Cafes in narrow alleys of Ho Chi Minh City: A hidden charm for international visitors

Alleys in Ho Chi Minh City are becoming destinations for coffee brands, including major chains that have traditionally favored street-front locations and prominent corners in central areas.

The growing trend of cafes tucked away in narrow alleys offers a new perspective on how urban spaces can be used to create business opportunities and boost tourism appeal.

A coffee adventure off the beaten path 

A narrow alley, a few turns and a cafe without a prominent sign. For many young travelers, the journey to find such places can be just as enjoyable as the coffee itself.

Recognizing this trend, Lam Anh Vu’s AM Café, tucked away in an alley on Le Thi Rieng Street in Ben Thanh Ward, has adopted a flexible pop-up store concept that combines coffee sales with product experiences.

Vu said the cafe was previously located on Nguyen Cu Trinh Street, where rent was high and space was limited. 

Despite moving to a new location that requires visitors to navigate two or three alleyways to reach it, the cafe continues to attract a steady stream of customers through word of mouth and social media.

Vu said young people in Ho Chi Minh City are willing to go out of their way to discover new and unusual places. “Being tucked away doesn’t mean we have limited capacity. The alley location gives us more space to accommodate customers and offer additional services, such as workshops and seasonal souvenir sales,” he said.

Within a radius of about 100 meters, Alley 17 on Le Thi Rieng Street now offers more than just coffee, with a range of services catering to visitors’ needs, including clothing stores, souvenir shops, nail salons, hair washing and massage services.

In addition to attracting young Vietnamese customers, the cafe also draws a significant number of international visitors, who account for about 40 percent of its 30-40 daily customers during peak hours.

Business owners are not the only ones recognizing the potential of the city’s alleys, but visitors also see them as an appealing part of their exploration of Ho Chi Minh City.

Nico Schmelzle, a 25-year-old German tourist, often walks with friends through alleys connecting major attractions in search of cafes. The group even uses Vietnamese keywords rather than English when searching on Google Maps.

For Nico, cafes tucked deep inside alleys offer a more relaxing atmosphere than the bustle of main streets.

“Compared with Hanoi, Ho Chi Minh City feels more modern and lively, but these quiet little corners are what give it a distinctive charm. Their appeal does not necessarily lie in elaborate architecture, but in the path leading to the cafe and the everyday rhythms of the surrounding neighborhood,” he said.

Lower rent, richer local experiences

Nguyen Ngoc Phuong Uyen, owner of Voi Cafe, located in an alley off Ky Dong Street in Nhieu Loc Ward, said the rent is currently three to four times lower than that of a street-front location.

The savings allow the cafe to invest more in drink quality, customer experience, marketing and staff benefits while keeping prices reasonable. 

The idea for opening the cafe stemmed from a personal need: finding a quiet place to read, work and talk.

Ky Dong Street is known for its long-established eateries. “The Ky Dong chicken vermicelli shop is just a few steps away, and there’s another long-running noodle shop across the street. Visitors exploring local cuisine often stop by our cafe as well, especially on weekends,” Uyen said.

With nearby eateries helping draw visitors to the area, Voi Cafe does not have to shoulder the entire burden of attracting customers on its own. 

About 70 percent of its customers are regulars who visit daily or weekly, while the rest are walk-in customers, most of whom discover the cafe through social media, Google Maps reviews and other online channels.

Visitors dining at nearby eateries can stop by for coffee, while cafe customers can discover new places to eat. 

Cafes with distinctive styles encourage tourists to spend more time in the area and give them a reason to return.

Nguyen Thuy Hien, a 26-year-old tourist from Hanoi, said experiencing a city does not necessarily mean visiting its famous landmarks. 

“Sometimes, all it takes is a comfortable seat at a reasonable price to get a feel for everyday life, and that can be a wonderful experience,” she said.

Hien said she often follows the same approach when traveling abroad, including to Thailand, Malaysia and South Korea. On a typical five-day trip, she sets aside one day for activities that local residents themselves enjoy.

“From the outside, these tucked-away cafes may look simple, but inside, they offer a completely different atmosphere. I enjoy the feeling of discovering these little hidden gems myself rather than visiting places that are already well-known,” Hien said.