The Jazba Bazaar Brings South Asian Brands to Santana Row

Shoppers can explore more than 50 South Asian-founded brands this Sunday at The Jazba Bazaar. The free open-air market runs from 1 to 7 p.m. on August 2 at Santana Row and features fashion, jewelry, beauty, home goods, art, food, wellness products, and items for kids.

Organized by The Jazba Collective, a nonprofit dedicated to supporting South Asian entrepreneurs, the event gives founders a chance to meet customers face-to-face while visitors discover unique collections. A fashion show is scheduled for 5 p.m., and street food plus Bollywood music add to the afternoon atmosphere.

The gathering continues the collective’s work of elevating consumer brands built by South Asian founders across North America. Attendees can connect with the makers, support small businesses, and spend a few hours browsing under the trees at Santana Row.

This one-day marketplace offers a straightforward way to experience the creativity and variety of South Asian entrepreneurship right in one of San Jose’s most popular outdoor shopping destinations.

San Jose Hosts the Largest Vietnamese Community Outside Vietnam

Recent estimates place San Jose's Vietnamese population at around 145,000 residents, making it the single city with the most Vietnamese people anywhere in the world beyond Vietnam's borders. This distinction comes from analyses of U.S. Census data by organizations like the Pew Research Center, highlighting how the city has become a thriving center for Vietnamese Americans. While regions like the Los Angeles metropolitan area boast larger overall numbers at about 350,000, no other individual city matches San Jose's count. Smaller California locales such as Garden Grove and Westminster show higher per capita concentrations, yet their totals fall short.

The story of this community traces back to the mid-1970s, following the Fall of Saigon, when waves of refugees sought new beginnings in the United States. Many settled in Texas and California, with San Jose drawing particular interest due to emerging job opportunities in the budding Silicon Valley tech scene. Over decades, these early arrivals built strong networks, turning neighborhoods into vibrant enclaves that preserve traditions while integrating into the local fabric. Today, areas like Little Saigon pulse with markets, restaurants, and temples that reflect a rich heritage.

San Jose's Vietnamese residents contribute immensely to the city's dynamism, from entrepreneurship in tech and business to culinary innovations that draw food enthusiasts from afar. Pho shops, banh mi stands, and family-run enterprises line streets, offering authentic flavors that make the South Bay a destination for global cuisine. Festivals and cultural events throughout the year celebrate this legacy, inviting everyone to participate and learn, which strengthens community ties across diverse backgrounds.

Source: San Jose Spotlight