The shopping culture in Southeast Asia has always reflected the colourful traditions unique to the region. Today, this vibrant landscape continues to evolve, giving way to new dynamics and opportunities, while leaving behind old ways and traditions that have seen better days.
The shopping culture in Southeast Asia has always reflected the colourful traditions unique to the region. Today, this vibrant landscape continues to evolve, giving way to new dynamics and opportunities, while leaving behind old ways and traditions that have seen better days.
Of course, traditional commerce locations still exist but increasingly people are turning to modern modes of shopping and retail and the convenience of e-commerce.
“The changing retail landscape has pushed away the old consumer habits that used to be a part of our lifestyle,” observed Chanida, who works in a company engaged in modern retail.
“In the past, traditional shopping meant going to grocers and other types of shops known as mom-and-pop stores. Today people go to malls, while others do their shopping online.”
This change has caused a big shift in peoples’ lifestyles. More so here in Southeast Asia, where traditional shopping more than mirrored our region’s richness in terms of cultures and traditions, she added.
Wet markets
In many Southeast Asian cities, wet markets have been taken over by malls, supermarkets, and groceries that offer air-conditioned shopping experiences.
“It is a pity that the habit of going to the wet market is slowly fading away,” said Grandma Cha who, at 65, is still thrilled by occasional visits to the dalat near her home.
“Going to wet markets still excites me,” she said. “For me, it is an authentic shopping experience because you see a slice of local daily life. Prices at wet markets are also cheaper, and products like fish, meat, fruits, and vegetables are fresher.”
Many traditional markets also have spaces that serve authentic local cuisine at low prices, she added.
For travellers, traditional markets in Thailand and in other Southeast Asian countries offer a unique and immersive experience.
“In Cambodia, an old market known as Psah Chas sells vegetables, meat, and traditional processed food products,” said Canadian traveller Mark.
“The sight and smell of live fish and cuts of meat, plus the sounds of housewives haggling take you right into the heart of Cambodian culture.”.
In Vietnam, meanwhile, the Old Quarter in Hanoi affords visitors a unique experience within the ancient part of the city.
“Here, artisans set up shops around the former Thang Long Citadel, and formed specialized areas. This resulted in separate streets for every trade, such as Hang Gai (Silk Street) and Hang Duong (Sugar Street) for instance,” explained Daniel, a Vietnamese tour guide.
Over in Malaysia, Penang’s Cecil Street Market is popular for hawker street food varieties, such as roast duck, char kway teow (fried noodles), and laksa (spicy noodle soup).
“All these food varieties are served fast and cheap,” said one frequent visitor.
Both Luang Prabang in Laos and Bandar Seri Begawan in Brunei offer a different market experience through their night markets that offer traditional crafts and freshly cooked traditional food, among other goodies.
Floating markets
Considered by many as the most popular among the region’s traditional markets are Thailand’s floating markets, one of the hallmarks of the country. These traditional markets have transitioned from commercial and social meeting places into tourist attractions.
“Back in the days when there were hardly any roads and highways, people got around on the rivers and canals. Most of the houses in these areas were built on the banks of the canals where the first floating markets cropped up. Rapid growth meant that before long, many canals were filled and paved over, leading to the decline of floating markets,” recalled Chanida.
Today, floating markets in Thailand, as revived by the Tourism Authority of Thailand, have become iconic tourist attractions, the most famous being Amphawa, Tha Kha, and Taling Chan.
Street peddlers
Traditional peddlers travelled from place to place selling a variety of products.
“In the 19th century, peddlers primarily travelled on foot, horseback, or in wagons. They announced their arrival by shouting or ringing bells. Some carried their merchandise on their backs or in carts,” said Mira, a historian.
According to Mira, most of these traditional street peddlers are now rarely seen especially in urban communities.
As an example, she talks of the ox-drawn wagons in the Philippines called “caravans” carrying traditional handicrafts. “In order to attract customers, they even had magic tricks and singing performances,” she recalled.
“People nowadays prefer to order hard-to-find items similar to those sold by these traditional street peddlers from online stores. It is sad because these peddlers also played a role in the community through their interaction with customers. They served as sources of news, updates, and gossip from other areas," she said.
“New shopping habits, including online retail purchases and chat group transactions, are indeed transforming customer interactions across countries in the region.”
These changing habits, combined with the widespread adoption of digitals tools like digital wallets and streaming apps, are radically transforming the landscape, said Chanida.
“But we should not count traditional markets out yet. Old habits die hard. Remember, during the Covid pandemic, pum puang trucks roamed the streets of Bangkok carrying daily essentials when the government urged the shutdown of stores,” she said.
(This story is part of a series about the vanishing cultural traditions in Southeast Asia.)
