Visitors who want to experience Hoi An at its most serene are advised to set their alarms for around 6 a.m., when the streets are nearly empty.
Most shops and restaurants in Hoi An open after 8 a.m. to cater primarily to tourists, but eateries that serve locals begin as early as 5 a.m. and close before noon.
Morning staples on offer early include Quang-style noodle soup, cao lau or thick noodles, and banh mi, all priced at VND25,000-VND40,000 (US$1-1.50).
Elena, a French traveller spent a week in Hoi An.
Her morning jog takes her through near-empty streets, a world away from the same roads after 4 p.m., when the crowds make even walking a challenge.
The town wears its simplicity well. Visitors can observe a slice of daily life where a mother feeds her child breakfast beside a neighbor enjoying the morning air as a pushcart passes in the background.
In the early morning, locals take the opportunity to have their coffee before the tourists begin to fill the streets.
For travelers interested in photography, the early hours make the difference.
At peak times, visitors can wait up to 10 minutes just to get a shot of Hoi An's bougainvillea.
Ha Minh, visiting from Hanoi, spent an afternoon shooting but came away with nothing she liked.
"Today I had to drag myself out of bed early just to avoid the crowds," she said.
What she got was the ancient quarter as her backdrop, from ochre walls to bougainvillea flowers.
After 8 a.m., the town shifts gear. The sounds of motorbikes and conversations grow louder as the bustle of the day takes over.
Nguyen Thi Xuan, who has run a sidewalk foodstall for over 30 years, has watched the old quarter change beyond recognition. These days, stepping outside often means she hears more foreign tongues than Vietnamese, with vendors calling out to tourists in broken English.
She prefers to serve the early-morning locals, packs up by midday, and heads home. She said early-morning Hoi An feels like a different world for those who seek quiet.
Hoi An Market in the early morning is another draw, as vendors set up their stalls. The market is a favorite stop for visitors, offering goods and local cuisine in one place.
