When you think of Vietnamese cafés, the image of coffee may be strong. But if you spot a stylish sign in green and terracotta on a corner in Ho Chi Minh City or Hanoi, do stop and take a look. That isPhuc Long Coffee & Tea—a rare café chain with more than half a century of history in Vietnam, one that is "serious about both tea and coffee." Built around a tea culture familiar to Japanese people, this brand lets you enjoy distinctly Vietnamese fruit teas and milk teas. We'll cover it thoroughly, from the menu to how to order.
1. 1968年、高原の茶畑から始まった物語
フックロンの始まりは、1968年のラムドン省バオロックにまで遡ります。標高約800メートルの中部高原に広がるこの地は、霧に包まれた冷涼な気候と肥沃な赤土に恵まれ、ベトナム屈指のお茶の産地として知られています。創業者ラム・ボイ・ミン氏はここで茶園を拓き、良質な茶葉の栽培に心血を注ぎました。
1980年代に入ると、活動の場をホーチミン市へと広げ、茶葉の加工工房を設立。さらに2007年にはタイグエンとビンズオンに農園と工場を拡大し、2018年には第2工場を稼働させるなど、生産基盤を着実に強化してきました。「Farm to Cup（農園からカップへ）」を掲げるフックロンにとって、自社農園で茶葉やコーヒー豆を育て、自社工場で加工し、直営店で提供するという一気通貫の体制は、単なるマーケティング用語ではなく、半世紀以上かけて築き上げたビジネスそのものです。
In 2021, Vietnam's major conglomerate Masan Group took a 20% stake. Seizing the moment, Phuc Long quickly rolled out kiosk-style outlets inside the group's WinMart supermarkets, and today it operates around 200 directly run stores plus numerous kiosks. It has also opened in Garden Grove and San Jose in the United States, putting its overseas expansion into full swing.
In 2024, the company carried out a large-scale rebranding, refreshing its store design under the theme of "fusing tradition and modernity." Its symbol is the flagship store "Phuc Long Dragon," which opened at 82 Hang Dieu Street in Hanoi's Old Quarter. With warm green and terracotta interiors, a Tea Master corner, and artworks themed on a journey through tea, the interior is like a small museum of tea culture. It is a space where an established brand's pride and a fresh sensibility blend beautifully.
2. Don't Miss These! Recommended Menu
Phuc Long's menu has 63 items in all. It spans tea drinks, coffee drinks, and Freezes (shaved-ice blended drinks), and the price range of 25,000–65,000 VND (about 150–390 yen) is very reasonable. To keep first-timers from getting lost, we'll introduce it in three pillars.
① The undisputed champion: Phuc Long Milk Tea
You can't talk about Phuc Long without this item. Based on tea leaves grown on its own farms and paired with rich milk in exquisite balance, this cup is the real deal, a class apart from tapioca milk tea. You can properly taste the aroma and umami of the leaves themselves.
The price is 35,000–50,000 VND (about 210–300 yen). Since a milk tea at a Japanese café chain runs around 500 yen, the value here is striking. You can adjust the sweetness, so if you say "ít đường (it duong = less sugar)" when ordering, you can enjoy a crisper flavor.
② A jewel among fruit teas: Peach Tea
Peach tea—called "Trà Đào (cha dao)" in Vietnamese—is a popular item said to have spread across all of Vietnam with Phuc Long as its spark. A gorgeous cup packed with chunks of peach flesh, it is distinguished by a refreshing jasmine-tea-based finish. At 50,000 VND (about 300 yen), it's perfect as a cooling break during a walk through Vietnam's hot streets.
Besides peach tea, there's an abundant lineup of tropical fruit teas such as lychee tea (Trà Vải) and passion fruit tea. The harmony woven from the sweetness of the fruit and the astringency of the tea leaves is a flavor you rarely encounter in Japan.
③ Coffee lovers are satisfied too: Phin Coffee & Freeze
Phuc Long has a strong tea image, but its coffee menu is not to be underestimated. The traditional coffee brewed with a Vietnamese-style phin drip is a cup that's Vietnamese through and through, where the richness of dark-roast beans intertwines with the sweetness of condensed milk. If you love coffee, it's a classic you'll want to try at least once.
Also perfect for beating the heat is the "Freeze" series. These shaved-ice-style blended drinks based on coffee or tea can be enjoyed much like a Starbucks Frappuccino. The Green Tea Freeze has a flavor that even matcha-loving Japanese will fall for, and it doubles as a dessert.
When you get a little hungry, the Banh Mi Combo (45,000 VND / about 270 yen) is also recommended. A set of a Vietnamese-style sandwich and a drink, it's just the right portion for a light meal.
3. A café for travelers from a land of tea
Many of Vietnam's café chains put coffee front and center as their signature. So it is with Highlands Coffee, and with Trung Nguyen. Among them, Phuc Long is a rare brand where tea holds a presence equal to—or even greater than—coffee. This very trait is a major advantage for Japanese travelers.
Japan is, needless to say, one of the world's great tea cultures. For those of us with palates attuned to sencha, hojicha, and matcha, Phuc Long's tea menu is a very easy entry point. Tea leaves grown in Vietnam's Central Highlands have a bold aroma and depth different from Japanese tea, offering the pleasure of discovering a new side of "Asian tea."
Even those who dislike coffee or want to cut back on caffeine can rest easy, thanks to the wide range of options such as fruit teas and herbal teas. When you feel "I've had enough coffee" mid-trip, Phuc Long is a reliable refuge.
And its background—growing tea leaves on its own farms for more than half a century—inspires trust in its quality. Some may feel uneasy about food safety in Vietnam, but with its integrated Farm to Cup system, Phuc Long is a brand you can order from with confidence on that front too.
4. A Practical Guide for Japanese Tourists
How to find a store:Phuc Long operates around 200 stores nationwide, so in the main areas of Ho Chi Minh City or Hanoi you can find one within walking distance. Search "Phuc Long" on Google Maps and your nearest store will appear right away. You can also buy from kiosks inside WinMart supermarkets, so it's convenient to drop by while shopping for souvenirs.
How to order:The basic style is to order at the counter. The menu has English labels and photos, so pointing to order is no problem. You may be asked about sweetness or the amount of ice, so it helps to remember the following Vietnamese phrases.
- "Ít đường (it duong)" = less sugar
- "Không đường (khong duong)" = no sugar
- "Ít đá (it da)" = less ice
- "Nóng (nong)" = hot
Payment:Besides cash, most stores accept major credit cards and mobile payments (MoMo, ZaloPay, etc.). However, kiosk outlets may take cash only, so it's reassuring to have small bills on hand.
Recommended way to visit:Many Phuc Long stores are primarily takeout-focused, but flagship stores like the Dragon location have ample seating where you can relax. If you'll use it as a rest stop during sightseeing, choose a street-level shop or a large store inside a commercial facility. Wi-Fi is available, making it ideal for taking a breather while you look up your next destination.
As a souvenir:Phuc Long also sells packaged products such as tea leaves and drip coffee. Its own-farm tea makes a well-received souvenir to bring back to Japan. It's light and doesn't take up much space, perfect for slipping into a gap in your suitcase.
5. Summary
1968年にバオロックの高原で産声を上げたフックロンは、半世紀以上の時を経て、ベトナムを代表するカフェチェーンへと成長しました。自社農園から届く茶葉とコーヒー豆、200を超える店舗網、そして25,000 VND（約150円）から楽しめるリーズナブルな価格。お茶文化に親しんだ日本人にとって、ベトナムのカフェ体験の最良の入口となるブランドです。
When you spot a green-and-terracotta sign on a Ho Chi Minh City corner, don't hesitate—open the door. A single cup of milk tea should be the start of a small journey into Vietnam's tea culture.
🗺️ For Phúc Long Coffee & Tea's essentials, signature menu, map, and reviews, seeShop guide (card)where we've put it all together.
🗺️ 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.
