Into Saigon Market Digital Design and Creative Use of Technology: Unlock Cultural Stories with AR and Gamification

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 s