Highlands Coffee, the café chain whose red logo you spot all over Vietnam, reached its 1,000th store in Vietnam on June 12, 2026. The store chosen for the milestone is a flagship on the shore of West Lake (Tay Ho), one of Hanoi’s finest scenic spots, at 28 Thanh Nien Street. It’s operated by a group under the major Philippine food company Jollibee, and it’s also a milestone opening ahead of a planned listing in Vietnam in Q1 2027. For Japanese travelers visiting Hanoi, it’s clear good news: another new spot where you can enjoy a cup of Vietnamese coffee while gazing at the lake.
The 1,000th store and the West Lake flagship—what happened
According to reports by local economic media, Highlands Coffee opened its 1,000th store in Vietnam on the shore of West Lake as a symbolic move ahead of its IPO. The lakeside location gives a sense that the chain is steering from a “brand that just adds numbers” toward a “brand that can sell scenery and experience.” The picture is of a brand that began from a small roasting counter in Hanoi in 1999 arriving, over a quarter century, at the point of establishing a flagship in a landmark-class location in the country.
Worth noting is that this is discussed not as a mere opening commemoration but as a set with IPO preparations. A company ahead of a listing placing a “milestone store” in a scenic spot aims to show the brand’s prestige to both investors and consumers. Put in a traveler’s terms, it can be read as a sign that investment is flowing toward “store-making with high satisfaction even for tourist visits.”
Who is Highlands Coffee?
Highlands Coffee is a coffee chain founded in Hanoi in 1999 by Vietnamese-American David Thai. Known also as an early case of an overseas-resident Vietnamese registering a company domestically, it’s positioned as a pioneer of Vietnam’s modern café chains.
The turning point was in 2012, when the Philippine food conglomerate Jollibee (Jollibee Foods Corporation) invested. After subsequent reorganization, the current structure has Jollibee holding 60% of the shares of parent company SuperFoods Group. A chain that had 56 stores at the time of Jollibee’s investment has now grown to a scale of over 1,000 stores at home and abroad.
The soil of Vietnam’s “chain café culture”
Vietnam has high coffee consumption per capita, a country where street-corner cafés double as venues for socializing, business talks, and rest all at once. In addition to a distinctive drinking-style culture typified by ca phe sua da, which uses plenty of condensed milk, the habit of lingering at modern air-conditioned chain stores has taken root in urban areas. Highlands is one company that has led this trend of “selling comfort,” and its decision to place a milestone flagship in a scenic spot can be understood in this context.
Scale in numbers (the verified range)
Here’s a summary of figures that could be corroborated on a reporting basis. Note that annual cups and employee counts have limited sources, so treat them as reported figures rather than definitive.
| Item | Details |
|---|---|
| Founded | 1999, Hanoi (founder David Thai) |
| Number of locations | 985 stores total at the end of 2025 (947 in Vietnam, 38 in the Philippines). Reached the 1,000th store in Vietnam in June 2026 |
| Parent company | SuperFoods Group (Jollibee holds 60%) |
| Employees (reported figure) | Said to be over roughly 10,000 (single report, needs confirmation) |
| Annual usage (reported figure) | Reported at a scale of 100 million visits per year |
| Listing plan | Targets a listing in Vietnam in Q1 2027 |
As Vietnamese chains, competitors cited include Phuc Long, popular for fruit tea, and Trung Nguyen Legend, which pushes an upscale route with its own farms. In terms of the breadth of its store network, the common local view is that Highlands stands a head above. Since comparison figures have different disclosure standards by chain, this article touches only on the breadth of the store network as a reference for a sense of scale.
Local and industry reaction
Here are voices from local reports and industry insiders, summarized in gist (remarks anonymized and paraphrased).
“Placing the 1,000th store at West Lake was clever. They went for both the numerical achievement and a location that also looks good to tourists.” (a local marketing insider)
“Creating a brand ‘showcase’ before a listing is a standard move. It’s easy to understand as a story for investors.” (a finance insider)
“Honestly, there’s a sense that store count has settled the contest. Latecomer chains have no choice but to differentiate by experience rather than location.” (a food and beverage industry insider). All converge on two points: the advantage of scale, and brand staging mindful of the IPO.
Implications for Japanese travelers and readers
Here’s the heart of this article. The West Lake flagship becomes a realistic option that captures both the “break” and the “view” of Hanoi sightseeing at once.
How to explore the West Lake (Tay Ho) area
West Lake is the largest lake in Hanoi, an area a little removed from the bustle of the Old Quarter (around Hoan Kiem) where a relaxed time flows. Sights such as Tran Quoc Pagoda are dotted along the shore, and it’s a place where an evening stroll or cycling feels good. The flagship fits just right for the use of taking a breather while gazing at the lake between sightseeing. If you’re looking for a photogenic café, thewhite-and-blue Santorini-vibes caféis also nearby on the same West Lake shore. For those who want to sample and compare Vietnamese café chains,the definitive café comparison guidemakes for an easy starting point in choosing.
What to order on a first visit to Highlands
The standard is, after all, a distinctly Vietnamese cup. The condensed-milk iced coffee “Phin Sua Da” has an easy-to-grasp balance of bitterness and sweetness, good for first-timers. Fruit-based freezes (frozen frappe-style drinks) and lotus-tea menu items—drinks born in Vietnam with an enduring following—are also choices that make for good travel stories. For food, many stores stock banh mi, the Vietnamese-style sandwich, so you can double it as a light lunch.
Tips for working it into your itinerary
Finish Old Quarter sightseeing in the morning, move toward West Lake in the afternoon and take a break at the flagship, and stroll the lakeside in the evening—an easy route to build. Using a taxi or ride-hailing app (like Grab), it’s within about ten-odd minutes from the Old Quarter. Since Vietnamese cafés have a culture of not rushing you even if you linger, it’s also excellent as a refuge during the hot hours.
Ripple effects on the industry and market
The 1,000th store and the IPO moving as a set shows that competition among Vietnam’s café chains is shifting from a “contest of opening pace” to “proving profitability and brand value.” Once listed, financial information will be continuously disclosed, becoming a yardstick for competitors and new entrants. The scale of fundraising is reported to be large, and if realized, it could become funding for additional openings and menu development.
From the Japanese-side perspective, greater transparency in Vietnam’s dining market means more material for judgment for food and beverage companies considering entry. It’s a trend of making it easier to read what sells locally and which price ranges win support, through the disclosures of listed companies.
Practical information: access to the West Lake flagship
Here’s a summary within the range that can be confirmed. Since hours and facilities change, check the latest via official information or a map app before visiting.
| Item | Details |
|---|---|
| Shop | Highlands Coffee West Lake flagship (the 1,000th store in Vietnam) |
| Address | 28 Thanh Nien, Tay Ho, Hanoi |
| Area | On the shore of West Lake (Tay Ho). Within about ten-odd minutes by car from the Old Quarter |
| How to get there | A ride-hailing app (like Grab) or taxi is easy. It’s easy to combine with a lakeside stroll on foot or by bicycle |
| Payment | Local dong (VND). Since exchange rates fluctuate, check the latest rate before exchanging money or paying |
Summary: what to do next
Highlands Coffee’s 1,000th store in Vietnam is not a mere number but a move to “show the brand’s prestige before a listing,” and it’s news with a practical upside—a new traveler-friendly rest spot has been born at Hanoi’s West Lake. The next action is simple. If you’re planning a trip to Hanoi, work the West Lake area into your afternoon route and add the flagship as a rest point. For those who want to touch Vietnam’s coffee culture, starting with a condensed-milk iced coffee is recommended. The opening trends and where the IPO goes also serve as clues for reading the broader trends of Vietnam’s dining market.
Frequently asked questions
Q. What country’s company is Highlands Coffee?
A. It was founded in Vietnam, but currently the Philippines’ Jollibee holds 60% of the shares of parent company SuperFoods Group. As a brand it’s a Vietnam-born chain, and the core of its store network is also within Vietnam.
Q. Does the West Lake flagship require a reservation?
A. Being an ordinary café, reservations are usually not needed. However, since it can get crowded depending on the tourist season and time of day, if you want to spend time leisurely, avoiding the busy early afternoon is reassuring.
Q. As a first-timer, which menu item do you recommend?
A. The condensed-milk iced coffee (Phin Sua Da) is recommended for its balance of Vietnamese character and easy drinkability. If you’re not fond of sweetness, choosing an unsweetened or fruit-based drink is a good idea.
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