Generation Z conquers the coffee and tea market: a trend with flair!

Generation Z conquers the coffee and tea market: a trend with flair!

The Vietnamese generation Z is increasingly integrating coffee and tea into their everyday life, which makes coffee consumption in Vietnam a central cultural aspect. According to a report by Vietnam.vn , Vietnamese coffee and tea are not only available at streets, but also in modern furnished shops. These shops not only offer high -quality drinks, but also create an overall experience with appealing lighting and interior design. Generation Z uses these places to work, meet friends and to share their experiences on social media.

Popular drinks of the young generation are Cold Brew, Latte Macchiato and various types of tea such as peach visions and jasmintea with milk. It is particularly striking that Generation Z value the origin, preparation and the stories behind the products. The "Farm-to-Cup" concept plays a central role here, which is supplemented by clean ingredients and environmentally friendly packaging. These preferences are shown in consumption behavior, which is influenced by the brand style, personal sensations and the entire customer experience.

The role of social media

An investigation into the coffee consumption of Generation Z in Vietnam, which has used qualitative approaches and deep interviews with young Vietnamese consumers, shows that drinking coffee is considered part of the youth culture. Socialization is the main reason for consumption, while the stimulating effects of coffee, such as the promotion of vigilance and energy, represent further important factors. The daily consumption of coffee, especially Vietnamese ice coffee with condensed milk, is widespread in this generation.

Another aspect that is emphasized in the study is the influence of social media on coffee drinking habits. Taste, aroma and the ambience are crucial factors for coffee consumption, while health benefits usually have no priority. Sustainability aspects seem to play a subordinate role so far, but could gain in importance in the future, such as "https://vskp.vse.cz/english/91787_attitudes-of-generation-z-towards-consumption-in-vietnam?page=1"> vskp.vse.cz reported.

events and trends

On May 18, 2025, the Coffee Talk program "Trendy drinks of Generation Z" took place in the Giga Mall, in which experts like Mr. Do Duy Thanh from the FNB Director Consulting Company and Mr. Tran Nhat vu from the brand chain Phuc Tea. The event offered an insight into the current trends and possibilities in the coffee area, whereby the focus was on the festival "In honor of Vietnamese coffees and teas", which serves as an opening event for summer activities.

The planned summer activities include a summer festival campaign with the topic of “Safari adventure”, a private sale with discounts up to 50 % and innovative shopping technology. In addition, entertainment is offered in the form of mini -games and gifts for customers.