The Coffee House
The Coffee House is a Vietnamese coffeehouse chain headquartered in Ho Chi Minh City.
Last updated August 22, 2026
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Overview
The Coffee House is a Vietnamese café and coffeehouse chain established in 2014 and headquartered in Ho Chi Minh City. It operates as a domestic branded café business serving coffee, tea, blended beverages, bakery items, and other casual food and refreshment products through a network of physical stores and digital ordering channels in Vietnam. The brand developed during a period when Vietnamese consumers were increasingly adopting modern café formats while retaining strong preferences for local coffee culture and socially oriented gathering places. The chain expanded rapidly during its early years and became one of the best-known local competitors in Vietnam's organized coffeehouse market. By March 2018, it had more than 100 outlets nationwide and was reported to serve more than 40,000 customers per day. Its growth placed it alongside other prominent Vietnamese chains such as Highlands Coffee and Cong Ca Phe. These domestic operators were described as collectively more popular in Vietnam than international brands such as Starbucks, reflecting the importance of local tastes, pricing, store locations, and culturally familiar café experiences. The Coffee House's positioning has centered on an accessible, contemporary café environment rather than on coffee alone. Its stores have generally been designed as places for meetings, study, work, and socializing, with a broad menu intended to attract customers across different dayparts. This model gives the brand a wider consumption occasion than a specialist coffee retailer: customers may visit for brewed or espresso-based coffee, tea and non-coffee drinks, snacks, or a casual meeting space. The brand has also participated in the broader shift toward app-enabled ordering and delivery-led food and beverage consumption, although the available reference material does not establish the full scope of its current digital operations. In 2018, The Coffee House was reported as the second-largest Vietnamese coffee-chain business by revenue, behind Highlands Coffee, and fourth by profit, behind Highlands Coffee, Starbucks, and Phuc Long. A 2019 report cited by the reference material stated that revenue increased by nearly 30 percent from the preceding year, although the reported monetary figure is not reproduced here because the available source context does not provide a sufficiently reliable financial presentation. These rankings indicate that the company had become a significant participant in Vietnam's organized café sector, even though it remained smaller than the leading national chains by some measures. The brand was owned by Seedcom through 2022. Seedcom is a Vietnamese investment and operating group associated with a broader retail and technology ecosystem that has included businesses such as Juno, AhaMove, and Giao Hang Nhanh. In June 2022, The Coffee House increased its charter capital, and Singapore-registered investment firm Ficus Asia Investment acquired a stake of more than 23 percent according to the cited reference material. Ficus Asia Investment was founded by Dinh Anh Huan, who is also associated with Mobile World and Seedcom. The available sources do not establish whether this transaction represented a change in operational control or provide a definitive current ownership structure. The Coffee House therefore represents a locally developed Vietnamese café brand that combines a multi-store retail network with a broad beverage-and-food offer. Its principal competitive context is domestic rather than purely international: it competes for urban café occasions with Highlands Coffee, Cong Ca Phe, Phuc Long, Starbucks, and independent cafés. Current store numbers, executive leadership, ownership after the 2022 investment, and present financial performance require verification from up-to-date company or regulatory sources.
History
The Coffee House was created in Vietnam in 2014 as a modern domestic coffeehouse brand. Its development reflected the growth of organized café chains in Vietnamese cities, where local operators competed by combining coffee and tea products with comfortable spaces for meetings, studying, working, and leisure. Rather than relying on a narrowly specialist coffee proposition, the chain used a broad café menu and a repeat-visit store environment to address multiple consumer occasions. The brand expanded its physical network during the 2010s and became a significant participant in Vietnam's increasingly competitive café market. By March 2018, it had more than 100 stores across the country and was serving over 40,000 customers daily according to the cited reference. At that time, chief executive Nguyen Hai Ninh said the company planned for potential growth to as many as 700 outlets in Vietnam. The ambition illustrated the chain's emphasis on national scale, although the available material does not confirm that the target was achieved. The Coffee House was commonly grouped with Vietnamese chains such as Highlands Coffee and Cong Ca Phe. These local brands competed successfully against international entrants, including Starbucks, by offering products, prices, store formats, and customer experiences adapted to Vietnamese preferences. In a 2018 comparison, The Coffee House was identified as the country's second coffee-chain business by revenue, behind Highlands Coffee, and fourth by profit, behind Highlands Coffee, Starbucks, and Phuc Long. Such rankings placed it among the most visible organized café businesses in Vietnam. The chain continued to grow commercially in 2019. The cited reference stated that revenue increased by nearly 30 percent from 2018. Because the available material does not provide a fully verifiable financial filing or clear currency presentation, the exact reported amount is not included in this dossier. The result nevertheless indicates continued expansion or increased sales momentum during the period. Through 2022, The Coffee House was owned by Seedcom, a group connected with a wider Vietnamese retail and technology ecosystem. Seedcom's associated businesses have included fashion retailer Juno and logistics or delivery companies AhaMove and Giao Hang Nhanh. This group relationship situated The Coffee House within a broader platform of retail, commerce, and technology businesses rather than as an isolated restaurant operator. In June 2022, the company increased its charter capital. Ficus Asia Investment, an investment firm registered in Singapore and founded by Dinh Anh Huan, acquired more than 23 percent of the shares according to the cited reference. Huan is associated with Mobile World and Seedcom. The transaction is relevant to the ownership history of the brand, but the available source does not establish the full post-transaction cap table, whether control changed, or the precise governance arrangements. The Coffee House's history is therefore characterized by rapid domestic expansion, strong competition with both Vietnamese and global café chains, integration into the Seedcom ecosystem, and a later investment involving Ficus Asia Investment. Reliable current information on store count, markets beyond Vietnam, leadership, ownership, products, and financial performance should be added from company disclosures or Vietnamese corporate records before treating this entry as fully current.
- 2022
Ficus Asia Investment takes a minority stake
[1]The company increased its charter capital, and Ficus Asia Investment acquired more than 23 percent of the shares.
- 2019
Reported revenue growth
[1]The cited reference reported nearly 30 percent revenue growth compared with 2018.
- 2018
Network exceeds 100 stores
[1]By March, the chain had more than 100 outlets in Vietnam and reportedly served over 40,000 customers each day.
- 2018
National expansion ambition announced
[1]CEO Nguyen Hai Ninh announced a possible plan to expand the network to as many as 700 outlets across Vietnam.
- 2014
Brand established
[1]The Coffee House was created as a Vietnamese coffeehouse chain.
Products and positioning
A contemporary Vietnamese café chain combining locally familiar coffee culture with accessible stores, broad beverage choices, casual food, and spaces for socializing, studying, and working.
Coffee · 2014
Coffee beverages
Coffee is the core category of The Coffee House's offer. The chain operates in Vietnam's established coffee culture while presenting coffee through a standardized modern café format. Its range is understood to include Vietnamese-style preparations and contemporary café beverages, although the available reference material does not provide a complete current menu or identify individual permanent products.
Tea and refreshments · 2014
Tea and non-coffee beverages
The Coffee House uses a broad beverage assortment to serve customers who do not choose coffee and to extend visits across different consumption occasions. Tea and other non-coffee refreshments complement the coffee range and support the brand's positioning as a general-purpose café rather than a coffee-only specialist. Specific recipes and current product names are not established by the supplied sources.
Food · 2014
Bakery and light café food
Bakery items, snacks, and light food broaden the chain's offer beyond beverages. These products are suited to customers using stores for casual meals, meetings, study, or work. The supplied reference material confirms the café-chain format but does not document a complete food menu, product architecture, or current availability by store.
Brand decisions
2022
Capital increase and minority investmentM&ABackground
The Coffee House remained associated with Seedcom while its ownership and capitalization were adjusted in the Vietnamese café and retail market.
Action taken
The company increased its charter capital, and Ficus Asia Investment obtained a stake of more than 23 percent.
Aftermath
The investment added Ficus Asia Investment to the brand's ownership structure. The supplied source does not establish whether operational control or management changed.
2018
Pursuit of nationwide store expansionStrategyBackground
After building a network of more than 100 locations, the company articulated an ambitious growth direction in Vietnam's competitive branded café market.
Action taken
CEO Nguyen Hai Ninh announced that the chain could expand to as many as 700 outlets across Vietnam.
Aftermath
The available source confirms the expansion ambition but does not establish whether the target was reached.
Recent events
- 2022
Ficus Asia Investment acquires a stake in The Coffee House[1]
M&A
The Coffee House increased its charter capital, while Singapore-registered Ficus Asia Investment obtained a stake exceeding 23 percent, according to the cited reference.
- 2019
The Coffee House reports strong year-on-year revenue growth[1]
Other
The cited reference reported that revenue rose by nearly 30 percent compared with 2018. The precise monetary amount is omitted because the available source context does not provide sufficient financial verification.
- 2018
The Coffee House surpasses 100 stores in Vietnam[1]
Other
The chain was reported to have more than 100 outlets across Vietnam and to serve over 40,000 customers per day. CEO Nguyen Hai Ninh also discussed a possible long-term expansion to as many as 700 outlets nationwide.
- 2018
The Coffee House ranks among Vietnam's leading coffee chains[1]
Other
The Coffee House was described as Vietnam's second coffee-chain business by revenue and fourth by profit in the cited market comparison.
Sources2 sources
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