Central Vietnam's ancient townHoi Anhas, packed together, about350 tailors (dressmakers)—. Although it's a World Heritage town,from 2024 to 2026, "tailor in Hoi An" became a name-brand buying keyword on TikTok,and the phenomenon of tourists from the West, Australia, Korea, and Japan visiting and naming specific shops—"I want to have it made at that shop"—has taken hold. The leading examples are three shops:Bebe Tailor (over 70,000 cumulative)、Two Ladies Tailor (silk, precision sewing)、Yaly Couture (haute couture that handled the costumes for a Netflix film).TripadvisorandBased on Indochina Voyages' tailor guideand the reality on TikTok, we organize the picture.
A World Heritage town lined with 350 tailors
Hoi An's Old Quarter isa port town registered as a UNESCO World Heritage Site in 1999,with a population of about 120,000. Its architectural landscape mixing Chinese, Japanese, and French colonial styles is famous, but in its alleysabout 350 tailorsare packed together. Many concentrate on Tran Hung Dao Street, Le Loi Street, and Nguyen Thi Minh Khai Street.
The origin of Hoi An becoming a "tailors' town" goes back to its era as acommercial city of the 15th to 17th centuries,when it flourished as a trading port for silk textiles. The tailoring skills from the era of the Japanese quarter and Chinese quarter are still handed down today, and in modern times, in addition to silk, linen, and wool from across Asia, shops handlinghigh-end fabrics imported from Italy and the UKare also increasing.
Bebe Tailor—the largest, with over 70,000 cumulative
Bebe Tailorhas its main store at 05-07 Hoang Dieu Street, a large tailor representative of Hoi An.With a track record of serving over 70,000 cumulativecustomers, it appears most frequently on TikTok as "the shop to go to first." Its hours are long,from 8 a.m. to 9 p.m.,making it easy to accommodate travelers with short stays.
The price range is$75〜$300, and simple items can be finished in a few hours—"same-day service" is possible too. Staff who handle Japanese, Korean, and Chinese in addition to English are on hand, and the refined onboarding of foreign tourists is another feature. From ao dai to Western suits, it coversa wide range of categoriesin a single shop.
Two Ladies Tailor—precision sewing that caught fire on TikTok
Two Ladies Tailoris asmall family-run shopat 77 Tran Hung Dao Street. It has a reputation for silk dresses and precision-sewn suits, andspread explosively on TikTok from 2024 to 2025.Review videos saying "I failed at another tailor, came here, and it was perfect" generated name-brand buying, and it's now in a continued state of being booked up 2 to 3 days ahead.
The shop's feature isspending 30 minutes or more on measuring.The initial measuring that typical large shops finish in 10 to 15 minutes, Two Ladies does carefully while hearing out even fine preferences. On social media, reviews stand out—"it feels like talking with family," "they even adjusted for a posture quirk no one else pointed out."
Yaly Couture—haute couture that handled the costumes for a Netflix film
Yaly Coutureis Hoi An's top tailor, with an haute-couture orientation that keepsa dedicated design team.It gained international recognition for handling the cast's costumes for theNetflix film "A Tourist’s Guide to Love"(2023, the first Netflix original film set in Vietnam).
The price range is$150〜$500, higher than other shops. The lead time is1 to 3 days,but with express service,overnight tailoringis possible too. Since VIPs and celebrities from around the world use it, its stock of imported fabrics overwhelms the rest in variety. It carries Italian wool, British pinstripe, Kyoto-made silk, and more.
Comparison data for the main tailors (yen conversion at 1 USD = 158 yen)
| Shop | Address | Price range (USD) | Time required | Characteristics |
|---|---|---|---|---|
| Bebe Tailor | 05-07 Hoang Dieu | $75 to $300 (about 11,850 to 47,400 yen) | A few hours to 2 days | 70,000 cumulative, open 08:00 to 21:00 |
| Two Ladies Tailor | 77 Tran Hung Dao | $80 to $300 (about 12,640 to 47,400 yen) | 2–3 days | Silk, precision sewing, TikTok buzz |
| Yaly Couture | Central Old Quarter | $150 to $500 (about 23,700 to 79,000 yen) | 1 to 3 days (overnight tailoring possible) | Netflix film costumes, haute couture |
| A Dong Silk | 62 Tran Hung Dao | $100 to $400 (about 15,800 to 63,200 yen) | 24 to 48 hours | A long-established shop of over 25 years |
| B’lan Silk | 23 Tran Phu | $80 to $300 (about 12,640 to 47,400 yen) | 2–3 days | Operating in a 200-year-old building |
*A standard men's suit is a guide of $120 to $200 per garment, and a dress $50 to $150. Many shops offer discounts for bulk orders of 10 or more garments.
Social media and travelers' reactions
"I saw Two Ladies Tailor's silk dress on TikTok and went by name, and it exceeded my expectations. They understood my body shape and suggested, 'Let's take it in a little here.'" (Paraphrased TikTok post by a woman in her 30s living in Australia)
"At Bebe Tailor, they finished 10 garments in total—blouses, pants, and dresses—in 48 hours. Their service delivering to the hotel was a big help." (Paraphrased Instagram post by a woman in her 40s living in the US)
"I ordered a suit for a wedding at Yaly Couture. They tailored it overnight and handed it over the next morning—the level is completely different. The fabric stock in the shop was on par with a European brand store." (Paraphrased X post by a man in his 40s living in London)
Under the TikTok hashtag "#hoiantailor」「#hoianvietnam」「#vietnamtailoring," experience videos by creators from the West, Australia, Korea, and Japan are posted daily, and the number of related posts keeps growing on the scale of tens of thousands. Many videos use a "Hoi An tailor experience log" format, editing together the sequence of "measuring → fabric selection → fitting → completion → wearing," creating a path where new travelers name a shop and buy—"I want to go to that shop."
Impact on Japanese tourists and practical information
Hoi An's tailor district is known to Japanese tourists too as"a spot you must stop by on a Vietnam trip."It's known as such.With the tailwind of being chosen No. 1 hidden-gem city in the world by Travel + Leisure magazine,tourists to the tailor district are expected to increase further.
The points for Japanese travelers when using them are as follows:
- Finish the measuring on the first day of arrivaland secure time for fittings and alterations during your stay
- A stay of two or more nightsis recommended (same-day finishing carries a risk of quality variation)
- Payment in cash (USD, VND)is the norm, with some shops accepting credit cards
- A size chart (cm) and reference photosbrought along make communication reliable
- Bulk purchases of 10 or more garmentsleave room for price negotiation
Ripple effects on the industry and society
Tailoring is one of Hoi An'smajor industries,and including the roughly 350 shops and their families and craftspeople, thousands are said to be employed in it. While the increase in name-brand buying via TikTok lifts sales,cheap copy shops that prioritize social-media appealare also increasing, and quality variation is starting to become a problem. In the local tourism industry, the need for a certification system and grading is being debated, and it's recommended to check track records on Tripadvisor and official social media before visiting.
As cases where name-brand buying is also occurring via TikTok, there areHo Chi Minh City's renowned banh mi shopsand Hanoi's egg-coffee shops. What they have in common is that "the owner's character, the shop's story, and craftsmanship" come across easily in short videos, and Vietnam's tourism industry as a whole is shifting to"the era of selling on TikTok."is shifting to it.
Practical information to grasp before visiting
| Item | Details |
|---|---|
| Tailor-concentrated areas | Tran Hung Dao Street / Le Loi Street / Hoang Dieu Street |
| Number of locations | About 350 shops |
| Hours | Many are 08:00 to 21:00 |
| Best time to visit | February to April / September to October (avoid the rainy season) |
| Recommended length of stay | Two or more nights (a fitting isn't possible with one night) |
| Payment | USD, VND, some cards |
| Recommended to bring | A size chart, reference photos, and a favorite piece of clothing for reference |
| Language | Many shops handle English and Japanese |
| Points to note | Beware of cheap copy shops that prioritize social-media appeal; checking Tripadvisor and official social media is recommended |
Summary: the era of "name-brand buying" that a fierce battlefield of 350 shops shows
Bebe Tailor with 70,000 cumulative, Two Ladies Tailor with a 2-to-3-day wait from TikTok buzz, Yaly Couture that handled Netflix film costumes—Hoi An's 350 tailors each build their own positionas "a brand people buy by name."In a fierce battlefield where only shops with everything—fabric, technique, service, and social-media output—survive, choosing a shop itself becomes a pleasure of the trip for tourists.
If travelers visiting Hoi An from Japan want to bring home not just the World Heritage streetscape but"a piece all their own,"securing a stay of two or more nights and narrowing down shops on Tripadvisor and TikTok before visiting is the realistic step.
