Founder & CEO

BUI THANH LIEM

Liem grew up in Dong Tien, a small and remote commune in Ha Giang – one of the poorest regions in Vietnam. As a child, his dream was simple: to have meat and eggs to eat every day. When that small dream finally came true, he began to feel another, deeper ambition taking shape – something nurtured through years of wandering across Vietnam, finding ways to support himself, and helping others whenever he could.

Liem embodies a quiet resilience, generosity, and simplicity – qualities deeply rooted in mountain communities. These values have shaped his purpose: to support his indigenous community and contribute to the development of his homeland.

Life in his village, however, remains difficult. Poverty persists. Education is often overlooked. Young people have no stable jobs, and the elderly have no pensions. Most families depend on farming or heavy labor. Many are underpaid, treated unfairly, and lose wages to dishonest employers.

Over the years, Liem saw how poverty and limited education restricted the futures of his cousins, neighbors, and friends. Their lives were full of effort but short on opportunity.

In 2016, he founded Lila Inn & Tours with a simple mission: to create stable jobs for his community so they could support their families and shape a better future. What began with five motorbikes and a rented hostel has now grown into a team of 40 easy riders, a welcoming hostel owned by Lila, and a fully licensed international tour operator.

Looking ahead, Liem dreams of bringing Lila to the global travel market, partnering with international agencies, creating steady work for 100 local riders each month, and building an educational ecosystem where local people can gain real skills and knowledge in tourism.