ATURE

We’re beyond excited to share that ATURE has been accepted into Delta, a program by The Residency, backed by Sam Altman (CEO of OpenAI), chosen from 1,500+ applicants.

This marks a huge milestone for us as we continue building the first content-commerce ecosystem for the Asian community in the United States. A space that connects storytelling, culture, and commerce in one platform.

Like many founders, our journey hasn’t been a straight line. ATURE began as a creative passion project: telling stories about Asian culture, cuisine, and music, and over time grew into a mission-driven media & service platform. After months of pause and reflection, we’re re-emerging stronger, with our first paid client project (a collaboration with a Vietnamese music label) and now, the opportunity to grow with Delta’s global founder network.

We’re deeply grateful for everyone who has believed in ATURE since day one, from our community, partners, and friends to our supporters at Northeastern University, Husky Start-up Challenge, and NU Women Who Empower.

Here’s to the next chapter: building, connecting, and celebrating Asian creativity together 💛

In Vietnamese, there’s a kind of love that isn’t about passion or romance, but something gentler and more enduring: THƯƠNG (“tuh-uhng”) 🤍

“When my grandmother took my small hand in hers, walking me through the crowded market, she didn’t say ‘yêu con.’ She said ‘thương con lắm.’ And somehow, that felt deeper than any declaration of love I’d heard in any movies.” - Linh Dinh

This we continue our series: Words We Cannot Translate.

Because sometimes the richest emotions exist precisely where our languages fall silent 🤍

Today’s word: Thương
In we might say “to love.”
But in thương is different:
👉 It’s love woven with compassion, not tied to romance
👉 It’s the feeling between a mother and child, between old friends who’ve witnessed each other’s struggles
🤍 It’s affection that carries the weight of care and the lightness of tenderness at once

In a culture where relationships are treasured more than individuality, “thương” represents the quiet love that sustains us through generations—not loud in declaration, but steady in presence💭

“In Vietnamese, the word for missing someone and remembering them is the same: nhớ.
Sometimes, when you ask me over the phone, Con nhớ mẹ không?
I flinch, thinking you meant, Do you remember me?
I miss you more than I remember you.”
— Ocean Vuong

This we’re launching a new series: Words We Cannot Translate.
Because every untranslatable word is a memory we refuse to lose 💟

Today’s word: Nhớ
In they say “to miss.”
But in nhớ is different:
💟 You can nhớ someone you’ve never met.
💟 You can nhớ your mother’s soup while eating steak.
💟 You can nhớ a country that you haven’t even been to.

Stay tuned. And tell us —
What’s a word you carry? 💭

"Nước mắm" (fish sauce) is widely considered the soul of Vietnamese cuisine. However, fish sauce is used throughout Southeast Asia, not just in Vietnam. It appears in Thai cuisine as "nam pla," in Myanmar as "ngan bya yay," in Cambodia as "tik trei," and is also used in Laos, the Philippines, and other countries in the region. Each country has developed its own variations and uses for this versatile condiment.
(Swipe to learn about nuoc mam!)

What's your experience with fish sauce? Love it? Curious about it? Share in the comment👇

Follow for Part 2 where we'll explore how it's made and its cultural significance!