Vietnam’s Road to Essen board game design contest back for second year, with longer runway aimed at turning publisher interest into deals

Road to Essen, a competition designed to showcase Vietnam’s burgeoning tabletop design scene at the world’s biggest board game fair, has returned for its second year – with organisers changing things up in the hope of helping turn publisher interest into commercial deals.

The contest was launched last year by Vietnamese board game publisher Everjoy Publishing and its global arm Everjoy Global, in an attempt to help designs from Vietnamese creators break out internationally.

Entrants receive access to workshops and playtesting, while later-stage contestants receive mentoring and jury feedback, with selected games ultimately presented to the international industry at the giant Spiel Essen board game fair in Germany.

Thinh LeHuu’s co-operative card game July, themed around Vietnam’s seventh lunar month and its Hungry Ghost festival, was named the inaugural champion last year from about 160 entries – winning over a judging panel that included Cascadia designer Randy Flynn with its “clever gameplay, polished design and cultural message”.

The 2026 competition is now under way with a theme of ‘Vietnamese Culture’, encouraging designers to draw on areas including the country’s history, legends, beliefs, festivals, folk arts, cuisine, crafts and architecture.

But there is a significant change to the timetable this time around: rather than taking the winner to Spiel just weeks after the competition concludes, organisers have scheduled their next international showcase for Spiel Essen 2027.

Claire Ton, head of the organising committee for Road to Essen 2026, told BoardGameWire, “It’s a deliberate decision to give the work its best possible shot.

“A winner chosen in late 2026 can’t have a polished, publisher‑ready game on the Essen floor a few weeks later – and a rushed debut serves the designer least of all.

“Aiming this edition at SPIEL 2027 gives the winning team close to a full year to develop the game, act on the judges’ feedback, line up a publishing or distribution partner, and arrive ready to actually do business.

“It also lets us plan the Vietnamese presence at the fair properly. Getting a Vietnamese game to Essen was never really the goal – getting it there ready to sell is.”

The extra development period addresses one of the main barriers Road to Essen was created to tackle: getting games from Vietnam’s rapidly-growing community of local designers into a form that can be presented effectively to publishers and distributors outside the country.

Everjoy Global co-founder and CEO Ionah Nguyen told BoardGameWire in 2025 that Vietnam had experienced a roughly 400% increase in locally-designed games entering its market in just two years – but said designers continued to face a lack of international publishing and distribution connections, language differences, unfamiliarity with global supply chains and the cost of attending overseas shows.

Almost a year later, Ton told BoardGameWire, “The first edition did exactly what a first edition should: it put Vietnamese design in front of the world and proved there’s real appetite for it.

“We brought the games to SPIEL Essen 2025 and the response was genuinely exciting – our winning title, July, drew particular attention.

“That interest is now powering the next stage. Most of our finalists are deep in development, sharpening their games with everything they took from our international judges and from the fair floor.

“We’re building deliberately for lasting outcomes rather than quick headlines – the first publishing deals to come out of Road to Essen should be the right ones, and we’d rather bring a title to market ready to succeed than rush it out early.

“There’s a lot moving beneath the surface, and the next year is where it starts to show.”

Ton added, “We’re in the relationship‑building phase, and it’s an encouraging one. A lot of conversations were sparked at Essen – publishers wanting to understand the scene, see what’s emerging from Vietnam, and stay close to what comes next.

“What’s promising is that this feels less like one‑off interest in a single title and more like the early groundwork of lasting partnerships, which is exactly what a young design ecosystem needs to grow.

“The titles generating the most conversation share a clear profile: culturally distinctive, visually striking, and easy to pick up and play. Our focus this year is turning that momentum into concrete meetings and, ultimately, deals.”

That intermediary role directly addresses one of the problems Nguyen identified when Road to Essen launched: many Vietnamese designers lacked direct connections to international publishers and distributors.

She told BoardGameWire last year, “There’s no shortage of creativity in Vietnam. What we lack are bridges.”

But there are signs outside the competition that Vietnamese designers are beginning to find international publishing routes.

Vietnamese designer Huy Pham’s Yotei has been picked up by Rebirth publisher Mighty Boards, which launched a Kickstarter for the game in April before demoing it at Gen Con this summer.

Meanwhile Bunny 100 – designed by Hoang Vo and originally published by Vietnamese company Capital Gains Studio – has secured a European release through Italian publisher DV Games.

Those developments come as designers elsewhere in Asia have had a striking 12 months in achieving recognition in the European market.

Japanese designer Hisashi Hayashi’s Bomb Busters won the Spiel des Jahres in 2025, while Indonesian designer Martin Ang’s JinxO – published as Dito! in Germany by Game Factory – scooped the award this year, becoming the first Southeast Asian-designed game to win the prize.

Ton said Vietnamese games’ biggest sales numbers nevertheless remain overwhelmingly driven by the country’s domestic market rather than exports, telling BoardGameWire research suggested Vietnam’s board game market reached about $100m last year at a roughly 10% growth rate.

She said, “Importantly, more of that is original Vietnamese design rather than imports, supported by a fast‑growing creator community and better retail distribution.”

Several Vietnamese-designed games are now reporting sales in the tens or hundreds of thousands of copies – like Bunny 100, Zodiac Rush and Galactic Super Beasts – thanks to the snowballing domestic market.

Ton told BoardGameWire, “The vast majority of those numbers come from Vietnam itself – and I’d argue that’s the most important part of the story, not a limitation.

“It proves there’s a large, real domestic market here: a home audience big enough to make original Vietnamese design commercially viable on its own. That’s the foundation everything else is built on.

“Export is the newer chapter – Bunny 100 into Europe through DV Games and across several Asian markets – and it’s growing, but the headline sales figures today are a signal of domestic strength first.”

This year’s contest will have an overall prize pool of about 500 million Vietnamese Dong – roughly $20,000 – split between the winner and a set of other award finalists.

They include awards for fan favourite board game, best visual design, most innovative board games, the game with most commercial potential, and best cultural representation – as well as categories for best junior creator (aged six to 15) and outstanding teen designer (ages 15 to 18).

The submission period for this year’s awards end on November 15, with the grand prize winner receiving full sponsorship to attend Spiel Essen 2027, along with an exclusive publishing opportunity with Everjoy Publishing.