10:40 - 11:10
Culture x Board Game: Vietnam's perspective (English)
How can cultural identity be meaningfully woven into the mechanics, stories, and art of modern tabletop games? This session explores that question through Vietnam’s emerging board game scene, drawing lessons from Road to Essen 2025 – the country’s first national board game design competition. We’ll dive into case studies such as Xăm Hường, inspired by Nguyễn dynasty-era dice rituals; Zodiac Rush, a family game rooted in contemporary Vietnamese pop culture; and July, a contest-winning design that reimagines spiritual folklore in playful, accessible ways. Together, these titles show how heritage – both traditional and modern – can come alive on the tabletop. The talk also looks ahead to the vision of a global Road to Essen, where designers worldwide reinterpret their own cultures through games. With insights, anecdotes, and a dash of humor, this session highlights how board games can serve not just as entertainment, but as cultural storytellers that connect communities across borders.
SPEAKER
Lisa Schwerdfeger
Ferran Codina
Group Senior Brand Manager at Jumbo, leading the global brand strategy and product development of HITSTER. Focused on building the brand internationally, creating meaningful partnerships, and driving innovation.
