Vietnamese tea brand Phuc Long to open first flagship store in Hanoi

The launch of the flagship store is part of the chain’s broader brand refresh strategy, aimed not only at updating its image but also at upgrading customer touchpoints, from product quality to overall experience.

Phuc Long Dragon at 82 Hang Dieu is the first such touchpoint in the capital, marking the start of the company’s long-term development strategy in Hanoi and northern Vietnam.

A new gathering spot for tea lovers

Hanoi is widely regarded as a city where tea culture is woven into everyday life, from daily drinking habits to a growing demand for spaces that offer deeper experiential value.

As the market places increasing emphasis on taste, experience, and cultural meaning, the company has selected Hanoi as the next destination for its flagship store model.

The move aims to create a tea-focused space that reflects local identity while aligning with the rhythms of modern urban life, meeting the rising expectations of tea consumers.

In Hanoi, the chain currently operates 29 outlets, marking a steady expansion across northern Vietnam.

Each location is designed to align with the pace of modern urban life while preserving elements of the capital’s long-standing cultural identity.

One recently opened store, Phuc Long at 51A Nguyen Dinh Thi Street near West Lake, reflects a blend of classical and contemporary design, featuring a Bat Trang ceramic display as a cultural focal point.

Meanwhile, the upcoming Phuc Long Dragon store at 82 Hang Dieu is being developed as a flagship, featuring a dedicated Tea Master corner where customers can learn about tea preparation and take part in guided tastings.

Customers will also be able to explore premium tea varieties such as Shan Tuyet, Pu-erh, and Dragon Claw.

The company says the concept aims to bring Vietnamese tea artistry closer to consumers, particularly younger customers in the capital.

Anticipated experiential activities

Located in Hanoi’s Old Quarter, Phuc Long Dragon at 82 Hang Dieu is set to become the brand’s first flagship store designed around the cultural identity of the capital.

The outlet is positioned as a gathering place for tea and coffee enthusiasts of the nearly 60-year-old brand.

The store’s design draws inspiration from Vietnamese tea culture, using warm tones combined with Phuc Long’s signature green and terracotta hues.

Natural materials and Vietnamese handcrafted details are incorporated to create an atmosphere that is both refined and approachable.

The space also features a large series of artworks depicting the journey of Vietnamese tea, from lush tea hills and ancient tea trees to successive generations of tea drinkers.

The visuals highlight the continuity of tradition as an enduring element of Vietnamese cultural life in the heart of Hanoi.

The opening will be accompanied by a series of experiential activities, including a program titled “Listening to Tea Leaves' Stories,” a photo booth, acoustic music performances, and in-depth tea talks led by Phuc Long specialists.