The Master Plan

Ad in Heritage Magazine

This ad was recently found in Vietnam Airlines’ Heritage in-flight magazine. Advertising often being a reflection of its time and culture, I found it very interesting to see an immigration consultant address the aspirations of certain Vietnamese young females so directly. And perhaps shamelessly. It doesn’t take a lot of imagination to connect their four lines of service in chronological order:

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Đ-Love

the object of her love

This post is about a Vietnamese woman’s true love for her Đại Gia. Đại Gia is Vietnamese for “rich man” and by extension “rich boyfriend who takes care of me”. It is not a derogative term – Đại Gia is actually an accepted fact of life in Vietnam and a fixture of popular entertainment including many music videos where the

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