Southeast Asia's modern coffee and tea chain market reached 9.9 billion dollars in 2025, a 52% expansion from 2021. In the latest report, Vietnam leaped to third place at 725 million dollars. Domestic majors,Milano CoffeeandHighlands Coffeeare among the top-tier chains in Southeast Asia.
News overview
According to a report compiled by research firm Momentum Works based on February 2026 data, Southeast Asia's coffee and tea chain market keeps growing rapidly. The market size in 2025 was 9.9 billion dollars (about 1.5 trillion yen), up 52% from 6.5 billion dollars in 2021. Within the region, 11 brands operate more than 1,000 stores each, with brands originating in Southeast Asia as the leads.
The Vietnamese market leaped to third in Southeast Asia at 725 million dollars with a growth rate of 27%. The most notable domestically areMilano Coffee(about 2,500 stores), which expanded rapidly through a franchise model, andHighlands Coffee(928 stores), under Philippine major Jollibee Foods.
Highlands Coffee is considering an IPO on the Vietnamese market, with proceeds expected to reach 300–400 million dollars (about 45–60 billion yen). If realized, the company's brand value could rise further. The report also analyzes that the industry's competitive axis is shifting from product strength and brand image to "operational strength" such as supply chains, store operations, and digital infrastructure.
Vietnamese readers' reactions
This news also stirred discussion on Vietnamese social media and forums, with various voices weighing in.
「Milano Coffee"is on every alley. The prices are cheap, and for locals it's truly a welcome presence." (from reader comments)
「Highlands Coffee"It's surprising that is considering an IPO. I'm proud that Vietnam's café culture is being valued by the world this much." (from reader comments)
"Third place in Southeast Asia is wonderful. But there's still a gap with Thailand and Indonesia. I want to see more Vietnamese brands spread to the world." (from reader comments)
"Even as the market grows, I hope they protect the originalVietnamese Coffeeflavor and culture. I want to support brands that stick to quality over scale." (from reader comments)
Impact and key points for Japanese tourists
When you travel in Vietnam,Highlands CoffeeandMilano Coffeecatch your eye all over the city. Highlands Coffee in particular has many outlets even at airports and large shopping malls, easy to drop into right after arriving or before departing.
LocalCoffee Beansare also very popular as souvenirs, and it's worth checking out the original beans and blends of each chain's stores. If Highlands Coffee's IPO is realized going forward, overseas expansion such as entering the Japanese market could come into view, and the spread of Vietnamese café culture is worth watching too.
Reference:Milano, Highlands among SE Asia’s largest coffee chains: report(Tuoi Tre News, March 18, 2026)
