Addicted to luxe

For a country that was spared the global fashion rollout for decades, it’s not surprising that the emerging class of “newly affluent” in Vietnam are ready to splurge on the latest designer must-haves.

Proof is in the number of style-savvy yuppies who frequent the newly-opened Parkson department store right at the heart of Saigon’s commercial district where the City Hall, Post Office, and Notre Dame Church are also located.

Fashion houses that have littered the world’s shopping streets with Louis Vuitton, Prada, Calvin Klein and Yves Saint Laurent are now flooding the market enticing the privileged few to shop ‘til they drop. And dig this: they pay in cash!

Clearly they are the top targets of foreign consumer goods companies. Parkson only offers the best brands of clothes, shoes, perfume, jewelry and home decor for their discerning customers who make up only 20 percent of the population.

Foreign tours are also rising as many are now focusing on quality lifestyle ad leisure travel.

“The Vietnamese clamor for a one-stop destination where they can shop, have a massage, watch movies, dine and have fun,” notes Maria Rica C. Bueno, chief tourism operations officer of DOT Team Asia Pacific Tourism Planning and Promotions.

Upon the recommendation of Tourism Undersecretary Eduardo Jarque, Jr., Bueno and Tourism Attaché for Singapore Gerosel Siquian went to Vietnam early this year to conduct a survey on what the Vietnamese market is looking for in a destination, and how the Philippines can take advantage of Vietnam’s potential as an emerging strong source market.

“People asked why it took us so long to penetrate Vietnam. Well, we don’t just go to a market (country) for the sake of going or be there where everybody else is. We have to do some research. My idea of Vietnam is Jane Fonda and Robert Kennedy talking about the Vietnam War. But I always have a soft spot for the country because of the food which I savored in Paris,” Jarque says with a grin.

During his stint in London, Jarque had to attend meetings held every three weeks in Paris for the ASEAN Chapter.

“It was a gastronomic treat. French food was the regular fare but we got to sample Vietnamese cuisine at the end of the conference. Well, that served as a yummy introduction to Vietnam,” he adds.

Based on the survey, the affluent Vietnamese market is looking for a lifestyle destination, a place where they can shop big-time and be pampered like royalty.

“Rica and Gerosel went to Vietnam last July and liked what they saw. It validated what we thought of Vietnam. The Vietnamese are really crazy over shopping and pampering. And since three of our malls made it to the top 10 malls in the world, we are positive that we can attract a big chunk of this market,” Jarque enthuses.

The timing was also perfect as Ho Chi Minh City was then preparing for the International Travel Expo slated from Sept. 12 to 14.

“We met with the expo organizers and they chose the Philippines as the guest country. Meaning, we would get the same exposure enjoyed by the three featured countries – Vietnam, Cambodia and Laos. Well, everything just fell into place,” Bueno relates.

Together with Usec. Jarque, his staff, representatives from the private sector (Crown Regency Resorts and Hotel, Jeron Travel and Tours, Hafti Tours, Inc., Goldmines Tours & Travel Corporation) and PDI’s Irene Perez, off we went to the land of Uncle Ho where we experienced what it felt like to be instant millionaires, if only for four days.

In Vietnam, the currency exchange rate is 16,500 dong to a US dollar. Ergo, US$100 is equivalent to a whopping 1.6 million dong!

But shopping took a backseat as preparations for the Fourth Vietnam International Travel Expo were already in full swing.

From the airport, we proceeded to the Phu Tho Exhibition Centre for booth inspection. It took us one hour to reach the venue due to heavy traffic. Saigon’s streets are usually clogged with vehicles and motorcycles.

“When crossing the street, just keep on walking. The motorcycles will look out for you. To hesitate would court disaster,” cautions our tour guide.

The Fourth International Travel Expo brought together over 180 exhibitors from 13 countries including Australia, Cambodia, China, India, Indonesia, Korea, Laos, Malaysia, Philippines, Qatar, Singapore, Thailand as well as exhibitors from Vietnam’s 18 provinces all under one roof.

“What’s actually nice about this particular fair is that aside from being able to sell to the Vietnamese, there are also hundreds of foreign buyers present. It’s like having your cake and eating it, too,” Jarque says.

With the theme “Mesmerizing Charms of 3 Countries, 1 Destination,” the event’s opening ceremony focused on Cambodia, Laos and Vietnam’s (CLV) synergistic tourism promotion with cultural performances giving a glimpse of the rich heritage and unique traditions of the respective countries.

Guests of honor were Nguyen Thi Hong, vice chairman of HCMC People’s Committee, and the three ministers of tourism from CLV such as Vietnam’s Culture, Sports and Tourism Minister Hoang Tuan Anh, Cambodia’s Tourism Minister Dr. Thong Kon, Lao’s National Tourism Administration chairman Somphong Mongkhonvilay and Tourism Undersecretary Jarque.

“This year’s positive number of exhibitors, buyers and sellers fully demonstrates the support and interest of the international and local industry for the event. ITE-HCMC provides the most ideal environment for the industry, and the exhibition floor is expected to be bustling with business transactions during the trade days,” says Khanh La Quoc, deputy director of Ho Chi Minh City Department of Culture, Sports and Tourism.

The private sectors from the Philippines have received favorable responses from foreign buyers. In fact, Belinda Candelaria of Crown Regency Hotels & Resorts ran out of promo materials to give away on the second day of the exhibit.

“A lot of tour operators here in Vietnam are looking for ground handlers. They are not selling our tour programs yet because they don’t know whom to approach. We are now pushing for a tie-up so it would be easier for us to sell the Philippines to the Vietnamese market,” explains Candelaria.

The Philippine booth, inspired by an old house in Vigan, received a commendation for “Best Decorated Raw Space for National Pavilion.” It was a big hit among exhibit goers who had a field day taking photos beside the structure with the Bayanihan Dancers who wowed the crowd with their rousing performance.

Well, the showcase is just a teaser of what the Vietnamese can expect from our country. With our world-class malls and state-of-the-art entertainment facilities, the Philippines could be the best cure for the Vietnamese luxe addiction.