From the start, Rice set out to be an international studio shaped by diverse cultures, perspectives, and a shared commitment to creativity.
Founded in 2011 by Chí-An Benjamin De Leo and Joshua Breidenbach, we’ve since built a team of more than a dozen nationalities, hosted nearly 50 interns from around the world, and partnered with local and international clients across multiple industries and regions.
Last week, rice studios officially became BaseSGN, joining the global Base network while continuing to design bold new futures from Vietnam. This new chapter marks an exciting leap forward, bringing greater opportunities for growth and collaboration.
We’re joining a group that shares our belief in autonomy, diversity, and constant evolution. Together, we’ll keep asking the same question that built Rice: How can we be better?
We’re not just growing — we’re expanding the world we’ve been building all along. Vietnam is on the rise, and this move helps us rise with it: to better serve our partners here while showcasing Vietnamese creativity to the world.
While our focus shifts, the Rice name and spirit remain. It evolves into a platform dedicated to ventures, products, education, and the growth of the creative community — inspiring and supporting the next generation of talent across Vietnam and beyond.
Read the full story in our interview with Joshua and Chí-An on Base Design ↗
