When you think about the creation of a board game studio, you might not picture a journey that starts halfway around the world, but for me, that’s exactly where it began. My name is Ionah, which, in fact, is “Hanoi” spelled backward—my way of keeping my roots close, even as I’ve ventured far from home. Growing up in Hanoi, Vietnam, I never would have guessed that my love for games would eventually lead me to start Brainy Hearty, a Seattle-based board game studio dedicated to creating experiences that entertain, connect, and inspire. This is the story of how my journey and passion for games culminated in Brainy Hearty.
A Love for Games and Community Building
Growing up, my love for games was nurtured in simple, joyful moments. I remember playing Vietnamese board games and classic games like Monopoly and chess with my parents, savoring the excitement, and occasionally, a small victory. At school, it was Werewolf with friends. I still remember the thrill of strategizing, suspecting, and convincing—skills I didn’t know I’d use in life much later on. As I got older, however, life grew busier, and time for games dwindled. The joys of competitive play and the camaraderie around the game table became cherished memories, tucked away as I focused on my studies and career.
After earning my Bachelor’s in Business in Hanoi, I explored a few roles before finding my stride at a leading Vietnamese fintech startup. It was an intense, fast-paced experience that ignited my love for innovation. This led me to pursue an MBA at Duke University, an experience that changed me in more ways than I could have imagined. While immersed in a demanding curriculum, I also rediscovered my love for board games. My friends and I would gather weekly for game nights, our evenings filled with laughter, strategy, and spirited debates over who would reign supreme. These game nights weren’t just a pastime; they were a lifeline, a reminder of the joy and connection that games can bring—even thousands of miles from home.
The Path from Tech to Founding Brainy Hearty
The Heart of Brainy Hearty
Post-MBA, my journey took me to Amazon in Seattle, where I joined their Retail Leadership Development Program. During my time there, I gained invaluable insights into the retail and e-commerce industry while immersing myself in Amazon’s customer-obsessed culture. It was an incredible learning experience that shaped my professional journey. From there, I transitioned to Chief of Staff at an AI agriculture tech startup, an experience that opened my eyes to the startup world and gave me a deeper appreciation for the tech-driven city of Seattle. Surrounded by tech-savvy colleagues and friends, I found myself hosting more game nights, introducing others to the thrill of board games. I loved teaching people the rules, guiding them through complex strategies, and watching as strangers quickly transformed into friends.
It was during these gatherings that I realized something: creating experiences that brought people joy, laughter, and connection was my calling. I felt a spark every time I saw people – strangers minutes before – bonding over a shared game. In a way, I had been preparing for this journey all along, whether by hosting networking events for nonprofits or organizing parties for the Vietnamese MBA community.
In fact, one of my first game creations was a party card game for a gathering of 80 Vietnamese MBA students. Designing that game felt natural, like something I was meant to do.
Yet, even as my career progressed, a childhood dream kept resurfacing—the dream of becoming an entrepreneur. After a decade of working for others, I knew it was time. I had spent years gathering skills, knowledge, and connections, and it finally felt right to take a leap. Board games had long been my passion, and in February 2024, I decided to give that passion a home. Brainy Hearty was born, with a mission to create games that entertain, educate, and bring people together.
Looking back, the journey from Hanoi to Seattle wasn’t just a geographical shift; it was an evolution of values, passions, and dreams. Brainy Hearty isn’t just a business to me; it’s a culmination of everything I love—innovation, community, and, above all, the power of play. Now, as we craft games that bring joy, provoke thought, and bridge gaps, I hope Brainy Hearty will spark moments of connection for people everywhere, just as games have done for me.
