‘Fairy Tấm’ Hits the Streets, Priced at 150,000 VND per Kilogram

On familiar streets such as Phan Dinh Phung and Dong Xuan, or in traditional markets, one can spot the round, plump persimmons donning their golden “coats.”

While they are commonly found in abundance in rural areas, these persimmons become a delicate and somewhat “luxurious” treat when brought to the city. In the countryside, they cost around 70,000 VND per kg, but in Hanoi, they are sold for 10,000–15,000 VND per fruit, depending on their size. If bought by weight, the price can go up to 150,000 VND per kg.

It’s not the sweetness but the aroma that captivates many. The fragrance of these persimmons is not overpowering but sweet and gentle, evoking memories of old times and the courtyard at the end of summer, where grandma sits by a bamboo bed with a basket of ripe persimmons.

A street vendor on Dong Xuan street shared: “I sell about 7 kg of persimmons every day, and they are usually pre-ordered by regular customers. Nowadays, everything has an industrial smell, but persimmons retain their old fragrance.” These persimmons are carefully selected, free from bruises, and treated as precious items.

Many people buy persimmons not to eat but to infuse a gentle touch into their hectic lives. They place a few fruits on their desks, bookshelves, or in their cars as a way to preserve memories. Some even go as far as ordering custom-made baskets to display them.

“Persimmon connoisseurs are very demanding. They don’t mind spending money but expect the ‘beauty queen’ of persimmons. Each fruit must have the right shine, plumpness, and a strong aroma,” said Lan, who specializes in making seasonal fruit baskets.

Thuy Nguyen, from Ngoc Ha ward in Hanoi, carefully selected four persimmons after a round of bargaining: “I bought these four for 60,000 VND. Every year, I buy some because I like their pleasant fragrance. These firm persimmons can last for a week, and each time I enter the room, their scent greets me gently.”

Despite their popularity, persimmons are hard to find in local markets. A trader at Dich Vong market shared: “The supply is limited, and street vendors usually pick them early in the morning.”

Online forums are abuzz with persimmon sales, offering wax persimmons at 100,000 VND per kg. According to the sellers, wax persimmons are smaller but have a stronger aroma, thicker skin, and a slightly astringent taste. They are mostly used for decoration or offered at altars due to their long shelf life.

Besides individual fruits, persimmon branches with unripe fruits are also in high demand for decorative purposes. These branches, measuring up to a meter in length, are advertised on online “markets” for 150,000 VND for three branches (about 30–35 fruits), marketed as both decorative items and natural fragrances.

In a market flooded with imported fruits and artificial fragrances, persimmons quietly “sell out.” Without any flashy advertising, they have found their way into the hearts of city dwellers. Persimmons are not just a fruit of the autumn season but also a gentle reminder of old, simple yet invaluable traditions.