Highland markets are currently tourist attractions that draw both domestic and international visitorsTraditional colors of the highlands and mountainous regions
In recent years, even as modern life has reached every village, the Tua Chua market in Dien Bien province has retained its unique character. Held on weekends, the market serves not only as a venue for trading goods but also as a place for local people to meet, socialize and catch up after days of hard work. It is also a place where many young men and women find their partners and eventually become husband and wife.
Tua Chua is home to several cultural markets, such as Ta Sin Thang Market, Xa Nhe Market and the Tua Chua central market (held on saturday evenings and sundays). Each market session is a vivid portrait of the highlands. On market days, people from the Mong, Dao, Thai, Xa Phang, Kinh,… donning vibrant traditional attire to head to the market, as if attending a festival. Each ethnic group brings its own unique cultural flair and local products to the market from the colorful attire of the Mong people, the melodious sounds of the panpipe (khen) and the lively bamboo pole dance of the Thai people, to the faint, lingering scents of cardamom and wild pepper (mac khen) carried on the breeze. Everything blends together to create a picture that is both rustic and vibrant amidst the sea of clouds.
People of various ethnic groups dress in their finest attire to visit the market, where they sing, dance, drink and trade. The goods on offer are diverse, ranging from intricately patterned brocade to homegrown agricultural produce and livestock raised by the locals themselves. Alongside these are rustic food stalls serving steaming bowls of noodle soup (pho) or rice noodle (bun) and the warming aroma of local spirits experiences that leave a lasting impression on visitors to highland markets.
Spreading culture and fostering bonds of affection
In order to preserve and promote the traditional cultural values of the local ethnic communities, the local authorities have established a night market that incorporates cultural performances. After nearly two years of operation, the night market has evolved beyond a mere trading venue into a distinctive tourism attraction that draws visitors from near and far.
A mother teaches her daughter how to embroider patterns and motifs onto traditional brocadeEvery saturday evening, the Tua Chua Night Market comes alive with brilliant lights and the vibrant sounds of panpipe music and singing. Cultural performances showcasing the unique identities of local ethnic groups take place on the central stage, creating a lively, festive atmosphere. It is surrounded by stalls offering tempting culinary delights such as traditional horse meat stew (thang co), mountain goat and highland corn wine alongside a vast array of local specialties like wild honey, orchids and rare medicinal herbs.
The Tua Chua Night Market serves not only as a venue to powerfully promote and showcase the traditional cultural beauty of the local ethnic minority communities but also as an opportunity for interaction and connection between locals and visitors. From there, positive relationships were built and valuable insights regarding the preservation, development and promotion of traditional cultural beauty were shared. Tourists and people coming to the market are all captivated by the dance, the silhouettes of colorful dresses, the sincerity and kindness of the people and immersed in the stalls of local products and cuisine...
The conveniences of the Industry 4.0 era have brought the beauty of Tua Chua closer to tourists. Many small-scale vendors including members of ethnic minority groups have adopted live streaming to showcase and sell their products on social media. This innovative approach helps widely promote Tua Chua’s signature products, connecting sellers with customers across the country. Ms. Mua Thi Huyen, a night market vendor shares: “Since I started livestreaming, I’ve sold more products. I spend my whole day busy gathering stock, finalizing orders and packing goods for shipment...”.
Tua Chua Commune has even established a dedicated team to handle communications across platforms like Facebook, Zalo and TikTok to promote the local image. Thanks to a night market model integrated with information technology, Tua Chua’s profile is gaining widespread visibility, making it a fresh destination for travelers who enjoy experiencing highland culture.
Between a vibrant and colorful space, the sounds of laughter and conversation, the melodies of the Mong panpipe (khen), and the warm aroma of liquor mingling with the scent of the mountains and forests, the Tua Chua day and night markets are places where the land and its people seem to merge into one./.
