According to legend, strict clan customs and marriage traditions prevented the couple from being together. Before parting ways, they promised to meet again at Khau Vai every year on the 27th day of the third lunar month. From that promise, the Khau Vai Love Market was born - a unique cultural gathering where former lovers can reunite freely, without judgment or social barriers.
Professor Le Hong Ly, Chairman of the Vietnam Folklore Arts Association, said the market’s uniqueness lies in how a personal love story evolved into a shared cultural value, reflecting compassion and humane behavior in community life.
The traditional “con” throwing game remains a distinctive folk cultural activity at the Khau Vai Love Market festival.
Beyond being a meeting place for former lovers, Khau Vai also serves as a vibrant cultural space showcasing ethnic traditions through folk songs, Mong flute melodies, traditional dances, and indigenous games. The market has inspired numerous literary and artistic works, including the poem Khau Vai by Tran Hoa Binh, the song Khau Vai – An Old Love Story by Vi Quoc Hiep, and the novel Khau Vai Love Story by Nguyen The Ky.
Young Mong men and women perform traditional dances to the sound of khen music at the Khau Vai Love Market.
In recent years, tourism development has brought increasing numbers of visitors to the festival. In 2025 alone, the market welcomed more than 20,000 visitors, several times higher than a decade ago. However, the growing popularity has also raised concerns over commercialization and the risk of losing the market’s authentic cultural identity.
Offering rituals at Ong and Ba shrines in Khau Vai - a sacred traditional practice of the Khau Vai Love Market.
Local cultural authorities have affirmed their commitment to preserving the market’s original values while promoting sustainable tourism tied to cultural heritage conservation. Today, Khau Vai is not merely a marketplace, but a lasting cultural symbol of loyalty, remembrance, and respect for the past in contemporary life.
Scource: https://en.baotuyenquang.com.vn/Culture/202605/khau-vai-legend-preserving-a-timeless-promise-amid-modern-life-dbc10a2/
