The Rise of the Cholo Barbers in Vietnam

Imagine stepping into a barbershop in Ho Chi Minh City (Saigon) and finding yourself in a scene straight out of East LA. The barbers sport neatly creased Dickies, bandanas tied low, and impeccably trimmed mustaches—classic markers of the Chicano and Cholo street fashion popularized in Southern California during the 1990s.

How did a subculture rooted in East LA find its way to the streets of Saigon? Meet the cholo-inspired barbers redefining style in Vietnam.

Who Are the Cholo Barbers of Vietnam?

At the forefront of this movement is Liêm Barber and Viet Monster, two of Vietnam’s most well-known Cholo barbershops. They’ve gained viral fame on social media for their loyalty to the Cholo aesthetic, complete with lowrider bikes, detailed tattoos, and murals of the Virgen de Guadalupe. They’ve thought of everything.

“Fascinated by Chicano culture, Liem Barber Shop is a home of bros who share a flaming passion for masculine haircut and badass lifestyle in Vietnam,” the Liam Barber “about us” section reads. “We are not enterprise and we have no client also. Once you come, you are our homies.”

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Sure, the connection between Vietnam and Chicano culture might not be obvious at first glance, but the movement speaks to the universal bond of rebellion and identity. Many young Vietnamese are drawn to the powerful self-expression embodied by the Chicano look.

Why Embrace the Cholo Style in Vietnam?

In interviews, barbers from these shops have shared how they view the style as a tribute to resilience and individuality. Some believe the barbers and their clients learned of the U.S.’ Chicano counterculture through movies, TV shows, and other elements of pop culture. The Chicano culture’s celebration of family, loyalty, and survival seemed to resonate with the Vietnamese.

Then social media fueled it all even more, making it easier for barbers and stylists in Vietnam to learn about the history and intricacies of the Chicano style, from the iconic cuts to the fashion staples.

How Social Media Sparked a Global Style Movement

Platforms like TikTok and Instagram have made it easier for niche cultures to travel across the globe. Now you can find videos of Vietnamese barbers showcasing their intricate fades and Chicano-inspired tattoos with thousands of views. And both Liêm Barber and Viet Monster have become go-to destinations for travelers interested in this cultural mashup. Their viral success proves how the internet continues to shrink the world.

YouTuber GroovyLouu visited Vietnam and says: “I grew up as a kid in Southern California and visiting Vietmonster was a trip down memory lane. … Can’t put it into words to describe. Other than it was a great experience getting to meet everyone and see them put their own twist on chicano style.

Appreciation, Appropriation, or Something Else?

But is this cultural appreciation or appropriation? According to some Chicanos in the States, it doesn’t matter.

“I can just hear people ranting about cultural appropriation and all these other things, but I feel like they really appreciate the culture enough to go this far,” Pualie, a host on Latin Slant, says. “You can tell they live it. Nobody goes this far just to appropriate something. They are really living the Chicano and lowrider lifestyle. They clearly love it.”

A Chicano Latin Slant listener agrees, chiming in: “I’m LA native with an ongoing family dominated by legit chicanos. I embrace these cats nonstop. They seem cool as hell to me, and should meet up with my family. They’d get a royal treatment.”

Then again, others disagree asking: “Do the understand the struggles and heartbreak behind it all? Do they understand it’s a culture and not aesthetics?”

But barbers like those at Liêm Barber say they educate clients about the origins of Chicano culture. They say they see themselves as participants in a respectful cultural exchange rather than exploiters of a trend.

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