Ao Dai designer Pham Thi Thu Hien peforms at her boutique.
At 5.30 pm every day, amidst the bustling traffic noise, passers-by on Ly Chinh Thang Street, District 3, HCM City, are drawn to the familiar melodies emanating from an Ao Dai boutique.
Right in front of the store, a woman in a stunning traditional Vietnamese dress stands on a small stage, passionately performing well-known songs. She is none other than Pham Thi Thu Hien, the boutique's owner.
Dressed in a vibrant Ao Dai, the 45-year-old designer kicks off her show with a few upbeat numbers to warm up the atmosphere. She then lipsyncs performances of songs she previously recorded. On high-energy nights, she can perform more than 30 songs.
Pedestrians, motorbike riders, and even car drivers pause for a few seconds at the red light to watch or capture the boutique owner's performance on their phones. "At first, I just wanted to do something different to attract attention, but I never expected such an enthusiastic response," Hien shared.
Videos of her boutique performances have been recorded and widely shared on social media, racking up millions of views and interactions.
A passion for performance
Before becoming an Ao Dai boutique owner, Hien was an MC and theatre actress in HCM City. However, the performing arts did not provide a stable income, prompting her to switch to the Ao Dai business. Yet, her passion for the arts never faded.
When the Covid-19 pandemic forced businesses to shut down, Hien came up with the idea of setting up a stage in front of her store, receiving full support from her family.
"I have always loved Ao Dai and performing, so I decided to use this time to showcase my designs while singing my favourite songs," she said.
Her unique performances have made her boutique a recognised landmark for passers-by. "It makes me so happy to see people not only appreciate the beauty of Ao Dai but also enjoy my stage. Many now have the habit of glancing into my shop whenever they pass by to see if I am performing," she shared.
Riding a motorbike in Ao Dai
Hien poses for a photo with her motorcyle.
Beyond her love for Ao Dai and performance, Hien has a deep passion for motorcycles. The first time people saw her riding a powerful motorbike in a traditional Vietnamese dress, they were taken aback. However, over time, her boldness captivated attention and earned support from both her family and admirers.
"I don't believe in limits. People think wearing an Ao Dai means being graceful while riding a motorbike requires a tough look. But I want to break those stereotypes. There are no restrictions regarding Ao Dai," she said.
After her father passed away, Hien decided to shave her head. Yet, she confidently continued wearing Ao Dai and even took a commemorative photoshoot. "Even without hair, I still feel elegant in Ao Dai. What matters most is confidence, beauty is about embracing your uniqueness," she affirmed.
Hien hopes that one day when people think of Vietnam, they will remember its scenic landscapes and traditional Ao Dai, an iconic cultural symbol.
"When a woman is confident, Ao Dai enhances her beauty and presence in a way that no other outfit can," she stated.
Spreading positive energy
Hien receives customers at her boutique.
Hien shares numerous videos on social media of her mini live music stage, personal life, and tips on choosing the perfect Ao Dai. Her content has captivated many, drawing customers to her boutique.
Vuong Thi Ngoc Tram, a customer, said, "I discovered Hien through social media videos. I truly admire her. She radiates such positive energy that it inspires me to wear Ao Dai, too."
Tram felt fortunate to meet Hien and receive personalised styling advice from the boutique owner on designs and colours that best complemented her figure.
