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Phuc Long | A long-established coffee and tea brand founded in 1968, expanding rapidly as a cafe chain in recent years

2026.03.26

Article summary

Founded in 1968 and based in Ho Chi Minh City, Phuc Long is a coffee and tea brand. Part of Masan Group, it operates more than 180 stores. Revenue in the first half of 2025 was VND 85.8 billion (up 10.3% year on year) and after-tax profit was VND 86 billion (up 63.5% year on year). It is targeting 500 stores in Vietnam and has opened two stores in California in the United States. Its revenue target for 2025 is VND 1.9 trillion to 2.2 trillion.

This article is based on what we could verify As of August 1, 2026 This article is based on public materials and news reports from Vietnam. Vietnam's tax system, regulations, and administrative divisions change frequently, so information here may have been updated since publication. For actual business decisions, please confirm the latest details with the relevant government authorities or local experts as primary sources.

Phuc Long, founded in 1968, is one of Vietnam's leading coffee and tea brands. It currently operates 202 stores (excluding in-store kiosks at WinCommerce) and is expanding rapidly as part of Masan Group. Results in the first half of 2025 were strong, with revenue of VND 858 billion (858 ty VND, up 10.3% year on year) and after-tax profit of VND 86 billion (86 ty VND, up 63.5% year on year). Alongside a target of 500 stores in Vietnam, it has opened two stores in California in the United States and begun testing a global franchise model. Its revenue target for 2025 is VND 1.9 trillion to 2.2 trillion, with colorful fruit tea and matcha drinks aimed at Gen Z and millennials as the growth drivers.

Company profile

Item	Details
Legal name	Phuc Long
Year founded	1968
Headquarters	Ho Chi Minh City
Format	Coffee and tea
Official website	https://www.phuclong.com.vn/

What it means for Japanese companies

For Japanese companies considering entry into Vietnam's coffee and tea sector, Phuc Long is a company to watch as either a competitor or a potential partner. Vietnamese Café Culture and Vietnam Gen Z Strategy is also worth a look.