Which coffee chains are winning in Vietnam?
The country’s coffee market is worth an estimated $552.56m.
Vietnam is dominated by six leading coffee chains, sharing an estimated $552.56m of the country’s coffee market which is expected to reach $816.81m by 2030 at a compound annual growth rate (CAGR) of 8.13%, according to research firm Mordor Intelligence.
In a separate report, Q&Me, a market research firm under Asia Plus Inc., identified the six leading chains: Highlands Coffee, The Coffee House, Starbucks, Phuc Long, Cong Caphe, and Katinat.
The research was conducted in May 2025 with a total of 248 respondents aged 18 to 44, living in Ho Chi Minh City and Hanoi.
Highlands Coffee is the top coffee chain in Vietnam, garnering 65% approval from survey participants. The chain is often perceived as trendy (84%), friendly (52%), and youthful (48%). The brand scored 12% on the fun category,
The Coffee House, which has over 150 outlets, ranked second, garnering 49% amongst those surveyed. The brand is best known for being friendly (61%) and trendy (57%).
Phuc Long Coffee & Tea, a prominent Vietnamese beverage chain with over 180 outlets nationwide, ranked third a close third garnering 48% amongst those surveyed. The brand scored over 59% and 52% for youthful and cosy/relaxing.
International chain Starbucks ranked fourth at 36%. It is perceived as being premium and trendy amongst those surveyed.
Katinat Saigon Kafe, which has over 40 outlets nationwide, ranked fifth at 28%, whilst Hanoi-based coffee chain Cộng Cà Phê was ranked at 27%.
