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Café Amazon Closes All Outlets in Vietnam After Five Years

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Photo courtesy of VN Express

 

Café Amazon, Thailand's largest coffee chain, has ceased operations in Vietnam, closing all 12 outlets this week due to a strategic shift. Signs have been removed from stores across Ho Chi Minh City, and some locations have already seen new tenants. The brand's withdrawal follows financial filings indicating a shift in priorities for the joint venture that managed its Vietnam operations.

 

The exit had been expected after Central Plaza Hotel Public Company Ltd (Centel), part of the joint venture with Singapore's PTT Oil and Retail Business, announced the closure of ORC Coffee Passion Group in early October. This entity held responsibility for Café Amazon in Vietnam, and Centel revealed plans to redirect business efforts due to market challenges. Since its initial launch in November 2020, Café Amazon failed to reach its target expansion in Vietnam amidst tough competition.

 

Café Amazon faced formidable competitors in Vietnam, including popular chains like Highlands Coffee, Phuc Long, and Starbucks. Highlands Coffee dominated the market with 928 outlets as of September, emphasizing the competitive landscape that Café Amazon contended with. Despite tailoring its menu to Vietnamese tastes, the chain struggled against these established brands and could not replicate its Thai model, which includes operating within petrol stations.

 

Looking forward, Café Amazon aims to expand its presence in other regional markets. The chain is focusing on Laos, the Philippines, Japan, Oman, and Bahrain using a franchise model, after reporting sales growth with over 107 million cups sold globally in the recent quarter. While its Vietnam chapter concludes, the chain continues to hold a robust standing across Asia, reported VN Express.

 

Key Takeaways

  • Café Amazon closed all 12 Vietnam outlets due to strategic shifts.
  • Competitive challenges with major local coffee brands led to the exit.
  • Expansion to Laos, the Philippines, Japan, Oman, and Bahrain is planned.

 

Click here for more Vietnam stories

 

image.png  Adapted by ASEAN Now from VN Express 2025-11-24

 

 

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