Chinese bubble tea brands are accelerating their Vietnam expansion in 2025-2026, drawn by the country's rapidly growing tea beverage market, youthful demographic profile, and improving retail infrastructure. The Vietnam bubble tea market, valued at USD 1.2 billion, is projected to reach USD 2.8 billion by 2028, creating substantial opportunity for both established and emerging Chinese brands.
Market Landscape: Who's Winning in Vietnam
Mixue leads the market with over 500 stores across Vietnam, leveraging aggressive franchise development and ultra-low pricing strategy (VND 15,000-25,000 per cup). GONG CHA and KOI The occupy the premium segment with VND 45,000-65,000 price points. The mid-market segment — where most Chinese expansion brands are positioning — remains under-served and presents the greatest opportunity.
Entry Strategies: Master Franchise vs. Direct Development
Most Chinese brands entering Vietnam opt for a master franchise model, partnering with established local groups who provide capital, real estate expertise, and government relations. Key considerations include: minimum investment commitments (typically 20-50 stores over 3-5 years), royalty structures (5-8% of revenue), and territory exclusivity terms.
- Vietnam bubble tea market: USD 1.2 billion (2024) → USD 2.8 billion (2028)
- Mixue: 500+ stores; GONG CHA: 120+ stores
- Price segments: Budget (VND 15-25K), Mid (VND 30-50K), Premium (VND 55K+)
- Preferred entry model: Master franchise with local partner
💡 Key Differentiator: Vietnamese consumers are increasingly health-conscious. Brands that emphasize natural ingredients, reduced sugar options, and transparent sourcing will capture the growing "clean label" consumer segment.
Localization Imperatives
Menu adaptation is critical for Vietnam success. Popular local flavors include durian, mango, coconut, and passion fruit — tropical profiles that differ significantly from mainland Chinese preferences. Vietnamese consumers also favor lighter textures and less chewy toppings compared to the dense pearl textures popular in China.
For franchise investors, Vietnam's bubble tea market offers compelling growth potential at a lower market entry cost compared to Thailand or Singapore. Early movers establishing strong local partnerships and brand presence will enjoy significant first-mover advantages as the market matures.