{"id":24,"date":"2025-09-04T15:08:03","date_gmt":"2025-09-04T06:08:03","guid":{"rendered":"https:\/\/vietnam-gift.com\/?featured=sample-featured3"},"modified":"2026-03-31T13:10:53","modified_gmt":"2026-03-31T04:10:53","slug":"young-trend","status":"publish","type":"featured","link":"https:\/\/vietnam-gift.com\/en\/featured\/young-trend\/","title":{"rendered":"Vietnam\u2019s caf\u00e9s are changing right now: matcha is spreading on the back of a youth trend"},"content":{"rendered":"

With a population of over 100 million, Vietnam is considered one of Southeast Asia's young nations. The average age is about 30, with a high proportion of young people, and the whole country is full of youthful energy. The values and trends created by young people have a major influence on society.<\/p>\n\n\n\n

One thing drawing particular attention in recent years isVietnamese coffee and caf\u00e9s, which continue to evolve in tandem with youth culture.<\/span><\/strong><\/p>\n\n\n\n

In Vietnam, traditional Vietnamese coffee \u2014 brewed drop by drop through a metal filter called a phin \u2014 has long been enjoyed. At the same time, new styles of Vietnamese coffee that incorporate young people's sensibilities are emerging.<\/p>\n\n\n\n

In this article,we clearly explain the relationship between Vietnam's youth culture and coffee, and the latest trends spreading in urban areas.<\/strong><\/p>\n\n\n\n

A traditional coffee culture savored slowly<\/h2>\n\n\n\n
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The way Vietnamese people drink coffee is, above all, \"slowly.\"<\/strong>It is brewed drop by drop over time through a metal filter called a phin, resulting in a very rich flavor. The beans mainly used are Robusta, and the strong bitterness and full-bodied taste are hallmarks of Vietnamese coffee.<\/p>\n\n\n\n

From early morning, people gather at street-corner caf\u00e9s, and the sight of them enjoying conversation while waiting for the coffee to drip can be seen everywhere. For Vietnamese people, it is not just about drinking coffee and being done \u2014 they value enjoying that time while chatting.<\/p>\n\n\n\n

Old-style caf\u00e9s are lined with simple chairs, and many allow smoking, giving the impression that the clientele is mainly male. This tradition still remains, but in recent years, gradual changes have begun to appear.<\/p>\n\n\n\n

New trends in Vietnamese coffee tied to youth culture<\/h2>\n\n\n\n
\"\"<\/figure>\n\n\n\n

In Vietnam's urban areas, new ways of enjoying Vietnamese coffee tied to youth culture are spreading.<\/p>\n\n\n\n

With drinks made with matcha and coconut, and careful attention to interiors and atmosphere, caf\u00e9s are evolving into places that broadcast youth culture.<\/span><\/strong><\/p>\n\n\n\n

Caf\u00e9s shift from \"a place to drink\" to \"a place to spend time\"<\/h3>\n\n\n\n

Around 11 p.m., when the night has deepened, it's not unusual to find people still at the caf\u00e9s. Caf\u00e9s in central Ho Chi Minh City are packed with young Vietnamese even in the middle of the night.<\/p>\n\n\n\n

People spend their time in all sorts of ways \u2014 relaxing with a musical instrument, painting figurines, or working on a laptop. Most caf\u00e9s offer free Wi-Fi, and everyone passes the time as they please.<\/p>\n\n\n\n

Many people are simply there to be there, andcaf\u00e9s have become firmly rooted in young people's daily lives as something like a \"living room.\"<\/strong><\/p>\n\n\n\n

Social media and Vietnam's caf\u00e9 trends<\/h3>\n\n\n\n

What underpins the spread of this caf\u00e9 culture is social media such as Facebook and TikTok.<\/span><\/strong>Popular caf\u00e9s considered \"Instagrammable\" bustle with young people taking photos.<\/p>\n\n\n\n

In contrast to the sterile traditional caf\u00e9s, the experience of enjoying the space itself has come to hold value within youth culture.<\/p>\n\n\n\n

Vietnam's major caf\u00e9 chains and the latest trends<\/h2>\n\n\n\n
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Vietnam is home to many distinctive local caf\u00e9 chains that are especially popular among young people. As of 2025, the leading caf\u00e9 chains include the following brands.<\/p>\n\n\n\n

Popular local caf\u00e9 chains<\/h3>\n\n\n\n

HIGHLANDS COFFEE<\/strong><\/p>\n\n\n\n

Opening its first store in 1999, it is the largest chain, with over 800 outlets across Vietnam as of October 2024. Ho Chi Minh City alone has more than 250 stores in operation.<\/p>\n\n\n\n

TRUNG NGUYEN LEGEND<\/strong><\/p>\n\n\n\n

A long-established Vietnamese caf\u00e9 chain with about 700 stores. Known for its upscale interiors and wide variety of beans, it lets you enjoy coffee suited to your taste.<\/p>\n\n\n\n

CONG CA PHE<\/strong><\/p>\n\n\n\n

A flagship Vietnamese chain that has also expanded to South Korea and Malaysia. Its green-themed interior, evoking the North Vietnamese army, is striking. Many Japanese visit for the coconut coffee.<\/p>\n\n\n\n

Phe La
<\/strong>A chain that has expanded mainly across Ho Chi Minh, Da Nang, and Hanoi since opening its first store in Hanoi in March 2021. Its spacious interiors and simple, refined d\u00e9cor are popular.<\/p>\n\n\n\n

THE COFFEE HOUSE<\/strong><\/p>\n\n\n\n

A caf\u00e9 chain marked by its black signboard. Its modern interiors are popular mainly with young people.<\/p>\n\n\n\n

TWITTER BEANS COFFEE<\/strong><\/p>\n\n\n\n

A caf\u00e9 chain centered on Hanoi. You can enjoy coffee made from carefully selected beans. The calm interior is perfect for working on a laptop.<\/p>\n\n\n\n

The matcha trend to watch<\/h3>\n\n\n\n
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In recent years in Vietnam, matcha has been raising its presence as a new staple drink alongside coffee.<\/span><\/strong><\/p>\n\n\n

Caf\u00e9s that use authentic matcha powder and whisk it with a chasen (bamboo whisk) are not uncommon.<\/p>\n\n\n\n

Drawing particular attention among Vietnamese youth are \"coconut matcha\" and \"strawberry matcha.\"<\/p>\n\n\n\n

Coconut matcha<\/strong><\/p>\n\n\n\n

The hallmark is combining coconut water instead of milk, so the rich, slightly bitter matcha harmonizes exquisitely with the light sweetness of coconut. At caf\u00e9s in Ho Chi Minh City, it is served as a three-layer drink where clear coconut water and vivid matcha stack up, winning popularity for its refreshing look and taste.<\/p>\n\n\n\n

Strawberry matcha<\/strong><\/p>\n\n\n\n

A product so popular that even major coffee chains put it on their menus. Combining the tartness of the fruit with the deep aroma of matcha, it is embraced mainly by young people as a drink to enjoy like a dessert.<\/p>\n\n\n\n

In Vietnam's urban areas, novel matcha drinks paired with fruit or cheese foam keep appearing one after another, and their Instagrammable visuals are part of the appeal.<\/p>\n\n\n

This matcha boom is closely tied to the climate, food culture, health-consciousness, and the lifestyle of young people who prioritize sharing on social media.<\/span><\/strong><\/p>\n\n\n

Vietnam's caf\u00e9 price ranges and the changing clientele<\/h2>\n\n\n\n
\"\u30d9\u30c8\u30ca\u30e0\u306e\u4eba\u6c17\u30ab\u30d5\u30a7\u30c1\u30a7\u30fc\u30f3\u5e97\u306e\u5e97\u5185\u98a8\u666f\"\/<\/a><\/figure>\n\n\n\n

Coffee prices vary by the type of caf\u00e9. The price per cup of black coffee is summarized below.<\/p>\n\n\n\n

Type of caf\u00e9<\/strong><\/th>Price<\/strong><\/th><\/tr><\/thead>
Local coffee shop<\/td>About 10,000-20,000 VND (about 50-100 yen)<\/td><\/tr>
Foreign caf\u00e9 chain<\/td>About 65,000 VND (about 390 yen)<\/td><\/tr>
Vietnamese chain<\/td>About 45,000 VND (about 300 yen)<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Comparing local coffee shops and foreign caf\u00e9 chains, there is a price gap of more than five times. Despite the large difference, foreign chains such as Starbucks are popular among young people.<\/p>\n\n\n\n

For young people, foreign coffee shops are stylish places, and they are often used for special occasions, whether business or personal.<\/strong><\/p>\n\n\n\n

Vietnam's ever-evolving coffee culture<\/strong><\/h2>\n\n\n\n
\"\u30d9\u30c8\u30ca\u30e0\u306e\u69d8\u3005\u306a\u4fa1\u683c\u5e2f\u306e\u30b3\u30fc\u30d2\u30fc\u3068\u30ab\u30d5\u30a7\u306e\u69d8\u5b50\"\/<\/a><\/figure>\n\n\n\n

Vietnam's coffee culture, while cherishing the traditional \"slow\" way of spending time, continues to evolve at the hands of young people. Caf\u00e9s go beyond being places to eat and drink, functioning as part of daily life, a place to socialize, and a second living room.<\/p>\n\n\n\n

If you have the chance to visit Vietnam, try dropping by various types of caf\u00e9s. There you will find the lives and culture of the Vietnamese people, alive in something that goes beyond a mere drink.<\/p>\n\n\n\n

Feeling the pulse of the city and its people through coffee. That, perhaps, is the true essence of Vietnam's coffee culture.<\/p>","protected":false},"excerpt":{"rendered":"

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