Vendors at Ben Thanh Market, Ho Chi Minh City's most famous traditional market, complain about poor business saying people mainly come there for sightseeing rather than to make purchases.
In late February, Jack and Sophie Bennett, a pair hailing from Australia, traveled to HCMC where they chose to delve into exploring the local market. Following their photo session at the principal gateway of the marketplace, they meandered between the stands looking for keepsakes.
Eagerly perusing each booth, Sophie ultimately found herself leaving with an empty bag as the pair cordially turned down all proposals made by the sellers.
She mentioned that she couldn't locate any distinctive souvenirs since every stall offered identical items.
For years, Ben Thanh Market has been a symbol of tourism, teeming with visitors throughout its operating hours from 9 a.m. to 7 p.m. The cramped pathways among the stands are densely populated. Although numerous shoppers take their time looking around, the majority merely cast quick glances at several goods before proceeding further.
The section that keeps visitors engaged the most is the food court within the marketplace, where travelers frequently pause to enjoy dishes like broken rice, noodles, vermicelli with fish sauce, and sweet soup.
The market is segmented according to different product categories.
Near the eastern entrance of the market along Phan Boi Chau Street, vendors peddle textiles, garments, footwear, and trinkets, whereas stalls close to the western gateway on Phan Chu Trinh Street focus primarily on selling dehydrated food items.
The primary entry through the southern gate along Le Loi Street features vendors selling cosmetics, watches, and keepsakes, rendering it the busiest part of the area.
On the side of Le Thanh Ton Street, you can find freshly harvested goods such as meats, seafood, veggies, and fruits.
A spokesperson for the market management states that things have been challenging ever since the onset of the Covid pandemic.
Last November and December, the management reached out to TikTok personalities and social media influencers, inviting them to host live streams from the marketplace. These collaborations involved working alongside local sellers to enhance the market’s reputation and increase sales.
Huu Loc, who works as a salesperson at a souvenir stand, mentions that their earnings have consistently decreased ever since the marketplace resumed operations following the pandemic in May 2022. Previously, substantial orders amounting to several million dong were frequent, whereas nowadays, buyers usually acquire goods valued at just a handful of hundred thousand dong, according to him.
Large spenders at his store often come from independent travelers hailing from Malaysia, South Korea, Europe, and the United States. Although tour groups frequent the marketplace each day, they usually just look around without making many purchases, he notes.
During weekdays, I typically have just four or five paying guests. However, on weekends, this figure increases to roughly ten.
He mentions that most of the souvenir and apparel stands are facing the same issue.
Trang, who has been selling clothing at the market for three decades, notes that although visitor numbers have rebounded to pre-pandemic levels, her revenue has dropped by over fifty percent.
"There are many visitors, but they buy very little. Most of them just come for sightseeing."
Today’s customers usually purchase two or three garments, whereas before 2019, they often bought numerous outfits, she notes.
Rachel, who was a French tourist, went to Ben Thanh Market during her final day in Ho Chi Minh City. She dedicated approximately 20 minutes to shop and ended up purchasing five pairs of pants and one t-shirt for VND900,000 (USD$35.36), all without engaging in haggling.
"As the marketplace was situated near my accommodation, it was easy for me to grab some basic necessities. Six products costing VND900,000 seemed like a good deal for me, though this might not be considered inexpensive for every visitor," she remarks.
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Rachel (R) and her companion carry sacks filled with clothing items purchased at Ben Thanh Market. The photo was taken by VnExpress/Tuan Anh. |
Pham Thuan, a seasoned tour guide with eight years of experience in Ho Chi Minh City, agrees with the shopkeepers that numerous international visitors browse through the market yet depart without buying anything.
Their concerns include getting charged excessively or receiving low-quality products.
He mentions that many people are not acquainted with the practice of haggling or have come across unfavorable reviews about the marketplace, leading them to steer clear of making purchases there.
Increasingly, tourists depend on online feedback when choosing places to shop, and Mr. Thanh notes that if his business does not enhance its service standards, the customer count might keep dropping.
At present, it has received a rating of 4 out of 5 on Google and 3.5 out of 5 on theTripAdvisor travel website.
Phan Yen Ly, an expert in designing tourism products who has more than three decades of experience, points out that one major draw for international visitors to this market is the distinctiveness and variety of its offerings.
Visitors from abroad to Vietnam frequently look for products that embody the local culture, including silk, handicrafts, coffee, traditional spices, and unique mementos.
She recommends creating a special area within the marketplace to highlight top-tier Vietnamese brands with clearly marked places of origin, thereby boosting attractiveness.
Not only will this boost the worth of products, but it will also foster trust amongst international visitors.
She mentions that the persistent problems deterring shoppers from visiting the market include high prices and pushy selling techniques.
Although certain steps have been implemented, the issues remain unresolved, she states.
She highlights that clearly displaying pricing will aid in reassuring customers and elevating the marketplace's professional appearance.
She points out another significant flaw as the insufficient promotion through social media and global platforms. This deficiency stands in stark contrast to how shopping centers and conventional markets in countries like Thailand and China team up with influencers and travel bloggers for publicity.
Experts additionally emphasize the importance of improving infrastructure to create a marketplace that is both cleaner and more expansive.
As traditional markets such as Ben Thanh lose their charm, regions featuring groups of clothing shops, local crafts, and vintage outlets are becoming more appealing to consumers.
A survey of locations in District 1 like the old Ly Tu Trong apartment building, Nguyen Trai Street and the Nguyen Van Trang intersection shows that many shops are filled with foreign customers.
The proprietor of a thrift shop located within the Ly Tu Trong apartment complex mentioned that starting from last year, most of their international customers have come from Southeast Asian nations like the Philippines, Singapore, and Malaysia.
A tourist named Louis Wang from Singapore toured two levels of the apartment complex within an hour and splurged approximately 5 million Vietnamese dong at two apparel outlets.
Wang mentioned that he likes to shop at nearby stores while traveling because these places present distinctive styles and deliver a genuine encounter.
I'm planning to stop by some shops in District 3 and Thao Dien before going back home to pick up additional home decor items that I discovered via Instagram and Threads.
He raves that shopping in Vietnam is more budget-friendly compared to Singapore or Thailand, yet the quality remains equally high.
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