Vietnam’s High Proximity Culture Reflected in Street Sidewalk Business
In Vietnam, city streets buzz with energy beyond just motorbikes and honking horns. Sidewalk culture thrives through vibrant street vending, deeply embedded in the country’s social and economic life. Over a decade ago, during our field trip to Ho Chi Minh City, my Japanese colleagues were fascinated by the colorful small stools on every corner. As a Vietnamese ethnographic researcher, it was my first opportunity to reflect and share insights into Vietnam’s sidewalk culture. Since then, on each return trip, I’ve noticed these stools still lining the pavements. In fact, these pavements have long been bustling hubs for commerce, community gatherings, and cultural exchanges in Vietnam.
Street Vending: A Pillar of the Economy
Street vending in Vietnam is a vital means of livelihood for many people. Countless stories highlight how families have supported themselves and put their children through university by selling goods from mobile carts or stalls. This cherished tradition reflects the resilience and adaptability of the Vietnamese people throughout their history. Despite its challenges and hardships, street vending is accessible, requiring minimal investment and offering a flexible schedule. It represents the most feasible “start-up” option for many people seeking a way to earn a living. Vendors, with their mobile carts and makeshift stalls, line sidewalks selling everything from fresh produce and fragrant herbs to steaming bowls of pho and crispy banh mi. This practice has been an integral part of Vietnamese culture for generations, providing affordable and convenient options for urban dwellers and visitors alike. While some families aspire to educate their children for other careers, many continue the tradition of street vending across multiple generations.
However, street vending occupies a grey area in Vietnam. While it is considered an important pillar of the urban economy, the government also strives to reorganize it for traffic safety and a better urban landscape. The ubiquitous low plastic stools, characteristic of street vendors, not only facilitate easy operation but also allow for quick mobility in the face of urban landscape control officers. Vendors often have to swiftly pack up their goods and relocate to avoid fines, creating a cat-and-mouse dynamic that is a daily reality for many.
Social and Cultural Hubs
But street vending in Vietnam is more than a means of livelihood. They are social hubs where life unfolds in its most candid form. These spots become gathering places where friends meet, families bond, and strangers share tables. The simple act of buying a snack or a meal often turns into a social experience, enriched by conversation and laughter. It’s common to see groups of people, from all walks of life, seated on low plastic stools, savoring their food while engaging in all kinds of discussions. This convivial atmosphere is a testament to the high proximity culture in Vietnam, where personal space is fluid, and social interactions are warmly welcomed.
Pavement shops also play a crucial role in fostering a sense of community and connection within neighborhoods. This tradition harks back to the village culture deeply embedded in Vietnamese society, where communal living and mutual support are paramount. Sidewalk vendors often know their customers by name, creating bonds that transcend mere transactions. These interactions contribute to a tight-knit community spirit, where people look out for one another, share news, and offer support. For these reasons, word of mouth remains the most significant source of trust in Vietnam, playing a pivotal role in shaping opinions and decisions.
Flexibility and Mobility
The inherent flexibility and mobility of street vending are key to its enduring presence in Vietnamese cities. Vendors can quickly set up and relocate their stalls, adapting to the flow of potential customers throughout the day. This mobility allows them to respond to the changing rhythms of urban life, from the morning rush hour to evening leisurely strolls. For customers, this means accessibility and convenience, with favorite snacks, meals, and daily groceries never too far away. Last mile delivery in Vietnam should be very quick and convenient because customers are always short of patience. This reflects the demand for swift last-mile delivery, catering to the perpetual impatience of customers in Vietnam. It’s uncommon for restaurants or stores to expect customers to wait more than 30 minutes to enter.
A High Proximity Culture
It is easy to see that, similar to other neighboring countries in Southeast Asia, Vietnam has a high proximity culture where people tend to have closer physical and social interactions. Vietnamese people are often comfortable with close physical contact and tend to maintain shorter distances during interactions. This includes behaviors such as standing close to one another, frequent physical touch, and a high level of engagement in social activities. Vietnamese culture emphasizes communal living and has strong community ties, where personal space is more fluid and social interactions are warm and frequent.
It is interesting to see how Vietnam’s high proximity culture is evident in its street vending and communal dining practices, while Japan presents a contrasting yet equally fascinating approach characterized by a low proximity culture. Japanese street food culture, though vibrant, is often marked by organized and regulated spaces. Food stalls are typically part of festivals (matsuri) or specific food markets, with a strong emphasis on cleanliness and order.
In contrast to the fluid social interactions common at Vietnamese street vendors, Japanese street food culture tends to maintain a higher degree of personal space. For instance, eating while walking is generally frowned upon in Japan, and many people prefer to enjoy their food in designated areas. This organized and orderly approach highlights the differences in how each culture navigates social interactions.
For Japanese business and design professionals, understanding and appreciating these cultural nuances can help navigate differences, unlock new avenues for innovation, collaboration, and market entry, and enrich both Vietnamese and Japanese urban experiences.
