From Xiengkhouang to the Great Minnesota Get-Together

For Ntsuab Zeb Vaj and his wife, Sua Yaj, the bustling crowds of the Minnesota State Fair are more than just a seasonal event—they are the culmination of a 40-year journey rooted in heritage, perseverance, and a bit of good karma.

Born in the village of Pha Hiep in Xiengkhouang, Laos, the couple now calls Columbia Heights, Minnesota, home. Their path to becoming staples of the Fair’s International Bazaar began in the mid-1980s. Though their initial start in 1985 was modest, they returned in 1996 with a renewed vision and a vast collection of Hmong crafts. Because their intricate, handmade items were unlike anything else on the fairgrounds, they were welcomed immediately. The heart of the business began with Sua. While Ntsuab Zeb trained as a toolmaker, Sua stayed home to raise their children. Refusing to be idle, she turned to the traditional art of Hmong paj ntaub (story cloth and embroidery). In the early days, she relied on friends and teachers like her friend Ann to drive her to meetings and craft shows before she eventually learned to drive herself—a milestone she attributes to her fate and determination.

To build her inventory, Sua coordinated with families in the Ban Vinai refugee camp, who sent cultural crafts to Minnesota. Selling these items proved more than just a hobby; it was a lifeline. At a time when manual labor jobs paid only $3 an hour, Sua found that entrepreneurship allowed her to stay home with her children while earning enough to cover school supplies and bills. The best thing was to sell what people liked and stop selling what didn't get popular," Ntsuab Zeb reflects. Without formal business degrees, the couple built their success through keen observation and the guidance of event organizers. Sua learned by watching market trends and listening to the feedback of "American" buyers, adapting traditional designs into items that resonated with a modern audience.

Beyond the financial success, the couple views their shop as a vital vessel for cultural conservation. They take pride in the fact that non-Hmong visitors are often captivated by the craftsmanship, frequently pausing to praise the unique items and ask how they are made. For Ntsuab Zeb and Sua, every sale is an act of preserving Hmong heritage for future generations.

Now married for 50 years, the couple attributes their smooth business journey to their personal philosophy of kindness. Ntsuab Zeb believes that a person’s karma and fate dictate their success. "If you are a good person, there will not be any big obstacle to stop your goals," he says. This spirit of generosity extends to their customers; Sua is known for her discounts and small gifts, often hearing back from parents about how much their children cherished the items. Today, their booth in the International Bazaar remains a must-see destination, attracting nearly 90% of the Fair’s attendees. While they aren't sure if their children will one day take over the helm, they plan to continue as long as they are physically able.

For those looking to start their own path, Sua offers an open door. She believes her 40 years of "on-the-ground" experience is more valuable than any classroom education. "Working for companies is only check by check," she says, "but business is a great way of life."