Vietnam's coffee sector posts 133% surge in online sales in H1-2025

The H1/2025 Coffee Shop Social Media Report, released on September 3, highlighted a rapid shift to online platforms as Vietnamese consumers increasingly purchase beverages through e-commerce — a trend that not only opens new growth opportunities but also intensifies competition among brands.

Data for January–June showed that in addition to a 133-percent surge in online sales, social media discussions about coffee chains rose 46.21 percent, while interactions jumped 324 percent from a year earlier.

Notably, long-established players such as Highlands Coffee and Trung Nguyen Legend have expanded into the digital arena through live-stream sales on platforms like TikTok Shop.

Highlands Coffee retained its leading position with 199,281 online discussions in H1-2025, supported by a mix of diverse marketing campaigns and a broad offline presence that reinforced its social media impact.

Starbucks and Trung Nguyen Legend each climbed three spots compared to H1-2024, reaching 197,562 and 105,322 discussions, respectively.

While Starbucks drew attention with distinctive merchandise collections and seasonal campaigns, Trung Nguyen Legend focused on refreshing its image and appealing more to younger consumers.

Phuc Long maintained its position in the top five by expanding its store network and actively participating in national events.

Meanwhile, The Coffee House and Katinat stood out by tapping into beverage trends such as matcha and seasonal specials, while ramping up creative digital content strategies.

YouNet Media experts noted that e-commerce has become an essential channel for coffee brands to reach customers.

"This shift reflects brands' awareness of new consumer behaviors, as online shoppers grow more accustomed to purchasing F&B products online," the report said.

The surge in coffee-related activities coincided with major national events in the first half of 2025, which brands creatively tapped into for their marketing campaigns.

Starbucks launched a Vietnam-themed ceramic cup collection, Phuc Long partnered with the April 30 military parade marking the country's Reunification Day, and Highlands Coffee introduced its initiative to present Vietnamese-quality paper cups to customers.

These efforts amplified brands' presence on social media and allowed them to sell more than just coffee — they conveyed cultural values, national pride, and shared social sentiments.

Mai Cam Linh, business director at YouNet Media, stressed that in today's market, emotional resonance and cultural connection are key competitive drivers.

"When brands tell the right story at the right time, in the right context, and back it with concrete actions, they gain not only customers' trust but also their long-term loyalty," she said.

However, she cautioned that to sustain such engagement, businesses must consistently nurture positive emotions rather than chase short-lived trends.