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I'd like to talk about a commercial for Biti's Hunter, a Vietnamese brand of trainers, which starred the singer Soobin Hoang Son. It came out just before Tet in 2017, and it wasn't a normal thirty-second advert but a full music video, built around a song whose title means something like "Go, in order to come back". I first saw it online. I was in my first year at university in Hanoi, sitting in a tea shop near campus, when a friend pushed her phone across the table and said, "Watch this. You'll want to call your mum." In the video, Soobin plays a young man who is always on the move. You see him walking through cities, mountains and airports, and the shoes are on his feet throughout, but nobody ever stops to tell you the price or how light they are. The whole message is that young people should go far and see the world, and that the trips are worth it precisely because you get to come home for Tet. I had mixed feelings at first, because I'm usually suspicious of adverts that tug at your heartstrings. But this one got to me. It was my first year living 300 kilometres from my parents, and I hadn't yet bought my bus ticket home. I also think Soobin was a clever choice. He was popular but not flashy, so you could believe he was that homesick guy rather than a star being paid to smile. A few weeks later I spent most of my lucky money on a pair of those trainers. They've worn out since, but I still know the chorus by heart.