Ly Nguyen Explores Cooking and Storytelling as a Source Of Intergenerational Healing

The rise of digital and social media has inspired a more diverse landscape of storytelling, with tools that allow anyone to share their personal stories, form connections and build understanding.

No one knows that better than Ly – a second generation Vietnamese American and mother whose love of storytelling led her to create Cooking off the Cuff, a traditional Asian food recipe blog that also doubles as a meaningful tool to explore and reflect on how cooking can be an unexpected source of intergenerational healing. With it, she hopes to preserve her family’s stories for her daughter and also inspire others to invest a little time to nourish their bodies and souls.

Working in social media and her experience creating Cooking off the Cuff has reaffirmed in her the cultural importance of online storytelling and its powerful role in modern community-building.

Ly Nguyen

Ly is the EVP, Head of Creative at Movement Strategy and a Saatchi, George P. Johnson, MRM alum who has worked with Tesla, Kia, Cisco, Grubhub and more. She’s appeared on podcasts and has been profiled at Adweek

Here’s what she has to say about her experience creating “Cooking off the Cuff

1. Your blog “Cooking off the Cuff” combines traditional Asian recipes with personal storytelling. How has this blend of food and narrative helped you explore intergenerational healing, and what surprising insights have you discovered along the way?

Cooking and eating meals that were once prepared by my mother and family often sends me into a state of reflection. It brings me back to my childhood, past memories and emotions. I find myself revisiting conversations never had, feelings left unsaid, or moments that now give me a deeper understanding of my elders as I age. The most unexpected thing I‘ve discovered is that healing doesn’t end when those we love are no longer with us regardless of how a relationship concluded. It’s lifelong work, and the trauma is deeply embedded in your core for you to acknowledge when ready.

Recipes from Ly’s Blog

2. Social media has democratized storytelling, allowing anyone to share their narrative. How do you see the role of authenticity in social media storytelling, and what advice would you give to brands looking to connect genuinely with their audiences?

I don’t think social media storytelling works without authenticity. Sure, there are brands and influencers who capitalize on superficiality, but I don’t think you can truly resonate or connect with your audience unless you’re being real and relatable. Authenticity is an overused term in the industry, but the piece of advice I’d give to brands is to just be human.

3. With your extensive experience working with top brands, what are the key elements that make a social media campaign truly impactful and memorable in today’s saturated digital landscape?

1. Break away from expectations. Content that may seem “unhinged” to the general
public is what resonates in Social. What the Paralympics is doing on TikTok is a
great example of this.
2. Make consumers see themselves in you. Your audience in Social is primarily Gen
Z. When you can get someone to relate and say “that’s so me,” you’ve won.
3. Don’t overthink it. Gone are the days of perfectly curated grids and overdone
productions. Being fake doesn’t make friends or followers.

4. What do you believe sets Movement’s Strategy apart in terms of creative strategy and
execution, and how do you foster innovation within your team?

Movement is always looking to evolve. Just because something worked last year doesn’t mean it makes sense today, and we’re not afraid to try something new. This relentless desire to stay curious and search for constant improvement within our work, ourselves and the agency is a breeding ground for big ideas.

5. “Cooking off the Cuff” emphasizes the cultural significance of food. How can brands incorporate cultural sensitivity and respect into their social media strategies to connect more deeply with diverse audiences?

Hire diverse teams. Elevate and welcome diversity in thought. No one knows how to speak to and for the people other than themselves.

6. Storytelling often involves a balance between personal and universal themes. How do you navigate this balance in your work, ensuring that your content resonates on a broad scale while maintaining personal authenticity?

As a Creative, everything I do has some sort of root in my personal beliefs or experiences. It’s part of what makes every Creative’s style and approach unique to them. At a career level, when I apply who I am to my expertise in Advertising, it unlocks a distinctive take on all of the work I touch. At a content creation level for “Cooking off the Cuff,” I don’t worry about ensuring I speak to everyone. I focus on creating something that represents the message I’m trying to convey, and when I see results through engagement I know I’m speaking to my audience.

A preview of Cooking off the cuff Blog

7. Given the rapid evolution of social media platforms and trends, how do you stay ahead of the curve in terms of creative strategy and content innovation? What emerging trends do you see shaping the future of digital storytelling?

I often find that innovation comes when you’re able to identify a clear problem and simplify the solution in a concise way. I’m all about stripping things down, and focusing. This is the space I find most conducive to big ideas and thoughts bubbling to the top. As for emerging trends, I think interactive storytelling will continue to rise along with VR/AR. The digital world will continue to evolve into a multi-faceted, multimedia experience deepening user engagement.