Over the past week, the coastal road passing through Hai Chau commune (formerly Dien Kim commune, Dien Chau district) has become a hotspot, attracting visitors from various places. Cars line up along the roadside, while open spaces fill with people stopping to savor grilled herring - a sight rarely seen in this seaside area.

Local residents say this is the first time such a large influx of visitors has arrived specifically to eat herring on the spot. The sudden change is believed to be linked to the completion of the coastal road, which has made travel more convenient and significantly increased passing traffic.

Quickly turning batches of fish over glowing charcoal, 60-year-old Bui Thi Than said the herring season typically lasts from the first to the third lunar month each year. The fish is a familiar catch for local fishermen, as it is found near shore, requires low-cost fishing methods and offers stable yields.

Herring often travel in large schools, approaching the shore at dawn to feed, earning them the nickname “a gift from the sea” among fishermen. Boats usually head out around 3 to 4 a.m., and within 10 to 15 nautical miles from shore, nets can be cast.

“If we hit the right school, each trip can yield several quintals, even close to a ton,” Than said. Fresh fish at the dock is priced at VND15,000-20,000 per kilogram (US$0.60-0.80).

Thanks to their nearshore habitat, freshly caught herring does not require freezing and is typically sold the same day. While much of the catch goes to wholesalers, a portion is grilled on the spot to serve passing visitors.

Along both sides of the coastal road, dozens of makeshift stalls have sprung up. The grills are simple - metal barrels or aluminum basins filled with charcoal, topped with iron racks. Yet this rustic setup has become part of the appeal, allowing diners to watch fresh fish being grilled right before their eyes.

Bui Thi Huong, 34, said each batch takes about five minutes to cook, but requires constant turning to achieve a golden finish. “Good fish has clear eyes and firm flesh. When grilled, the fat sizzles on the charcoal, creating a distinctive aroma. The outside is slightly charred, while the inside remains white, sweet and rich,” she said. Prices range from VND50,000 to 60,000 per kilogram (US$2-2.50), served with fresh herbs, vermicelli, rice paper and dipping sauce.

Many visitors stop along the roadside, sitting beside the charcoal stoves to enjoy the freshly grilled fish. “Peeling off the lightly charred skin and dipping the fish in salt or fish sauce - it’s incredibly delicious, with a naturally rich and sweet flavor,” one diner shared.

Residents of Hai Chau noted that while visitors had occasionally stopped to buy fish in the past, numbers were small and mostly limited to locals or acquaintances. Since the coastal road became operational, traffic has increased, bringing with it a growing demand for rest stops, food and local experiences. In recent days, the number of visitors has surged, forcing many households to work continuously to keep up.

This shift is bringing a meaningful boost in income for local residents. On average, a fish vendor can earn around VND300,000 (US$12) per session, with higher earnings during peak hours or weekends.

Local authorities said measures have been strengthened to ensure order and traffic safety along the coastal route, helping accommodate both residents and visitors coming to experience this emerging seaside attraction.

Tran Tuyen