{"id":1529,"date":"2026-03-19T15:19:13","date_gmt":"2026-03-19T06:19:13","guid":{"rendered":"https:\/\/vietnam-gift.com\/?post_type=gallery&#038;p=1529"},"modified":"2026-06-21T03:22:30","modified_gmt":"2026-06-20T18:22:30","slug":"cafe-amazon","status":"publish","type":"cafe-shop","link":"https:\/\/vietnam-gift.com\/en\/cafe-shop\/cafe-amazon\/","title":{"rendered":"Cafe Amazon"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Cafe Amazon, Thailand's largest coffee chain, spread across Southeast Asia with its jungle-and-greenery d\u00e9cor. It had expanded into Vietnam too, but amid fierce competition from local brands, it closed all outlets and withdrew from the Vietnamese market in November 2025. You can't drink it in Vietnam now, but it's still actively expanding in Thailand and other neighboring countries.<\/p>\n\n\n\n<figure class=\"wp-block-table is-style-stripes\"><table><tbody><tr><th>Genre<\/th><td>Coffee<\/td><\/tr><tr><th>Founded<\/th><td>2002 (rollout began by PTT of Thailand)<\/td><\/tr><tr><th>Origin<\/th><td>Thailand<\/td><\/tr><tr><th>Former coverage area<\/th><td><a href=\"https:\/\/vietnam-gift.com\/en\/area_post\/hcm\/\">Ho Chi Minh City<\/a><\/td><\/tr><tr><th>Number of locations<\/th><td>0 outlets (withdrew in 2025)<\/td><\/tr><tr><th>Signature menu<\/th><td>Amazon Special and Coconut Coffee are the signatures<\/td><\/tr><tr><th>Official site<\/th><td><a href=\"https:\/\/www.cafe-amazon.com\/\">https:\/\/www.cafe-amazon.com\/<\/a><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">What is Cafe Amazon? Thailand's largest coffee chain, now withdrawn from Vietnam<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">The founding story<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Cafe Amazon is Southeast Asia's largest coffee chain, run by an arm of Thailand's state oil company PTT. With several thousand outlets in Thailand and a presence in more than a dozen countries, it's a giant brand. Built on a \u201cgrab a cup while you fuel up\u201d style at gas stations, it's deeply rooted in daily life in Thailand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It entered Vietnam in 2018, operating around 12 outlets at its peak, centered on Ho Chi Minh City and including Can Tho. But it struggled to differentiate in a fiercely contested market crowded with strong local and international brands\u2014Highlands Coffee, The Coffee House, Phuc Long, Katinat, Trung Nguy\u00ean Legend, and Starbucks. Its operating joint venture was dissolved, and in November 2025 it closed all outlets in Vietnam and withdrew. It has become a case study in the difficulty of adapting Thai brands to Vietnam.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Why it struggled in Vietnam<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Cafe Amazon's original strength lies in its unique location model of attaching to gas stations. In Thailand it grew explosively by capturing the break-time demand of refueling customers. But in Vietnam's urban areas, this \u201cwhile-you-fuel-up\u201d model didn't fit consumers' movement patterns, and it couldn't fully leverage its locational strength.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On top of that, Vietnam's caf\u00e9 market is one of the most fiercely contested in the world. Vietnamese-style coffee with condensed milk is deeply entrenched, and brands compete with clearly defined identities\u2014retro styles like C\u1ed9ng, tea-focused shops like Phuc Long, specialty roasters, and more. Within that, Cafe Amazon couldn't fully establish a distinct identity, leading to its withdrawal after five years.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Cafe Amazon's signature menu and flavors<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Because it has already withdrawn from Vietnam you can't drink it there now, but in markets like Thailand you can still enjoy the following signature drinks.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Amazon Special<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Cafe Amazon's signature coffee. A rich, Thai-style brew using dark-roasted beans, served mainly iced to suit Southeast Asia's hot climate. You can no longer drink it in Vietnam, but it's still beloved as a staple at Thai outlets.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Coconut Coffee<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A Southeast Asian\u2013style cup combining the sweetness of coconut with coffee. A sweet, cold drink perfect for the hot climate, popular alongside frappe-type cold items. This too can be enjoyed in Thailand and other markets.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Other popular drinks<\/h3>\n\n\n\n<figure class=\"wp-block-table is-style-stripes\"><table><thead><tr><th>Drink<\/th><th>Characteristics<\/th><\/tr><\/thead><tbody><tr><td>Frappe<\/td><td>A cold series combining ice and coffee. Suited to Southeast Asia's hot climate<\/td><\/tr><tr><td>Amazon Special (iced)<\/td><td>A rich iced coffee made with dark-roasted beans. The signature item<\/td><\/tr><tr><td>Coconut coffee<\/td><td>A Southeast Asian\u2013style cup with the sweetness of coconut<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Cups that win over reviewers<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">We have rounded up the well-reviewed items that come up again and again in travel and food-site reviews (focusing on dishes praised across multiple reviews).<\/p>\n\n\n\n<figure class=\"wp-block-table is-style-stripes\"><table><thead><tr><th>Menu<\/th><th>Why reviewers rate it<\/th><\/tr><\/thead><tbody><tr><td>Thai Milk Tea<\/td><td>Often cited until the withdrawal as a cup to enjoy for its sweetness and milky richness, fitting for a Thai chain. It appeared in reviews as a menu item for sampling a Thai-style flavor<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Cafe Amazon's locations and tips for stopping by<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Scale and coverage area<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">At its peak in Vietnam, it operated around 12 outlets centered on Ho Chi Minh City, including Can Tho. Many were the gas-station-attached type, but these didn't fit urban consumers' movement patterns, and in November 2025 it closed all outlets and withdrew from the Vietnamese market.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">After withdrawing, it continues to operate in Thailand as well as Laos, Cambodia, Myanmar, China, and elsewhere. The operator has dropped Vietnam from its growth plans and shifted its focus to expanding overseas franchises.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Cafe Amazon's price guide and payment<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Since it has withdrawn from Vietnam, you can't buy it there now. For reference, prices in Thailand are affordable\u2014around 35\u201350 baht (about 140\u2013210 yen) for the Amazon Special and 65\u201385 baht (about 260\u2013350 yen) for frappe-type drinks.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prices can change by store and season. Check the latest at the counter or on the official menu.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Cafe Amazon: map, access, and ordering tips<\/h2>\n\n\n\n<div style=\"position:relative;padding-bottom:56.25%;height:0;overflow:hidden;border-radius:8px;\"><iframe src=\"https:\/\/www.google.com\/maps?q=Cafe%20Amazon%20%E3%83%9B%E3%83%BC%E3%83%81%E3%83%9F%E3%83%B3&#038;output=embed\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;border:0;\" loading=\"lazy\" referrerpolicy=\"no-referrer-when-downgrade\"><\/iframe><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Vietnamese phrases for ordering<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Here are the basic phrases that come in handy locally. Pointing works, but adding a word makes ordering smoother.<\/p>\n\n\n\n<figure class=\"wp-block-table is-style-stripes\"><table><thead><tr><th>Vietnamese<\/th><th>Meaning<\/th><\/tr><\/thead><tbody><tr><td>Cho t\u00f4i m\u1ed9t &#8230;<\/td><td>One [drink], please<\/td><\/tr><tr><td>n\u00f3ng \/ \u0111\u00e1<\/td><td>Hot \/ iced<\/td><\/tr><tr><td>\u00edt \u0111\u01b0\u1eddng<\/td><td>Less sweet<\/td><\/tr><tr><td>kh\u00f4ng \u0111\u01b0\u1eddng<\/td><td>No sugar<\/td><\/tr><tr><td>\u00edt \u0111\u00e1<\/td><td>Less ice<\/td><\/tr><tr><td>mang \u0111i<\/td><td>Takeout<\/td><\/tr><tr><td>\u1edf \u0111\u00e2y<\/td><td>For here<\/td><\/tr><tr><td>t\u00ednh ti\u1ec1n<\/td><td>The check, please<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">You can check the latest menu, prices, hours, and store list<a href=\"https:\/\/www.cafe-amazon.com\/\">Official site<\/a>here.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What to know before visiting Cafe Amazon<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">How to enjoy it smartly<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Since you can no longer experience Cafe Amazon in Vietnam, if you want to try the taste, the surest way is to stop by in markets where it operates, such as Thailand, Laos, Cambodia, Myanmar, and China. In Thailand especially, you'll spot it everywhere\u2014at gas stations, malls, and more.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you want a similar coffee experience on a Vietnam trip, we recommend touring chains rooted locally, such as Highlands Coffee, The Coffee House, and C\u1ed9ng C\u00e0 Ph\u00ea. Cafe Amazon's withdrawal is worth remembering as an event that speaks to how fiercely competitive Vietnam's caf\u00e9 market is.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Points to note<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">All information on Vietnam outlets, menus, and prices is as of the time of withdrawal and is no longer available. The state of expansion elsewhere may change, so when visiting in Thailand or other countries, check the official site or local information.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vietnam's caf\u00e9 market is competitive enough that foreign brands withdraw, while distinctive homegrown chains keep emerging one after another. Knowing the background of the withdrawal makes the depth of Vietnam's caf\u00e9 culture more visible.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udcd6 For the history, background, and ways to enjoy Cafe Amazon, see our feature column \u201c<a href=\"https:\/\/vietnam-gift.com\/en\/cafe\/cafe-amazon\/\">More about Cafe Amazon<\/a>.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\uddfa\ufe0f If you also want to compare it with other caf\u00e9s,<a href=\"https:\/\/vietnam-gift.com\/en\/column\/vietnam-cafe-comparison\/\">Vietnam's 30 Popular Caf\u00e9s: A Thorough Comparison Guide<\/a>lets you browse from a single list.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Frequently asked questions<\/h2>\n\n\n\n<dl class=\"swell-block-faq\" data-q=\"col-text\" data-a=\"col-text\">\n<div class=\"swell-block-faq__item\"><dt class=\"faq_q\">Can you still go to Cafe Amazon in Vietnam?<\/dt><dd class=\"faq_a\">\n<p class=\"wp-block-paragraph\">It closed all outlets in November 2025 and has withdrawn from the Vietnamese market. It is no longer available in Vietnam.<\/p>\n<\/dd><\/div>\n\n\n\n<div class=\"swell-block-faq__item\"><dt class=\"faq_q\">What was the reason for the withdrawal?<\/dt><dd class=\"faq_a\">\n<p class=\"wp-block-paragraph\">It struggled to differentiate in a fiercely contested market crowded with strong local and international brands like Highlands, The Coffee House, and Phuc Long, and the gas-station-attached model didn't fit Vietnam's urban areas.<\/p>\n<\/dd><\/div>\n\n\n\n<div class=\"swell-block-faq__item\"><dt class=\"faq_q\">What brand is it?<\/dt><dd class=\"faq_a\">\n<p class=\"wp-block-paragraph\">Southeast Asia's largest coffee chain, run by an arm of Thailand's state oil company PTT. It has several thousand outlets in Thailand.<\/p>\n<\/dd><\/div>\n\n\n\n<div class=\"swell-block-faq__item\"><dt class=\"faq_q\">What were the signature menu items?<\/dt><dd class=\"faq_a\">\n<p class=\"wp-block-paragraph\">The Amazon Special made with dark-roasted beans, and Coconut Coffee with the sweetness of coconut. Frappe-type cold drinks were also popular.<\/p>\n<\/dd><\/div>\n\n\n\n<div class=\"swell-block-faq__item\"><dt class=\"faq_q\">Where can you experience it now?<\/dt><dd class=\"faq_a\">\n<p class=\"wp-block-paragraph\">You can enjoy it in markets where it operates, such as Thailand, Laos, Cambodia, Myanmar, and China. You can't drink it in Vietnam.<\/p>\n<\/dd><\/div>\n<\/dl>","protected":false},"excerpt":{"rendered":"<p>\u7dd1\u3068\u30b8\u30e3\u30f3\u30b0\u30eb\u3092\u30c6\u30fc\u30de\u306b\u3057\u305f\u5185\u88c5\u3067\u6771\u5357\u30a2\u30b8\u30a2\u306b\u5e83\u304c\u308b\u30bf\u30a4\u6700\u5927\u624b\u306e\u30b3\u30fc\u30d2\u30fc\u30c1\u30a7\u30fc\u30f3 Cafe Amazon\uff08\u30ab\u30d5 [&hellip;]<\/p>\n","protected":false},"featured_media":2306,"template":"","purpose":[129,128],"keyword":[180,168,223],"location":[317,425],"class_list":["post-1529","cafe-shop","type-cafe-shop","status-publish","has-post-thumbnail","hentry","purpose-cafe","purpose-food-and-drink","keyword-cafe-chain","keyword-coffee","keyword-takeout","location-ho-chi-minh","location-southern-vietnam"],"acf":{"area":[26],"menu":"\u30a2\u30de\u30be\u30f3\u30b9\u30da\u30b7\u30e3\u30eb\u3068\u30b3\u30b3\u30ca\u30c3\u30c4\u30b3\u30fc\u30d2\u30fc\u304c\u770b\u677f","official_web":"https:\/\/www.cafe-amazon.com\/","store":"0\u5e97\u8217\uff082025\u5e74\u64a4\u9000\uff09","genre":"\u30b3\u30fc\u30d2\u30fc"},"_links":{"self":[{"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/cafe-shop\/1529","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/cafe-shop"}],"about":[{"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/types\/cafe-shop"}],"acf:post":[{"embeddable":true,"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/area_post\/26"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/media\/2306"}],"wp:attachment":[{"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/media?parent=1529"}],"wp:term":[{"taxonomy":"purpose","embeddable":true,"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/purpose?post=1529"},{"taxonomy":"keyword","embeddable":true,"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/keyword?post=1529"},{"taxonomy":"location","embeddable":true,"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/location?post=1529"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}