Best before nine
Hoi An's central market is liveliest in the early morning when residents shop for the day's meals. Colours, smells, and Vietnamese bargaining rhythms peak before tourist buses arrive.
You do not need to buy anything to enjoy it — but trying a bowl of noodles at a market-adjacent stall is one of the fastest introductions to Central Vietnamese taste.
What you'll see
Expect fresh herbs, rice noodles, live seafood tanks, dried spices, and seasonal fruit stacked in pyramids.
Our Old Town walking tour passes market streets when routes allow — your guide explains ingredients that reappear on evening food tours as cooked dishes.