Vietnam's young coffee entrepreneurs: Brewing a revolutionary coffee culture - Video
A growing wave of young Vietnamese entrepreneurs is transforming the nation’s coffee culture, using their cafes to challenge traditional family expectations around careers.
Among them is 32-year-old Vu Dinh Tu, who left a lucrative career in finance to open a coffee shop without initially telling his parents. His journey mirrors the aspirations of many young Vietnamese eager to break free from the conventional paths of medicine, law, and other secure professions that the country’s rising middle-class families often encourage.
“Gradually, my parents found out [that I left a well-paid finance job to open a cafe], and they weren't very supportive. I think every parent wants the best for their child and loves them. Everyone wants their child to have a stable job and not have to worry too much,” he told the AFP.
Nguyen Duc Hieu, a 37-year-old cafe owner whose family has been in the coffee business for four generations, sees this change reflected in his clientele. "A cafe is the most welcoming place for the younger generation. Our customers have been coming here for three to four generations, from grandparents to grandchildren," he said.
The cafe scene is also booming in terms of quality and ambience, notes 29-year-old Nguyen Thi Hue, owner of Bright Eyes coffee shop. "The cafe industry is growing rapidly both globally and in Vietnam. The movement here is strong in terms of drink quality and space," she observes.
Coffee has long been a staple of Vietnamese life, typically served black, with condensed milk, or even egg. The country, once among the world’s poorest, made significant economic strides through manufacturing in the early 2000s, and with it came a cultural shift. However, despite the growing wealth, many parents still prefer their children to pursue financially stable careers over more creative ventures.
But coffee is now more than just a drink; it’s become a symbol of self-expression and independence. Cafes offer an alternative way for young people to break free from societal and family pressures, according to Sarah Grant, an associate professor at California State University.
Vietnam’s relationship with coffee dates back to the 1850s under French colonial rule. In the 1990s and 2000s, the country shifted to large-scale production of robusta beans, making it the world’s second-largest coffee exporter.
