Binh Dien market eyes bigger role in Ho Chi Minh City’s nighttime economy

From wholesale hub to experiential destination

When discussing the nighttime economy, attention often turns to pedestrian streets, night markets, or brightly-lit entertainment venues.

Yet in Ho Chi Minh City, a different kind of nocturnal ecosystem has quietly thrived for years: the wholesale market network, with Binh Dien Market at its core.

Speaking at a thematic seminar titled 'Nighttime Economy: Driving Growth in Ho Chi Minh City,' on Wednesday, Nguyen Dang Phu, deputy director of Binh Dien Market Business Management Company, said that the city’s three major wholesale markets have effectively operated as nightttime economic models for years.

Trading typically begins at around 6:00 pm, peaks from late evening to early morning, and winds down by 5:00 am.

Handling vast volumes of seafood, meat, produce, and fruit, these markets supply not only Ho Chi Minh City but also neighboring southern provinces.

In particular, Binh Dien is considered a leading hub for seafood distribution, playing a pivotal role in shaping the regional market.

Despite this scale, the model’s value has largely remained confined to logistics and wholesale trade.

The challenge is to ‘define the product,’ meaning transforming the market from a purely transactional space into one that offers experience, consumption, and appeal for visitors willing to spend.

If successful, Binh Dien could evolve beyond its logistical function into a unique stop on urban night tours.

Visitors will not only witness the bustling rhythm of overnight trading but also explore commercial culture, sample local cuisine on-site, and purchase processed, packaged goods suitable for takeaway.

Some groups of international visitors have already expressed strong interest and seen visits to the wholesale market as a rare and memorable experience within their exploration of the city, according to the market.

Binh Dien’s advantages extend beyond its round-the-clock trading activity.

The area is equipped with basic infrastructure, including docking facilities and waterway access.

Strengthening connections with the city’s inland water transport network could ease pressure on road traffic while offering a distinctive river-based urban experience.

Such elements could help Ho Chi Minh City carve out a unique identity for its evening economy, rather than simply extending business hours or adding standalone entertainment services.

Building distinct identity for nighttime economy

While Ho Chi Minh City boasts a vibrant nightlife, turning it into a fully developed consumer economy requires further investment, planning, and curated experiences.

The night economy cannot rely only on individual markets or businesses.

Luu Nhat Tuan, vice-president of the Ho Chi Minh City Food Association, revealed that a Singaporean investor had shown interest in tapping the city’s nighttime economy, but encountered obstacles related to land availability and financial mechanisms, particularly unfamiliarity with annual land lease payments.

He stressed that the biggest constraint is establishing clear and consistent policies to build investor confidence.

Drawing from Bangkok’s experience, where Thai authorities have actively supported businesses and promoted nighttime activities since 2016, he highlighted the importance of coordinated policy frameworks.

Tran Le Bao Chau, chairman of Nam Quoc Group, pointed to planning and investment hurdles as the sector’s ‘greatest pain point.’

Most existing nighttime models in the city remain limited to dining and shopping, often closing early.

In contrast, neighboring countries have developed multi-layered night experiences that encourage visitors to stay longer.

“They are not just selling food or goods,” Chau said.

“They are selling the feeling of immersion – into market culture, local life – where people can sit, watch, interact, and continue spending,"

He suggested that the city identify areas with development potential, strong local communities, and the capacity to attract crowds in order to fuel the distinctive nighttime street economy.

Also, policies supporting residents, ranging from taxation and food safety to employment opportunities, would enable them to participate directly in service supply chains for both locals and tourists.

Plan for outlet zones

Following discussions with businesses and experts, Nguyen Nguyen Phuong, deputy director of the Ho Chi Minh City Department of Industry and Trade, said the department has been tasked with studying nighttime economic development as a major growth opportunity.

As the city pursues ambitious growth targets, consumption is expected to play a more significant role, with the nighttime economy representing an untapped frontier.

Authorities are currently working with the Ministry of Industry and Trade to establish legal frameworks and development orientations for nighttime economic models, including specialized outlet zones.

The city is also seeking approval to pilot new initiatives, signaling a more proactive approach to unlocking its after-dark potential.