The Mid-Autumn Festival Coffee Shop Showdown: Katinat Steals the Spotlight from Highlands Coffee to Become the Most Talked-About Brand, with a 24/7 Newcomer Making Waves in the Rankings

As reported by YouNet Media, the top 10 coffee shop brands in Vietnam generated 2.25 million interactions and over 220,000 discussions on social media during the first half of Q3 2024 (July 1 – August 22, 2024). Compared to the same period in Q2 2024, there was a slight decrease of 1.8% in discussions, but a significant increase of 175.96% in interactions.

YouNet Media attributes this buzz to the brands’ Mid-Autumn Festival campaigns, which included a variety of creative product collections, stories, and concepts.

Leading the “Mid-Autumn race” on social media were Katinat Coffee & Tea House, Phúc Long Coffee & Tea, and Highlands Coffee, collectively accounting for 146,190 discussions, or 66.4% of the top 10 brands’ discussion share.

Notably, Katinat surpassed Highlands, the previous leader in Q2 2024, to become the most talked-about brand on social media. With nearly 62,700 discussions, almost double that of the previous quarter, Katinat has captured the attention of young, trend-conscious consumers.

With over 70 stores nationwide, including several impressive locations in District 1, Ho Chi Minh City, Katinat has become a popular destination known for its aesthetically pleasing store designs, unique menus, and cute cups, perfect for social media check-ins.

“Katinat skillfully integrated product promotion into trending TikTok videos. Additionally, positive reviews from users about their new packaging, the ‘Vườn Hạ’ (Summer Garden) cup, and new branches have generated over 14,590 discussions, contributing to more than 23% of the brand’s total discussions,” said YouNet Media.

Meanwhile, Highlands Coffee received accolades for their new store model launches in Da Nang and Hanoi, featuring Instagrammable photo zones and an open barista counter. They also maintained their youthful brand image, appealing to the tastes of young people by creating trendy situational videos.

Highlands Coffee’s Mid-Autumn Festival collection, “Giòn Giã Chuyện Trăng” (Crispy Moon Tales), is currently the most talked-about, accounting for 42.6% of the discussions about their mooncakes. YouNet Media attributed its popularity to the creative packaging design, new flavors, and a series of content about the Mid-Autumn Festival on Facebook and TikTok.

Another notable mention in the rankings is the newcomer Three O’Clock, a 24-hour coffee chain with nine locations in Ho Chi Minh City. Instead of launching a mooncake collection, Three O’Clock made its mark with a unique charitable campaign called “ẤM” (Warmth). Building on the success of previous years, the brand continued its tradition of fundraising and organizing a Mid-Autumn Festival for underprivileged children, with proceeds from their best-selling Cam Xi Muoi (Orange Plum) Tea.

“As the only brand in the top 10 to implement a CSR (Corporate Social Responsibility) campaign during this festive season, Three O’Clock received an outpouring of praise from the online community, spreading positivity and good deeds,” said YouNet Media.