A new foreign coffee chain is making its way into Vietnam: Ten Thousand, selling a coffee for 75,000 Vietnamese Dong, directly competing with Starbucks. Located at Lotte Mall West Lake in Hanoi, Ten Thousand will challenge various specialty coffee brands such as Starbucks and Là Việt. Ten Thousand, an Australian-based specialty coffee chain, has officially announced its grand opening in Vietnam, with its first location at Lotte Mall West Lake in Hanoi, situated just around 200 meters from a Starbucks store.

According to their introduction, this is also the brand’s first store in the Southeast Asia region. Ten Thousand’s store features a sleek and modern interior design, serving a variety of specialty coffees, hot and cold beverages, as well as various pastries. The name “Ten Thousand” is inspired by the concept of spending 10,000 hours perfecting one’s craft. The founder, an ordinary individual with limited coffee knowledge, invested 10,000 hours to research and establish the brand to promote specialty coffee.

The price range for Ten Thousand in Vietnam is quite similar to Starbucks. Their signature beverages are priced at around 100,000 Vietnamese Dong per cup. Basic coffee options like Latte and Americano range from 65,000 to 90,000 Vietnamese Dong. Traditional Vietnamese coffee selections like iced milk coffee, and coconut coffee are listed at prices between 65,000 and 85,000 Vietnamese Dong per cup.

According to Ted Park, the Global FC department director, while brands like %Arabica typically develop their own stores, Ten Thousand follows a franchising model. In Australia and the United States, if you’re far from the city center, Starbucks and McDonald’s are popular choices. However, Ten Thousand aims to expand the premium specialty coffee culture not only in city centers but also in various locations.

Currently, Ten Thousand has one store in Australia, three in the United States, and two in Taiwan. Despite the relatively modest number, the brand has set a goal to have 500 stores worldwide in the next five years.

As the latest shopping center in Hanoi, Lotte Mall West Lake also hosts various other coffee brands, including Starbucks, Cà phê Giảng, and Là Việt.

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