One of the most fascinating aspects of this market is the abundance of products that showcase the local and neighboring regions’ cultural heritage. From conical hats and fermented fish sauce to baskets, mats, and an array of fresh seafood and produce sourced from the very river that flows through this land, Cho Hoa truly embodies the unique characteristics of this area, which was once part of the famous ‘Four Fragrant Villages’ of Quang Trach district: ‘Son, Ha, Canh, Tho.’
The exact origins of the market are still a subject of exploration for the village elders, who hold a deep passion for their cultural heritage. However, the book ‘Dai Nam Nhat Thong Chi’ provides a glimpse into its history, mentioning: ‘Cho Tho Ngoa in Binh Chinh district, open for business twice a day, mostly selling seafood with bustling shops and stalls.’ The original market building was constructed with three tiled roof sections. At its center was a well, known as ‘Cho Well,’ which provided clear and sweet water all year round, despite its proximity to the large river.
Although not large in scale, Cho Hoa benefited from its advantageous location on the waterway, making it a bustling hub of activity. In addition to the village’s produce, traders also offered goods from nearby regions such as Tho Don, Loc Dien, and the communes of Tuyen Hoa district, including specialties like oranges, pomelos, mats, baskets, rice crackers, and steamed rice cakes, adding to the diversity of this rustic market.
The most distinctive features of Cho Hoa are its hat market and seafood section. In the past, the hat market would start before dawn, with buyers using flashlights to inspect the goods. This area was always bustling with villagers, both buyers and sellers, chatting animatedly. The hat market would shine under the dim glow of flashlights, with stacks of white conical hats standing out among the stalls selling hat leaves, rims, threads, and needles. The hat market would usually disperse as the sun rose.
Today, the hat market no longer starts as early but typically opens around 9-10 am, maintaining a vibrant atmosphere. The busiest area remains the boat dock, also known as the fish market. In addition to a variety of fish, this section also offers tropical fruits like bananas, jackfruits, and pineapples, either hung on tall poles or stacked in boats awaiting their turn to dock and sell their produce to Cho Hoa shoppers.
The buying and selling activities at the riverbank evoke memories of the famous floating markets in the Mekong Delta region of Southern Vietnam. As the boats pull up to the shore, the vendors quickly unload their goods, and eager buyers are already waiting to make their purchases.
Apart from imported fish like mackerel and cobia, most of the seafood sold at Cho Hoa is caught by local fishermen in the very same river. These fishermen brave the elements, enduring cold and windy nights, to bring fresh catches to the market each morning. The lively fish, still flipping in round baskets, are a testament to the hard work and dedication of these locals, who mostly engage in small-scale fishing, selling whatever they catch to ensure the community always has access to fresh and high-quality seafood for their daily meals.
A traditional meal for the Tho Ngoa people often includes a sour soup made with ‘qua chay’ (a type of small eggplant), pickled vegetables, or homegrown greens, paired with shrimp or anchovies, and ‘ca kho’ (caramelized fish in clay pot). Although simple, these dishes provide essential nutrients for a healthy diet.
Cho Hoa also boasts a delightful assortment of local specialties, including various types of cakes and porridges: ‘banh chi,’ ‘banh xeo,’ ‘banh cuon,’ ‘banh it,’ ‘banh gai,’ ‘banh mat,’ ‘banh troi,’ and ‘chao canh.’ These treats are skillfully handmade by local women and have become well-loved by customers. Some notable mentions include ‘banh cuon Ba Bong,’ ‘banh xeo Ba Hoe,’ and ‘banh da Chi Que.’ The food corner always glows with the red embers of charcoal stoves, filling the air with mouthwatering aromas of dishes like ‘chao canh ca’ (fish congee), ‘bun sa thit bo’ (rice vermicelli with lemongrass and beef), and ‘banh cuon tom’ (shrimp-stuffed rice rolls), tempting shoppers to indulge.
For the people of Tho Ngoa, the market is more than just a place of trade; it is a sanctuary that preserves the authentic and endearing beauty of their homeland. In addition to the roofed kiosks of permanent vendors, there are also open spaces for itinerant sellers who bring their self-grown or harvested produce, such as vegetables, bananas, betel leaves, and areca nuts, often given free of charge to acquaintances. The market is always abuzz with laughter, conversations about family, village news, and farming, fostering a strong sense of community.
To many, Cho Hoa is a microcosm of Tho Ngoa. When away from home, they yearn for this place—the boat dock with its fresh fish, the familiar aromas wafting from the food stalls, and the friendly smiles hidden behind the conical hats. As time passes and life evolves, Cho Hoa remains a steadfast guardian of the area’s cultural values, an integral part of the unique cultural tapestry of Tho Ngoa.
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