In the first half of 2025, the coffee market has witnessed continuous waves of store network expansion and large-scale factory developments. Alongside these moves, the rise of new dining trends and innovations in marketing and sales activities by coffee shop chains on social media reflect the strong appeal of this vibrant market.
With the goal of providing a neutral perspective on market movements and uncovering the communication formulas that keep brands “hot” on digital platforms, YouNet Media officially launches the Coffee Shop Chain Market Report on Social Media H1/2025. Get your free copy of the report here.
1. Coffee Market in the First Half of 2025: “Comprehensive Expansion” from Production Infrastructure to the Social Frontline
In just the first six months of 2025, the coffee market has continuously witnessed major investment moves from leading coffee brands – from building production infrastructure to expanding store networks. Notably, Highlands Coffee inaugurated the Highlands Cái Mép roasting factory with a total investment of VND 500 billion in Bà Rịa–Vũng Tàu; Trung Nguyên Legend held the groundbreaking ceremony for what will become the largest coffee factory in Southeast Asia in Buôn Ma Thuột City; and Phúc Long expanded its store network by 50%, from 158 to 237 stores nationwide (according to Vietstats.vn).
On digital platforms, long-established brands such as Highlands Coffee and Trung Nguyên Legend have also started livestream activities on e-commerce platforms, especially TikTok Shop. This shift reflects how brands are adapting to new consumer behaviors, as online shoppers become increasingly comfortable purchasing F&B products through e-commerce. Data from YouNet ECI shows that the coffee category’s e-commerce revenue surged by 133% in H1/2025 compared to the same period last year – signaling the growing potential of this sales channel. As such, competition among major players in H1/2025 has evolved beyond coverage and visibility – it’s now a long-term battle spanning the entire value chain, from supply infrastructure to consumer experience.
The market’s heat is further amplified on the social media battleground. According to YouNet Media, total online discussions about the Coffee Shop Chain Market reached 759,988 mentions, marking a 46.21% increase in volume and a 324% growth in engagement compared to H1/2024. This remarkable growth stems not only from major brand campaigns but also from the emergence of the new social platform Threads, as well as trending culinary phenomena such as Matcha (green tea) in early 2025. These trends reaffirm the essential role of social media in capturing emerging trends, amplifying brand influence, and connecting meaningfully with consumers.
Disclaimer: The Coffee Shop Chain Market in this report includes the TOP 10 brands with the highest discussion volume on social media. Measurement period: January 1 – June 30, 2025. Data collected and analyzed by YouNet Media’s SocialHeat platform from Facebook, YouTube, TikTok, Threads, E-commerce sites, Forums, Blogs, and Online News.
2. TOP 10 Most Active Coffee Shop Chain Brands on Social Media in H1/2025
Amid the market’s vibrancy, coffee shop chain brands have been continuously ramping up their social media activities. To provide a benchmark reflecting brand appeal and consumer engagement, YouNet Media officially releases the TOP 10 Most Active Coffee Shop Chain Brands on Social Media for the first half of 2025. This ranking serves as a reference for investors and brand management teams to evaluate communication effectiveness and gain an objective view of their competitive positioning.
Highlands Coffee continues to lead the market with 199,281 mentions. The brand’s success comes from a combination of diverse media campaigns and a strong presence at offline touchpoints, creating a powerful social media synergy.
Meanwhile, Starbucks and Trung Nguyen Legend made notable gains, moving up three ranks compared to H1/2024, generating 197,562 mentions and 105,322 mentions, respectively. Starbucks excelled with unique merchandise collections and seasonal campaigns, while Trung Nguyen Legend gained attention by refreshing its brand and modernizing its image to reach a broader audience.
Phuc Long maintained a TOP 5 position thanks to its accelerated store expansion strategy, combined with activities aligned with national events, helping the brand maintain high visibility. The Coffee House and Katinat demonstrated agility in product innovation and content creation, particularly by leveraging Matcha trends and seasonal beverage collections.
Overall, the TOP 10 brands not only highlight the strength of long-established “industry giants” but also show opportunities for emerging brands to stand out if they can strategically leverage trends and foster community engagement.
3. Notable Marketing Trends – When Coffee Shop Brands Sell More Than Just Coffee
Observations from YouNet Media show that the success of Coffee Shop brands in H1/2025 comes not only from expansion activities but also from innovative communication strategies.
One prominent trend is linking brand image with national pride, tapping into the “Gen Tu Hao” spirit during major national events. Brands have skillfully integrated Vietnamese culture, history, and national pride into products and marketing stories, creating strong empathy and connection with consumers. For example, Starbucks launched a Vietnam edition ceramic cup, Phuc Long collaborated with the April 30th parade, and Highlands implemented the “Tu Hao Tinh Hoa Ca Phe Viet” campaign. These actions demonstrate that brands are selling more than just a cup of coffee – they are selling cultural value and pride, which strongly motivates users to share on social media.
Merchandise has also become a key “frontline” showing significant changes in H1. Previously seen as mere promotional gifts, merchandise collections are now developed as independent products with strong brand identity. The seasonal collections from Starbucks or the adoption of the blind box trend by Cheese Coffee are clear examples of serious investment in this promising business area.
At the same time, in an increasingly saturated product market, brands have differentiated themselves by selling offline experiences. Investing in unique spaces with local character (localization) or convenient drive-thru models creates attractive highlights, encouraging consumers to visit, check-in, and share on social media, generating strong viral effects.
Menu innovation strategies have also become more creative and systematic rather than one-off activities. Brands are now capturing new culinary trends like Matcha, combining unique toppings, experimenting with flavors, or emphasizing premium origins.
Although not a new trend, minigames continue to play an important role in maintaining brand “heat” on social media. In the first six months of the year, minigames launched alongside new products or during special occasions have effectively increased engagement, strengthened community bonding, and retained customers.
Overall, the Vietnamese coffee market in H1/2025 presents a dynamic picture with movements spanning offline to online. Successful brands rely not only on product quality but also on trend awareness, creative communication, and delivering unique customer experiences. This article provides only a snapshot of the overall market landscape that YouNet Media aims to convey to brand management and marketing teams. For a deeper and more detailed view, marketers can receive the full report on Social Media Coffee Shop Market Movements H1/2025 for free here.
