Vietnamese enjoy spending their time in cafe and we have two types of shops - milk tea shops & coffee shops This survey is conducted to compare images between milk tea shop and coffee shop image towards Vietnamese customer in terms of their usage behavior and perception. The survey was conducted to 581 respondents in both Ha Noi and Ho Chi Minh City in May 2018.

1. Q&Me is online market research provided by Asia Plus Inc.
Tea or coffee - Vietnamese preference and images
Asia Plus Inc.

2. Survey Objective
This survey is conducted to compare
images between milk tea shop and coffee
shop image towards Vietnamese customer
in terms of their usage behavior and
perception.
The survey was conducted to 581
respondents in both Ha Noi and Ho Chi
Minh City in May 2018.

3. Shop visit frequency
4 times
/ week
and
more
2-3
times /
week
Once /
week
2-3
times /
month
Once /
month
Less
often /
do not
use
18-23 9% 24% 14% 15% 12% 25%
24-29 12% 21% 15% 15% 8% 30%
30-39 7% 21% 14% 16% 10% 33%
Tea shops
4-5
times /
week
2-3
times /
week
Once /
week
2-3
times /
month
Once /
month
Less
often
18-23 6% 20% 19% 7% 16% 33%
24-29 15% 24% 18% 9% 9% 26%
30-39 19% 27% 12% 11% 5% 27%
Coffee shops
Q. How often do you drink milk tea / coffee?
Coffee shops have higher visit frequency from 30’s, while the youth visit tea
shops more

4. Who do you go shops with?
Q. Who do you usually go with when going to the milk tea / coffee shop?
Tea shops are more for the casual relationships while coffee shops are more
business-related
Tea shops Coffee shops
Friends 67% Family 38%
Colleagues 27% Boy / girlfriend 23%
Friends 69% Colleagues 41%
Family 28% Client 21%

5. Times / Money to spend
Q. How long do you stay at coffee shops / milk tea shops / How much do you spend for coffee shop in average (per person)?
Time and amount spent in the shops are very similar between milk tea shops and
coffee hops
Tea shops Coffee shops
16%
55%
25%
3%
0%
Less than 30 minutes
30 - 60 minutes
More than 1 - 2 hours
More than 2 - 3 hours
More than 3 hours
10%
53%
31%
5%
2%
Less than 30 minutes
30 - 60 minutes
More than 1 - 2 hours
More than 2 - 3 hours
More than 3 hours
Average spending / person: 53,000 VND Average spending / person: 53,500 VND

6. Image differences
Q. As the attributes below, do you think about the coffee shop or milk tea shop?
Lively
Tea shop - 82%
Coffee shop - 36%
Quiet
Tea shop - 27%
Coffee shop - 90%
For youth
Tea shop - 87%
Coffee shop - 49%
For adult
Tea shop - 30%
Coffee shop - 90%

7. Image differences
Q. As the attributes below, do you think about the coffee shop or milk tea shop?
Milk tea shops are federated with lively, youth images. Coffee shops are more
quiet and adult images
82% 80%
64%
48%
27%
36%
66%
71%
77%
90%
Lively Gathering Affordable Premium Quiet
Image differences
Milk tea shop Coffee shop
87%
31% 30%
49%
86%
90%
For youth For work place For adult
Atmosphere differences
Milk tea shop Coffee shop

8. Brand popularity
61%
55%
51%
49%
43%45%
43%
39%
36% 35%
14% 14% 15%
7%
12%
Gongcha TocoToco Ding Tea Royal Tea Phúc Long
Tea shops
Recognized Shops visited Favorite shops
77%
71%
59%
42%
31%
63% 62%
47%
32%
21%25%
31%
16%
5% 5%
Trung
nguyên
Highland The coffee
house
Starbucks Đen Đá
Coffee
Coffee shops
Recognized Shops visited Favorite shops

9. Summary
• Coffee shops are visited by 30’s the most, while the
youth visit tea shops more
• Tea shops are used for the casual relationships while
coffee shops are more business-related
• Time and amount spent in the shops are very similar
between milk tea shops and coffee hops. In average,
50,000 + VND are spend per visitor and more than
30% of them stay there more than 1 hour
• Milk tea shops are federated with lively, youth images
while Coffee shops are more quiet and adult images
• Popular tea shops are Gongcha, Toco Toco and Ding
Tea
• Popular coffee shops are Trung Nguyen, Highland
coffee, The coffee house

10. Respondent profile (N=581)
Gender
Male, 51%Female, 49%
18-23, 31%
24-29, 30%
30-39, 38%
Age
HCM, 54%
Hanoi, 46%
City
Household income
8%
14%
20%
24%
19%
14%
Under 4,000,000 VND
4,000,000 - 9,000,000 VND
9,000,001 - 14,000,001 VND
14,000,001 - 20,000,000 VND
20,000,001 - 30,000,000 VND
Above 30,000,000 VND

11. Reference:
Milk tea shops and coffee shops in Vietnam

12. Coffee chain stores
Name HCM Hanoi Others Total
Trung Nguyen 38 8 11 57
Highland 72 45 60 177
Coffee House 49 10 5 64
Urban 24 4 4 32
Passio 23 6 0 29
The Coffee Bean and Tea
Leaf
13 2 0 15
Stabucks 24 10 2 36
Cong Caphe 9 31 8 48
Phuc Long 28 0 0 28
Coffee Factory 13 0 0 13
Effoc 5 0 4 9
Total (All) 298 116 94 508
Number of coffee chain has increased by 34% thanks to the increase in HCM City area
* The above graph figure does not include Effoc, as it was newly added this year
224
293
83
11666
90
373
499
2017 2018
HCM Hanoi Others TTL

13. Milk tea chain stores
Name HCM Hanoi Others Total
Bobabop 50 21 35 106
Chago 1 9 10 20
Dingtea 11 100 89 200
Gongcha 18 6 14 38
Hot&Cold 32 0 3 35
Koi Thé 19 0 0 19
Lavida 14 0 0 14
Phuc Long 28 0 0 28
Royal Tea 9 7 10 26
Trà Tiên Hưởng 32 4 9 45
Toco Toco 25 61 64 150
Heekaa 6 3 2 11
Uncle tea 10 3 5 18
R&B tea 13 0 2 15
Total (All) 268 214 243 725
268
214
243
725
2018
HCM Hanoi Others TTL
Number of milk tea chain chain are over 700 stores

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0%
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3% 3%
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Age
19%
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4%3%3%
47%
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Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City

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QUALITY CHECK SURVEY SPECIFICATION
N (Sample size) 300
IR (Incident rate) 100%
LOI (Lenght of Interview) 10 minutes
Success Criteria Overral score of 80% or higher
THE RESULTS
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Average score
in the industry
73%
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