Journey of the Senses is a pioneering social enterprise in Vietnam, known for its upscale restaurant model operated primarily by individuals who are visually or hearing impaired. Behind the unique dining experience and human-centered narrative lies a journey of creatively applying technology to redefine the concept of “multi-sensory experiences” in the hospitality industry—while also working to dismantle social prejudices against people with disabilities.
Emerging from the idea of creating a culinary space where senses beyond taste are awakened, Journey of the Senses has invested seriously in experience design with a research and development (R&D) mindset, going far beyond basic operations. At Noir. Dining in the Dark, customers enjoy their meals in complete darkness—a setting that demands tightly controlled lighting systems, spatial layout, and service procedures to ensure safety while activating other senses such as hearing, touch, and smell. This model can be seen as a type of MVP—a minimum viable product for non-traditional dining experiences—and has been continuously refined to better meet customer needs.
Meanwhile, at Blanc Restaurant, technology does not lie in devices but in the “reprogramming” of communication itself. Here, guests are encouraged to use sign language with the hearing-impaired staff. To make this possible, Journey of the Senses has developed a basic communication toolkit for diners, including sign-illustrated menus and hand gesture guides—offering a completely new form of interaction. This language transformation, built not on machinery but on human-centered experiential design, reflects a humane approach to technology that aligns with the ethos of a social enterprise.
Compared to traditional restaurants, the experience at Journey of the Senses stands out not only for its emotional impact but also for its clear social value. Instead of merely using technology to boost efficiency, this startup leverages experiential technology to foster empathy and human connection—marking a notable divergence from tech-driven restaurants that prioritize automation, app-based ordering, or robotic service. This approach introduces a model of “emotion-driven service technology” from which many startups in the hospitality sector can learn—especially as the market increasingly values personalized experiences.
The success of Journey of the Senses stems not only from its innovative model but also from how it engages with Vietnam’s broader startup and innovation ecosystem. In 2019, the enterprise won Second Prize at TECHFEST Vietnam—the country’s largest national event for startups and innovation. This recognition highlights the persuasive power of a model that may not appear overtly tech-driven but delivers powerful societal impact. That same year, the startup generated over USD 1.3 million in revenue, with 40% of its workforce being people with disabilities—demonstrating that business success and social impact can go hand in hand when the model is designed thoughtfully.
Journey of the Senses has proven that service technology can also serve as a catalyst for innovation—especially when combined with human elements and social values. For other founders, the key takeaway lies in clearly identifying the problem to be solved—in this case, social stigma and limited job opportunities for people with disabilities—and using technology as a tool to drive change, rather than merely a means for convenience or profit.
In an era where the experience economy is on the rise, Journey of the Senses exemplifies how a tech startup can be defined more broadly than traditional models suggest. By creating products that not only offer solutions but also inspire awareness and empathy, the enterprise has pioneered a new path for startups seeking to combine innovation with long-term social impact.
