’s going to do our damn best to do right by them. And so, that’s where we’re coming from.”
As the heat index steadily climbs, many of us will be seeking refuge—and social distancing—at the beach this summer, where we’ll swim, sun bask, and perhaps even squeeze in a full-body sculpting session. After all, a stretch of sand is “the perfect exercise medium,” according to the fitness guru Lydia Bach, who camouflaged some of her most effective toners as ordinary seaside activities in an Ishimuro-lensed fitness guide in Vogue’s July 1976 issue. Nearly 45 years later, those exercises—whether achieved while applying sunscreen or searching through a straw tote—are still stealth stretching and shaping at its very best. Exercises for thighs and lower stomach. Sit, legs outstretched. Leaning forward acts as a weight to thighs, makes exercise more difficult. Try to get hands past your knees on sand (near ankles is advanced strength). As you raise leg off sand, don’t let hands budge. Keep leg raised, point and flex foot 10 times. The lower you are able to lean, the more you increase stretch in lower back. Bike helmets unlock some deep-seated middle school discomfort around what is “cool.” For me, it’s enough to ruin the freeing experience of riding a bicycle in the first place. Suffice it to say: I hate helmets. Like many, I signed up for a Citibike membership as a way to get around during the pandemic. You should, of course, always wear a helmet. But I reasoned that since there weren’t any cars on the road, I could get away without one. That reasoning kind of worked during the weeks of no traffic, but as the city started opening up so did my chance of a head injury. So, much like wearing a face mask, I was compelled to do the responsible thing and find one that I could deal with. I went to Google and typed in a few key search terms: “chic bike helmets” “bike helmet fashion” and “cool helmets.” Many hours later, what I found is that no helmet is actually cool, chic, or fashionable. However, some are aesthetically better than others. I didn’t want an overly designed helmet, so that knocked out anything with an unusual shape, too much color, or a pattern. I found myself drawn towards darker solid colors (black, navy) and sleeker designs. They felt less offensive and more in line with my (all black) wardrobe. What I also learned in my research rabbit hole is that if you are going to get a helmet, which, again, you should, it should have MIPS technology (a.k.a.
Omsom’s co-founders are Vanessa and Kim Pham, two first-generation Vietnamese American sisters who sought to bring proud, loud Asian flavors into American homes that didn’t sacrifice cultural integrity, either. As the Pham sisters tell Vogue, they wished to “reclaim and celebrate Asian flavors, Asian stories, and Asian culture.” Vanessa describes walking down the “ethnic” aisle in mainstream grocery stores, where she and her sister noticed a big disconnect between the items available on shelves and who they served (and didn’t).“A lot of those products were not made with folks like us in the room. And so, that was just a fundamental cornerstone of our business since day one,” says Kim. The sisters decided to join forces to create Omsom. Kim, brought her 10-year-long experience working with startups in venture capital while Vanessa, a graduate from Harvard, had a breadth of business-savvy experience working at Bain & Company advising Fortune 500 companies. The key to Omsom’s brilliance is that it solves a simple, yet common dilemma so many first-generation Asian-Americans can relate to—trying to recreate convoluted recipes our parents used to make with little to no access to the myriad of ingredients required and a lack of knowledge and understanding on how to actually make these dishes. For me, one of the most difficult parts of Asian cooking has always been exactly this—finding the right ingredients to bring the rich, bold Vietnamese flavors to life. The right seasonings, chilis, sauces can make for a grocery list that extends 10 items or longer. Kim similarly shares, “I would be on the phone with mom, [with] mom being like, ‘Add the right amount of fish sauce.’ And we’d be like, ‘Five teaspoons or tablespoons?’” says Kim. But here, this process is made simple in one easy-to-use sauce packet. For Kim and Vanessa, their connection with food has been present throughout their lives. Food has “been a way that we connect with our identity and understand our culture,” says Vanessa, who in fact, recalls mentioning her favorite Vietnamese soup dish “Bun Bo Hue” (a beef and vermicelli noodle soup) in the starting line of her college essay. For many Asian families (mine included) love was conveyed through food. “Food was always a huge part of our family, but in many ways, quite unspoken. You might not say, ‘I love you,’ but you’ll put a piece of fruit [out] to apologize,” says Kim. “We’ve found it to be an important language, in a way, for us to reclaim what it means to share Asian culture in a way that’s undiluted,” Vanessa adds.
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