Vietnam’s food and beverage (F&B) industry continues to surge, attracting both global and domestic investors.
According to iPOS.vn, Vietnam had more than 323,000 F&B outlets in 2024, up 1.8% year-on-year. Despite weak consumer spending, the industry still generated VND 688 trillion (up 16.6%), and revenues are forecast to reach VND 755 trillion in 2025, a 9.6% rise.
International chains such as Haidilao, Jollibee, Highlands Coffee, and Mixue continue to lead Vietnam’s market with strong brand systems and consistent quality.
Haidilao earned US $43.6 million in Vietnam during H1 2025, making it one of the chain’s top 4 global markets.
Jollibee Vietnam saw a 35% sales increase, outperforming the brand’s global average of 15%.
Highlands Coffee now operates nearly 900 stores nationwide, reporting a 6% profit rise.
Mixue, the Chinese bubble-tea giant, surpassed 1,300 locations and doubled its revenue in 2023 to VND 1,260 billion.
Consumers say they choose these brands for consistent taste, clean environments, and reliable service, qualities that many local outlets still lack.
Lê Vũ, Managing Partner at F&B Academy, notes that foreign chains succeed because they combine strong management, modern technology, and localized experiences that appeal to Gen Z customers.
Hoàng Tùng, Chairman of F&B Investment, adds that Vietnamese brands often expand too fast or without solid systems:
“Foreign chains have professional management, data-driven operations, and clear customer strategies. Many local brands still rely on emotion instead of structure.”
However, experts agree that local F&B businesses can still compete if they focus on three key strategies:
Preserve Vietnamese identity in food and culture.
Build strong branding and storytelling around products.
Invest in digital transformation and customer-experience systems.
Industry leaders emphasize that Vietnamese brands should grow sustainably rather than chase fast expansion.
Lưu Thị Thu Hương, founder of Grandma Lu Bakery, advises:
“Foreign chains win because of structure, quality, and patience. Local brands must go slow to go far.”
A 2025 report by Source of Asia shows Southeast Asia’s F&B industry reaching US $667 billion in 2023 and projected to hit US $900 billion by 2028.
Vietnam ranks 4th in ASEAN, with an estimated market size of US $23.6 billion, fueled by rapid urbanization, rising incomes, and a vibrant food culture.
Source: ConnectB2B
