Coffee and tea are not just drinks in Vietnam, they are culture, ritual and increasingly, big business. Vietnam is one of the world’s great coffee nations, and its modern cafe and tea-drink scene is booming with young consumers. I am Delissa Kieu, Vietnam Market Director at GMA. Here is our view of the coffee and tea market in Vietnam, and where the opportunities are for brands in 2026.

Vietnam coffee and tea in numbers (2026)

• One of the world’s largest coffee-producing nations.
• A booming modern cafe and chain culture in the cities.
• Explosive demand for tea-based and modern drinks among the young.
• Premium, specialty and ready-to-drink formats all rising.

Coffee: from tradition to premium

Vietnam has deep coffee roots, from strong traditional Vietnamese coffee to a fast-growing modern cafe scene. Two trends stand out. First, premiumization: specialty coffee, quality beans and elevated cafe experiences are rising as young, urban consumers trade up. Second, convenience: ready-to-drink and instant premium formats are growing for busy lifestyles. Both local chains and international concepts compete for a young, coffee-loving audience.

Tea and modern drinks: the youth engine

Tea-based and modern drinks, bubble tea, fruit teas, cheese teas and endless new formats, are a phenomenon among young Vietnamese. This segment thrives on novelty, social sharing and trend cycles. New flavors, limited editions and Instagrammable presentation drive constant demand. For brands, it is fast-moving and social-first, rewarding those who can innovate and market at the speed of trends.

Where the opportunities are

• Specialty and premium coffee. Beans, cafes and elevated experiences.
• Ready-to-drink formats. Convenience for busy urban lifestyles.
• Modern tea drinks. Novelty, flavors and social-driven trends.
• Cafe and chain concepts. Well-run formats can expand across cities.
• Equipment and ingredients. Serving the booming cafe and drink scene.

How to win in coffee and tea

This is a social-first, trend-driven market. Win by innovating on flavor and format, building an Instagrammable, shareable experience, working with creators, and moving fast on trends. Premium coffee brands should lead with quality and origin; modern drink brands should lead with novelty and social buzz. In both, discovery runs on TikTok, Facebook and creators.

The mistakes brands make

• Ignoring local coffee culture. Respect and adapt to Vietnamese taste.
• Slow innovation. Modern drinks move at the speed of trends.
• No social experience. Shareable, Instagrammable presentation drives demand.
• Weak creator strategy. Discovery runs on TikTok and Facebook creators.
• One format only. Cafe, ready-to-drink and retail can work together.

What this means for you

Vietnam’s coffee and tea market blends deep culture with fast-moving, social-first demand. Lead with quality in coffee and novelty in modern drinks, build shareable experiences, and move at the speed of trends. For context, see the economy of Vietnam and its Digital 2025 profile.

Read next on our blog: Vietnam’s F&B market opportunities and marketing tips to manage a brand in Vietnam.

FAQ: Vietnam’s coffee and tea market

Is Vietnam a good market for coffee brands?

Yes. Vietnam is a great coffee nation with deep roots and a booming modern cafe scene. Premium and specialty coffee are rising fast among young urban consumers.

Why are modern tea drinks so popular?

They thrive on novelty, social sharing and trend cycles among young Vietnamese. New flavors and Instagrammable presentation drive constant, fast-moving demand.

What formats are growing?

Specialty and premium coffee, ready-to-drink formats, modern tea drinks, cafe and chain concepts, and the equipment and ingredients serving the scene.

How do I market coffee and tea in Vietnam?

Social-first. Innovate on flavor and format, build shareable experiences, work with creators, and move fast on trends. Discovery runs on TikTok and Facebook.

Should I respect local coffee culture?

Absolutely. Vietnamese coffee culture is strong and distinctive. Respect and adapt to local taste while introducing premium or modern experiences.

Grow your coffee or tea brand in Vietnam with GMA

At GMA, we help coffee, tea and beverage brands grow in Vietnam. We build the social-first content, creator campaigns and shareable experiences that win young drinkers. If you want to grow here, tell us about your project.

Delissa Kieu, Vietnam Market Director at GMA (Gentlemen Marketing Agency). I lead our work on the ground in Vietnam, advising foreign brands on market entry, distribution and digital growth. If you want a clear read on this market, talk to our team.

GMA is a French agency based in Shanghai with more than 75 specialists, running marketing, e-commerce and distribution for foreign brands across Asia, with a dedicated team on the ground in Vietnam.