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

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

Vietnamese Generation Z is increasingly integrating coffee and tea into their everyday lives, making coffee consumption a central cultural aspect in Vietnam. According to a report by vietnam.vn Vietnamese coffee and tea are not only available at street stalls, but also in modern shops. These stores not only offer quality drinks but also create an overall experience with attractive lighting and interior design. Generation Z uses these places to work, meet friends and share their experiences on social media.

Popular drinks among the younger generation are cold brew, latte macchiato and various types of tea such as peach tea and jasmine tea with milk. What is particularly noticeable is that Generation Z attaches great importance to the origin, preparation and stories behind the products. The “Farm-to-Cup” concept plays a central role here, which is complemented by clean ingredients and environmentally friendly packaging. These preferences are reflected in consumer behavior that is influenced by brand style, personal feelings and the overall customer experience.

The role of social media

A study of coffee consumption among Generation Z in Vietnam, which used qualitative approaches and in-depth interviews with young Vietnamese consumers, shows that drinking coffee is considered part of youth culture. Socialization is the main reason for consumption, while coffee's stimulating effects, such as promoting alertness and energy, are other important factors. Daily consumption of coffee, especially Vietnamese iced coffee with condensed milk, is common among this generation.

Another aspect highlighted in the research is the influence of social media on coffee drinking habits. Taste, aroma and ambience are crucial factors in coffee consumption, while health benefits are usually not a priority. Sustainability aspects seem to play a minor role so far, but could become more important in the future vskp.vse.cz reported.

Events and trends

On May 18, 2025, the Coffee Talk program “Generation Z Trending Drinks” was held at Giga Mall, where experts such as Mr. Do Duy Thanh from FnB Director Consulting Company and Mr. Tran Nhat Vu from the Phuc Tea brand chain spoke. The event offered a glimpse into current coffee trends and opportunities, with a focus on the “Honoring Vietnamese Coffee and Tea” festival, which serves as the opening event for summer activities.

The planned summer activities include a summer festival campaign with the theme “Safari Adventure”, a private sale with discounts of up to 50% and innovative shoppertainment technology. Entertainment is also offered in the form of mini-games and gifts for customers.

In summary, Generation Z not only brings with it a new wave of coffee consumption trends, but also a sustained focus on quality and aesthetics. These developments could have far-reaching implications for Vietnamese coffee culture in the coming years.