The Rise and Fall of Bubble Tea Brands in Vietnam: A Nostalgic Journey Through Time.

The Vietnamese bubble tea market has witnessed an intense competition in recent years. Numerous big and small brands have emerged, constantly changing trends and consumer tastes. While new names continuously update and innovate their products, marketing, and communication strategies, some brands closely associated with many people’s childhoods have quietly withdrawn. Sadly, these brands were once synonymous with memories and the “first bubble tea” generation of Gen X and Y.

Here are some well-known brands that have either bid farewell or are in a state of “hibernation,” leaving many feeling nostalgic:

Ten Ren – The “Big Player” in Bubble Tea Exits After Less Than Two Years

When Ten Ren, a renowned Taiwanese bubble tea chain, entered the Vietnamese market in 2017, it garnered high expectations, especially with the backing of a large corporation. With its premium tea quality and modern image, Ten Ren quickly expanded and attracted attention.

However, surprisingly, just under two years later, in August 2019, Ten Ren Vietnam announced the closure of all its branches, withdrawing from the race to everyone’s astonishment. To this day, the brand is still considered one of the unfortunate “failed attempts” in the Vietnamese bubble tea market.

-18 Degrees C – “Bubble Tea from the Cold Machine” is Now Just a Memory

For those who were students in Ho Chi Minh City around 2005-2010, the name -18 Degrees C is unforgettable. It was one of the first cafes to introduce the “bubble tea from the cold machine” model, combining a cafe-style space with a diverse drink menu. Back then, gathering with friends in an air-conditioned cafe and enjoying a creamy bubble tea was a great pleasure.

However, as time passed and the market evolved, consumer habits changed. The brand gradually faded and now only has one remaining branch in District 3, Ho Chi Minh City, operating quietly amidst countless modern and dynamic competitors.

Hot&Cold – A Teen Favorite Closes After 14 Years

Hot&Cold, launched in 2011, was once a go-to destination for many young people in Ho Chi Minh City. It offered not just bubble tea but also a snack paradise with a diverse menu of skewers, mixed noodles, fried chicken, and more. With a spacious and eye-catching interior and youthful music, Hot&Cold quickly expanded to over 65 branches nationwide, becoming a true phenomenon.

However, after 14 years of operation, the brand recently announced that it would officially cease operations across all its branches as of June 30, 2025, marking the end of a long and emotional journey.

Comebuy – Another Brand Bids Farewell to Vietnam

Comebuy, a Taiwanese bubble tea chain, which was quite familiar to consumers in Ho Chi Minh City, has also announced its closure after eight years of operation in Vietnam. May 31, 2025, marked the official end of its operations across all branches.

On their fan page, Comebuy shared: “The journey so far has been memorable, filled with emotions, unforgettable memories, and stories. Every smile, every moment shared over a cup of bubble tea, is a precious memory. Goodbye and thank you all.”

The farewell, though gentle, leaves many feeling nostalgic, especially those who have been loyal customers of Comebuy for a long time.

Bubble tea remains a market with great potential in Vietnam. However, to survive and thrive, brands must not only maintain product quality but also continuously innovate and understand consumer psychology. The departure of brands like Hot&Cold, -18 Degrees C, and Comebuy is unfortunate, but it also serves as a reminder that the market is selective, and only those who “evolve” can go the distance.