{"id":225,"date":"2025-12-13T23:51:16","date_gmt":"2025-12-13T14:51:16","guid":{"rendered":"https:\/\/vietnam-gift.com\/?p=225"},"modified":"2026-05-01T16:51:25","modified_gmt":"2026-05-01T07:51:25","slug":"starbucks-vietnam-coffee","status":"publish","type":"post","link":"https:\/\/vietnam-gift.com\/en\/column\/starbucks-vietnam-coffee\/","title":{"rendered":"Why Starbucks Struggles in Vietnam, and the Local Coffee Culture"},"content":{"rendered":"

Starbucks enjoys worldwide popularity, yet in Vietnam, a coffee powerhouse, it has surprisingly struggled. When Starbucks entered the Vietnamese market in February 2013, many predicted it would pose a major threat to local coffee chains.<\/p>\n\n\n\n

More than a decade later, however, as of 2025 the company has only around 49 stores across Vietnam. That is a remarkably small number even compared with other Southeast Asian countries.<\/p>\n\n\n\n

\"\u30d9\u30c8\u30ca\u30e0\u306e\u8857\u89d2\u306b\u3042\u308b\u4f1d\u7d71\u7684\u306a\u30ab\u30d5\u30a7\u306e\u98a8\u666f\"\/<\/a><\/figure>\n\n\n\n

Vietnam\u2019s domestic coffee chains, by contrast, boast an overwhelming number of outlets. Highlands Coffee runs more than 1,100 stores and Trung Nguyen Coffee more than 1,200. On top of that, newer chains born after Starbucks arrived, such as The Coffee House and Phuc Long Coffee, have already surpassed Starbucks in store count.<\/p>\n\n\n\n

Why has Starbucks, a globally popular brand, been unable to grow its store count in Vietnam as expected?<\/p>\n\n\n\n

Vietnam\u2019s own coffee culture and tastes<\/h2>\n\n\n\n

Vietnam is known as the world\u2019s second-largest coffee exporter. The coffee culture nurtured through a history reaching back to French colonial times is deeply rooted in everyday Vietnamese life.<\/p>\n\n\n\n

The defining feature of Vietnamese coffee is its richness and distinctive flavor. Robusta makes up 97 percent of the coffee beans grown in Vietnam. Robusta has a clean, sharp finish, a high caffeine content, low acidity and strong bitterness.<\/p>\n\n\n\n

\"\u4f1d\u7d71\u7684\u306a\u30d9\u30c8\u30ca\u30e0\u30b3\u30fc\u30d2\u30fc\u306e\u6df9\u308c\u65b9\u3068\u30d5\u30a3\u30f3\"\/<\/a><\/figure>\n\n\n\n

The Vietnamese love this deep Robusta bitterness, and the common style is ca phe sua, coffee brewed with the country\u2019s own phin filter and served with condensed milk. The contrast of rich bitterness and sweetness suits the Vietnamese palate.<\/p>\n\n\n\n

Starbucks, on the other hand, serves Arabica coffee, which has a fruity aroma and less bitterness. The CEO of Starbucks Vietnam has stated a policy of \u201cdelivering the same flavor in every country in the world,\u201d declining to localize for Vietnam\u2019s food culture or the tastes of its people.<\/p>\n\n\n\n

For Vietnamese accustomed to the deep bitterness of Robusta, Starbucks coffee made from Arabica often feels underwhelming. You\u2019ll often hear comments like \u201cthere\u2019s nothing on the Starbucks menu I want to drink\u201d or \u201cStarbucks coffee isn\u2019t the coffee I have in mind.\u201d<\/p>\n\n\n\n

The problem of price competitiveness<\/h2>\n\n\n\n

Price is another factor behind Starbucks\u2019 struggles in the Vietnamese coffee market. In Vietnam, caf\u00e9s overflow on every street, and anyone can casually enjoy low-priced coffee.<\/p>\n\n\n\n

Local coffee shops serve a cup for around one dollar (about 150 yen). A Starbucks coffee, even the cheapest Americano (grande size), costs 84,000 dong (about 512 yen) \u2014 undeniably steep compared with local price levels.<\/p>\n\n\n\n

\"\u30d9\u30c8\u30ca\u30e0\u306e\u8857\u89d2\u30ab\u30d5\u30a7\u3067\u304f\u3064\u308d\u3050\u4eba\u3005\"\/<\/a><\/figure>\n\n\n\n

Vietnam\u2019s local coffee companies enjoy the major advantage of handling everything from growing the beans to selling them. This makes quality control easier and cuts out middle costs, allowing them to keep prices low.<\/p>\n\n\n\n

What\u2019s more, the Vietnamese have a culture of enjoying the very act of \u201cdrinking coffee.\u201d They treasure time spent slowly savoring a cup while chatting with friends at a small corner caf\u00e9. This cultural backdrop is also seen as one reason global chains like Starbucks struggle to take hold.<\/p>\n\n\n\n

For the Vietnamese, coffee is not merely a drink but part of daily life \u2014 a culture in itself.<\/p>\n\n\n\n

The state of Vietnam\u2019s coffee chains<\/h2>\n\n\n\n

Vietnam\u2019s overall caf\u00e9 market is estimated to have reached roughly 590 trillion dong as of 2023. With annual growth of around 10 to 12 percent, it is a promising market expected to keep expanding.<\/p>\n\n\n\n

Leading this market is Highlands Coffee. It holds the top spot in both store count and revenue, with 1,124 outlets as of the end of July 2019. The Coffee House and Starbucks were initially seen as the main contenders for second place, but Phuc Long Coffee & Tea grew rapidly and is believed to have risen to second in revenue.<\/p>\n\n\n\n

\"\u30a8\u30c3\u30b0\u30b3\u30fc\u30d2\u30fc\u3084\u30b3\u30b3\u30ca\u30c3\u30c4\u30b3\u30fc\u30d2\u30fc\u306a\u3069\u30d9\u30c8\u30ca\u30e0\u72ec\u81ea\u306e\u30b3\u30fc\u30d2\u30fc\u30d0\u30ea\u30a8\u30fc\u30b7\u30e7\u30f3\"\/<\/a><\/figure>\n\n\n\n

The strength of Vietnam\u2019s coffee chains lies in menu development tailored to local tastes. They offer Vietnam\u2019s own coffee variations, such as egg coffee \u2014 topped with cream whipped from egg white and condensed milk \u2014 and coconut coffee made with coconut milk.<\/p>\n\n\n\n

The Vietnamese also tend to favor small, independent hideaway caf\u00e9s. The distinctive coffee shops and tea rooms scattered throughout the city each have their own charm and have built loyal followings.<\/p>\n\n\n\n

As this shows, Vietnam\u2019s coffee market is fiercely competitive, hardly an environment a global chain like Starbucks can enter easily. In fact, the Australian coffee chain Gloria Jean\u2019s withdrew completely from Vietnam in 2017.<\/p>\n\n\n\n

Starbucks\u2019 Vietnam strategy and the outlook ahead<\/h2>\n\n\n\n

Starbucks Vietnam does not appear to be aiming to \u201cexpand its store network as fast as possible.\u201d Instead, it is pursuing a cautious rollout focused mainly on urban areas.<\/p>\n\n\n\n

In major cities like Ho Chi Minh City and Hanoi, Starbucks customers, especially younger people, do seem to be gradually increasing. Central Ho Chi Minh City in particular has Starbucks everywhere, with larger tables and a more spacious feel than in Japan.<\/p>\n\n\n\n

Vietnam\u2019s Starbucks also leans toward iced drinks to suit the hot local climate. It offers a rich range of flavors, including a strawberry refresher made with coconut milk and cold drinks using Teavana tea leaves.<\/p>\n\n\n\n

The food menu is fuller than in other countries too, featuring a wide lineup of pasta, bread and desserts. Many mugs and tumblers designed around Vietnamese cities are also sold, drawing popularity as souvenirs for tourists.<\/p>\n\n\n\n

\u30b9\u30bf\u30fc\u30d0\u30c3\u30af\u30b9\u306f\u3001\u30b3\u30fc\u30d2\u30fc\u306e\u30b5\u30fc\u30c9\u30a6\u30a7\u30fc\u30d6\u304c\u5230\u6765\u3057\u3064\u3064\u3042\u308b\u30d9\u30c8\u30ca\u30e0\u306e\u90fd\u5e02\u90e8\u306b\u304a\u3044\u3066\u3001\u5f90\u3005\u306b\u9867\u5ba2\u5c64\u3092\u62e1\u5927\u3057\u3066\u3044\u308b\u6bb5\u968e\u3067\u3059\u3002\u4eca\u5f8c\u306f\u3001\u30d9\u30c8\u30ca\u30e0\u4eba\u306e\u55dc\u597d\u306b\u5408\u308f\u305b\u305f\u30e1\u30cb\u30e5\u30fc\u958b\u767a\u3084\u3001\u73fe\u5730\u30b3\u30fc\u30d2\u30fc\u6587\u5316\u3068\u306e\u878d\u5408\u304c\u3001\u3055\u3089\u306a\u308b\u6210\u9577\u306e\u30ab\u30ae\u3068\u306a\u308a\u305d\u3046\u3067\u3059\u3002<\/p>\n\n\n\n

Conclusion: different coffee cultures side by side<\/h2>\n\n\n\n

Starbucks struggles in Vietnam because of the country\u2019s deep, distinctively developed coffee culture. The Vietnamese taste for the deep bitterness of Robusta, the low-priced local coffee, and a caf\u00e9 culture woven into daily life all make it hard for a global chain to take hold.<\/p>\n\n\n\n

Even so, among the younger generation in urban areas, international caf\u00e9 chains like Starbucks are gradually gaining popularity. Vietnam\u2019s coffee market is evolving into a richly diverse one where traditional coffee culture and a new caf\u00e9 culture coexist.<\/p>\n\n\n\n

When you visit Vietnam, a coffee powerhouse, don\u2019t stop at Starbucks \u2014 be sure to experience real Vietnamese coffee brewed with a phin at a local caf\u00e9. There you\u2019ll find a coffee culture all Vietnam\u2019s own, one no global chain can offer.<\/p>","protected":false},"excerpt":{"rendered":"

Why is Starbucks struggling in Vietnam, a coffee powerhouse? We explain the reasons through Vietnam's distinctive coffee culture and market structure, including a Robusta-centered palate, price gaps, and the strength of local chains.<\/p>","protected":false},"author":1,"featured_media":198,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"swell_btn_cv_data":"","ssp_meta_description":"\u30d9\u30c8\u30ca\u30e0\u306f\u4e16\u754c2\u4f4d\u306e\u30b3\u30fc\u30d2\u30fc\u5927\u56fd\u3060\u304c\u3001Starbucks\u306f2013\u5e74\u9032\u51fa\u304b\u308910\u5e74\u306749\u5e97\u8217\u306e\u307f\u3002\u4e00\u65b9Highlands Coffee\u306f1,100\u5e97\u8d85\u3001Trung Nguyen\u3082\u5727\u5012\u7684\u2014\u2014\u30b9\u30bf\u30d0\u304c\u82e6\u6226\u3059\u308b\u7406\u7531\u3068\u73fe\u5730\u30b3\u30fc\u30d2\u30fc\u6587\u5316\u3092\u89e3\u8aac\u3057\u307e\u3059\u3002","ssp_meta_keyword":"","footnotes":""},"categories":[18],"tags":[23,26,239,242,260,238],"purpose":[129,151,128],"keyword":[180,168,177,169,201],"location":[299,317,424,425],"class_list":["post-225","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-column","tag-cafe","tag-coffee","tag-coffee-chain","tag-coffee-culture","tag-starbucks-tag","tag-vietnamese-coffee-tag","purpose-cafe","purpose-learning-experience","purpose-food-and-drink","keyword-cafe-chain","keyword-coffee","keyword-phin-drip","keyword-vietnamese-coffee","keyword-local","location-hanoi","location-ho-chi-minh","location-northern-vietnam","location-southern-vietnam"],"acf":[],"_links":{"self":[{"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/posts\/225","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/comments?post=225"}],"version-history":[{"count":2,"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/posts\/225\/revisions"}],"predecessor-version":[{"id":2051,"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/posts\/225\/revisions\/2051"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/media\/198"}],"wp:attachment":[{"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/media?parent=225"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/categories?post=225"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/tags?post=225"},{"taxonomy":"purpose","embeddable":true,"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/purpose?post=225"},{"taxonomy":"keyword","embeddable":true,"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/keyword?post=225"},{"taxonomy":"location","embeddable":true,"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/location?post=225"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}