Vietnamese Coffee Thailand
Vietnamese Coffee Thailand is the cluster of Vietnamese-branded coffee-shop chains operating in Thailand including Highlands Coffee (parent: Jollibee Foods Corporation, MNL:JFC), Trung Nguyen Coffee, and Phuc Long. Targets Thai mid-market coffee-shop segment with Vietnamese-style ca phe sua da and signature Vietnamese-coffee preparation. Competes with Cafe Amazon (PTT OR / SET:OR), Inthanin (Bangchak), Black Canyon, and Starbucks Thailand in Thai coffee-shop tier.
Profile overview
Vietnamese Coffee Thailand is the cluster of Vietnamese-branded coffee-shop chains operating in Thailand including Highlands Coffee (parent: Jollibee Foods Corporation, MNL:JFC), Trung Nguyen Coffee, and Phuc Long. Targets Thai mid-market coffee-shop segment with Vietnamese-style ca phe sua da and signature Vietnamese-coffee preparation. Competes with Cafe Amazon (PTT OR / SET:OR), Inthanin (Bangchak), Black Canyon, and Starbucks Thailand in Thai coffee-shop tier.
Business segments / Programs
Highlands Coffee
Premium Vietnamese coffee chain (Jollibee)
Highlands Coffee (parent: Jollibee Foods Corporation) operates 15-20 Thailand locations as of 2024, concentrated in Bangkok malls. Signature ca phe sua da and premium Vietnamese-coffee beverages priced $2.61-180 per cup.
Trung Nguyen Coffee
Vietnamese specialty coffee retail
Trung Nguyen operates a Thai retail presence via specialty-coffee importers and grocery-channel distribution of Trung Nguyen G7 instant coffee. G7 3-in-1 is one of the top-selling Vietnamese instant-coffee imports in Thai modern trade.
Phuc Long
Tea and coffee kiosk expansion
Phuc Long entered Thailand in 2022-2023 with kiosk-format outlets in Bangkok shopping centres. Menu blends Vietnamese milk tea and coffee concepts. Backed by Masan Group (Vietnam). Outlet count: 5-8 as of 2024.
Peer comparison — Thai coffee-shop market
Origin
Thailand
Thai outlets (2024)
4,000+
Price range per cup
$1.16-80
Origin
USA
Thai outlets (2024)
500+
Price range per cup
$4.35-240
Highlands Coffee
Origin
Vietnam (Jollibee)
Thai outlets (2024)
15-20
Price range per cup
$2.61-180
Phuc Long
Origin
Vietnam (Masan)
Thai outlets (2024)
5-8
Price range per cup
$2.32-150
| Brand | Origin | Thai outlets (2024) | Price range per cup |
|---|---|---|---|
| Cafe Amazon (PTT OR) | Thailand | 4,000+ | $1.16-80 |
| Starbucks Thailand | USA | 500+ | $4.35-240 |
| Highlands Coffee | Vietnam (Jollibee) | 15-20 | $2.61-180 |
| Phuc Long | Vietnam (Masan) | 5-8 | $2.32-150 |
Watchpoints 2025-2026
Expansion
Highlands Coffee Thailand rollout
Jollibee Foods targets 50 Highlands Coffee outlets in Thailand by 2026. Expansion focuses on Bangkok malls, airports, and provincial lifestyle centres. Competition with Black Canyon and Inthanin on mid-market price points.
Supply chain
Robusta coffee import volumes
Thai consumers' growing preference for robusta-based Vietnamese-style coffee is increasing Thai coffee-import volumes from Vietnam. Vietnamese robusta accounted for 28% of Thai green-coffee imports in 2023.
Trend
Ca phe sua da format adoption
Vietnamese-style iced coffee with sweetened condensed milk is gaining Thai consumer traction beyond Vietnamese-branded outlets, with Thai operators like Inthanin launching similar formats.
Related Market profiles
Peers, parents, partners, agencies, and other Coffee Import actors.