Official night market "all night"

At the conference to disseminate Decree No. 60 of the Government on market development and management, recently organized by the Ministry of Industry and Trade, Ms. Le Viet Nga, Deputy Director of the Domestic Market Department, said that by the end of 2023, the country had nearly 8,320 markets, of which about 83% were class 3 markets, with many limitations in technical facilities. Rural markets accounted for about 73%.

According to the new Decree, along with markets operating under traditional models such as wholesale markets, people's markets, temporary markets, and rural markets, there will be new forms of markets such as spontaneous business locations and community markets. Specifically, the community market model operates as a place to buy, sell, and exchange goods produced, grown, and traded by people, essential common goods permitted by competent authorities, serving the local community.

Regarding the night market model, the new Decree stipulates that this is a market organized in an area or location designated for local night-time economic development, operating from 6 p.m. the previous day to 6 a.m. the following day. The markets will also be divided into 3 types: class 1 market, class 2 market and class 3 market, depending on the area and scale of the business locations as well as the investment in permanent or semi-permanent construction.

The Ministry of Industry and Trade said that the night market model has been implemented in a number of provinces and cities such as Hanoi, Ho Chi Minh City, Da Nang, Thanh Hoa, etc. The advantage of the night market is to attract tourists and create highlights and colors for each locality and region.

In particular, after the Covid-19 pandemic, many people have become unemployed. Meanwhile, the operation of the night market always requires a large number of workers, the demand for human resources is not only limited to chefs, restaurant and food service workers but also accompanying services such as porters, drivers, security guards, managers, cleaners, etc. Therefore, the development of this tourism product can contribute to creating new jobs for workers.

In the new decree, the Ministry of Industry and Trade has added the concept of night markets; added the responsibility of the provincial People's Committee in developing night markets in accordance with its tasks and authority in the direction of encouraging development in accordance with the practical context depending on the capacity of the locality. At the same time, it added the responsibility of the Ministry of Public Security in ensuring social order and safety, controlling risks, limiting negative consequences and impacts on the community due to night market activities...

Exploiting the "gold mine" of the night economy

For those working in tourism in Vietnam, the story of granting a “birth certificate” to night markets has been a long-awaited story for many years, because night markets are considered the starting product for the journey of developing the night economy. Night markets help tourists enjoy local products and experience local culture, not only as a destination for tourists to have fun, but also as a “gold mine” for the locality. It is estimated that night markets around the world earn billions of dollars from developing the night economy associated with tourism.

In Vietnam, Phu Quoc City (Kien Giang) is currently the most successful destination in developing the night market model. In 2017, the traditional night market in Phu Quoc (Bach Dang - Nguyen Dinh Chieu intersection) opened, becoming the first well-organized night market in the country, considered a pioneer in creating the concept of night economy in Vietnam. According to statistics, on average, this market welcomes about 2,000 visitors each night, with an average spending of 70 USD/person.

By 2019, before the Covid-19 pandemic, Phu Quoc night market attracted 3,500 visitors/night, with average spending increasing to 150 USD/person. Thus, each day, the night market alone brought in more than 10 billion VND for Phu Quoc. Not to mention, the value of real estate and services around the night market within a radius of 1 km increased by 300%, benefiting small traders and residents greatly.

After the pandemic, the leaders of Phu Quoc City People's Committee determined that a night market model that only serves food is not enough, but must create complexes to meet more needs and increase spending of tourists. From there, the Vui Phet beach night market - VUI-Fest Bazaar was born.

Developed on a creative night market model, VUI-Fest Bazaar does not simply create a night market model just for tourists to... go shopping. Every night at VUI-Fest Bazaar, visitors can not only visit and shop at more than 50 stalls from cuisine to handicrafts, souvenirs, local products, but also watch all kinds of fun street shows, nightly fireworks displays never seen before at any night market in the world. Therefore, just after its launch, Vui Phet immediately became a "night market phenomenon". It is estimated that on average, the new night market in Phu Quoc attracts at least about 2,000 visitors per night. On holidays, peak times can reach up to 4,000 - 5,000 visitors.

That is why night markets are always among the tourism products that localities prioritize to implement. Tourist cities such as Da Nang, Hue, and even highland localities such as Sa Pa and Moc Chau, when considering the development of night products to cure the "chronic disease" of many visitors spending little, the first thing they think of is planning walking streets and building night markets. Not only localities but also real estate developers in each new urban area project also organize their own night markets to serve residents and at the same time become destinations for tourists.

Most recently, District 7 (HCMC) yesterday, July 30, announced its preparations to open the Sky Garden Food and Beverage Commercial Area, marking a new step in the journey to light up the local night economy. Ms. Nguyen Thi Kim Thanh, Head of the Economic Department - People's Committee of District 7, admitted that one of the most regrettable points of the Sky Garden Food and Beverage Commercial Area is that it cannot exceed the "curfew" (only operating until 24 hours) according to the regulations of the HCMC People's Committee.

“This is just a pilot project, which has been allowed by the Ho Chi Minh City People's Committee to be piloted until 2025, then there will be a preliminary and final review. After the Ministry of Industry and Trade issued guidelines on night-time economy in the new Decree, we have also compiled information, researched and during the pilot process, we will update and recommend that the City make timely adjustments to create conditions for special business establishments such as entertainment, health care, beauty, and even meetings to operate all night. From there, we will develop the true nature of the night-time economy,” Ms. Nguyen Thi Kim Thanh added.

Unleash your creativity to paint the "soul" of the night market

However, in reality, up to now, the number of localities that can develop night markets or night food streets into attractive tourism products can be counted on the fingers of one hand.

With more than 10 years of experience as an international tour guide, Mr. Tran Dinh Huong (tour guide of a large travel agency in Hanoi) assessed that whether in Asian or European destinations, markets, walking streets, and food streets are the most fun, attractive, and interesting places for tourists. European and American tourists love Asian destinations because of the crowded and bustling night markets that last until late at night. However, compared to destinations such as mainland China, Korea, Thailand, Taiwan, or Singapore, the night market model in Vietnam is still far behind in terms of attractiveness. Most night markets in Vietnam have the same model, even the food they sell is the same: grilled food, ice cream, milk tea, fake goods, and sketchy handicrafts... The sales methods are mostly bland and lacking in creativity.

“Compared to the general level in Thailand, we will see a difference. They are all similar fruit stalls, but Vietnamese vendors usually display everything and then sit and press their phones, while Thai vendors only display a few products, the rest they will sit and trim, creating to attract and stimulate the curiosity of tourists. Tourists are often attracted by the processing process, watching fresh fruit being processed, so they buy. I remember once taking a customer to Chatuchak market in Bangkok (Thailand), while shopping, there was a howling sound, followed by a chopping sound like chopping wood. Everyone was curious, people ran to see what it was. It turned out to be just a man selling coconut water. Every time he chopped a coconut for a customer, he would howl and wave his arms a few times before chopping, it looked very funny. Customers were happy, they came back to buy in large numbers. Vendors must think that they are doing tourism to unleash their creativity, not just selling goods,” said Mr. Tran Dinh Huong.

That is the factor that Associate Professor Dr. Pham Trung Luong, former Deputy Director of the Institute for Tourism Development Research, calls the "soul" of the night market. Visitors come not only to shop and eat, but also to feel relaxed, happy, and to experience with many senses. Also a coconut juice or orange juice stall, but foreign vendors will think of unique ways to chop, split or arrange fruit peels to attract and stimulate the curiosity of visitors. Therefore, the atmosphere of night markets in other countries is always bustling and exciting. Night markets need their own "soul", so that visitors can feel the culture and unique, local brand.

In addition, Associate Professor, Dr. Pham Trung Luong emphasized that night markets and walking streets are rudimentary products, only solving one of many stories of night-time economic development. A night-time economic model needs to fully meet three components: entertainment, dining and shopping. Therefore, night markets will only be a part of a night-time economic complex, including a culinary paradise; entertainment spaces, which can also invite artists and world-famous people to organize high-class art shows, applying special effects, technology, etc.; and shopping areas that can sell souvenirs, traditional Vietnamese goods or outlet areas (usually selling discounted goods), branded goods, duty-free goods with guaranteed quality and control. However, the most important thing is to change the mindset and be open to the night-time economy.

“It is true that the night market has only now gained an official status, but in fact, the Decision approving the Project on developing the night-time economy in Vietnam issued by the Government in July 2020 allowed a pilot extension of the time for organizing night-time service activities until 6 a.m. the following morning. After that, the Project on Some Models for Developing Night-Time Tourism Products issued by the Ministry of Culture, Sports and Tourism in July last year also allowed the organization of night-time service activities until 6 a.m. the following morning, but in reality, localities still do not dare to do it, still holding themselves back. Therefore, the legal framework is one part, to develop the night-time economy, the most important thing is still to stimulate thinking to have policies for breakthroughs,” Associate Professor, Dr. Pham Trung Luong expressed his opinion.