If you'd like to see more photos of this café, seeCafe Amazon's café directory page.
[Important notice]Local newspaper VnExpress reports that Cafe Amazon's Vietnam locations ceased operations on November 18, 2025. As of a check conducted on September 28, 2026, no reliable information indicating a return has been found. This article is a record of the brand's journey during the time it was operating. Please note this first, so you do not select a former location as a destination based on old photos or maps. Information about its use in other countries will be covered separately from the Vietnam-era details.
Thailand's largest café chain comes to Vietnam
Cafe Amazon (Café Amazon) is a coffee chain operated by PTT Oil and Retail Business (OR), which belongs to Thailand's PTT Group. It began in 2002 with outlets attached to petrol stations, later expanding into shopping destinations and office districts as well. Starting from the idea of refuelling on a journey and stopping for a drink, the brand built its identity around green, restful spaces. Industry magazine Global Coffee Report introduced it in October 2025 as having more than 5,000 locations worldwide, making it a brand known across borders.
The brand opened in Vietnam in November 2020; reports from the time identify the first location as being inside Big C GO! in Bến Tre. By December of the same year, it had also opened on Phan Xích Long street in Ho Chi Minh City. Operations were handled by the joint venture ORC Coffee Passion Group (ORCG). According to Centel's 2025 disclosures, PTTOR International Holdings (Singapore) held a 60% stake and Central Restaurants Group (Vietnam), a subsidiary of Centel, held 40%. This shows that the brand, which had grown in Thailand, was being brought into local commercial venues and city streets in Vietnam.
The market it entered already had many options, including Highlands Coffee, Phuc Long, Katinat, The Coffee House, Starbucks, and distinctive specialty shops. Regarding the store network, a brand profile published by Dân trí in May 2024 stated that 25 locations had been opened in Vietnam. Meanwhile, VnExpress reported at the time of the withdrawal in November 2025 that around 12 locations were then operating. When looking at store counts, it is worth noting whether a figure refers to the cumulative number of openings or the number of locations operating at a given point in time. The key point to take away here is the trajectory: expansion in the south, followed by the closure of all locations.
Joint venture partner Central Plaza Hotel (Centel) disclosed its decision to dissolve the venture on September 30, 2025. The notice, issued following a board resolution on September 25, explained that the move was to align business strategy and objectives with the highly competitive market environment. Subsequently, VnExpress reported on November 21 that November 18 had been the final day of trading, based on confirmation from management and the removal of signage from locations. The date the company's dissolution decision was made public and the date the shops stopped trading are two separate things. When looking back on the roughly five years of operations, it is worth keeping these two apart.
Menu and How to Order During Operating Days
The menu during the Vietnam years was not simply a copy of what was on offer in Thailand. Brand materials from the time of launch featured not only Mocha, Latte, and Amazon Signature, but also Vietnamese-style black coffee, milk coffee, and bạc xỉu. This suggests the brand was trying to welcome both those who enjoy sweet drinks and those looking for their everyday coffee. The product names and prices listed below are a record from that period and are not items that can be ordered in Vietnam today.
One useful reference point for understanding the brand is the 'Amazon Signature' line. A brand profile published in Ngôi Sao in June 2022 introduced it as a line of roasted coffee imported from Thailand. Even under the same brand name, the way a drink is prepared and what milk is paired with it can differ by country and product. If you are looking for a similar drink in another country, the safest approach is to show the product name and then confirm whether it comes with milk or black, and whether it is iced or blended. If you want less sweetness, asking whether the sweetness of the milk component can be adjusted — not just the sugar — will help avoid misunderstandings when ordering.
There were also locally tailored touches in the Thai tea and latte offerings. A Brand Inside profile from February 2023 mentioned a Bangkok Glass Jelly Latte with grass jelly at 65,000 VND and a tom yum-flavoured lemon tea at 59,000 VND — both examples of limited-time products from that period. In spring 2024, a red Thai tea with cheese cream was among the items featured, and a strawberry yoghurt blended drink appeared in 2022. The current Thai official website lists items such as lattes, cappuccinos, milk green tea, and strawberry-based smoothies, but these are not necessarily the same as Vietnam-exclusive products. Deciding in advance whether you want coffee, tea, or something fruit-based will make it easier to choose from a menu full of similarly named items.
Regarding light food, the launch materials from 2020 mention that cakes were available. The current Thai official website also lists bakery items such as butter croissants, ham and cheese croissants, and toast. As the range varies by country and branch, it is better to look at what is on display at the location rather than assuming the Vietnam-era menu applies. If you plan to use an overseas branch for breakfast or a light lunch, it is worth checking in advance what bread or sandwich options that particular branch carries, rather than relying on drinks alone. One approach is to pair a sweet drink with something more savoury from the bakery selection.
Rainforest-themed space
When people think of Cafe Amazon, the green spaces are just as much a reference point as the drinks. The Tourism Authority of Thailand has introduced the concept as drawing inspiration from Brazil and the Amazon rainforest. When the brand launched in Vietnam, its store design — described as a 'Green Oasis' — was also promoted as featuring natural wood tones, plantings, and living plant walls. Thinking about what the brand was trying to offer to people who wanted to rest and look at greenery during a walk around the city adds a layer of meaning when looking at photos, beyond simply seeing decoration.
The brand's presence was not limited to Ho Chi Minh City; it extended into the Mekong Delta as well. For example, Ho Chi Minh City locations that appeared in 2022 coverage include 5 Nguyễn Trãi in the former District 1 and 475 Điện Biên Phủ in Bình Thạnh District. The 2025 reporting on the withdrawal also mentions Cần Thơ, Đồng Tháp, and Vĩnh Long. The latter two may encompass areas formerly known as Tiền Giang and Bến Tre–Trà Vinh, so a difference in place names between older and newer articles does not necessarily mean a different location is being referred to. The addresses listed here are a record from when the locations were operating and are not intended as directions for visiting.
Being a comfortable place to sit and being able to sustain operations as a business are not measured by the same standard. There are days when you want to relax on a sofa, and days when you want to sit at a table and look up your plans. However, impressions of comfort alone are not enough to judge things like table turnover rates or the reasons behind a withdrawal. When choosing a café for a rest or a place to work, it is more practical to look at seating style, Wi-Fi and power outlet policies, and how busy a particular branch tends to be. Business decisions made by management are best understood separately from the impressions of individual visitors.
The end of operations in Vietnam does not mean the end of the brand as a whole. Industry magazine Global Coffee Report introduced franchise expansion plans in October 2025 covering countries including Laos, the Philippines, Japan, Oman, and Bahrain. However, plans and actual operating store counts are different things. While the Japanese official website lists information for the Kawauchi Village store and the J-Village store in Fukushima Prefecture, it also announces that the Susami store in Wakayama Prefecture closed on May 31, 2020. Rather than counting old opening announcements and concluding that the brand 'keeps growing in Japan,' please check the latest information for any specific branch you wish to visit.
Practical guide
Current situation:Operations in Vietnam are reported to have ended on November 18, 2025, and this check has not confirmed any resumption. Even if a name or opening hours remain on maps, travel articles, or delivery sites, this is not evidence that a location is currently trading. If a former location is included in a saved itinerary, replace it with another café before you travel. If you find a shop with the same name, you will also need to confirm whether it is operated by the same company as Café Amazon in Thailand.
Alternatives:First, try separating what you actually liked: was it the greenery-filled space, the sweet coffee, or the Thai tea? Cong Caphe (Cộng Cà Phê) is known for its décor evoking nostalgia for old Vietnamese life — it does not share the Amazon rainforest theme. If you are drawn to a retro atmosphere, it could be a candidate, but if plants and garden-like settings are the goal, searching by branch photos is a more direct route. If you want Thai tea, look for 'Thai Tea' or 'Trà Thái' on the menus of Thai restaurants and similar venues. It is a tea-based drink, distinct from Thai-style coffee.
Experiencing it in other countries:If you are also travelling to Thailand, you can use the store locator on the official website to find branches near your accommodation or along your route. Not all locations are attached to petrol stations — there are also mall and street-front branches — so there is no need to expect one at every long-distance bus rest stop. For other countries such as Laos, please check that country's store information and menu. For those considering a visit in Japan, the official details for the Kawauchi Village store are: 102 Machiwake, Kamikawachi, Kawauchi-mura, Futaba-gun, Fukushima Prefecture; telephone 0240-23-5665. If you are travelling from far away, confirm the opening days and hours before arranging transport to avoid a wasted trip.
The lesson of the withdrawal:The brand's recognition and store count in Thailand do not automatically translate into the same kind of use in other countries. In a 2022 interview, the marketing director of the Vietnam entity explained that petrol stations in Vietnam are smaller than in Thailand, making it difficult to adopt the same co-located model. This is a concrete example of differing conditions for building a store. At the same time, it cannot be cited as the sole reason for the withdrawal. Looking separately at demand, location, menu, and operational strategy helps avoid oversimplified conclusions such as 'it failed because it was a foreign brand' or 'the taste was not good,' and leads to a better understanding of the challenges of expansion.
Summary
Cafe Amazon's journey in Vietnam is a record spanning from its launch in 2020 to the end of operations in November 2025. There were genuine efforts to build a presence locally — the rainforest-inspired spaces, Thai-influenced limited products, and the introduction of Vietnamese-style coffee. The fact that it ultimately withdrew does not mean those efforts need to be dismissed. At the same time, it is equally important not to use old photos or menus as current travel guidance.
What matters when travelling is whether the shop in front of you is open and whether it suits what you want to drink or how you want to rest. In Vietnam, choose from other options; if you have the chance to visit in Thailand or elsewhere, look at the local menu and pick a drink. With an understanding of the brand's history, think about how it fits into the trip you are taking now.
🗺️ Cafe Amazon's basic information, menu, map, and reviews from its operating days can be foundShop guide (card)where they have been preserved. The former locations are not current destinations to visit.
🗺️ If you also want to compare it with other cafés,Vietnam's 30 Popular Cafés: A Thorough Comparison Guidelets you browse from a single list.
