When Justin Bieber headlined Coachella in April, his first concert in four years, the stripped-down performance style made global headlines. Yet in Vietnam, excited social media chatter also focused on the singer’s “Puffa shorts” from Lu’u Dan, an Asian-influenced label founded by Vietnamese American Hung La.
Bieber’s outfit is part of a larger story: Vietnam’s export-dependent economy is beginning to leverage intellectual property to move up the value chain.
