Her Bazaar: A Market Made for Her
From a single 20/10 activation to a 23-vendor bazaar in the heart of Saigon, open until 12 November.
It started as a small idea for Vietnamese Women’s Day on 20 October: give the women who visit Union Square a moment that felt made for them. That moment became Her Bazaar, a market of more than 20 popular local vendors running from 15 October to 12 November 2026. Here is how it came together.
The brief
In Vietnam, 20/10 is a day for flowers, gifts and thanks to the women in our lives. Most retail spaces mark it the same way: a discount banner and a photo corner. Union Square asked us for something people would actually come for.
Our first idea was a focused activation for the occasion: a curated pop-up corner of women-led brands. The aim was simple: to host for women a place to get together, give shoppers a reason to stop, stay and share, and give the mall a story that fit the day.
From activation to bazaar
As we started talking to brands, the idea outgrew its corner. The vendors we approached didn’t want a shelf in someone else’s booth. They wanted their own space, their own crowd, and a reason to bring their followers along.
So we scaled up. Her Bazaar became a full market across LL2, Union Square, bringing together twenty three of Saigon’s most-followed local brands in beauty, fashion, jewellery, stationary, and handcrafted products. Among them: Floralpunk, Aeyo Fit, Big Bang, VIVE,…
Curation was the point. Every vendor was chosen to fit the theme: brands founded by women, made for women, or loved by the women of this city.
Her Bazaar ran from 15 October to 12 November 2026.
What we took away
The best activations don’t stay activations. When the idea is right, the people around it pull it bigger: brands want in, visitors bring friends, and a single date on the calendar becomes a destination.
Her Bazaar worked because it started from a real occasion and stayed true to it as it grew. We’re grateful to Union Square for backing the idea, and to every vendor who made it theirs.
Her Bazaar is open every day until 12 November at Union Square, Saigon. Bring a friend, find a new favourite brand, and pick up something made for the women in your life.