The 32-year-old woman from Tan Son Hoa ward discovered this express tailoring service through a program she produced. Impressed by the designs and materials, Trang remembered the address and returned to have an ao dai made for herself.

At noon on 9/2, she visited a fabric shop in An Dong market, An Dong ward, to select fabric and try it on for color. The shop owner personally took her measurements and suggested a cross-button style to suit her figure and the purpose of her photoshoot.

After finalizing the design, Trang left to attend to other matters. Exactly three hours later, her phone notified her that the ao dai was ready. "The tailoring speed made me relieved, knowing I could stick to my plans," she said. Upon trying it on, Trang was satisfied with the fit, only requesting the shop to slightly tighten the waist and reduce the number of buttons from 5 to 3. The alterations were done immediately, and the dress was delivered to her home free of charge.

Next to Trang, about five other customers stood around the shop, some choosing fabric, others trying on designs in front of a mirror, while tailors continuously measured, pinned, and adjusted the ao dai skirts. All customers shared the same need: quick selection, urgent tailoring, and same-day pickup.

Nguyen Thi Thuan tries on an ao dai for a customer at An Dong market, An Dong ward, TP HCM, at noon on 9/2. Photo: Ngoc Ngan

The three-hour ao dai tailoring service at An Dong market is attracting customers. VnExpress noted that on regular days, shops welcome about 10-15 customers, but this number doubles during the period leading up to Binh Ngo Tet. Customers are primarily young people needing urgent outfits for photoshoots or year-end parties.

This model is similar to the custom tailoring services for suits and ao dai offered to tourists in Hoi An and Da Nang, where foreigners can get quick custom orders to fit their short itineraries. Instead of buying ready-made items that may not fit well, many choose custom tailoring to select their own fabrics and adjust the fit, even if it means waiting.

Nguyen Thi Thuan, 41 years old, the shop owner, shared that two years ago, she received a call from a regular customer living in the US, asking for an urgent ao dai for her mother. Despite having only three hours, Thuan accepted. The dress was completed and delivered on time. From this experience, she recognized a significant demand for immediate ao dai tailoring, especially among tourists, overseas Vietnamese, or busy individuals.

Initially, she sold fabric but later partnered with two tailoring shops around the market, maintaining a team of 20-30 skilled tailors. "To ensure delivery within three hours, each tailor handles one dress completely, from cutting to machine finishing," Thuan explained. While waiting, customers can explore the market or rest, as the shop offers home delivery support.

In late 2025, the shop gained widespread recognition after appearing in YouTube videos about three-hour ao dai tailoring, attracting 5 million views. During Binh Ngo Tet, customer numbers surged, with approximately 10-15 dresses made daily. The tailoring price remains consistent for express and regular orders, ranging from 600,000-800,000 VND, excluding fabric. A completed ao dai costs around one million VND.

"Customers are mainly young people; they want everything fast and to manage their time actively," she said.

People consult about three-hour ao dai tailoring at An Dong market, An Dong ward, TP HCM, at noon on 9/2. Photo: Ngoc Ngan

Hong Yen, 24 years old, was one of the customers who came to the shop because she had "no other option." She urgently needed an ao dai for Tet photos with her friends, but other tailors scheduled deliveries after Tet, and ready-made dresses didn't fit well or offer suitable color choices. After watching a YouTube video featuring immediate ao dai tailoring at An Dong market, Yen decided to go directly to the shop.

On her phone, she had saved three preferred ao dai designs: mostly loose-fitting, with simple collars and bright colors for appealing photos. Yen showed the pictures to the shop, clearly stating her intention for outdoor photography and her desire for comfortable wear. Based on this, the tailor suggested adjustments to the collar, body width, and recommended 100% natural Vietnamese silk, which is light and wrinkle-resistant.

The process was efficient: fabric selection, fitting, and style confirmation all done on the spot. Yen did not need to return multiple times; she simply provided her phone number and left. Three hours later, she received a message confirming her ao dai was ready.

"What I liked most was that despite the rush, the ao dai was beautiful; it didn't feel like they just made it to meet the deadline," Yen commented.

Ngoc Ngan