Asian Heritage Month: Montreal businesses tap into cultural roots

Bask Hour on the road. (Bask Hour)

It’s Asian Heritage Month.

To celebrate Montrealers with origins from the Far East diaspora, every Saturday in May, CTV News is highlighting individuals who have not only built their lives here but also created thriving local businesses.

Bask Hour

Name an iconic Asian fragrance – jasmine, plum or white rabbit (if you know, you know) – and Bask Hour has it.

The candle company is the brainchild of co-founder Bao Phuong Nguyen, “all inspired by culture, nostalgia, and everyday moments.”

“Our scent collections are deeply personal, drawing from Asian traditions and stories, designed to bring comfort and connection,” she said. “More than just a brand, it’s our way of storytelling, celebrating our roots, and making your everyday just a little bit cozier.”

The graphic designer says she always knew she wanted to create something of her own, but didn’t know what until the COVID-19 pandemic hit.

“My mental health declined, and I developed severe eczema,” Nguyen explains. “My boyfriend, Louie, was my biggest supporter through it all, always looking for ways to help. One day, he suggested we try making our own soap so we could control what went on my skin.”

She recalls the two fell down a “rabbit hole,” realizing just how many toxins are in everyday products, including candles.

“We started making our own with clean, natural ingredients, and just like that, Bask Hour was born,” she said, adding the two had “no idea” what they were doing at the start.

Beyond the candles, Nguyen says the business has become a way for her to reconnect with her roots.

“Growing up, I wasn’t always comfortable embracing my culture. I didn’t feel like I fit in – I heard all the ‘Ching Chang Chong’ jokes, got told, ‘wow, you speak French/English so well for an Asian,’ and was made to feel like I was different in a way that wasn’t always kind,” she recalls. “As I grew older, I started to see things differently. I became more curious about my parents’ sacrifices, more compassionate about their struggles, and more proud of who I am.”

Nguyen says Bask Hour is “part of that journey, it’s how I honour them, our culture, and the opportunities they never had.”

“This business has helped me reconnect with my roots and find a community that gets it,” she said. “When someone tells me a scent reminds them of home or they see themselves in our story, it makes every late night and every struggle worth it.”

ASKaFOX

When deciding how he wanted to infiltrate North America’s industrial sourcing and supplier industry, Hanyin Chen says he knew the right choice was to set up shop in Montreal.

“It’s been a very good few couple years for our development,” said Chen, who is originally from China but hails from France.

His company, ASKaFOX, is an artificial intelligence (AI) powered software as a service (SaaS) tool that helps industrial companies find critical suppliers.

It was founded in 2020, with Chen saying he simply wanted to set some roots down after travelling the world for so many years.

“My job was basically working around the world, trying to spot the great factories, negotiate deals,” he said. “I was kind of tired of this life because I was travelling 200 days a year.”

Coming from a country that has its feet firmly planted in manufacturing, Chen says, has served as an advantage to him.

“When you start talking about your past missions or exploits, that gives you some additional advantage,” he said. “The business environment here, it’s much more open to minorities compared to what I know in the past.”

Bo

What’s one way to cut down on single-use waste?

According to Mishel Wong, founder of Bo, the answer is simple: reusable takeout packaging.

“We help restaurants, caterers, festivals and institutions cut down on single-use waste by offering a system that lets people borrow and return containers,” she explains.

Wong created Bo in 2021, saying she was shocked at how much waste was piling up in the food service industry.

“It was one of those things I couldn’t unsee, and I realized someone had to do something about it, so why not me?” she said.

It’s been a wild ride ever since, the 36-year-old says, adding the company now has over 200 partners and has processed millions of reusable containers.

“My dad’s an accountant and my mom runs a tutoring centre, so I was always surrounded by that hustle mentality,” she said. “I didn’t get why I felt so boxed in during my first 9-5 internship in university until I realized my parents never worked on a fixed schedule. Their work and personal lives were always intertwined, but they made it work by planning around what needed to get done.”

That positive “get it done” mentality, Wong adds, is something she wants to pass on to others.

“I hope my work inspires others from underrepresented communities to pursue their dreams without feeling limited,” she said. “At the same time, I want to spark conversations about inclusivity. It’s not about giving someone a leg up because of their identity. It’s about creating space where everyone’s contributions are valued equally and where doubt about bias doesn’t overshadow opportunities.”

Wong notes her business is all about “changing consumer behaviour” – a pretty dramatic feat.

“I still totally get a kick out of seeing tens of thousands of containers being used during summer events, when random friends send me pictures after visiting a retirement home and noticing that all takeout is served in Bo containers,” she said. “Supporting small person of colour businesses is about valuing diverse perspectives that enrich our city. It’s not just economics—it’s investing in visions that challenge the status quo. For me, it’s also about representation.”