Speaking at the launch of "Vibrant HCMC - Shopping Season 2026" on November 11, HCM City People's Committee Vice Chairman Truong Minh Huy Vu said the programme would combine retail, tourism, culture and entertainment with digital payment services.
Vu said the city wanted each of its 168 wards, communes and special administrative zones to become a centre for tourism, entertainment, shopping and digital connectivity.
Launched in October under the Department of Industry and Trade, the campaign will run through the year-end shopping season and into the Lunar New Year.
VND 270 billion in promotional offers
Under the theme "HCM City - Vibrant in Every Experience", the campaign adopts a "five-in-one" approach combining shopping, entertainment, e-commerce, digital payments and digital promotions.
Organisers said the programme features more than 60 major events and nearly 300 activities organised by local authorities and businesses.
More than 30 corporations, 66 shopping centres and 5,000 retail outlets are participating, with around 150 promotional campaigns offering benefits worth over VND 270 billion (USD 10.3 million).
Commercial banks have separately announced consumer credit packages exceeding VND 10 trillion (USD 383 million).
Participating businesses may offer discounts of up to 100 per cent under regulations governing the concentrated promotion programme.
The city aims to generate more than VND 30 trillion (USD 1.15 billion) in transactions through commercial and payment platforms, including VND 10-11 trillion in additional spending attributed to the campaign. These are targets, not actual revenue.
Retailers seek to boost HCM City's regional appeal
According to Le Hong Thuy Tien, Chief Executive Officer of IPPG, the group, which represents more than 138 international brands in Vietnam, would participate through around 500 fashion, cosmetics, luxury goods and restaurant outlets.
These include stores at shopping centres and the domestic and international terminals of Tan Son Nhat International Airport.
IPPG plans to offer discounts, gifts, vouchers and payment incentives across its network while encouraging international brands and suppliers to participate.
Tien said the initiative could attract tourists by combining shopping with accommodation, dining, transport and entertainment.
Drawing on shopping festivals in Dubai, Singapore, Thailand and South Korea, she proposed making Vibrant HCMC an annual event with fixed dates to help international airlines and travel operators plan tourism packages.
She also recommended faster tax refunds, international payment options, cross-border QR codes and multilingual information to improve the visitor experience.
Other proposals included stronger tourism links with ASEAN and Northeast Asia, alongside night-time entertainment and international cultural and sporting events.
IPPG said it was ready to contribute its experience, data and international brand network to help develop HCM City into a regional shopping destination.