"Matcha × Coconut Juice" and "Umeshu" — Vietnam's Gen Z Accelerates a Boom in Remixing Japanese Flavors

"Matcha × coconut juice" has become one of the most popular drinks right now among Vietnam's Gen Z. At the same time, Japanese umeshu has begun spreading rapidly through social media. The way Vietnamese youth are remixing "the taste of Japan" through their own sensibility is forming a business opportunity that Japanese food and beverage makers cannot afford to overlook.

"Matcha × Coconut Juice" Tops the Gen Z Drink Chart

According to a survey conducted from 2024 to 2025 by Hakuhodo's local research unit, Hakuhodo Shopping Laboratory Vietnam, the "matcha × coconut juice" blend sits at the top of the beverage trend chart among Vietnam's Gen Z (mainly ages 18-28). The combination of coconut juice's (nuoc dua) refreshing sweetness and matcha's creamy depth has won over young people on both looks and taste.

The drink was originally popularized in Vietnam by Japanese cafe chains, but it has since become a staple menu item at local street-corner cafes in Ho Chi Minh City and Hanoi as well. It is priced at VND 40,000-70,000 per cup (about 240-420 yen), a range that keeps it within easy daily reach for young consumers, which is a key factor behind its spread.

Health consciousness is rising in Vietnam, and matcha is widely recognized as a "healthy beverage." It is rich in antioxidant catechins, and its L-theanine content, linked to stress reduction and improved focus, is also drawing attention. For Vietnam's Gen Z, matcha offers the dual value of being "stylish and good for you," and this perception is what sustains the trend's staying power.

Umeshu's Sudden Rise — A "Drink That Appeals to Women," Sparked by Social Media

Alongside the matcha trend, another development worth watching is the sudden rise of Japanese umeshu in Vietnam. Japanese umeshu brands, led by Choya Umeshu and "Aragoshi Umeshu" from Nara's Umenoyado Shuzo, have spread by word of mouth on social media such as TikTok and Instagram as "a drink popular with women," and stock has struggled to keep up at Takashimaya Ho Chi Minh City and imported food stores.

Among Gen Z women in Vietnam, plum wine has won strong support on three evaluation axes: "sweet and easy to drink," "cute packaging," and "Instagram-worthy." Beer holds an overwhelming share of Vietnam's alcohol market, but the category "sweet, stylish, and low-alcohol" is completely different from beer and has long been a blank space. Plum wine is skillfully carving out this niche.

In particular, "Aragoshi Umeshu" from Umenoyado Shuzo in Nara Prefecture is known for its Japanese plum aroma and gentle sweetness, and has become a brand frequently seen at plum wine retailers in Vietnam. Its thick texture with fruit pulp has been well received by Vietnamese consumers as something that "can be enjoyed like a dessert."

Why Is Vietnam's Gen Z Drawn to "the Taste of Japan"?

Several factors underlie Vietnamese Gen Z's strong affinity for Japanese food and beverages. First is familiarity with Japanese pop culture (anime, manga, J-pop). Japanese culture has penetrated deeply in Vietnam compared with other Southeast Asian countries, and for Gen Z, anything "Japanese" is linked to the positive image of being "cool."

Second is the influence of social media. Vietnam's Gen Z is social-media native, and TikTok and Instagram have an extremely large impact on choices of restaurants and brands. The green gradient of matcha drinks and the pink color of plum wine are visually well suited to social media, creating a mechanism where word of mouth spreads organically.

Third is the coexistence of health consciousness and a preference for premium products. Vietnam's Gen Z is more health-conscious than their parents' generation, while also being willing to invest in "quality items even if slightly more expensive." Japanese matcha and plum wine sit right at the intersection of these two preferences.

Implications for Japanese Food and Beverage Manufacturers

The "Japanese flavor remix" phenomenon occurring in Vietnam holds extremely important implications for Japanese food and beverage manufacturers.

First, rather than exporting products as they are, product development premised on "fusion" with local flavors is effective. Combining Japanese ingredients with local food culture, as in the case of matcha combined with coconut water, gives rise to new categories. This "collaboration-style" approach is well received because it gives Vietnamese consumers a sense that "our own culture is also being respected."

Second is the importance of social media marketing. In food and beverage marketing in Vietnam, TikTok and Instagram are no longer "nice to have" but "essential" channels. Visual appeal (color, packaging design, presentation), not just taste, holds the key to spreading on social media.

Third is making use of Japanese retail channels such as Takashimaya and AEON Mall. These stores have established a brand as "places where reliable Japanese products can be found" for Vietnam's upper-middle class, making them an ideal venue for test marketing new products.

Fourth is refining pricing strategy. Vietnam's Gen Z has some willingness to pay for premium products, but the ceiling is considerably lower than prices within Japan. Pricing that matches local purchasing power, combined with a supply chain that can still secure a profit, is necessary.

Outlook

The boom in Japanese flavors in Vietnam has the potential to spread beyond matcha and plum wine. Japan-specific taste ingredients such as sake, yuzu-related products, and wasabi-flavored items still have significant room for development in the Vietnamese market. Also, as Vietnam's cafe culture matures, interest is expected to grow in more authentic Japanese tea (sencha, hojicha).

If you are considering expanding into the Vietnamese market by leveraging this trend, Please get in touch with SoJapan. Matsuya's localization strategy in Vietnam and Takashimaya's entry into Hanoi is also covered in our other articles, so please take a look.