The seasonal catch, typically harvested from January to late March, is brought ashore early each morning by small bamboo rafts.
“Fishermen set out at 3-4 am. and return by 7-8 am. Today I caught about 100 kilogrammes of herring and made over VND 1 million (about USD 38) after costs,” said Bui Thai of Hai Chau Commune.
While much of the catch is usually sold to traders for fish sauce production, an increasing share is now consumed locally at roadside grilling stalls.
Fresh herring sells for VND 30,000-40,000 per kilogramme, while grilled portions served with herbs, rice noodles and dipping sauces cost about VND 60,000-70,000 per kilogramme. The shift to on-site dining has boosted incomes for local women, who previously sold takeaway portions to passers-by.
Nguyen Hoang Oanh from Hung Nguyen Nam Commune in Nghe An travelled more than 40 kilometres to Hai Chau to try the dish. “The service is on the spot, the fish is fresh, tasty and unique, and the price is reasonable. There are also grilled squid and steamed snails,” she said.
Visitors have travelled from across the province and beyond to sample the dish. One group from Hanoi bought nearly 100 kilogrammes of fresh herring at VND 25,000 per kilogramme to take home.
Local authorities said the spontaneous stalls have created new opportunities to raise seafood value and support livelihoods. Plans are under consideration to develop the model into a tourism offering, with attention to pricing, food safety and public order.