Ho Chi Minh City’s As New “IT Girl” Shopping Paradise

If you’ve been scrolling through TikTok for activities in Vietnam or Ho Chi Minh City, you’ve likely seen stylish influencers sharing their latest shopping hauls. Their excitement for local finds hints at a growing trend: This city is rapidly becoming the go-to shopping destination for the modern "IT girl."

What’s driving this fascination? Let’s dive into the motivations behind this latest trend.

The Evolution Of Vietnamese Retail

Vietnam's retail scene is undergoing a remarkable transformation, shifting from traditional street markets and family-run "chợ" to a dynamic mix of modern retail spaces.

Today, urbanization and a growing middle class are driving a significant shift towards supermarkets, convenience stores, and stylish boutiques. This rise reflects a desire for convenience and quality.

Chic boutiques and pop-up shops are reshaping the shopping culture, particularly among younger consumers. These spaces combine local craftsmanship with contemporary design, offering unique products that resonate with today’s shoppers.

Ho Chi Minh City represents this retail revolution, providing a diverse range of shopping options. From luxury boutiques in malls like Takashimaya, Vincom Center Đồng Khởi to the lively atmosphere of street markets, shoppers can explore an array of choices, from designer labels to handcrafted souvenirs.

Affordable Luxury And Quality

Obviously, Vietnam is an emerging shopping hotspot, offering high-quality fashion at accessible prices. The country's local brands are redefining affordability, enabling shoppers to find stylish pieces without overspending. In contrast to Western markets, where costs can soar, Vietnam offers a treasure trove of fashion options - think trendy tops priced between $15 and $20 and chic dresses ranging from $20 to $40.

Brands like LIBÉ, Dottie, and Secodee are leading this charge, celebrated for their stylish designs and exceptional craftsmanship. These labels successfully blend contemporary trends with original creativity, delivering unique pieces that appeal to both local and international shoppers.

Instagrammable Locations

Ho Chi Minh City is transforming the shopping experience by prioritizing aesthetics. Many stores in Districts 1, 2, and 3 are designed to be visually striking, inviting visitors to pause, explore, and share their experiences on social media.

This emphasis on visual appeal turns shopping into a multi-sensory journey. Young international tourists are not only drawn to unique, locally made products but also to the stunning backdrops that enhance their adventures. Each corner offers a potential photo opportunity, making shopping feel like an exhibition-led experience.

As influencers and travelers highlight their outings in these picturesque settings, Ho Chi Minh City strengthens its reputation as a vibrant hub for fashion and culture. This organic promotion through social media is attracting a growing number of international shoppers eager to engage with the latest trends.

This organic promotion generated by social media sharing is also helping to attract foot traffic and enhances the overall shopping experience.

Celebrity Endorsements

Vietnamese fashion is gaining global recognition, thanks in part to high-profile endorsements from celebrities like Dua Lipa, Bella Hadid, and K-pop icons. These stars are not just wearing Vietnamese designs; they are shaping a narrative that connects local brands with international fashion trends.

FANCì Club symbolizes this shift, attracting attention from top artists such as BLACKPINK and Nayeon (Twice). Its appearances on red carpets and in music videos are establishing it as a symbol of contemporary style, appealing to both local and global audiences.

Similarly, LSOUL is making waves in Thailand, recognized as a leading Vietnamese brand. The hashtag #เสื้อผ้าเวียดนาม (Vietnamese clothes) has gained traction on Thai social media, drawing young consumers to Vietnam for shopping. Notable figures like Jessica from SNSD and Dara from 2NE1 have also endorsed the brand, enhancing its reputation.

La Lune also stands out, frequently featured in prestigious publications like Vogue and The New York Times, highlighting the growing recognition of Vietnamese brands by global fashion experts.

The Influence Of TikTok

TikTok is changing the shopping game by blending shopping with entertainment, appealing to young consumers through "shoppertainment." This platform is a hub for sharing shopping experiences and sparking viral trends around local products and fashion. Tourists are not just looking for unique items; they want to create engaging content for their followers.

Let's Vietcetera Give You A Guide

The New Playground
Located opposite Vincom Center Đồng Khởi, The New Playground is a trending shopping hub featuring 47 trendy stores like Levents, Hades, and Saigon Swagger. Each shop boasts a unique style, catering to diverse tastes; with everything from phone accessories to stylish apparel, this underground shopping space has it all.

• Hours: 10 AM - 9:30 PM Daily
• Location: 26 Ly Tu Trong, District 1 & Central Market, 98 Le Lai, District 1

42 Nguyễn Huệ Apartment
This iconic shopping complex, praised by National Geographic, is a must-visit for its stunning architecture and vibrant atmosphere. Located on the bustling Nguyen Hue Walking Street, it’s perfect for shopping, dining, and socializing.

• Hours: Varies by store
• Location: 42 Nguyen Hue, Ben Nghe, District 1

Tôn Thất Thiệp Apartment
Home to popular brands like She by Shj and CaCO Beam, this space offers a mix of fashion and vintage charm, complete with a vintage photo booth - MONO - for capturing memories.

• Hours: 10 AM - 9:30 PM (Hours may vary by store)
• Location: 42 Ton That Thiep, Ben Nghe, District 1

BLOQ Thảo Điền
Opened in 2018, BLOQ features a creative layout with shops housed in repurposed shipping containers. Enjoy a variety of dining options and boutiques, all within a lively communal space.

• Hours: Varies by store; restaurants open from 11 AM, bars from 5 PM
• Location: 19 Tran Ngoc Dien, Thao Dien, District 2

28 Thảo Điền
Ranked as one of the world's most interesting neighborhoods, Thao Dien is filled with coffee shops, restaurants, and art studios. This vibrant area boasts a rich blend of culture and commerce.

• Hours: Varies by store
• Location: 28 Thao Dien, District 2

Vesta Lifestyle
This shopping destination in District 2 offers an expanded space with unique items and weekend events. It's a great spot as a local gift-platform for unique and creative goods.

• Hours: 9:30 AM - 9 PM (Mon-Fri), 9:30 AM - 9:30 PM (Weekends)
• Location: 33A Thao Dien & 34 Ngo Quang Huy, Thao Dien, District 2