This blog series highlights the business corridors in the Shop Local SJ campaign, written by the business outreach team in the City’s Office of Economic Development and Cultural Affairs.

Hello! I’m Minh Tran and I am a Business Development Officer for the City of San José’s Office of Economic Development and Cultural Affairs. In this role, I connect small businesses and small business associations, to valuable resources and programs provided by the City and its partners. I’m thrilled to spotlight one of the business neighborhoods we are focused on and that I that I grew up near by: Little Saigon on Story Road.

Little Saigon is a feast for the senses, where the aroma of pho mingles with the sweetness of fresh sugarcane juice. This area is not just a hub of authentic Vietnamese flavors but also a treasure trove of shopping, parks, and family-friendly fun. Join me and explore some of my highlights and hidden gems of this beloved community as part of our #ShopLocalSJ campaign.

Families will find plenty of kid-friendly fun in and around Little Saigon, perfect to make a day out of your visit. Happy Hollow Park and Zoo and Emma Prusch Farm Park (with an 18-foot giant chicken playground) offer lots of activities for children of all ages. Don’t forget to treat the little ones to fresh fruit ice cream at La Michoacana in La Placita Tropicana shopping center after a day of adventure!

History Park and the Japanese Friendship Garden also provide spaces for relaxation and recreation, perfect spots for families and couples alike.

For shopping La Placita Tropicana, is a must-visit, brimming with unique stores and eateries that reflect the rich cultural tapestry of our neighborhood. The shopping center is located right on the corner of historic King and Story roads, the epicenter of San Jose’s legacy and culture of lowriding.

Grand Century Mall is a traditional indoor shopping center that captures the essence of Vietnamese culture, with jewelry stores, herbal shops, and a vibrant food court. When the Grand Century Mall opened its doors in 2000, it became more than just a shopping destination; it blossomed into a vibrant cultural haven for Vietnamese Americans in San José, anchoring the heart of the city's Vietnamese district. At its entrance stands the majestic statue of Trần Hưng Đạo, a revered royal prince and military commander whose legacy transcends time, embodying the spirit of resilience and honor. Deified after his passing, he watches over the community with a sense of pride and protection. Each Lunar New Year, the mall transforms into a lively celebration, drawing Vietnamese Americans from across the nation. Firecrackers crackle in the air, laughter fills the space, and a palpable sense of belonging ignites the atmosphere, making Grand Century Mall a cherished destination for all who seek connection to their roots and the warmth of shared festivities.

Tip: Be sure to stop by Nuoc Mia Ninh Kieu at Grand Century Mall for what many describe as the most refreshing drink they’ve ever had—freshly pressed sugarcane juice. It’s the perfect pick-me-up as you explore!

Vietnam Town is a more modern shopping plaza with over 256 units, providing a diverse mix of restaurants, boba shops, professional offices, and retail stores.

Looking for a romantic evening? Start your date with a delicious rice bowl or ramen at Kensho Social, then take a leisurely stroll through Vietnam Town. Share a sweet dessert at CA Bakehouse, where you can savor their famous egg tarts or pandan milk bread. The ambiance of the area, combined with the tantalizing flavors, makes for an unforgettable experience.

I usually come here on the weekends with my family to check out the restaurants, each visit a delightful journey for our senses. The delicious smells always take me by surprise, drawing us in like an irresistible siren song. My little sister eagerly grabs my mom's arm, pulling her toward the place she thinks will smell the best. We have managed to visit almost every restaurant here, from the comforting chicken dishes at Pho Ga Nha that warm the soul, to the culinary gem Bún Riêu Cua Tân Định, known for its fresh seasonal offerings. We love the traditional Banh Mi from Cali Sandwiches and Coffee, crafted with over 40 years of expertise, and the vibrant grilled meats at Tulum Mexican Kitchen. For a sweet finish, we often grab refreshing milk teas and icy slushies from Tastea. In between meals, we explore unique shops like Angel Beauty, a one-stop shop for beauty supplies, and Eurasia Delight, where we discover gourmet Euro-Asian foods. We also enjoy visiting Tofu’s Trading, a haven for trading card game enthusiasts, where exciting tournaments bring a lively atmosphere. Each visit is a tapestry of flavors and memories, woven together by the joy of being with family.

As part of the #ShopLocalSJ campaign, we encourage everyone to explore and support our local businesses in Little Saigon. Every purchase not only enriches our community but also strengthens the fabric of our vibrant neighborhood.

Whether you're a local or just visiting, Little Saigon on Story Road is a cultural and culinary gem waiting to be explored. Bring your family, your partner, or a group of friends, and immerse yourself in all that this lively area has to offer. Happy exploring!

For other business areas to visit, see the #ShopLocalSJ home page.