Vietnam Considered As The Next Move for Starbucks
The American giant is looking into possibility to expand its business in Asia, including Vietnam.
For most readers, Starbucks is likely a familiar name, perhaps with a product sitting next to your laptop or smartphone. The American coffee giant has established a significant global presence, expanding well beyond its origins in the United States, including locations from Vancouver campuses to Hong Kong International Airport. As of 2025, it is estimated that 30% of Starbucks' revenue is generated from international markets, reflecting their continued growth strategy.
In a recent press release, Starbucks CEO, Howard Schultz, outlined the company’s ongoing restructuring plan, which now includes established operations in India and Vietnam, having entered these markets in 2012 and 2013 respectively. The population of these rapidly developing Asian nations remains an attractive aspect of their business strategy, especially as both economies have shown resilience and innovation in the face of global economic challenges.
In Vietnam, major international coffee brands have emerged as players, with Gloria Jean's and Illy's among the few prevalent multinational selections. The arrival of Starbucks has been highly anticipated, particularly among the youth of Vietnam who are embracing a modern lifestyle that prioritizes speed and convenience. Furthermore, Burger King successfully opened its location in Tan Son Nhat Airport last summer, highlighting the growing appeal of international brands in the region.
The increasing interest of franchises and chains in the Vietnamese market signals positive prospects for job creation and an expanded variety of choices for coffee enthusiasts, particularly those with a penchant for frappuccinos.
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