instant noodles, orange and sandwich

38 years ago I ate those three items not in one day, not in one vessel, and not in one country.

Instant noodles out in International Waters under firing rockets, oranges aboard a USS vessel and finally, a sandwich in Subic Bay, Philippines.

After that hellish trip, plane foods, hotel foods, cafeteria foods all taste better.

Now, I just want a bowl of oatmeal with raisins.

Any day and everyday.

Foods were supposed to nourish and nurture us.

It binds us and bonds us together (Thanksgiving dinner).

Yet for years, in my family, plates got tossed in fits.

Made food fighting on campus looks like child play.

My experience with foods hence has been associated with negative context: chaos and loneliness (I once saw an asleep lady in my mom’s nursing home, with a glass of milk that had almost spilled out).

By the way, the instant noodles on my way out of Saigon was consumed without hot water and was split among the nine of us.

The orange aboard the USS was eaten with peel.

And the sandwich was handed out by a nun in Subic Bay. I should have kept the wrapping for souvenir.

Just a ham sandwich, but it tasted as close to heaven.

And the coke that went with it, to this day, still fizzles and fires a rush up my nose.

The sound of one coke popping (courtesy of  “the sound of one hand clapping”).

Together, those three items: noodles, orange and sandwich are vended on any California campus.

But back then, I had to risk my life, changed the trajectory of fate in three countries (Vietnam, US sovereignty and the Philippines).

What others call hell, I call home.

Chu Tu, our famous writer, was blown apart at a nearby boat, perhaps right after I had my noodle part.

So five cheers to writers who create the eternal out of the ordinary.

In his case, the temporal (his death) has served up as memory for the eternal.

Instant noodles, instant death, yet enduring legacy.

In my mind, his name and his writing (Yeu, Song etc.. Love, Live ..) are still alive.

To this day, my brother still mentioned the heavenly taste of that Pentagon-supplied sandwich.

There is a Vietnamese saying “mot mieng khi doi bang mot goi khi no” (a bite in need is a meal indeed).

Supply and demand. Scarcity and abundance.

Then I found myself lately avoiding those instant noodles, and opt for a hot bowl of Pho. Forced choice architecture has changed for me.

OK, maybe oatmeal and raisins to ride out this Recession. I hope I don’t have to resort to ramen for daily staples. I saw the photo of a girl who subsists solely on ramen. It’s not a pretty sight. I don’t want to let my life-and-death journey be in vain. Could have stayed home for that to begin with. Instant noodles, orange and sandwich. Stay hungry, stay curious. And no OFF button, says Jobs.

Fateful beach

When I heard that the beach (Vung Tau) was overcrowded during the long Tet holidays, I tried to imagine the sand, the surf and the separation (forced) I endured years ago.

We drove through neighborhood barbed wires and violated curfew, the day before Saigon fell, to spot escape routes.

I tricked my family into stopping along the way: my friend’s house (on pretext that we needed extra supply of fuel) to bid farewell. I couldn’t spell out why we had to leave much less where we were heading, except that there would be boats waiting further down the Delta, we hoped.

Earlier in the day, we did try the airport and US embassy to no avail (an uncle with proper visa got hauled over the barbed wires by the Marines to eventually board precious Frequent Wind‘s helicopter).

(see Last Men Out for eye-witness blow-by-blow accounts ).

Out of the corner of our eyes, we spotted a convoy of unmarked buses (Frequent Wind plan B contractors). Our petit Simcar immediately tailed the convoy whose eventual stop was the No 5 dock, just a few kilometers from today’s Thu Thiem Tunnel. Before we knew it, we had junked the car with extra fuel in it to climb over the sandbagged side of a barge. That barge got towed as soon as it was filled with clueless people like ourselves.

That river always required skilled navigators, one of whom was my friend’s dad. They had it all at their disposal to flee Vietnam had they chosen to. Instead, we were the ones who bid good-bye after taking his can of gasoline.

In the middle of the night, the tow-head left us with mere sandbags to fend for ourselves.

At dawn, it returned to continue on to International waters, where the 7th fleet was spreading out in formation over the curved horizon, out of firing range.

Neighbor boats got hit, then exploded,  Hollywood 3-D style.  That boat carried Chu Tu, one of our best social writers at that time. Choppers covered the sky like arrows in Gates of Fire (we fled in the shade then).

That morning rain was our supply of water, and Vung Tau, to this day, still was from my point of view, a D-day reversal. “Ain’t no sunshine” then.

Only rain and tears. Currency wiped out, flags down, guns dropped and choppers abandoned.

In the back of the war ship that we eventually boarded, a man sat tossing worthless money into the seven seas, as if performing a burial rite (he would have preferred rice over money). I couldn’t remember a word during the 4-day ordeal, except for a neighbor, in flight suit, asking me for a change of civilian clothes to help him blend in.

Premier Ky perhaps was on that same ship, whose milk supplies sustained many hungry children.

When we finally reached shores, a priest and a nun had already stood there to hand out sandwiches and coca colas.

My brother to this day still smells the taste of that ham sandwich (perhaps cost up to ten bucks, Pentagon‘s pricing), which sure tasted like honey in the desert.

He was a pharmacist but got drafted during the war to train military x-ray technicians.

Like a movie’s trailer, he now retires but has never returned to visit Vietnam or Vung Tau.

Unlike his youngest brother, me, who couldn’t wait to live out my life script (my last Tet in Saigon was 36 years ago hence a lot to catch up) except for Vung Tau.

I felt reluctant to go back where I had sat down and wept (by the River of Babylon…..) on my first trip back.

Today’s Vung Tau and Can Gio River are still opened to containers and cargo ships. Perhaps the winding topography still creates strong demand for skilled navigators, successors of my friend’s dad. But for me, one blind trip out was more than enough.

That trip stripped me not of weaponry (as some people were  so required to set foot on a US war ships), but of everything that constituted me: my home, relatives, neighbors and friends.

I was on the losing side, yet at Penn State a few months later, I joined in to chant “push them back, way back” at home games.

Friends in fellowship groups weren’t sure how to “place” me. “And there he was this young boy, ” who could at one moment “strumming my pain with his fingers”, then at another, struggled with his required readings.

For years since, from Palm Spring to Palm Beach, I have tried to live down that painful past. “Push them back, push them back, way back”. ” And he looked right through me as if I wasn’t there”.

Those who had never left everything for the unknown would never understand.

So I thought I could be of  help. There I was, organizing makeshift concert in an over-crowded refugee camp in Hong Kong, to help relieve the stress I had come to know too well.  “I walk alone in the middle of the sunset”. I hoped people there realize that out in the open seas, there were those with open hearts. For we all shared and surfed away from that fateful beach for unknown shores.

Coke, enduring and endearing

The verdict is in. Marketing folks all know by now that top of the list reigns COKE.

My first wage (selling Vietnamese worthless currency in Subic Bay on my way to the US a few days after the war had ended) was spent on Coke, from a vending machine. I remembered til this day the taste, slightly burning but thirst-satisfying.

A few days before that, when we first landed on the Bay, a priest and a nun, one with a sandwich, the other with a coke, welcomed us to safety.

No wonder the brand sticks.

It was there, welcoming survivors.

(The priest by the way stood not on the beach, but by the water, waiting).

I am aware of controversies surrounding water plants in India to supply for Coca Cola plants.

But as a brand, it has so far stood the test of time.

Heinz pickles and ketchup should have come close. Hershey chocolate also. (in time of uncertainty as we are currently in, consumers cling to brand steady)

http://images.businessweek.com/ss/06/07/top_brands/source/1.htm

But beverages like Coke is hard to beat.

It engages all your senses: taste, touch, smell, visual and even auditory (as you pop open the can, you hear that sizzling sound).

Branding is emotional, even primal.

Anybody can put sugar and water together in a can, and slap a logo on it.

But somehow, one strand at a time, Coke manages to stand tall. It made a mistake with New Coke. But then, out of crisis, we got Coke Classic.

Coke doesn’t stray and respond hastily to tyranny of the moment.

It is rooted in Atlanta, home also to CNN and CDC.

Between those two, no virus can escape undetected and unannounced.

Google is working frantically on Google ME. It will be a personal branding engine. Can you imagine near 7 billion people trying to get online, and get in line  for their 15-minute of digital fame. We will need millions of server farms to accommodate these digital passports.

Personal branding will be to the next generation what reputation and trust were to our village elders.

Except, in this global village, the branding bar is set really high, thanks to COKE. Eagles’ latest CD tried to imitate Coke wavy graphic.

And I can’t remember the time without a can of Diet Coke next to me. That was before the mobile phone took over that sacred spot. Speaking of which, Apple however “hot” couldn’t even make the top 10 list . Something can’t be “coked up” overnight.

Smart brand

Given everything that has been going on, recent news that Ford turned the corner on North American market was quite remarkable.

Ford, as American as Coca Cola and apple pie, has done a number of things right:

– it cross-pollinated ideas and markets (Smart in US vs Fiesta in Europe)

– it stuck out while competitors rightfully took the easy way out of bankruptcy (early on, it was the first auto manufacturer to pay high wages for its assembly workers)

– it believed in the intrinsic value of its brand and the resilient consumer market (not without government incentives).

That’s said. Three cheers for Ford, because it’s been a tough fight (Michigan unemployment is at 15%).

The tougher it built its F-series trucks, the longer it takes for people to return to the showroom.

Inadvertently, it creates its own self-victimizing cycle (especially if its customers are not into the latest and greatest).

No more planned obsolescence. Not in this globally connected environment, where a Tata is sold for less than $3000.

Or a Hyundai carries a 100,000 miles warranty.

Yet, somehow, the flag is still flown high at Ford, if not in Detroit, than else where around the world, where people can’t wait to own a Ford (symbol of American prowess). Perhaps the best way to experience this is when you are an expat,

living in China or Vietnam, and can’t wait to get inside of an A/C building, or be driven in a Ford when it’s pouring out.

These days, Made- in- the- USA is hard to find, but Made-in-somewhere-else  quite ubiquitous.

I still remember the feel, popping up sound, and sizzling taste of my Coca Cola in Subic Bay (my first sales reward). There has not been anything quite like it. (Chicago has been known to copy CocaCola font for its CD). Incidentally, CNBC will broadcast a series of report on Coca Cola the brand.

Perhaps the eye-catching sight of Ford’s Smart will slowly erase the negative imprints of those rolled-over Explorers ( its tires controversy).

Last week I believe once again in the power of brand: its consistency which  assures consumers in uncertain time. Forward enough so we don’t feel left behind, yet (emotionally) connected so we can find our anchor. When faced with an array of choices,  one tends to cling onto “the security blanket”: the nearest rock in the stream, an immediately recognized face at Chamber mixers. In social connection, trust is our personal brand. No wonder Ford chose a Ford’s descendant to be its spoke person, to show continuity which began with the Model T. It’s been a smart move that paid off.

 

worthless currency

The bus rider paid for the fare in Trillions of Zimdollar. Or else, a live chicken will do.

http://news.yahoo.com/s/ap/20090816/ap_on_re_af/af_zimbabwe_zimdollar

I experienced this back on May 1st, 1975 aboard a Seventh Fleet warship on the way to Subic Bay (thank you President Ford).

We learned from word of mouth that the South Vietnam currency in our possession (my mom emptied her educator’s life savings two days before) was no longer good! From treasure to trash, educator to invalid.

But the sales guy in me wouldn’t give up. I ended up selling some of those worthless papers to bypassing navy guys in the Bay

for souvenirs (their coins enabled me to buy Coke from the vending machine).

I empathize with the Zimbabwe people. Money is money.

A researcher in Dartmouth also found US paper dollars tainted more with Cocaine (due to Recession stress??) than found 2 years ago.

He must have all the latest instruments for detecting tiny traces of the substance.

I admire University labs. Any TA can come up with a thesis to extend H1B visa.

One interesting finding in the study: Detroit, Boston, Baltimore and DC dollars carry more traces of cocaine than Salt Lake City‘s. It certainly indicates that young Mormon men got sent overseas for two years, thus depleting the potential drug using market in that city.

I would start a bridal service in Salt Lake City in anticipating for these guys’ return to start a Mormon family.

(and my ideal brand extension would be a baby clothing line, not Bath, Bed and Beyond, but Marry, Mummy and Munching).

That is, if they are not back from Zimbabwe. My stores will have to take US dollars , not foreign currency.

It’s hard enough to kick-start another consumer craze in this country, much less receiving Zimdollars for all the Chinese-made goods. Man, since when that things get so difficult yet so simple: start a Christmas in August movement.

At least it’s still hot enough to sell high-margin Victoria Secret summer stuff. Will you take live chicken for that?

P.S. As of this edit, London treasury bank notes are no longer issued in cotton. Instead it’s now in plastic. Signs of the time.