About 123do Lab

Built by people
who've done it.

123do Lab is a Vietnamese-to-US market entry platform run by a small team of real operators. We don't teach from theory. We've built the businesses, made the mistakes, and found what actually works — and now we apply that directly to Vietnamese brands that are ready to go further.

Registered in the US and Hong Kong. Based in Ho Chi Minh City. 7 people across Vietnam, the Philippines, and Zimbabwe — each genuinely excellent at one specific thing.

18+ Years building businesses in the US market
7 Operators across 4 countries
5 Active brands in the US market
US+HK Registered businesses
How We Think

Customer first.
Everything else follows.

Every decision we make — for our own brands, for partner brands, and in the incubator — starts with the same question: who is the specific customer, and what do they actually want?

Most businesses answer this question last, after they've already built the product. We answer it first. That one shift — understanding the customer before deciding what to sell them — is the methodology that underlies everything we do.

It sounds simple. It isn't. And it works in e-commerce, in physical retail, in services, and in markets far beyond Vietnam and the US. It's a way of thinking about business, not a set of tactics.

Principle 1 — Know the Customer Before the Product

We research who actually buys this category of product in the US — their search patterns, their language, their complaints about existing options — before we decide what to make or how to position it.

Principle 2 — Test Before You Scale

Every brand we launch starts with small, measured tests. We don't commit inventory, ad budget, or energy to scale until the data says the product is working. Assumptions are the enemy of real business.

Principle 3 — Aligned Incentives, Always

We only enter relationships where our success is directly tied to yours. No retainers that insulate us from poor performance. No fees that get paid regardless of outcomes. Pure shared upside, every time.

Principle 4 — Transparency Over Polish

We build in public, document our results honestly, and tell partners and candidates things they might not want to hear — because long-term trust is worth more than short-term comfort. We'd rather lose a deal being honest than win one being vague.

The Team

7 operators.
4 countries. One mission.

Every person on this team was brought in because they're genuinely excellent at one specific thing. When you partner with us or join the incubator, these are the people working on your brand — not a rotating cast of junior staff.

Tai Huynh

Tai Huynh

Founder & Lead Operator 🇺🇸 Vietnamese American · Ho Chi Minh City

Tai started in online affiliate marketing and has spent 18 years building and running real businesses in the US — from publishing (200+ book titles) to a BPO with 200 employees across two cities in the Philippines, to owning multiple Amazon and e-commerce brands today. He moved back to Vietnam to build the bridge he always wished had existed. His track record includes making ATLTailor.com the #1 tailor shop in Atlanta and co-founding PrototyperLab.

US Market StrategyAmazonE-commerceBrand BuildingOperations
Minh

Minh

Chief Executive Officer 🇻🇳🇺🇸 Vietnamese American · Vietnam

Minh runs the day-to-day operations and leads the e-commerce side of every partnership. He knows the platforms — Amazon, Etsy, Shopify — the way a mechanic knows an engine. He also oversees product development, making sure what we bring to market is genuinely competitive. If Tai sets the strategy, Minh makes sure it actually gets executed.

AmazonEtsyPlatform StrategyProduct Design
Danne

Danne

Logistics Director 🇵🇭 Philippines

Danne handles all the moving parts of getting a product from Vietnam into American customers' hands — shipping, customs clearance, warehousing, inventory management, and returns. The kind of work that's invisible when it goes right and catastrophic when it doesn't. Danne makes sure it goes right.

3PLImport / ExportWarehousingInventory
Meryl

Meryl

Online Marketing Manager 🇵🇭 Philippines

Meryl leads the marketing strategy for every brand we take on — brand identity, social media, Google Ads, and website. She makes sure the brand looks and sounds right for an American audience, and that every marketing dollar is working. The detail person who keeps everything coherent across every channel.

Brand StrategySocial MediaGoogle AdsWebsite Design
Jeanne

Jeanne

SEO & Search Specialist 🇵🇭 Philippines

Jeanne is the data person. She works on search rankings, paid ads, and website performance — and backs every decision with actual numbers rather than gut feel. If a product isn't showing up where it should on Google or Amazon, Jeanne finds out why and fixes it. She also uses AI tools to spot opportunities faster than anyone else on the team.

SEOGoogle AdsData AnalysisAI Tools
Columbus

Columbus

Content & Community Lead 🇿🇼 Zimbabwe

Columbus builds audiences — the content that gets people interested in a brand before they're ready to buy, and the communities that keep them coming back. He manages social media channels and creates the kind of organic content that builds genuine trust over time. The long game, done right.

Social MediaContent MarketingCommunity Building
Ernesto

Ernesto

Web Operations & SEO 🇵🇭 Philippines

Ernesto keeps the technical side of every brand's web presence in order — WordPress, hosting, site speed, technical SEO, and link building. The person who makes sure the website is fast, findable, and never broken at the wrong moment. Unglamorous work that makes everything else possible.

WordPressHostingTechnical SEOLink Building
The Portfolio

Brands we build,
own, and support.

These are real businesses — not case studies or client work. We built them, we run them, and they're proof that the methodology works across very different categories and markets.

PrototyperLab

Rapid Prototyping & Small-Batch

Helps founders validate demand quickly without overcommitting to production.

Uniconfetti

Premium Celebration Products

Gender reveal boxes and party supplies built for the moments that matter most to US families.

OWLHAUS

Rugged Home Storage

High-durability storage and DIY structures for independent homeowners who want things done right.

ATL Tailor

Vietnamese Craft in Atlanta

Premier Vietnamese custom tailoring — now the top-ranked tailor shop in Atlanta.

QQPaws

Senior Pet Care

Ergonomic products for senior and disabled pets — with proceeds funding a rescue sanctuary.

For Brand Owners

Ready to bring your
product to America?

We partner with Vietnamese brands that have great products — no fees, no retainers, just shared upside. If you've got something worth selling in the US market, let's talk about it.

Learn About the Partnership →
For Aspiring Entrepreneurs

Want to learn how
to build one?

The 123do Incubator pays you ₫3M/month to learn e-commerce from the inside. Keep your job. No fees. We invest in your brand when you're ready.

Learn About the Incubator →