The number of visitors to shopping malls in Ho Chi Minh City is recovering.

VTV.vn - Shopping malls in Ho Chi Minh City recorded a 10-15% increase in the number of visitors compared to the previous quarter, and are forecast to continue to increase during the year-end holiday season.

After a sluggish period in the first half of the year, the number of visitors to shopping malls in Ho Chi Minh City in the third quarter recorded an upward trend. According to experts, this recovery is driven by two "dual drivers": strong investment in customer experience and efforts to innovate operations from the shopping mall side, helping to strengthen confidence in the integrated physical retail model.

According to Ms. Tran Pham Phuong Quyen - Senior Manager, Retail Leasing Department, Savills Vietnam, global consumers are returning to stores as a shopping - experience - interaction destination. In Ho Chi Minh City, shopping malls are effectively exploiting this factor by diversifying events and seasonal activities to increase attraction and create differentiation.

"Activities such as festival-themed decorations, workshops for families and children, exhibitions and brand launch events help attract more visitors, take photos, interact and become more attached to the center," Ms. Quyen commented.

A typical example is the "The Monsters Wacky Mart" event of the Pop Mart brand at Thiso Mall Sala in September 2025. This event not only brings a new look to the center but also helps increase direct interaction with customers and stimulate shopping at neighboring booths. This is a model that many investors regularly apply to maintain attraction and create a different experience for consumers.

Data from Savills Vietnam shows that in the third quarter of 2025, the number of visitors to shopping malls in Ho Chi Minh City is clearly differentiated by operating age. Newly opened centers from 1 to 3 years recorded a growth in customer traffic of 35-40% compared to the same period last year. Meanwhile, shopping malls with long-standing brands increased by 15-30%, mainly thanks to efforts to innovate space, upgrade services and welcome new brands.

Some shopping malls that are temporarily renovating their premises (usually lasting 1-5 months) recorded a slight decrease of about 5% compared to the previous quarter. This is considered a temporary adjustment to prepare for a stronger recovery period after reopening to welcome customers at the end of the year.

“Retail today is not just a type of business, but an operating asset, requiring a combination of technology, brand and deep understanding of customer behavior,” Ms. Quyen emphasized. According to her, the retail leasing market is shifting towards a consulting depth, where data and analysis play a key role in optimizing space efficiency.

According to the Savills Price Index (SPPI) Report for the second quarter of 2025, macroeconomic factors are creating a favorable environment for the Vietnamese retail industry. Construction costs remain stable as the construction price index of Ho Chi Minh City remains at 119 points, while the material price index decreased by 2 points compared to the previous year. At the same time, the labor force continues to be abundant: Vietnam has 53 million workers in the second quarter of 2025, an increase of 1% over the same period; the service industry alone, including retail, increased by 472,000 workers. This is an advantage that helps businesses easily expand their systems and operate stably during the peak period at the end of the year.

Mr. L., a salesman at a Korean food store in a shopping mall on Pham Van Dong Street, said that since the National Day holiday, the number of customers coming to the restaurant has remained stable. On weekends, the restaurant has to increase staff during busy shifts.

Visitors and shoppers at the shopping mall during the promotion program.

According to Ms. Bui Nguyet Nga, Deputy General Director of Van Thai Land, investor of Parc Mall TTTM Parc Mall in Binh Dong ward, in the past 2-3 months, the number of visitors to the center has increased steadily by 10-15% compared to the second quarter, reaching an average of 32,000-38,000 visitors/weekend day. In particular, on occasions of events or promotional programs, the number of visitors increased by 20%, exceeding the 40,000 visitors/day mark.

In September, the cooling period of the market when students entered school, this shopping mall still maintained positive results thanks to the "Parc Moon Festival 2025" festival series celebrating Mid-Autumn Festival and its 1st birthday, contributing to maintaining growth momentum and welcoming nearly 800,000 visitors in the third quarter.

"Compared to the first quarter, the number of customers at Parc Mall has increased steadily, especially families and young people who come to experience cuisine, watch movies and participate in weekend activities," said Ms. Nga, adding, "Customers today do not just go shopping but go to enjoy the experience, emotions and festive atmosphere."

In the third quarter, Parc Mall launched two major campaigns: "Brilliant Coordinates - Summer Fun to the Fullest" and "Parc Moon Festival 2025", with grandiose decorations, culinary promotions and creative workshops. From now until the end of the year, the mall is expected to welcome a strong increase in visitors with a series of events such as Halloween, Black Friday and Christmas - peak occasions that promise to bring great momentum to the market.

Experts say that from October to New Year's Day, the number of visitors to shopping malls in Ho Chi Minh City will continue to increase sharply as consumers tend to "go to experience, check-in, and enjoy the festive atmosphere". Although the EuroCham Business Confidence Index (BCI) in the second quarter of 2025 decreased slightly to 61.1 points, the business community still assesses Vietnam's long-term prospects as positive thanks to its young population, large purchasing power, and reasonable operating costs.

With the current growth momentum, experts predict that the number of customers at shopping malls in Ho Chi Minh City in the last quarter of the year will continue to increase, contributing to strengthening confidence in the sustainable recovery of Vietnam's retail industry next year.

Source: https://vtv.vn/luong-khach-den-cac-trung-tam-thuong-mai-tai-tp-ho-chi-minh-dang-hoi-phuc-100251029143538573.htm