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But, in May, I discovered Omsom. Pronounced “om-sòm”—which translates to noisy, rambunctious, or riotous in Vietnamese—it promises a new type of “meal kit” whose spirit lies in its bold, flavorful sauces. Omsom’s co-founders are Vanessa and Kim Pham, two first-generation Vietnamese American sisters who sought to bring proud, loud Asian flavors into American homes that didn’t sacrifice cultural integrity, either. As the wine Happy Hallothanksmas shirt but in fact I love this Pham sisters tell Vogue, they wished to “reclaim and celebrate Asian flavors, Asian stories, and Asian culture.” Vanessa describes walking down the “ethnic” aisle in mainstream grocery stores, where she and her sister noticed a big disconnect between the items available on shelves and who they served (and didn’t).“A lot of those products were not made with folks like us in the room. And so, that was just a fundamental cornerstone of our business since day one,” says Kim. The sisters decided to join forces to create Omsom. Kim, brought her 10-year-long experience working with startups in venture capital while Vanessa, a graduate from Harvard, had a breadth of business-savvy experience working at Bain & Company advising Fortune 500 companies. The key to Omsom’s brilliance is that it solves a simple, yet common dilemma so many first-generation Asian-Americans can relate to—trying to recreate convoluted recipes our parents used to make with little to no access to the myriad of ingredients required and a lack of knowledge and understanding on how to actually make these dishes. For me, one of the most difficult parts of Asian cooking has always been exactly this—finding the right ingredients to bring the rich, bold Vietnamese flavors to life.

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