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.

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 and interactive experiences. This insight inspired the implementation of emerging technologies, such as AR, geofencing, and gamification, to elevate the user journey.

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

Before-Trip: Augmented Reality Advertising (ARA)
The campaign 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 with different themes rendered as 3D miniatures. Then, they 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. Tourists can summon the AR Companion to navigate routes, engage with cultural stories, and interact through AI-powered conversational prompts.

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.

By transforming traditional markets into digitally enhanced, tourist-driven attractions with the innovative use of AR and gamification, "Into Saigon Market" contributes to sustainable development and positions these markets as invaluable cultural assets, which shapes a future where tradition and innovation coexist.