Statement: Local traditional markets (chợ) have been integral to Vietnamese culture for generations. Despite facing downsizing and disbandment, traditional markets in Vietnam—particularly those in Saigon—continue to serve as gateways to the deeper layers of local culture.
In this context, ‘Into Saigon Market’ emerges as a multi-channel campaign that revitalizes tourism in lesser-known local markets. By integrating gamification mechanisms and emerging technology across multiple touchpoints, the campaign delivers an authentic and captivating experience for tourists.
Through this transformation, ‘Into Saigon Market’ supports sustainable development while positioning these markets as invaluable cultural assets.

Examine the Situation: As Saigon undergoes rapid urban development to accommodate skyscrapers and supermarkets, many traditional markets have been displaced, downsized, or disbanded. Although socio-economic activities have gradually resumed post-pandemic, the trading situation in many markets remains sluggish. Small businesses continue to display signs offering stall transfers or rentals, signalling the decline of the traditional market model.

User Research and Insight: The project is driven by the research question: “How can a design project help promote cultural tourism in local traditional markets in Saigon?”
Through in-depth research, we identified that modern tourists increasingly seek deeper cultural understanding during their travels. Moreover, as tourists become more tech-savvy, they now favour portable, lightweight, and interactive experiences. This insight inspired the implementation of emerging technologies, such as AR, geofencing, and gamification, to elevate the customer journey.

Design Solution: In response, ‘Into Saigon Market’ emerges as a multi-channel campaign designed to promote tourism in Saigon’s lesser-known traditional markets. Guided by the creative direction of portraying these markets as “portals” to deeper cultural dimensions, the campaign invites travellers to explore curated routes themed around the unique stories of each market. This approach allows tourists to uncover the multi-faceted beauty of Saigon’s markets.

Features

‘Into Saigon Market’ unfolds across three interconnected phases: Before-Trip, On-Site, and After-Trip.

Before-Trip: Augmented Reality Advertising (ARA)
The campaign’s journey begins by sparking curiosity among tourists through Augmented Reality Advertising (ARA), integrated into digital billboards, posters, and social media content. By scanning the posters, tourists can preview curated market routes rendered as 3D miniatures and are directed to download the mobile app for further exploration.

On-Site: Mobile App with AR Companion and Gamified Navigation. Once on-site, tourists are accompanied by an AR Companion, modelled after Land Genie (Ông Địa), a Vietnamese deity known for his local knowledge and guidance. The app also features an AR Mode to Summon Land Genie. Tourists can summon the AR Companion to navigate routes, engage with cultural stories, and interact through AI-powered conversational prompts. There is also a Gamified Reward System. Using geofencing technology, the app automatically rewards users with digital badges as they explore geofenced checkpoints. Accumulating badges unlocks exclusive physical merchandise, encouraging tourists to complete their journey.

After-Trip: Post-trip features encourage tourists to share their experiences and showcase their collected digital badges. This extends engagement beyond their visit, fostering a sense of community and accomplishment.

Innovation and Impact: ‘Into Saigon Market’ reimagines the cultural tourism experience by transforming traditional markets into digitally enhanced, tourist-driven attractions. Its innovative use of emerging technology with AR and gamification not only enhances engagement but also contributes to the sustainable development and preservation of Saigon’s cultural heritage.