Aug 5, 2023

Starbucks Vietnam: Why the US chain cannot crack a coffee-loving nation

Ten years after the American chain arrived in Vietnam, the verdict is quite clear: Vietnamese people love coffee, but they don't really seem to like Starbucks. Drinking coffee is far from a luxury in a country where street coffee vendors pushing trolleys often serve the drink on cheap, tiny plastic tables. 97% of the coffee Vietnam consumes every year - about 200,000 tonnes, or 2kg per person - is of the Robusta variety. He says he rarely drinks coffee at Starbucks because it has "a lighter smell, not bitter and does not suit my coffee taste". A popular local chain Cong Coffee says its most loved brew is an indulgent cuppa coconut coffee, which blends coconut cream, condensed milk and ice.

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