Sight is what you see with your eyes, vision is what you see with your mind.    ∼ Robert Kiyosaki

The Meaning Behind “The Land of the Big Bx”

American military personnel of the Vietnam War often affectionately referred to the United States as “the land of the big Bx.” Interestingly, this phrase did not originate with American troops themselves. Rather it was first used by the Vietnamese when speaking about America, relating to the abundance and accessibility of goods available to U.S. military personnel.

What Is the Bx or Px?

The Bx, short for “base exchange,” and Px, meaning “post exchange,” are stores located on most American military bases. These stores offer a wide range of products, functioning much like big box stores or supermarkets found throughout the United States. For service members stationed on base, the Bx or Px provides nearly every type of item that could be needed, making life on base more comfortable and convenient.

The Bx and Px Experience in Vietnam

During the Vietnam War, the Bx or Px on American bases and posts was much smaller than those of stateside facilities, resembling a compact convenience store rather than the expansive exchanges found in the states, and many other American bases and posts in countries around the world. Even so, these smaller stores stocked a variety of sundries which could be purchased for everyday use. Each GI had a ration card restricting how much certain items (such as tobacco and liquor) could be purchased each month.

In addition, military personnel could order from a catalogue that offered products not available on-site. These catalogues included options for electronic equipment and even automobiles, with large purchases like cars and electronics shipped directly to a GI’s home in the United States.

American forces provided many services for the Vietnamese, both on bases and posts, and in villages and hamlets.

Contrast with Local Conditions

While American service members had access to a wide range of goods through the Bx and Px, the local Vietnamese population, facing the challenges of war and poverty, had limited options for acquiring goods and necessities. They obtained most of their needs through subsistence farming, barter and creativity.

The Vietnamese who worked on base were quite taken with the opulence which Americans enjoyed. When Americans described stateside department stores such as Sears, JCPennys or Woolworths to the Vietnamese, they would grow quiet and their eyes would glaze over, unable to imagine such a place.

All Villagers were given thorough inspections before entering or leaving the base.

Highly impressed, the Vietnamese took to referring to the United States as “the Land of the Big Bx.” This clever coinage caught on, and many American GIs picked up on it as well. We often referred to going home as going “back to the world,”… or back to “the land of the big Bx.”

And both options were just fine.  😉

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