The Victoria Street Passport is the street’s pocket guide for summer 2026–27: a free A6 booklet in English and Vietnamese that sends customers along Victoria Street and into its shops, collecting a stamp at every featured business.
Backed by
The Victoria Street Business Association, which has run the Victoria Street Lunar New Year Festival since 1994. Funded by Business Victoria through the Multicultural Trader Grants Initiative.
Who it reaches
Visitors who come for one restaurant and never see the rest of the street. New residents and office workers in Richmond and Abbotsford. Vietnamese-speaking customers across Melbourne, in their own language. Families at the Lunar New Year Festival on 14 February, where passport holders are invited to bring it along.
Where it goes
Free from Saturday 12 December at every featured shop, The Hive, North Richmond and West Richmond stations, hotels, Yarra libraries and Council service centres. Digital edition and directory on victoriastreet.org.au, linked by QR from every copy and window sticker.
Reach
2,000 printed copies · 30 featured traders · weekly $50 prize draws that bring customers back · a launch campaign featuring one trader a day on the Association’s social media, in English and Vietnamese.
Ways to take part
Option | Cost | What you get |
|---|---|---|
| Featured Trader | $100 + GST | Half-page with your photo, a few words and your offer in English and Vietnamese; your own stamp; a pin on the street map; window sticker; your own day on our social media; listing in the digital edition; a chance to be filmed for Trader Stories |
| Participating Trader | Free | Offer a deal to passport holders, display the sticker, appear on the online map |
| Prize Partner | A donated prize | Your business named on the prize-draw page, at the launch and on social media |
How it works for your shop
Customers collect a stamp each time they visit a featured shop. Every six stamps, with proof of purchase, enters them in the weekly draw. Every stamp is a customer through your door.
How to book
30 featured places, in order of booking. Book by Monday 19 October; we come to you for photos, and you approve your page in both languages before anything is printed. Click here to book first in first serve https://www.victoriastreet.org.au/traders
WhatsApp Ha on 0475 833 595 or email hello@victoriastreet.org.au with your business name, a contact person and your offer.
Sample 
