Ho Chi Minh City cafés open 24/7, see customer traffic surge during World Cup 2026

The 2026 World Cup, hosted across three North American countries, has resulted in match schedules that fall outside Vietnam’s “prime time,” prompting cafés and food and beverage businesses to adjust their operations accordingly.

The 2026 FIFA World Cup runs in the United States, Canada, and Mexico from June 11 to July 19, featuring 48 teams and 104 matches.

Tran The Hien, owner of a café in Go Vap Ward, said customer traffic during the tournament has increased by around 50–70 percent compared to normal days, with revenue rising in line, mainly from drinks and pastries.

To attract more customers, the café has been decorated with a World Cup theme.

The shop has gone viral several times on social media platforms, attracting both local and international visitors who come to watch matches and take photos.

The café operates 24/7 year-round, but has added football jerseys and custom outfits for 1,000 teddy bears to create a themed space for fans and photo opportunities, he said.

The shop has also introduced new menu items to test customer response before deciding whether to add them permanently.

Peak hours at the café fall around 11:00 pm and midnight, when major matches are played.

During high-profile games, the venue can reach its full capacity of around 200 people.

Several food and beverage chains said that beyond football itself, venue experience and social media shareability have become key competitive factors during major sporting events.

A well-known beverage brand also reported strong customer interest after launching a specially designed cup for the tournament, attracting not only Gen Z customers but also families with children.

Across many outlets, customers are not only purchasing drinks but also checking in with football-themed football-themed setups and sharing content on social media, or meeting friends before matches.

Some parents said the sporty designs and collectible elements make outings more enjoyable for children.

Australian tourist Emily Carter said she was surprised by the lively atmosphere at cafés in Ho Chi Minh City during World Cup screenings.

“I thought people would watch at home, but the cafés are very crowded and everyone is excited. I like the feeling of sitting with locals, drinking coffee and watching football as a community event,” she said.

The World Cup atmosphere at many cafés has encouraged fans of different ages to leave home viewing setups and gather at public venues.

Office worker Dang Quang Vinh, 34, said his group of friends has maintained the habit of watching major matches at cafés throughout the tournament.

“Watching at home is more convenient, but the atmosphere is not the same. At cafés, there are more people and friends, and the cheering makes it feel more like the World Cup. We often stay afterward to talk,” he said.

He added that despite late-night match times, his group still makes time for major games featuring teams such as Argentina and Portugal.

In response to demand, many cafés have upgraded their spaces and adjusted operations to retain customers.

At a café in Tan Hung Ward, owner Nguyen Thi Kim Oanh said the shop previously closed around 10:30 pm but has switched to 24/7 operations since the start of the tournament.

As a result, both revenue and customer traffic have increased by about 40–50 percent compared to normal days, while drink prices remain between VND35,000 (US$1.3) and VND55,000 ($2.1).

Interestingly, the busiest time is not midnight but the morning period from 8:00 am to 11:00 am.

Matches at 2:00 am attract only around 10–15 customers, she said, but the café continues operating overnight to maintain customer habits and encourage repeat visits during daytime matches.

To support round-the-clock operations, the café has adjusted staffing schedules, increased night shifts, and doubled wages for employees working from 11:00 pm to 6:30 am.

It has also invested about VND40 million ($152) in a 300-inch LED screen in the outdoor area to enhance the group viewing experience, using its existing sound system.