Vietnam’s Coffee & Tea Chain Market reached $1.34B in 2025.
Vietnam’s Coffee & Tea Chain Market reached $1.34B in 2025, a remarkable figure for a country of ~100M people. Milano Coffee Vietnam has recently been mentioned among the larger players in the region, alongside brands like Highlands Coffee®, which is actively building its IPO narrative.
Strategic exits to outpace IPOs in Vietnam F&B’s sector: Maestro Equity.
Vietnam’s food and beverage (F&B) sector is likely to see more strategic exits rather than blockbuster IPOs as the market matures, according to a top executive at Maestro Equity Partners, a Ho Chi Minh City-based boutique investment firm.
13 Years In Vietnam: This Is How You Work With Vietnamese | Giovanni Zangani | EP 390
Every year, a wave of foreign investment funds enters Vietnam armed with the same pitch deck, painting an attractive macroeconomic picture of a young population and a rapidly expanding middle class. They are often drawn to startups that fit the “right” mold—companies led by charismatic young founders who can effortlessly deliver polished presentations in English […]
Capital is easy. The right partner is hard, especially in Vietnam.
“What valuation can I get?”That’s the first question I hear from many F&B founders when raising capital in Vietnam. In my experience, the more important question is:“Who can help me reach the next stage of my business journey?”
“The moment you stop treating the company only as yours, people begin caring about it as theirs.”
This week, I had a discussion with a founder about governance and decision-making, the kind of conversation that can easily feel uncomfortable or even like micro-management if not handled with the right context. It didn’t escalate because I understood that feeling, I’ve been there myself.
By definition, returns come from seeing things before they’re obvious.
That requires holding incomplete or unpopular views without rushing into ideology.
The products that really scale usually look simpler at first, but they fit how most people actually live.
The products that really scale usually look simpler at first, but they fit how most people actually live. That’s why local data and judgment always matter more than our personal preferences.
How AI is transforming Asia’s universities and the future of talent
“The new generation of graduates is entering the workforce with capabilities that didn’t exist five years ago. They can harness AI in analysis, communication, and decision-making, becoming productive much faster. What we look for today are people with strong business judgment and leadership, because in markets like Vietnam, where data can be limited, sound judgment […]
Before chasing investors, ask: “Is my product so good that customers want more of it?
Investors, especially in a fast growing/changing market like Vietnam, already carry enough risk: country risk, GP risk, illiquidity risk. They don’t want unnecessary operational risk on top.
Over the years, I’ve learned four things that changed the way I think about value creation.
The longer holding period and capital commitment create a simple, unavoidable reality: you own the result. You can’t hide behind deliverables, you live with the consequences of your decisions.But it took time to shift my mindset from providing answers to driving results.