Traditional clog stalls become social media hit in Ho Chi Minh City

Wooden clog stalls at Tan Dinh Market in Ho Chi Minh City are attracting a surge of visitors after social media videos showing customers selecting soles, trying on straps and watching their clogs being assembled on the spot gained widespread attention.

Located on Hai Ba Trung Street in Tan Dinh Ward, Tan Dinh Market was built in 1926 and covers around 7,000 square metres. The market is home to about 400 stalls selling clothing, fabrics, footwear and food.

Long-established clog makers inside the market have become an unexpected attraction in recent months. Stall owners said the trend began in late 2025, with visitor numbers rising sharply over the past two months as videos of the traditional craft spread online.

Lan Vi, a visitor from Hoi An, said Tan Dinh Market was the first stop after arriving in Ho Chi Minh City on a flight from Danang.

"I visit Ho Chi Minh City every year because I enjoy discovering new places, visiting cafes and trying local food. This time I heard about the wooden clog stalls at Tan Dinh Market, so I made them a priority," she said.

Vi said she usually wears high heels and had rarely worn wooden clogs before.

"When I tried them on, I realised they match almost any outfit. They have a traditional feel but still look modern," she said.

She described the price of about VND 250,000 (USD 9.54) a pair as reasonable.

Thanh Hieu, who lives in Khanh Hoi Ward, said she had long been interested in wooden clogs and did not want to miss the trend.

"I've bought wooden clogs before, but only online. This time I wanted to come to the market and experience it for myself," she said.

Shopping in person was more enjoyable than ordering online, she added.

"I can handle each pair, try them on and choose carefully, so there's no risk of buying the wrong size. The atmosphere at the market is also much more lively because you can chat with sellers and bargain over the price."

After browsing the stalls, Hieu bought five pairs of clogs, including three for herself and two as gifts, spending more than VND 1.18 million (USD 45).

Mai Thanh, who inherited her family's stall and has been selling wooden clogs at Tan Dinh Market for nearly 35 years, said demand had increased significantly over the past six months.

"At first, most customers were foreign tourists. Over the past two months, many more Vietnamese visitors have started coming after seeing the videos online," she said.

Sales have risen by around 30 to 40 per cent, she added. On the busiest days, the workshop completes about 20 pairs of clogs.

Each pair is assembled in front of the customer. Buyers choose the sole, heel height and strap design before the straps are temporarily fitted for a final fitting. The clogs are then secured with nails and finished with a non-slip rubber sole.

The process takes around 15 to 20 minutes. Customers can choose heels ranging from one to 15 centimetres. Most soles are made from chinaberry or jackfruit wood, which traders favour for their light weight and durability.

Hong Ha, who has operated another wooden clog stall at the market for 37 years, said her shop had always specialised exclusively in clogs.

"In the past, most of our customers were local residents. Recently, many tourists visit Tan Dinh Church and then stop by the market. They find the clog-making process interesting and decide to give it a try," she said.

According to Ha, five-centimetre heels remain the most popular choice because they are comfortable for everyday wear.

"Since the trend took off, many people have come to buy clogs, while others simply stop to film videos before leaving," she said. "As Tan Dinh Market prepares to celebrate its 100th anniversary, we're offering discounts of 5 to 10 per cent on selected products to thank our customers."