Ben Thanh Market’s lament : visitors only come for sightseeing, not buying

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.

Jack and Sophie Bennett, a couple from Australia, visited HCMC in late February and decided to explore the market. After taking photos at the market’s main entrance, they wandered through the stalls in search of souvenirs.

Sophie eagerly browsed every stall, but in the end the couple left empty-handed, politely declining all offers from vendors.

« I couldn’t find any unique souvenirs because all stalls had the same products, » she said.

Ben Thanh Market, for long a tourism icon, always bustles with visitors during its opening hours from 9 a.m. to 7 p.m. The narrow aisles between the stalls are packed with people. While many stop to browse, most only glance at a few items before moving on.

The area that retains visitors the longest is the food court inside the market, where tourists often stop to eat broken rice, noodles, vermicelli with fish sauce, and sweet soup.

The market is divided into sections based on product categories.

Stalls near the eastern gate on Phan Boi Chau Street sell fabrics, clothing, shoes, and accessories, and those near the western gate on Phan Chu Trinh Street specialize in dried foods.

The southern gate on Le Loi Street, the main entrance, has stalls selling cosmetics, watches and souvenirs, making it the most visited section.

The Le Thanh Ton Street side has fresh produce, including meat, fish, vegetables, and fruits.

A representative of the market management says times have been tough ever since the Covid pandemic.

In November and December last year the management invited TikTokers and influencers to livestream from the market, collaborating with vendors, to promote its image and boost sales.

Huu Loc, a salesman at a souvenir stall, says revenue has been steadily declining since the market reopened after the pandemic in May 2022. Before that large orders worth millions of dong were common, but customers now typically purchase items worth only a few hundred thousand dong, he says.

The biggest spenders at his shop tend to be independent travelers from Malaysia, South Korea, Europe, and the U.S., and while tour groups visit the market daily, most only browse and rarely make purchases, he says.

« On weekdays I get only about four or five paying customers. On weekends, that number rises to around 10. »

Most souvenir and clothing stalls are experiencing the same situation, he adds.

Trang, who has been selling clothes at the market for 30 years, says though the number of visitors has returned to pre-pandemic levels, revenues are down by more than half.

« There are many visitors, but they buy very little. Most of them just come for sightseeing. »

Customers these days typically buy two or three pieces of clothing, whereas until 2019 it was common for them to buy dozens of outfits, she adds.

Rachel, a French tourist, visited Ben Thanh Market on her last day in HCMC and spent about 20 minutes shopping, buying five pairs of trousers and a T-shirt for VND900,000 (US$35.36) without bargaining.

« Since the market was right next to my hotel, it was convenient for me to pick up a few essential items. VND900,000 for six items is cheap for me, but it may not be cheap for all tourists, » she says.

Pham Thuan, a tour guide with eight years’ experience in HCMC, concurs with shopkeepers that many foreign tourists explore the market but leave without making a purchase.

« They worry about being overcharged or ending up with poor-quality goods. »

Many are unfamiliar with the culture of bargaining or have read negative reviews about the market, causing them to avoid shopping there, he says.

More and more travelers rely on online reviews before deciding where to shop, and if Ben Thanh fails to improve its service quality, the number of shoppers may continue to decline, he adds.

Currently it is rated 4/5 on Google and 3.5/5 on travel platform Tripadvisor.

Phan Yen Ly, a tourism product design expert with over 30 years of experience, says one key factor attracting foreign tourists to the market is the uniqueness and diversity of its products.

« Foreign visitors to Vietnam often seek items that reflect the local culture, such as silk, handicrafts, coffee, traditional spices, and distinctive souvenirs. »

To enhance its appeal, she suggests the market should establish a dedicated section for high-quality Vietnamese brands with clear product origins.

« This will not only increase the value of goods but also build trust among foreign tourists. »

The longstanding issues discouraging visitors from shopping at the market are overpricing and aggressive sales tactics, she says.

While some measures have been taken, the problems have not been resolved, she says.

Clearly listing prices will help reassure customers and enhance the market’s professional image, she points out.

Another major shortcoming is the lack of effective promotional campaigns on social media and international platforms, she says, contrasting it with examples of shopping centers and traditional markets in Thailand and China actively collaborating with influencers and travel bloggers to promote themselves.

Insiders also point to the need to upgrade infrastructure to make the market cleaner and more spacious.

While traditional markets like Ben Thanh are losing their appeal, areas with clusters of clothing boutiques, local handicrafts and vintage stores are gaining popularity among shoppers.

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 owner of a second-hand clothing store in the Ly Tu Trong apartment building said since last year the majority of foreign shoppers have been from Southeast Asian countries such as the Philippines, Singapore and Malaysia.

Louis Wang, a tourist from Singapore, explored two floors of the apartment building in less than an hour and spent nearly VND5 million at two clothing stores.

Wang said he prefers shopping at local stores when traveling as they offer unique designs and provide a more authentic experience.

« Before heading home, I plan to buy more home decor items at a few stores in District 3 and Thao Dien, which I found through Instagram and Threads. »

Shopping in Vietnam is more affordable than in Singapore or Thailand but the quality is just as good, he gushes.

By Bich Phuong & Tuan Anh – VnExpress.net – March 19, 2025