Thai coffee chain giant Café Amazon ended its operations in Vietnam on November 18, 2025. VnExpress reported this on November 21, based on confirmation from management and other sources, with approximately 12 locations open at the time of withdrawal. Why did roughly five years of operations come to an end? This article separates the reasons the company cited from the broader challenges of building a local presence. If you have travel plans, be aware that old store listings should not be used as-is when deciding where to visit.
News overview
Café Amazon is a brand that grew out of Thailand's PTT Group, launching in 2002. According to the Tourism Authority of Thailand, it expanded through petrol stations and service areas before moving into shopping centres and offices. VnExpress in November 2025 reported more than 5,000 locations across the region, meaning the Vietnam withdrawal is not the end of the brand as a whole. Pairing a fill-up or a travel break with a cup of coffee was a defining feature in its home country. It is thought that beyond name recognition, being part of everyday routines was also a key condition for sustaining the business.
The first Vietnam location opened in November 2020 at Big C Go! in Bến Tre, as reported by Vietnambiz covering the brand's announcement at the time. The operating company was ORC Coffee Passion Group (ORCG); as of the 2025 disclosure, Central Restaurants Group (Vietnam) held 40% and PTTOR International Holdings (Singapore) held 60%. The store count stood at 15 in southern Vietnam as of a December 2022 report, then approximately 12 at the time of the November 2025 withdrawal coverage. Since not every opening and closure in between can be tracked, the peak store count cannot be determined from these two data points alone. Centel disclosed its dissolution plan on September 30, 2025, with the board resolution dated September 25. The company's policy announcement and the final operating date of November 18 should be noted as separate events.
Centel's disclosure states that the decision was made to align business strategy and objectives with the highly competitive market environment. Competition is a factor the company itself cited, though the disclosure does not rank individual contributing factors. The local market includesHighlands CoffeeandPhuc Longchains as well as international brands and independent cafés. That said, there is no basis to conclude definitively that the brand "lost on taste to a specific competitor" or "failed entirely to differentiate itself." The fact of the withdrawal and any assessment of the products or stores should be considered separately.
How to read the background to the withdrawal
One clue to understanding the background is the difference in location conditions. In an interview published by CafeBiz in December 2022, the marketing director of the Vietnam subsidiary explained that petrol stations in Vietnam are smaller than those in Thailand, making it difficult to adopt the same café-attached model. This is a concrete difference in site conditions. However, this explanation alone does not account for all the reasons behind the withdrawal roughly three years later.
When comparing prices, looking only at the cost per cup can cause you to miss important factors. Whether someone wants a quick drink, a cool place to rest indoors, or a seat to chat with companions will affect how much they are willing to pay. When comparing street vendors with chain cafés, factoring in drink size and variety alongside seating and location makes for a more informed comparison. The existence of cheaper competitors is not the same as that being the decisive reason for the withdrawal.
Adaptations to local drinking habits were also made. The 2020 opening announcement noted the addition of Vietnamese-style black coffee, milk coffee, and bạc xỉu alongside lattes and Amazon Signature drinks. Dismissing the exit with a single line such as "they didn't understand Vietnamese coffee culture" obscures these efforts. Examining location, pricing, menu, and operational strategy separately makes it easier to consider why even well-known brands from other countries can find it difficult to establish themselves.
Impact and key points for Japanese tourists
For those who enjoyed Café Amazon in Thailand and had included it in their itinerary, a change of plans is now necessary. Even if the name appears in old travel articles, maps, or delivery apps, that is not confirmation that the location is still operating. November 2025 reports confirmed that signage was being removed and premises returned at Ho Chi Minh City locations. Rather than travelling based solely on old opening hours, look for alternative options near your accommodation or sightseeing destinations in advance.
Vietnam is described as the world's second-largest coffee producer in UCC's September 2025 materials. However, high production volume does not guarantee quality or value at every individual café. In Hanoi, one approach is to look forPhởand a café in the same area, making it easy to combine a meal with a rest stop. Highlands Coffee,Cộng Cà Phêand Phúc Long are worth considering as options; compare them by what you want to drink, the seating situation, and the distance to your next destination. Sometimes finding a place to rest before your feet give out is more useful for the day's travel than adding one more famous café to your list.
As a concrete budget reference, as of September 28, 2026, the Highlands Coffee official product page listed Phin Sữa Đá at 29,000 dong. This is a drink made with phin-brewed coffee, condensed milk, and ice. This reflects a single product page listing and does not guarantee a uniform price across all locations or sizes.Vietnamese CoffeeIf you are ordering for the first time, start by choosing between condensed milk or black, and if you want it less sweet, ask whether that can be adjusted. Checking the price for the product and size at the counter means you can set your budget without relying on outdated currency conversions. Learning about a closure can also be an opportunity to find your next cup on terms that suit you.
Sources: Centel disclosure (September 30, 2025), Vietnambiz (December 17, 2020), CafeBiz (December 4, 2022), Highlands Coffee official product page, UCC (September 29, 2025),Chuỗi Café Amazon của Thái Lan rút khỏi Việt Nam – VnExpress
