Vietnamese tea brand, Phuc Long Dragon is launching its 1st flagship store in Hanoi marking its first step to bring the tea culture to the city.
The launch of the flagship store is part of the chain’s broader brand refresh strategy, aimed not only at updating its image but also at upgrading customer touchpoints, from product quality to overall experience. It is also part of its long-term development strategy in Hanoi and northern Vietnam.
The move aims to create a tea-focused space that reflects local identity while aligning with the rhythms of modern urban life, meeting the rising expectations of tea consumers.
In Hanoi, the chain currently operates 29 outlets, marking a steady expansion across northern Vietnam.
Each location is designed to align with the pace of modern urban life while preserving elements of the capital’s long-standing cultural identity.
The flagship store will feature a dedicated Tea Master corner where customers can learn about tea preparation and take part in guided tastings. Customers will also be able to explore premium tea varieties such as Shan Tuyet, Pu-erh, and Dragon Claw.
The outlet is positioned as a gathering place for tea and coffee enthusiasts of the nearly 60-year-old brand. Phuc Long Coffee & Tea, established in 1968, is one of Vietnam’s long-standing coffee and tea brands, known for its distinctive coffee and tea offerings. It is one of the country’s leading beverage chains with more than 200 stores in HCMC and has achieved strong brand recognition among consumers in southern Vietnam.
Phuc Long is part of the giant Masan Group, one of Vietnam’s largest F&B conglomerate.
