Letter

Hannah Lee

1695 Corval Trail

Arlington, TX 76236

November 9, 2018

Mike Jones

Marketing Director at Yum! Brands RSC

1900 Colonel Sanders Lane

Louisville, KY 40213

Dear Mr. Jones:

My name is Hannah Lee, a Vietnamese American and a long-time participant in the growth and

development of the Vietnamese community in Arlington, Texas. I am aware that your franchise

is now opening a new banh mi concept restaurant in Dallas, Texas. This is exciting news. Thanks

to your company, the Vietnamese community in North Texas will soon enjoy a taste reminiscent

of home, yet I noticed your restaurant’s logo includes a communist symbol. This will

unquestionably offend your base clientele and economically damage your business.

When your restaurant opened on September 12, I couldn’t help but notice your logo design: a

five-pointed red star situated behind the words “BANH SHOP” (see enclosure). According to

the history of Vietnam, the five-pointed red star represents communism. During the battles

between the Northern and Southern regions, communist North Vietnam intentionally chose the

single-star shape to denote a unified political power suggesting all people regardless of will,

belief, and culture should think and act similarly. Using a single star with sharp edges projecting

from a center point, the communists promoted singularity in culture, and like communist China

and Russia, chose red to symbolize cultural and political power over democratic regions such as

South Vietnam. In short, your logo’s red star represents communist propaganda, a psychological

reminder to many Vietnamese American refugees, like my parents, of their suffering under the

brutal communist regime. Please consider how many of your customers are refugees or children

of refugees from the Vietnam War. If you were Jewish, would you go to a Jewish restaurant

displaying a swastika symbol?

To some, my comments may seem extreme because a red star can symbolize anything. For

example, Macy’s department store uses a red star; however, Macy’s is an American based

department store and does not intend to perpetuate communism, so no one is offended by Macy’s

logo. Your company, on the contrary, opened a Vietnamese concept restaurant near the second

highest population of Vietnamese Americans in Texas. Obviously, you intend to sell your brand

to Vietnamese customers, so commercializing communism is not a wise marketing choice.

In addition, the words “Saigon Street Food” appear below your logo. According to Vietnamese

history, “Saigon” was the capital of the independent republic of Vietnam. Why are you pairing a

communist symbol with a republic title? This contradiction may instill skepticism in your

customers as they struggle to understand the meaning behind your confusing message. If your

company fails to understand Vietnamese history, then your customers may believe your

company fails to understand Vietnamese food. They will choose other restaurants, and your

franchise will not financially survive.

Rather than repel customers, I believe your restaurant has the potential to attract and perhaps

strengthen the Vietnamese community in North Texas. Imagine customers driving into Dallas to

experience a taste of home while connecting with old friends and relatives. Your restaurant can

be a hub for building relationships and celebrating culture, generating business while providing a

public service. This is only possible if your logo is warm, inviting, and inclusive.

I applaud you for bringing Vietnamese street food to Dallas, but I also caution you to choose a

more politically neutral symbol or at least choose a different color for your existing star.

Revising your logo will ensure confidence in your customer base and your restaurant’s success.

Sincerely,

Hannah Lee

Hannah Lee

Vietnamese American

Enclosure (1): Photo of Restaurant Store Front

Hannah Lee

1695 Corval Trail

Arlington, TX 76236

November 9, 2018

Mike Jones

Marketing Director at Yum! Brands RSC

1900 Colonel Sanders Lane

Louisville, KY 40213

Dear Mr. Jones:

My name is Hannah Lee, a Vietnamese American and a long-time participant in the growth and

development of the Vietnamese community in Arlington, Texas. I am aware that your franchise

is now opening a new banh mi concept restaurant in Dallas, Texas. This is exciting news. Thanks

to your company, the Vietnamese community in North Texas will soon enjoy a taste reminiscent

of home, yet I noticed your restaurant’s logo includes a communist symbol. This will

unquestionably offend your base clientele and economically damage your business.

When your restaurant opened on September 12, I couldn’t help but notice your logo design: a

five-pointed red star situated behind the words “BANH SHOP” (see enclosure). According to

the history of Vietnam, the five-pointed red star represents communism. During the battles

between the Northern and Southern regions, communist North Vietnam intentionally chose the

single-star shape to denote a unified political power suggesting all people regardless of will,

belief, and culture should think and act similarly. Using a single star with sharp edges projecting

from a center point, the communists promoted singularity in culture, and like communist China

and Russia, chose red to symbolize cultural and political power over democratic regions such as

South Vietnam. In short, your logo’s red star represents communist propaganda, a psychological

reminder to many Vietnamese American refugees, like my parents, of their suffering under the

brutal communist regime. Please consider how many of your customers are refugees or children

of refugees from the Vietnam War. If you were Jewish, would you go to a Jewish restaurant

displaying a swastika symbol?

To some, my comments may seem extreme because a red star can symbolize anything. For

example, Macy’s department store uses a red star; however, Macy’s is an American based

department store and does not intend to perpetuate communism, so no one is offended by Macy’s

logo. Your company, on the contrary, opened a Vietnamese concept restaurant near the second

highest population of Vietnamese Americans in Texas. Obviously, you intend to sell your brand

to Vietnamese customers, so commercializing communism is not a wise marketing choice.

In addition, the words “Saigon Street Food” appear below your logo. According to Vietnamese

history, “Saigon” was the capital of the independent republic of Vietnam. Why are you pairing a

communist symbol with a republic title? This contradiction may instill skepticism in your

customers as they struggle to understand the meaning behind your confusing message. If your

company fails to understand Vietnamese history, then your customers may believe your

company fails to understand Vietnamese food. They will choose other restaurants, and your

franchise will not financially survive.

Rather than repel customers, I believe your restaurant has the potential to attract and perhaps

strengthen the Vietnamese community in North Texas. Imagine customers driving into Dallas to

experience a taste of home while connecting with old friends and relatives. Your restaurant can

be a hub for building relationships and celebrating culture, generating business while providing a

public service. This is only possible if your logo is warm, inviting, and inclusive.

I applaud you for bringing Vietnamese street food to Dallas, but I also caution you to choose a

more politically neutral symbol or at least choose a different color for your existing star.

Revising your logo will ensure confidence in your customer base and your restaurant’s success.

Sincerely,

Hannah Lee

Hannah Lee

Vietnamese American

Enclosure (1): Photo of Restaurant Store Front