What a shame for Bui Vien Street, the "Western Street" area.

The unique character of Bui Vien pedestrian street is gradually fading due to undirected development. To prevent tourists from leaving, a strong repositioning of the product is needed, transforming it from a cheap night street into a cultural night street, according to experts.

"The music was so loud it was impossible to stay long, I just sat for a while and then left," said James (a British national) after returning to Bui Vien pedestrian street after 5 years.

Having visited here in 2020, he enjoyed drinking craft beers and savoring the street atmosphere with music playing softly in the background.

"I'm still fascinated by the lively atmosphere here. But now, with so many bars and pubs packed together and the chaotic sounds, I feel uncomfortable because there's no space for conversation. When walking on the street, I'm uncomfortable with vendors constantly stopping me to offer their wares. Everyone has their own feelings, and I feel this place is no longer suitable for me," he shared.

James had planned to rent a dorm bed on the street to party all night for the next few days. However, he decided to leave.

Turn your back

James is not an isolated case. Among the departing tourists was Gita Merlinda (an Indonesian national).

Gita checked in at Bui Vien pedestrian street in October. Photo: Gita Merlinda.

Visiting Ho Chi Minh City for the first time in October, Gita was eager to explore a place touted as "a unique nightlife spot for international tourists." Her first impression was the vibrant and lively atmosphere, different from the surrounding streets. She found a seafood restaurant there, and the food was delicious, but after her meal, the female tourist quickly moved on to another location.

She recounted that she walked the entire distance but couldn't find a suitable place to stop; the music drowned out conversation, while what she wanted was a space lively enough to focus on enjoying Vietnamese beer.

"Aside from the culinary experience, I didn't clearly feel the Vietnamese identity here. That's what I was hoping for, when I heard the street was a place for cultural exchange," Gita said.

Bars with lively music and dancers make up the majority of the establishments on Bui Vien pedestrian street. Photos: Linh Huynh, Do Khang, Duy Hieu.

Meanwhile, Alessia (an Italian national) said that when traveling in Asia, she always looked forward to visiting the "Western Quarter" where she could enjoy the culture, authentic cuisine, and street music to better understand the place. However, when she came to Bui Vien Street, she felt it didn't fit the typical nightlife model.

Alessia felt somewhat apprehensive about the scantily clad female dancers and the chaotic bar lights. She still enjoyed the lively atmosphere, but would only return if Bui Vien toned down these things.

"To explore the streets, I choose to visit during the day. The atmosphere is milder then, and there are more dining options. For me, Ho Chi Minh City remains a wonderful destination with its hospitable people and diverse cuisine," she said.

Restore

When it was designated as a pedestrian street in 2017, Bui Vien was expected to become an ideal place for tourists to experience food, music, street culture, and socialize with international friends.

However, the current reality of Bui Vien pedestrian street is the noisy, jarring sounds from many bars, sometimes chaotic atmosphere, and sidewalk encroachment, according to the Vice President of the Ho Chi Minh City Tourism Association.

Many quality businesses and restaurants have gradually withdrawn from Bui Vien Street. Other establishments quickly replaced them, but most are low- and mid-range bars, leaving the street lacking character. This is why Bui Vien has faded in the eyes of both sophisticated tourists and the people of Ho Chi Minh City.

Speaking with Tri Thức - Znews , Master Dong Son Lam, lecturer in Tourism and Hotel Management at RMIT University Vietnam, argued that spontaneous development, a lack of coordinated efforts, and excessive commercialization have distorted the original cultural vision of the street.

Instead of just music from bars, Bui Vien should host regular street art performances such as acoustic shows and circus acts... Photo: Linh Huynh.

The lack of functional zoning planning, the dense concentration of bars, and the noise pollution have turned this area into a mass entertainment zone with indiscriminate activity. Previously, in 2021, more than 30 businesses on this street had to sign a commitment to reduce noise levels.

Looking at Ta Hien Street (Hanoi), the feeling of nostalgia for Bui Vien Street intensifies. This street is bustling with nightlife and food stalls, but without the deafening noise. It also boasts consistent urban design, effective management, and caters to international tastes while retaining its local character.

"If this continues, Bui Vien will face the risk of a significant decline in brand reputation, driving away quality tourists, eroding cultural values, losing the trust of investors, and causing inconvenience to nearby residential areas," this master's degree holder commented.

To avoid losing its role as a bridge connecting with global tourists, a clear strategy is needed, involving coordination between urban planning, cultural management, and public-private partnerships. A truly authentic Western-style street should be a place for civilized interaction, selective street art, and delicious local beer or food.

In August, Ben Thanh ward announced it would research and develop a proposal to suggest that Ho Chi Minh City adopt a policy and directive to consolidate and expand Bui Vien pedestrian street. However, according to the master's degree holder, expanding the space without improving the quality of the experience is merely a superficial solution.

If the street is to become a true cultural destination, in addition to bars serving craft beer or local spirits, it needs restaurants specializing in Vietnamese cuisine, especially Southern and Western Vietnamese dishes, to enhance the experience . Local authorities could also turn Bui Vien into the starting point for city tours and nighttime food tours to connect with and introduce the street to tourists.

"Repositioning the product from a budget-friendly night market to a cultural night market, reflecting the dynamic yet civilized identity of Ho Chi Minh City, will attract high-value and sustainable tourists," this master's degree holder emphasized.

A group of Indian tourists enjoying themselves on Bui Vien pedestrian street in December 2024. Photo: Linh Huynh.

From a broader perspective, Dr. Justin Matthew Pang, Senior Head of the Tourism and Hospitality Management Department (RMIT University Vietnam), recognizes that with its central location and large number of international tourists, Bui Vien pedestrian street has the potential to develop into a city- or national-level tourism brand. However, first and foremost , the street must be restored to its original purpose , instead of maintaining its current operations.

The doctor cited the example of Portobello Road (London), where the markets are privately run but still closely managed by the city council. Or the reversal in planning direction of Clarke Quay (Singapore).

In the 1990s, Clarke Quay was envisioned as a vibrant street, but due to unclear goals and narratives, the model failed. The Singapore government subsequently took drastic measures to reshape it with stakeholders, and Clarke Quay was revived. In Thailand, Khao San Road also made a lasting impact thanks to its clearly defined customer segment and flexible management.

Overall, these three countries have successfully built sophisticated cultural and tourist night streets thanks to well-directed management, the application of standardized visual identity, and diverse experiential models. This is an experience that Bui Vien should learn from.

"Local authorities play a crucial role in guiding and reshaping the development direction, branding, and operating model of Bui Vien Street. It's essential to prevent a downward spiral as this street has the potential to become a cultural and tourist nightlife destination," Dr. Justin expressed.

Source: https://znews.vn/tiec-cho-pho-tay-bui-vien-post1602972.html