An Essence of Vietnamese Soul

Leave Vietnam for just a few months, and one might be surprised by how much things have changed in such a short timeframe. However, if asked what has remained largely the same, over two decades after the country reintegrated with the global community, the answer is likely the wet market.

As of 2025, more than 66% of the country’s population is still employed in the agricultural sector. Cities like Hanoi, Ho Chi Minh City, and other major urban areas of Vietnam maintain their “green perimeters,” where farmers cultivate crops and raise livestock. This proximity ensures that fresh produce arrives in the cities daily, often within a few hours of harvest. Consequently, there is no shortage of freshly butchered meats and just-picked vegetables (see current grocery costs in Vietnam).

The majority of these fresh foods are sold at wet markets scattered throughout towns. Major cities like Hanoi still feature hundreds of such open-air markets, which vary in size from small local gatherings to expansive locations like Hanoi’s renowned Thanh Cong market.

A significant portion of the wet market is dedicated to fresh produce. Shoppers visit these markets not for processed or packaged foods, but for the freshest available commodities. Various vendors offer an assortment of products, from bath items and silverware to on-the-spot snacks and dried goods, but “the Gods,” as Vietnamese customers are humorously referred to, favor fresh items. This inclination may explain the challenges faced by international fast-food chains to capture the local market's essence.

The emergence of these wet markets seems almost magical. Most are located in residential neighborhoods and often operate without official permission. Street closures are a common sight to accommodate these markets. While this may inconvenience some, it provides great convenience for many, as fresh food may often be just a short walk away. For residents in bustling areas, enduring long daily commutes for food is simply impractical.

Wet markets typically open very early, with many sellers departing as soon as the modern women of Vietnam don their work attire. Some farmers begin their day as early as 3 or 4 a.m., benefiting from the cooler temperatures that preserve food quality. This routine has become a cultural phenomenon, as many people view their morning excursions to the market as a form of exercise, combined with the opportunity to enjoy a hot breakfast sourced directly from what they purchase.

Moreover, the wet market is not only functional but has also evolved into an important aspect of Vietnamese culture. It serves as a social hub where people gather, engage in conversations, and connect with their community. Shoppers immerse themselves in a vibrant environment filled with familiar sights and smells, enjoying this cherished aspect of their heritage. The term "chợ Tết" (Year's End Market) evokes considerable excitement among Vietnamese, especially as it plays a crucial role during the Tết holiday. The market takes on a lively energy during this time, making it a cultural experience that is essential for both locals and visitors alike

However, progress comes at a cost. As urban areas undergo significant renovations, wet markets are increasingly viewed as outdated and inconsistent with the modern image of Vietnam's burgeoning economic landscape. Many markets are being closed, relocated, or downsized, giving way to skyscrapers and supermarkets, which often lack the soul and charm of traditional marketplaces. This shift raises important questions about the balance between modernization and preserving unique cultural identities.

Striking a balance between the old and the new remains a challenge. Meanwhile, Vietnamese continue to enjoy the fresh food that is still accessible, cherishing the flavors and experiences that have shaped their culinary landscape for generations.

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