Branding Heritage: Exploring the Economic and Linguistic Vitality of Little Saigon

AAARCC Spring 2026 Lunch & Learn Series

Branding Heritage: Exploring the Economic and Linguistic Vitality of Little Saigon

Thursday, February 26 | 12pm-1pm  

AAARCC (915 5th Street) 

Session Description: 

Journey through the vibrant Little Saigon, a Vietnamese enclave in California, to explore how commercial signage reflects economic vitality and the subtle balance of business growth and cultural preservation   

Guest Speaker:  

Nguyen Huu Bao Le 

PhD Candidate, Literacy and Language Education, Curriculum and Instruction 

Nguyen's research examines how linguistic landscapes reflect language policies and identity. As a Bilsland Fellow placed at the AAARCC, Nguyen leads the Language & Conversation programs to foster intercultural communication and language learning. Originally from Vietnam, he offers a unique 'insider-outsider' lens, examining how communities negotiate heritage and modernity through the commercial display of language, culture, and economic vitality within urban public spheres. 

About Lunch and Learn Series:

The AAARCC hosts a Lunch and Learn guest speaker series each semester on select Thursdays from 12pm-1pm at the AAARCC (915 5th St.) or a campus-specific location (listed for each session). Doors open at 11:50am and the presentation starts at 12pm. This is a hybrid event. In-person seating is limited to the first 50 attendees. Please consider joining us over Zoom at: aaarcc.short.gy/LLzoom   

Each Lunch and Learn features faculty, staff, and students from a variety of disciplines sharing their research or expertise. We believe each Lunch and Learn session poses a valuable opportunity for students to learn from experts and engage in meaningful discussions. In Spring 2026, the AAARCC will highlight the theme “MADE: Asian American Histories of Making, Innovation, and Enterprise.” Through this lens, we explore how acts of making, whether artistic, culinary, intellectual, or entrepreneurial, are deeply tied to both joy and struggle in Asian American stories. From understanding the history of Chinatowns as both a place of refuge and a vital economic center, the popularity of Hindi cinema and portrayal of place and nation, to the refreshing boba and delicious banh mi and conchas wrapped in Greater Lafayette stories of creating and thriving, we hope that you join us in this semester-long exploration. 

If you have feedback about our Lunch and Learn series, please consider filling out this survey to let us know: bit.ly/aaarccLLsur