When it comes to infusing Southeast Asian sensibilities into its designs, Vietnamese brand Chautfifth is leading the charge.
Chautfifth collaborates with Nobo Soy to introduce a soy bean-shaped bag
Founded in 2022, Chautfifth has become an e-commerce success. Founded by Vietnamese designer Chau Tran, Chautfifth’s line of affordable bags and accessories capture the spirit of young Southeast Asian consumers, treading the line between global trends and local sensibilities. It seamlessly slips into the aesthetic language of the region’s youth with designs inspired by cultural touchstones: the y2k revival, k-pop fandom, balletcore obsession, and notably, the cafe scene with banh mi and bakery box-shaped purses.
Part of its growing appeal is Chautfifth’s unique collaborations; it recently teamed up with Clinique to create an eyelet charm that doubles as a lipstick case for the beauty brand. It also paired up with Nobo Soy, the new plant-based soy milk under Oatside, to present a new bag design. At first, one may see this as an unconventional pairing but once you see Chautfifth’s new bag, it will all make sense. Taking the shape of the humble soy bean, Chau Tran takes on the challenge of paying homage to the Asian staple and turning Nobo’s flavour into “something you’d actually want to carry around with you day-to-day”.
Below, BAZAAR speaks to founder Chau Tran about Chautfifth’s latest collaboration with Nobo Soy and her plans for the Vietnamese brand’s future.
Chau Tran, founder of Chautfifth
How did this collaboration with Nobo come about? And can you tell us a bit about the design process behind the soy bean-inspired bag?
When Nobo approached me for this collaboration, they asked if we could turn the soy bean into something more fashion-forward. I found that idea very interesting, because the soy bean usually belongs in the kitchen, but here we are bringing it into fashion. The starting point was the shape of the bean. A soy bean is actually not symmetrical, but when it sits on a surface it still feels balanced, and with the bag, we replicated that. I wanted to keep that natural shape, so the bag looks playful but still elegant.
We also played with movement and styling. When people wear the bag, it can tilt in different directions depending on how they style it. That gives it personality. There are also some small details we focused on. The edges use a newer finishing technique, which gives the bag a cleaner shape. The strap is slightly wider at the bottom and slimmer at the top, which makes it more comfortable and also visually interesting. We also designed the bag so the 180ml Nobo pouch fits perfectly inside!
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- Bay Doucet wears Chautfifth’s new bag at the Nobo Soy launch event
It is not insignificant that the soybean is a staple in Asian foods. How does Chautfifth stay culturally rooted in its contemporary designs?
For me, this collaboration works because both brands are thinking about how to reinterpret something familiar. Soy has been part of Asian culture for a very long time, and Nobo is trying to bring a new way of experiencing soy, not just in taste but also in how people connect with it emotionally. At Chautfifth, we often do something similar. We take something that feels very everyday, and we reinterpret it with a more contemporary design approach. So with this project, the soy bean becomes something familiar but also new at the same time. That balance between culture and modern design is very important to us.
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There is so much talent in Southeast Asia; Chautfifth is an example of that. What do you think Southeast Asian designers need more of to continue to thrive?
I think Southeast Asia has a lot of creative energy, especially among younger designers. Many people already have a very strong aesthetic sense.
What we need more of is the confidence to bring our own culture into design, and not always follow what is happening somewhere else.
If designers stay authentic to their culture and their ideas, they can bring Southeast Asian creativity to the global stage. In some ways, that means being willing to be a pioneer.
What’s your favourite part about visiting Malaysia?
This is actually my second time in Kuala Lumpur, and I really enjoy the energy here. The city feels very young and dynamic, and people have strong personalities and their own sense of style. I also find the cultural diversity here very inspiring. Seeing different cultures mix together always gives me new ideas for future designs.
What has been your experience expanding Chautfifth from Vietnam to Malaysia? Are there differences in consumer taste?
Actually, I feel people across the region are quite similar in some ways. Many of our customers like bags that are versatile yet something to express themselves in, so they can wear across different occasions and personal styles. So, the brand feels quite natural for them.
For Chautfifth, we always try to balance everyday pieces and more expressive designs. The challenge is usually about understanding local nuances, like what colours or styles people connect with, while still keeping the brand identity consistent. One good thing is that our team spends a lot of time on design research every year. Sometimes, we even introduce colours that feel a bit bold at first, but later they become popular. For us, the goal is to create everyday handbags that feel fresh, high-quality, and still accessible.
What are your ambitions for Chautfifth in 2026 and beyond?
For us, the first priority is always the product. We want to continue creating designs that feel exciting and fresh. You can expect to see more collaborations, and also more experimentation with different fabrics and materials.
At the same time, we are looking to expand more across the region, especially in markets like Malaysia, the Philippines, and Indonesia. We are currently exploring opportunities with new stockists and locations. We will also continue building our presence in Singapore and organising more regional activities. Overall, the goal is to bring Chautfifth to more people across Southeast Asia, while continuing to grow creatively as a design brand.
