Why Starbucks Struggles In Vietnam's $1B Coffee Market

A cup of traditional cà phê sữa đá is made with robusta beans, which have a sharper, bitter flavor than more mild arabica beans. The drink is available all over Vietnam, served at roadside cafes, restaurants and at home. But you won’t find the traditional style in a Starbucks. That’s because most international coffee chains only serve Arabica beans. It’s one reason global chains have struggled to grow in Vietnam’s more than $1 billion market for specialty coffee and tea shops.
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Why Starbucks Struggles In Vietnam's $1B Coffee Market

[@freesoul8312]

Having Starbucks in Vietnam is like having Pizza Hut in Italy.

[@Dani-it5sy]

You nailed it!

[@nontakanchamklang1384]

Agreed

[@theocean3364]

that makes sense

[@nhintaogitaoeplama404]

true man

[@hejiranyc]

Um... did you know that they have Domino's Pizza in Milan? Fact.

[@toandv33]

It's not true that people in Vietnam don't have money for coffee from international coffee chains, the truth is it's not worth spending the money, we can easily get good coffee everywhere in Vietnam at a reasonable price and have the real taste of coffee.

[@tranlenamphuong6192]

Yeah. And our coffee is GOOD.

[@yachishairclips2250]

I hope I could go to Vietnam to try your coffee

[@AriMai84]

Best comment hands down!

[@starynights9769]

Heck I live in the US and Can't afford 5 dollar coffee every morning

[@khanhangduy8013]

@@starynights9769 she didnt mean every morning. you know..

[@MaiNguyen-mt7ir]

I’m Vietnamese - nursing student in the US,. And let me tell you, America’s nurses need Vietnamese coffee, NOT STARBUCKS

[@stijnhs]

I'm dutch and my girlfriend is VNese but we live in the Netherlands. Everytime we come to VN to visit her family we bring half a suitcase of coffee back. Nothing better than vietnamese coffee imo

[@learyan]

Dont worry, starbucks isnt coffee

[@stijnhs]

@blau woods what the hell is that supposed to mean??

[@blahblah2394]

Brought the instant for them Mai, they gonna save lots of life of being awake ^^

[@CodyNhanPham]

Also a Vietnamese, as a bio researcher in the US, let me tell you, we need Vietnamese coffee, too :) NOT STARBUCKS

[@khangbui3914]

Vietnam: *second largest coffee exporter* America: “hEy yOu WaNna tRy SoME cOfFeE?”

[@augustinefaithdefender]

No thanks lol

[@NamNguyen-pp7rr]

LOL TRUE

[@nhintaogitaoeplama404]

no

[@tranangie6971]

nailed it :)))

[@Salmagros]

@@tranangie6971 Bunchs of Vietnamese that respond to each other in English. America won this time i guess ( Dành cho mấy thánh)

[@seventhings1591]

Starbucks in Vietnam is like Taco Bell in Mexico it wont work

[@tramnguyen0000]

Truueeeeeee.

[@horsecockphepner]

except coffee did not originate from vietnam

[@KhangTran-ks7uk]

horsecockphepner true, they were influence by the French, they took something that was great and improved on it.

[@horsecockphepner]

Khang Tran “improves” 😂😂😂😭😭😭😭😭😭😭

[@mysteryguest9555]

They will learn to enjoy and like it. Oh, and they will pay for it. 😀

[@vutran1160]

I’m living in Tokyo there’s more than hundred of Starbucks coffee. Vietnamese coffee in Tokyo is more expensive than a cup of Starbucks moca coffee a little of bit but there is so much people choose Vietnamese coffee just because of the quality. Vietnamese is so strong . We need more cafein to start new day . So there so many people like me would like to have Vietnamese coffee instead of Starbucks

[@annguyenlehoang7779]

I used to work for Nestlé coffee factory . i have to agree that the one selling for starbuck having less caffeine and especially japan and korean market we have to decaffein the coffee bean before shipping them .

[@adamletavish9062]

I found Tokyo and Japan in general to be pretty annoying in finding good local coffee shops that weren't Starbucks.

[@vutran1160]

@@adamletavish9062 80 % population of japan is citizens. It’s so crowded dude . I think you may not like lifestyle of Japanese. So rushed and they don’t care the others . I feel like Japanese don’t really know how to enjoy their life

[@lourivalaraujoneto5843]

vietnamese cofee is not about quality, is about quantidy, if you wanna a good, strong and flavorfull coffee you should go colombian or brazilian

[@tranvinhnhat1289]

@@lourivalaraujoneto5843 True but Vietnam got both. Vietnam coffee take as 2nd place which is good enough.

[@sophmore90]

This is a great story about how small business is destroying big corporations. Love it!

[@holeindanssock156]

Only in second world economys like Vietnam. No speaking on the Viet way of life and personality, just their markets. Business for ya eh. Cheers.

[@sadtoy1193]

@@holeindanssock156 what about wal mart's failure in Japan?

[@holeindanssock156]

@@sadtoy1193 What about McDonald's in Japan? Theres no chains in Vietnam basically, or Uganda.....

[@slamdunk118]

@@holeindanssock156 lol this is drink culture, you cannot force people to like your product. If Vietnam is a rich country, still they don't like starbuck.

[@phamminhs]

Starbucks fails in Australia too.

[@danielvilla4097]

I’ve been to Vietnam and I can say the coffee you get at a roadside cafe or restaurant is the best coffee I’ve ever had. Crazy how 25 cent coffee tastes better than what you get here

[@xalpacazeu1332]

Hoàng Nguyên Vietnam war? Usa won it. They got their goal of killing way more vietnamese that was their war plan, and they bombed the heck our of the country

[@ILeapZHD]

xAlpaca Zeu you define deaths as a winning factor? Hah pathetic. No matter how many kills the Americans had the Vietcong never backed down. Americans pulled out because the war was becoming worthless.

[@Fluskar]

xAlpaca Zeu USA really didn’t win it when they dipped and left the country...

[@bamboo9666]

@@xalpacazeu1332 so u say American is the real terrorist..

[@Teolulz]

@@xalpacazeu1332 any cowards can bomb women and children. not just VN but americunts got wrecked by Chinese forces in the Korea war as well.

[@PhatNguyen-uw8ch]

don't worry, Vietnamese don't come to Starbucks for coffee they come for pictures.

[@hophuong2803]

So right:)))))

[@ezthirst]

I come for cookies

[@phan1790]

I met some girl at Starbucks stores in Vietnam many times and they just came for taking selfie and Instagramming

[@trinhle4520]

It’s right

[@tranlenamphuong6192]

@Godon Gurando is another T-800 OK I mean, it's their money, they can do whatever they want with it. They didn't steal, didn't hurt anyone. Let them be.

[@KhanhPham-bb4uw]

Why Starbucks fails: 1. It’s as twice expensive (or even thrice) as the average Vietnamese coffee 2. It tastes plain. Vietnamese are familiar with their traditional coffee, which is incredibly strong. So why drink something bad at a higher price?

[@Igneus265]

Khanh Pham the only reason I buy Starbucks in Vietnam is because of Nitro Cold Brew.. cold coffee, without the ice

[@quanlamtruong5870]

You don't drink it because you are poor. It's a fact

[@anhhuynhkimnguyen6793]

Quan Lâm Trường Lmao ok you take comfort in drinking bland overpriced Starbucks coffee.

[@quanlamtruong5870]

@@anhhuynhkimnguyen6793 I have money and I can spend on whatever I want. People buy Rolex, Lexus, etc. We have 💰 it's a point so stop complaining you broke ass loser

[@TheKaMeLRo]

some​ people​ especially​ in​ south​east​ asia​ drink​ Starbucks just because it looks cool and​ they​ like​ to​ post​ it​ in​ social​ media.

[@papito2222]

American companies: *Lets go to foreign nations charging American prices*

[@Epir1]

@John K r/ShitAmericansSay

[@thinhvo3893]

John K Then don’t expect your company to do well in foreign market. Simple.

[@ubercoolnamehere]

@John K you're literally an idiot and have never managed a business in your life. I'm from the US and you're an embarrassment to us. You have no idea what you're talking about and the reason they're failing is because they are not adjusting their offering and pricing to match local markets. So they'll continue to have small sales until they do. You on the other hand should keep your comments for the Jugalo videos and go back to working at McDonald's.

[@papito2222]

Damn comments went left quick. Guess we can’t disagree in peace.

[@datazero7795]

John K that’s why most countries are hoarding gold and endorsing blockchain technology to get off dependency of the US dollar. America will be left behind in 20-30 years

[@harrydaplatypus361]

As a Gen Z Vietnamese, I think the video didn't stress the difference in prices enough. Starbucks coffees are not only twice, but most of the time, 3 or 4 times more expensive than other coffee choices. The availability of the stores also makes a difference. As someone who wants to live increasingly with less consumption, there is little reason for me to find a distant Starbucks store when there are 10s and 100s of other cheap, good-looking local coffee stores on the way to the Starbucks store.

[@tainhminh4042]

Vietname's king coffee Dang Le Nguyen Vu Said about Starbucks "They do not sell the true coffee, they sell a type of water which has coffee taste with topping sugar

[@AnthonyFarrer_TPG]

Tạ Đình Minh DU MA, you’re right!

[@tamkhanh6991]

True words man true words

[@thutran9425]

This made me laugh for some reason

[@silentwatcher1455]

Tạ Đình Minh you don't drink coffee without hot water and sugar. Don't be a philosopher. Only Americans are philosopher in everything. Be patriotic, don't accept US imperialist.

[@tainhminh4042]

@silent watcher I do not care much more about philosophy or anything else like that. Just give a quote from an industrial person. Really do not want to talk about patriotism... Only wanna have a fun story! :))) One more thing, Instead of hot water, I often use alcohol, You can try it. Oh you should try it by using Vietnamese alcohol, that makes by our traditional processes. You might be fell in love with that taste.

[@bassoonlim8628]

Starbucks struggles in every country serious about their coffee

[@rafbass]

Bassoon Lim hahaha exactly !!!!

[@TKLau1990]

No,is popular in msia

[@kevinp665]

Moody Jazzy yeh South Korea isn’t serious about its coffee culture, proves his point

[@siamean1]

It's dead in France and Italy.

[@luv_nina]

@@Qce-q5e yeah and there are a lot of cafe's

[@Rallosz]

The Vietnamese market is what the American “free market” should be: comprised of and dominated by small business

[@iicii77]

Exactly, now USA big giant corporations are wanting to spread all over the world to crush small local businesses, I'm glad that the Vietnamese are resisting it

[@yachishairclips2250]

True!! There must be lot of small businesses thriving.. Big chains do love to buy and destroy smaller chains

[@halicusnguyen8864]

@@iicii77 And their uncultured swinery (such as selling Starbucks to people who sell and drink cà phê at smaller prices) just makes it even easier :D

[@YenNguyen-yu5dc]

Most Vietnamese support small food businesses in Vietnam. Reasons being are: convenient, better taste, affordable. Small food businesses are making good earnings in Vietnam.

[@vanthieunguyen9282]

@@iicii77 You didn't know Vietnamese cafe market. Highland cafe, Coffee House are strong local brands. They had over 1000 Stores. Just Starbuck cafe has so low cafein. Vietnamese don't like that, our cafe is strong and tasty. American cuisine is far from way Vietnam. McDonald's is failed too. They can't be successful.

[@irish8538]

Who needs Starbucks coffee if local people there can have their better ones.

[@Abletuan]

Touche!

[@tuananhpham5120]

Gary E. Ko LOl u savage

[@Timothee_Chalamet_CMBYN]

By that comparison then Starbucks should not be doing well anywhere. It’s not that, it’s cause Starbucks too expensive for poor Vietnamese, many can’t afford McDonald’s, etc.

[@duytran9995]

Exactly !

[@RezaPutra2504]

@@Timothee_Chalamet_CMBYN What an insight. Have you lived in Vietnam?

[@rahulbhatia1313]

Question: Why Starbucks is struggling in Vietnam? Answer: Because Vietnamese people sell better coffee at lower cost. That's it.

[@tuananhpham5120]

#facts

[@tuananhpham5120]

conan263 stop

[@bahamut149]

I'm Vietnamese I can assure you that we don't sell better coffee than starbuck. The best coffee bean we make already sellout for big companies like Starbucks, coffee house or other foreign companies. There is only Robusta and low quality Arabica left. Therefore one of the most popular coffee in VN is ice milk coffee, it's basically coffee overpowers by milk and sugar.

[@PhattyMcgee]

Starbuck is CRAP

[@eryalmario5299]

They also have better coffee

[@Justmyopinionlol]

Watching this makes me want to visit Vietnam. A place where Starbucks fails must have good coffee.

[@FRANKIEEE.1707]

Absolutely!

[@tantainguyen4290]

Oh we do, we got some cheap-ass yet delicious coffee

[@HaXD1209]

The coffee are good and better yet, its only $0.99 (Yes seriously, there are even cheaper one)

[@kissyou427]

you can get those frozen vietnamese coffee those are sooooo good.

[@nekomiyahinata7961]

Seriously, it will blow your mind, 100% must try

[@elainevivi]

has anyone else noticed they put the wrong subs on this vid lmao

[@rith6505]

Elaine Nguyen lmao I thought my phone broken or something

[@stantempest2748]

Lol yeah it’s talking about cars 😅

[@baichiliu5994]

Elaine Nguyen me too

[@mailoanngo3987]

I was going to comment the same thing as yours before seeing your comment.

[@p46709394]

it's intentional. Ask a chinese about what how they distort the HK news to make it so entertaining for racists.

[@syedbilalnafees2002]

Because the Vietnamese dont want weak American coffee

[@Dangic23]

Opening a Starbucks in Vietnam is similar to opening a Blockbuster Video store in the US in 2020. Vietnam coffee culture is like 200 years ahead of US coffee culture. Starbucks copied cold coffee from Vietnam.

[@Johnnyy832]

Gabriel I taste Vietnamese coffee vs Starbucks bud, the taste is night and day.

[@MajorrBison]

Its american business not american coffee, there is a difference.

[@GameFuMaster]

@@g3neralcross911 both. No shame in affording in something that isn't good.

[@JuiceAddiction]

Facts. So called "coffee" in america is straight up all sugar. Like can you even call that coffee

[@sirmarisa]

Even here in Malaysia, vietnam coffee is popular. I'd say people who like ice blended fancy coffees go to starbucks and people who enjoy more old skool coffee go to mamak and cafes serving vietnam style coffee

[@KK-bc6ok]

It's because Vietnamese actually enjoys real coffee, unlike the American's coffee that tastes like water.

[@super12396]

K K wrong. Americans enjoy coffee tastes like sugar and beer tastes like water

[@LeNCTien]

First of all, Espresso or Latte are Italian coffee. Secondly, it tastes like water because you never drink Vietnamese coffee without condense milk or sugar and ice. Black Vietnamese (robusta) coffee usually have a strong burning smell and way more bitter than arabica. And FWI, if you say "enjoy the real coffee". Vietnamese coffee history was just start since 19th century, when the French colony Vietnam, like my grandpa and my father, they drink tea. Personally, if i slept for like 4 hours per night. Vietnamese coffee (black, no sugar, iced) will be chosen. Otherwise, a cup of double shots latte will take me to a sleepy noon.

[@tommaximus1849]

I'm sure that's why they drink their real coffee with a lot of sugar and condensed milk.

[@KhoiBoa]

@@super12396 So true.

[@lykhanh188]

@@LeNCTien "Personally, if i slept for like 4 hours per night. Vietnamese coffee (...) will be chosen". I think this is one of the reason why Starbucks and other foreign coffee brands failed as well. I was born and raised in Vietnam, and from an age as early as 5 or 6, I have to get up at 6 in the morning. Mild coffee like latte wouldn't work.

[@agustinjr.enriquez6238]

Starbucks is more of a “fun and to go” type of coffee...Vietnam has their own coffee that can’t be easily replaced.

[@bigbon101]

I thought the same thing about the Turkish market which has it’s own type of coffee and Starbucks does not offer it. But in the last two years I would say, Starbucks moved from one store every city to one store every corner. I’m talking about the bigger cities tho. Starbucks made people pay more for their daily coffee and local cafes have jumped on the train and also raised their prices.

[@Gemarica]

What is fun about coffee to go? Do you consider it fun to pay three times the price of a better cup of coffee and than have to stand at the counter to pick up your own coffee because Starbucks’ refuses to serve at a table? Any decent office has a good machine or a great coffeehouse next door.

[@campkira]

they r rich people place..... need rich people.... don't forgot this used to be communist....

[@FreakNasty52]

What are you, 12? Go live some and then comment with adults.

[@agustinjr.enriquez6238]

FreakNasty52 Your name sounds like something a 12 year old would write bro

[@remigor569]

I'm Vietnamese. First time I drank an American Starbucks in Seattle, the reaction I had was: "This is some weird milk tea."

[@halicusnguyen8864]

lol xD/

[@channychu7961]

this made me laugh,thanks

[@feelsbadman7134]

i legit went: "That's some warm water"

[@NumberZero3693]

We don't want to pay $5 for a "water with coffee-like taste" cup.

[@halicusnguyen8864]

I like that wording :D

[@neutralpie420]

You can roast cacao beans with that comment.

[@lourivalaraujoneto5843]

here in brazil we call it "chafé" that means coffee that look like tea

[@giahuyhoangvan7169]

@@lourivalaraujoneto5843 also in Việt Nam we have cafe dảo to "chatfe" :))

[@lourivalaraujoneto5843]

@@giahuyhoangvan7169 wow that's so cool, people around the world united against American coffee

[@niyenni]

Once you have had Vietnamese coffee, Starbucks' coffee just tastes so watered down; ain't nobody gonna be paying $5 for that...

[@carmcam1]

fact!

[@maggiejetson7904]

I had Viet coffee, not for me, but still Starbuck is way too expensive for Vietnamese market. I'd imagine they will have other European brand like Illy, but no dice.

[@mohdariff4432]

I did try myself on the 2018. Since then, never bother to return to Starbucks. $1 coffee from side walk stall taste better... It's a matter of fact.

[@marfauzamatjusoh8198]

I crave Vietnam coffee. So delicious.

[@bacvu82]

@@maggiejetson7904 have u tried VN iced milk coffee, coconut coffee or egg coffee? If u haven't, try them and decide again.

[@Feathered_English]

I am so glad to see the coffee shops in Vietnam since I have been to some of them in this video:) Vietnam has one of the best coffee in the world. I couldn’t believe how well they make their coffee. My homestay owner in Halong bay brews much better coffee than Starbucks in Korea. Unbelievable country when it comes to food and coffee! Way to go, Vietnam:)

[@SONMINHTRAN1]

Vietnam coffee style and culture completely influenced by French because Vietnamese know about coffee only when French colonized Vietnam in 1800 something..

[@canond7537]

Proud of my Vietnam brothers - Love from Korea

[@halicusnguyen8864]

:D/ thank you! we love you too here in Vietnam

[@batran4014]

@Kc Ryan lmao 😂

[@banhm1den976]

🇻🇳🤝🇰🇷

[@wide-eyesdoggo7094]

@Kc Ryan is that what comes to your mind when talking about our country? Don't paint everyone with the same brush! Neither was our choice to have picked up such a bizarre eating habit nor does everyone eat dogs. It's just insulting to assume that Vietnamese culture is tied to consuming dog meat, which is generally believed to be acceptable both legally and emotionally. There have been tremendous fights for the law against people from eating dogs, not only to show people's disapproval of it but also to prove that consuming dog meat is nothing but brutal and ruthless behavior. Yes, Vietnamese does eat dog, however, we don't. So next time when coming across a Vietnamese cuisine video, don't leave your ever burning question on what we eat, it's safer to keep it for yourself sometimes.

[@wide-eyesdoggo7094]

@Kc Ryanin Vietnam, children learn English very early once they enter primary school. So, thanks for your compliment

[@shouayang1628]

If you ever have Starbucks coffee and Vietnamese coffee side by side, Vietnamese is just that much better, period.

[@blackknightz5036]

It's not even debatable

[@marfauzamatjusoh8198]

True.

[@purplecrayon7281]

I have tried both. It's not a question of who's better, but rather a difference in taste. It all depends on one's palate.

[@reed3863]

It's a no contest. I've been there myself and it's plain as day. Vietnamese coffee thrashed Starbucks from every direction

[@ThanhNguyen-pe5rk]

LT Ang Speaking of one’s palate, if we were to do a blind taste with our brain removed and rely mainly on our tastebuds, this is how you would react to Starbucks’ cup of joe: “What!? did you clean the cup before serving me with this water?”.

[@SushiParty]

I would be embarrased to walk into a Starbucks for coffee in Vietnam. That's like declaring that you are oblivious to what good coffee is and also dumb enough to spend more for worse quality.

[@rilke3266]

I’m so glad that small local coffee shops in Vietnam are doing well and that Starbucks isn’t really strangling them.

[@tuananhpham5120]

Its unique and quite affordable

[@johnd8281]

That why starbuck coffe need to lower price in united state too..

[@geffi3077]

Starbuck is lucky not to get strangled.

[@bendy1759]

Open Starbucks in Vietnamese just like selling rice to the Vietnamese.

[@anh456]

Like trying to sell American version Pho to the Vietnamese

[@changep]

its like pizza hut in Italy

[@stijnhs]

But vietnamese people buy and eat rice tho...

[@TheWings1993]

The bad rice. :))))

[@poodsnotpoops1279]

@@stijnhs But do you sell rice to the rice farmer ?

[@trangngo4184]

One more thing: Local coffee shops are often decorated in special styles or themes, so they attract more customer than Starbuck. Let's imagine about enjoy a cup of coffee with high caffeine content in a special space, and listen to the music you like. It is truly an enjoyment. It is important that you only pay 3 times less than Starbuck XD

[@thaily5931]

And talking with beautiful girl like you.that is truely happy 😁

[@vietle1142]

And free wifi ;)

[@VinnieJonny]

The only people that wants Starbucks coffee in Vietnam is those angsty teens chasing instagram clout and there's quite a few of them here .

[@scarlettnguyen4234]

Some off those "kids" commented under this video and they called people who can not afford a Starbucks coffee were "poor". Cant believe that they betrayed their hometown drink to appreciate foreign one.

[@badman3364]

Vinnie Jonny spliting fact

[@goingcrazy2002]

Well it is not incorrect. But from my experience, we don’t really go to Starbucks for coffee, more like for latte, smoothies, tea (I like fruit honey tea). But the biggest factor is because Starbucks at VN is crazy in construction, people go in to sit and chat, more than the Western buy and go. By that I mean, there is a Starbucks on Ba na Hill in Da Nang are too extra, they made it like a small scale dreamy castle style with pretty flower. It is more like a check in point, where they take pictures, enjoy the scenery (in check-point selfie Starbucks) or just to enjoy the cool air AC in more normal Starbucks. Nobody really go to Starbucks for coffee.

[@VinnieJonny]

@@goingcrazy2002 You're free to like it but many cheaper alternatives remain such as Highland coffee who's in an even crazier construction taking over every single tourist attraction spot there is. Those guys already have the bigger advantage as a Starbucks clone whilst also being _more_ affordable and not _cheap_ . I'm pretty sure if you can access a Starbucks anywhere here, you can access other cheaper choices also offering a place to chat and menu choices.

[@goingcrazy2002]

I do have to say I don’t like Starbucks, or any kind of coffee store. Cause I don’t drink coffee. It is not very nice to assume something you don’t know. All I did was simply state a fact. The time I ever enter Starbucks or any kind of coffee store, is because it was near me and my friends dating location, and they want a drink to go, or buy for someone else.

[@VintageToiletsRock]

Vietnamese: We want cheap, high caffeine, and less sweet coffee. Starbucks: Ight I'mma put milk in my coffee

[@503appie]

Haha, though I don't think sweetness is the problem. They often use (sweetened) condensed milk. Heck when I was there they even added sugar to my juice. I guess the hot climate causes you to burn a lot of calories quickly, I lost 10kg in 3 weeks haha (edit: fixed spelling and added last sentence)

[@Aboystuckinaloop]

@@503appie yeah, it's the taste. Not strong enough.

[@diegoaespitia]

LOL you got this TOTALLY wrong. They put condensed milk in viet coffee which is 100 times sweeter than milk.

[@huycan9518]

Huge mistake to underestimate Vietnamese Coffee

[@skeimii]

We put condensed milk because it give the coffee a sweet taste but yet still get a hint of bitterness, if you ever try Vietnamese ice milk coffee you will noticed that it give you a sense of rich and thickness not like Starbucks, it is watery in some way and doesn't energize or give people the experience, to be honest it felt kind of cheap drinking Starbucks coffee... if I went to starbuck I probably order tea or a smoothie.

[@lcestrella]

I do like a Starbucks but there’s no way in HELL I would EVER choose one over a Vietnamese coffee!

[@lcestrella]

@@ellamusk6650 of course! Hence why I would never choose a Starbucks over it

[@graysroksan]

“Let’s bring our overpriced watered down crap to a country famous for it’s coffee”. I can’t believe someone at Starbucks HQ agreed to that.

[@anh456]

Such wise desicion

[@A.S._Trunks]

@@anh456 9000 IQ

[@changep]

yeah its big brain time

[@lateral1385]

Lol it's not bad coffee. It just can't compete with the real thing.

[@casualplayer7950]

@@lateral1385 It is, Starbucks only success in countries that people don't even know what good coffee taste like

[@SD-rl3pf]

why anyone would consider going to a Starbucks for bland coffee in a country where great coffee is available everywhere is beyond me

[@stawberries]

as a vietnamese myself, i would say that the only reason why we go there is social media. Our younger consumers just want some good photos. The Starbuck's coffee is wildly known for its bland taste and expensive price tag

[@haiyenhoang5420]

for me, i have tried Starbucks for 2 time only, first for try something new, and second...... was just to make sure why i dont like them =)))))))) ( bc of the price and the taste )

[@resortpoint]

For the AC. 😂

[@6262742]

@@haiyenhoang5420 I live in the States and I tried Starbucks' coffee once and vowed never again. Too much water in a cup of coffee is not worth to be call a cup of coffee, Vietnamese coffee or Peet's coffee is much better. Tôi sống ở Hoa Kỳ và tôi đã thử cà phê của Starbucks một lần và thề sẽ không bao gio tro lai. Quá nhiều nước trong một tách cà phê không đáng để gọi là một tách cà phê, cà phê của VN hay cua Peet's ngon hơn nhiều.

[@haiyenhoang5420]

@@6262742 for some of them, i really love capuchino, but, the americano one... i dont understand, it just one shoot of press coffee add to ice water... that it, and why it cost so much?????

[@pancakelord4965]

To us Vietnamese, Starbucks coffee taste like flavoured water, the coffee we drink is like energy drink in comparision

[@Kevin-fj5oe]

Same in indonesia, starbuck is coffe flavored drink

[@goldenretriever6261]

Seems like Starbucks is more about status than coffee.

[@PWCDN]

It is. Coffee is not a complicated thing. People just want to be seen with their cup.

[@beetdiggingcougar]

It's the Apple of coffee. People want to show off not actually have a better product.

[@babyzoe93]

It's a "Instagram-able" coffee =))

[@mckenziechurch6421]

Only thing they’re good at is frappuccinos honestly

[@intransitPH]

So true. 👍

[@Roof_Pizza]

Ever had a Vietnamese coffee? End of story.

[@John-uz5qb]

roof pizza I have it’s great!

[@Timothee_Chalamet_CMBYN]

roof pizza Vietnamese can’t afford American coffeee

[@firefliez8909]

@@Timothee_Chalamet_CMBYN we actually can but we dont want to pay $5 for a cup that tastes like garbage.

[@ongba5890]

@@Timothee_Chalamet_CMBYN American coffee taste like water. I live in America so yeah I can afford it. But why spend $5 on diluted coffee?

[@jaysonsan8363]

Casey Vietnamese may be poor but we have rich souls

[@SanLeMans]

Starbucks: 5$ McDonald small hamburger : 2-4$ Caphe, banh mi combooooo : 2$

[@nguyentrieugiangnam3304]

FuzzyPanda21 sad but true

[@thecommentguy9380]

And they got better quality. Coffee are actual coffee, and banh mi have significantly less fat.

[@ZERO1983M]

You tell the truth.😅😅😅

[@tuvihiendaivn]

:D and for this conclusion they take more than 10mins of Video long :D

[@lucychan2822]

The problem does not mainly come from the cost. For example, the Philippines, they love fast food. Mc Donald develops very well in PH. Meanwhile, McDonald is not succesful in VN. The true is that GDP per capita of VN is higher than PH. So, cost is not the main reason. Why should we choose fast food and starbuck when we have thousand of better choices? Come to VN and see the reason why Phillips Kotler said that Vietnam should be the kitchen of the world.

[@zelinli4287]

CNBC just can’t get enough of “Why Starbucks fails in XXX”

[@SAFFY7411]

These videos get a lot of views so I don't really blame them.

[@clemenslucas]

i thought at first, that it was a reupload...

[@Predestinated1]

"The rise and fall of XXX"

[@bobbiusshadow6985]

@@Predestinated1 That would be the last episode of their "Starbuck" series.

[@Xerxezkov]

it should be "Why XXX [insert international F&B chain] fails in Vietnam"

[@miidoriness]

Another piece of information that I think they should add to this video is that Vietnamese locals love going to their local coffee shops because it's in their neighborhood and the sense of community is very strong in Vietnam; we love supporting our locals and community in the hope to build a better relationship.

[@jvs333]

I’m an American retired living in VN since 2013. VN people prefer Phuc Long Coffee or Highland Coffee for high end coffee drinks. Starbucks appeals to tourists. Also most VN people prefer drinking VN style coffee, which is usually drip coffee with sweet condensed milk in ice.

[@DARKKNIGHT-ur7uz]

U want to sell coffee to 2nd largest coffee exporter in the world? So Smart

[@ducwan]

Lol 😂😂😂

[@v.t1947]

😂😂😂👏👏👏 Nice !

[@JD-zw5os]

🤣🤣🤣

[@redsox7897]

yes but not the best coffee beans. Indonesia have the best coffee bean in Asia. Ethiopia in Africa. The rest are from Latin Americas.

[@luongo7886]

So that begs the question: How is Starbucks doing in Brazil, the world's #1 largest coffee exporter?

[@ellanica]

Question: Why are the subtitles about Mercedes and BMW?

[@HaXD1209]

*Illusion 100*

[@trollingnoobs8384]

*Is SoMeThInG wRoNg In HeRe* 🤔🤔🤔🤔

[@baoquoc3710]

Something wrong, i can feel it

[@rick_terscale1111]

No no no. It's Vietnamese language. Hehehehe.

[@ksherduc]

Danggggg! That's true ..

[@stormshadow0808]

Vietnamese coffee is pure ❤️. I have tried coffe chains from Ethopia, US, Aus, and many more but nothing beats the local coffee shops in Vietnam. Especially egg coffee!

[@jogiebalansag7250]

Starbucks are way too expensive to sell on Southeast asian countries.

[@excitingmarmot2820]

Agree....one cup of Starbucks is same as half of our salary in a day. Crazy

[@gialinhluu7736]

@TravelerPat that's not true :D we just have better coffee that Starbucks can not compare with. Better in both quality and price

[@HuyTran-kq1dn]

So you think you are rich? Why don't you use your stupidity to think that why they shouldn't spend less money for a better drink? Wasting money is a symbol of richness?

[@justtet9492]

Try Vietnamese coffe for once and you know price doesn't equal to value

[@quanghong3922]

Vietnamese people dont like to drink "brown water"

[@tuannguyen927]

lmao because vietnamese coffee is better than starbuck

[@AnthonyFarrer_TPG]

T N very true and it’s cheaper!

[@nhintaogitaoeplama404]

very true

[@iicii77]

From these videos about Vietnam, I come to the conclusion that they've a good taste, that's why American chains are having trouble times to enter their market. Also, Vietnamese seems to support local cafes estaurants more, I respect that! I'll visit Vietnam to explore it, very interesting country

[@Star5aII]

Honestly it isn’t that we supposed local market more, it’s just the local market in Vietnam provides more convenient and cheaper than any others big foreign corporations. You have to understand we treat KFC, McDonard like some fancy restaurants :D

[@TheJennyWalaShow]

Cannot go wrong with vietnamese coffee. Very strong coffee taste balanced with sweet creamy flavor.

[@tripleO16]

Go small businesses. Seeing big corporations struggle makes me happy

[@kimjongoof5000]

jake peralta Well... Apart from non profit businesses

[@halicusnguyen8864]

@@kimjongoof5000 i mean a lot of non profits aren't what one can consider to be "big corporations"

[@BujoWithTheo]

Every time I went back to visit Vietnam, I tend to support local cafes/brands and I still didn't understand why. After watching this video, I realise it was because of the taste of the coffee. "Going to Starbucks in Vietnam is like going Pizza Hut in Italy", I totally agree :))

[@Athrunwong]

Starbucks selling coffee? Since when? I thought they sell Sugar water?

[@bwimmin6626]

EXACTLY

[@svan5140]

Konata Izumi 😂 😂 😂

[@sundinfamforlife4129]

Agreed. I drink black coffee. And I think Starbucks is almost like a treat not really coffee. I know people that don't even like Coffee but will drink Starbucks....cuz in my opioion it's not really coffee....

[@503appie]

When I was in Vietnam I could take a Grab taxi (Vietnamese equivalent of Uber) for about 1 to 2 dollars for a 45 minute ride. No way they are going to spend their earnings on Starbucks.

[@jons3808]

My wife is Vietnamese and and I’ve visited the country several times. The coffee is incredible and I can understand why Starbucks isn’t succeeding there. I have the same feeling when I walk into a Starbucks in the US; there’s really nothing that appeals to me. It’s overpriced and the coffee is mediocre at best. There weren’t many options in the US back in the day but Vietnam is a different story. I don’t know how Starbucks competes anywhere outside the US, where coffee is typically superior in every way. I remember traveling to Spain in the early 1990s and falling in love with their cafe con leche. When I returned home to San Diego, Starbucks was just starting to take off. I was so excited to try their cafe latte and boy was I disappointed. This kicked off a roughly 30 year quest to make my own delicious coffee at home. I spend about $.25 cents per double shot of espresso at home and it’s much better tasting than Starbucks. I’m so glad the Vietnamese support their local cafes and have held onto their coffee heritage.

[@brunoglopes]

0:01 that’s why they don’t like Starbucks. You can close the video now.

[@peacheskong2245]

Many people mention the prices but what people are missing and so are the international chains is, it's the CULTURE of coffee in Vietnam. It's a local thing and also family culture, it's going to mean war, literally, to take that down or to break through.

[@diysarivon5540]

In US, Starbucks offer you a cup of coffe. Meanwhile in Vietnam.... Stranger : Hey Starbucks do you want coffe?

[@Getitgirl816]

In other words, Starbucks is trash and American's don't know any better, including myself.

[@kylie6928]

Teasha Stewart if you ever come to australia, try the coffee. we’re known for our good coffee 😃

[@icahdubz2094]

Hahahhaha your funny... Yes me too i love coffee.. In asia we preferred not sweetened coffee..then Tea.. Starbucks or some american coffee really love sugar..

[@rick_terscale1111]

Americans do know better. When I was in USA all Americans were complaining about Starbucks. Many Americans travel the world and so now they know what good coffee is. So they feel sad when they go back to USA because they have to put up with Starbucks and McCafe.

[@icedlatte5641]

Rick Terscale I think Starbucks has become one of their cultures in fact I’ve seen a lot of white girls do like Caramel macchiato so bad.

[@joannalam832]

@@rick_terscale1111 starbuck sucks even Mccafe is better than starbuck & cheaper

[@xzavior8703]

It's simple Vietnamese coffee: 50% coffee powder, 50% water and some pretty girls serve Starbuck coffee: 100% water and self-service

[@ducwan]

😂😂😂😂 some pretty girls 😂😂😂😂

[@Joker-Leto]

You referring to Boob coffee shops (coffee om) on Vien Vinh street D10... My favorite coffee shop 😍

[@fbyi2940]

Starbucks got females too lmao just saying

[@thanhkien2717]

So damn true 🤣🤣🤣

[@randomanhminh1634]

I gotta admit sometimes I go to coffe shop because of those girls 👀👀👀

[@donnoanything824]

Aaahhh Vietnam, i suppose to go on April this year..but due to coronavirus and travel restriction, i have to cancel... i hope i can go there next year, it's a gift that i want to give to my parents especially my father for his 70th birthday.. he always want to go..it's his dream to go there..finger cross...

[@halicusnguyen8864]

:D/ please stay safe! And hopefully you can come over when this is all over, I will cross my fingers with you

[@trung170801]

props to cnbc for typing the full Vietnamese name with marks and hooks

[@claudiavelasco8895]

I've been seeing this a lot: why Starbucks is struggling in Miami, why is Starbucks struggling in Italy, Why is Starbucks struggling in Vietnam? Well, those cultures inspired the store to begin with. Whatdid you guys expect? Did you think you were going to teach them a new trick with coffee?

[@nieceypiecey100]

Yeah that it tastes better when you have some cognitive dissonance with it

Because I literally have coffee trees in my backyard.

[@halicusnguyen8864]

Starbucks: _nervous sweating_

[@marumaruchichi]

Because Vietnam's coffee is more delicious and cheaper. Simple.

[@MrJosshead]

As a guest of Vietnam, we have so much great coffee to drink. The cafe culture is second to none here. Unless you visit, you can't even imagine. All Starbucks has coming into Vietnam, is its name. The video is pretty spot on.

[@jennykim01]

As a Vietnamese, I find that totally understandable. I even prefer making my own Viet coffee than drinking at starbucks. I rarely go there, only if my friends want to go there. Starbucks will never be able to beat Vietnamse coffee.

[@KikiCorallie]

because Vietnam knows their coffee!!! So does Colombia, Gutamela, etc, they really don't need Starbucks for coffee!

[@jen_nice2059]

OwnOwnOwnOwnOwnOwn the US lacks the necessary climate to grow their own coffee.

[@hahaewno671]

Vietnamese person: u call this coffee? Taste like water to me Someone in another country: **taste Vietnamese coffee** REEEEEEEEE

[@CodyNhanPham]

Oh gosh so true :)))) I legit saw my friends did the REEEEE lol

[@davidashe6532]

I am American and I drink Trung Nguyen coffee, I have tried many others and can not wait to finish them so I can get back to Vietnamese coffee.

[@myra5406]

I'm just asking , but does anyone else notices the fact that the english caption does not match the audio AT ALL. The captions talk about BMW instead of starbucks😂

[@MrThierry1956]

You're right , sutilltes not matching at all. Something wrong that only few people noticed because others were focusing on listening and didn't pay attention to writting, anyway Starbucks as well as Mc Donald are both nonsens in Vietnam as everywhere either ! coments of a French guy living in Saigon city since year 2000.

[@yinweebdefender5162]

The guy who made the subtitle forgot to drink his cofee after pulling an all nighter tbh

[@tantainguyen4290]

Yin, weeb defender he drank Starbucks

[@hathonguyen6038]

I brought my friends in Korea some Vietnamese coffee and they said it was the best coffee they ever tried even when they made it in a washy style like Americano.

[@carmcam1]

when i went to vietnam i was puzzled when they served me coffee at such a small cup, when i tasted it, i realize the reason, the coffee is strong enough to wake you up for the whole day.

[@MinhNguyen-ff6xf]

Carmela Camba a reversed thing happened when I stayed in the US. They served water with some coffee flavor enriched with caramel or vanilla.

[@pedroroque8681]

At this point, it seems as Starbucks struggles everywhere lol

[@14031993]

And as always, damn millenials!

[@bokhans]

Good! Support your lokal business.

[@kaylawaters2691]

Every Starbucks I've ever been to is super busy, inside packed, and a long line at the drive thru too. You probably have never actually been to one. Usually the people who make those kinda comments assume they only sell coffee and never have set foot inside one.

[@UltimateAlgorithm]

Not really, it is always full here.

[@HuyLy94]

It's because Starbucks is disgusting burnt swill masked with stupid amounts of sugar. There's a reason why they've almost gone bankrupt multiple times here in Australia where we have an actual coffee culture and know better.

[@qanh96]

Simple: Why the hell would we go drink Starbuck's Coffee-flavored water when the street coffee is brewed more freshly, intensely and at cheaper cost?

[@targetisstrong9180]

A new decade has started. Good luck

[@ibrahimmaras4705]

I live in the U.S and I still don’t drink coffee from Starbucks I like Vietnamese coffee waaaay better!

[@kkpoo2102]

Video: Locals go to western chains mainly for the experience Me, a local: Goes to western chains because I have a gift card

[@AMGBVG1369]

You know the one word that every time international chain that was expanding, they fail: ADAPT!

[@lazzymeomeo7039]

As a university student in Vietnam, a Starbucks coffe = money for eating in 1 day (3 meals and drinks)

[@tonyyyyyphuoc6092]

I love the fact that the subtitles are completely wrong :))))))

[@nhancao4790]

I watch this video while drinking a Highlands coffee.

[@damn671]

Vietnam has cheap and amazing street foods and drinks. They don’t need commercial chains.

[@garievolutionsoccer3218]

with many potion in food and drink... wellcome to heaven of potion...

[@trollingnoobs8384]

@@garievolutionsoccer3218 I'm Vietnamese and i can say that you're not wrong so much

[@lalaicyling8429]

Imagine trying to sell coffee to second largest coffee exporter

[@michelnguyen9274]

My mom came back from visiting Vietnam and the first thing she talked about was how disappointing the Starbucks was.

[@bobbiusshadow6985]

All Viets: You want to succeed, you give me the most bang for my buck. Starbucks: That does not compute.

[@lourivalaraujoneto5843]

as a brazilian cofee producer i can relate, i have gone in starbucks once in a airport, and was one of the worst experiences of my life, the cofee was almost like tea, very watery... in brazil we call this a "chafé". and the food was completely forgettable, unlike the bill. so much money to so much crap.

[@xekodota2627]

Coffee serves in Starbucks is weak. Vietnamese has strong taste

[@beatjunkybg]

I love these stories about failing corporations, most of them sell you a lesser product for more money, trying to capitalize of their brand alone. We should support local shops more

[@nguyenxuantruong3612]

Starbucks: here, taste my coffee Me: taste like water with coffee flavour😒 Me after drinking vietnamese coffee: ok, now i can work all night

[@bangcon]

Even Starbucks itself said "it is not about the coffee"

[@livewithpassion27]

I don't think that's Starbucks' motto but rather a book tittle from Starbucks' former president about leadership principles. But you brought up a good point though. This is actually why Starbucks is so successful in countries without a strong coffee culture. Many people, myself included, go there for the experience, not for the (super sugary, imo) drinks. I can sit there for hours to study/work by paying just $4-5. I always support local shops but have to hit Starbucks when there're no other choices (too early/late in the day). Of course this would not be a problem for countries with strong coffee culture like VN where there're lots of better options 😉

[@DavidinSLO]

Starbucks is a place where tourists go to buy one of those "I was here" mugs ... and then go across the street to a local coffee shop, for cheaper/better cup of coffee.

[@jennyfoxworth2445]

As a vietnamese person I will tell everyone what is not mentioned here about Starbucks. When they debut in our country Starbucks announced on front page newspaper they would change the vietnamese coffee drinking habit in the most cocky way imaginable. Every vietnamese I know even a taxi driver laughed at it and remember how cocky they were. That is not a very good way to start your business in a new country dude. 😒

[@coffelover009]

So proud of vietnam, they embraced their local.😍

[@phatasticmeemo]

I can tell ya why from experience, went to Ho Chi Minh a few years ago to visit family. It's because their coffee cost even more for the same cup here in Philly. I was confused. The local coffee shops were awesome and I usually only pay $0.75-$1.50 for a cup. My aunt only makes the equivalent of $400 a month and the idea of a $4 cup of coffee really shocked her.

[@tonytoniyo2222]

Visited Vietnam in 2022, I was like “Starbucks, what did you forget here maaan?”😂

[@HanieAhn]

As someone who has been drinking Vietnamese coffee for more than 2 decades and tried Starbucks coffee in 7 different countries, let me give you 2 simple answers. 1. Vietnamese people have good tongues. They know what tastes great and what tastes trash. 2. Vietnamese people are excellent in math. If you give them a product at 3x price, they expect its quality to be 3x too, not 1/3. I love testing coffee and I have tried a range of Starbucks products in Vietnam, personally I found their taste awful. It was like they were trying to cut costs by putting in more water, more ice, less cream, less coffee, it was quite terrible compared to the Starbucks I enjoy in several other countries. Can't blame Vietnamese people, their tongues and their minds work just fine.

[@death2putin718]

I just returned from Saigon, Vietnam. I’m normally a tea guy but I made sure to have at least 2 Viet coffees a day. The trendy local chain is called Cong Coffee and the most popular beverage is coconut coffee, a $2.50 USD Frappuccino #2die4