Ủ is the memory we put by, like stowing a golden season in an earthen jar. Lift the lid and you can almost hear wind along the paddies, see dusk-blue smoke rise from the kitchen roof, and catch our parents and neighbors stepping out of years gone by. All we hope to keep is a little warmth from the old days, resting and stirring in every batch we make.
ủ space
According to East Asian culture, the roof is likened to a symbol of enclosure, sheltering from the rigors of the weather and the vicissitudes of life. Hau roof inspired by tiled roof architecture from centuries on Vietnamese soil, evokes a sense of familiarity, closeness, and invites you to return to a warm “shelter”.
ủ lab
At Ủ, fresh ingredients lay the foundation, a hand-picked spice gives them attitude, and the right spirit ties it all together. The trio builds layered flavor—subtle heat on the nose, warmth on the palate, a finish that lingers in memory.
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