The beloved brand Bready – Fresh Bread recently announced on its fan page, “After 21 years of companionship and service, we respectfully announce the official closure of our journey, ‘Bready – Fresh Bread,’ starting October 1, 2025,” without disclosing the reason.
Bready’s Founder Declines to Comment
The post garnered hundreds of views and comments, with many expressing nostalgia for the fresh bread brand that had been a staple in Ho Chi Minh City for over two decades.
On October 3, as reported by Nguoi Lao Dong Newspaper, the last remaining Bready store at 62 Mac Dinh Chi Street (Tan Dinh Ward, HCMC) had removed its signage and was under renovation. However, on Facebook, the brand updated its status to “always open” instead of “permanently closed” as previously stated.
A journalist from Nguoi Lao Dong Newspaper contacted Mr. Tran Quang Vinh, one of the three co-founders of Bready, via phone to inquire about the closure. Mr. Vinh declined to comment, citing a busy schedule.
When pressed with a quick question, “Is Bready closing due to inefficiency or other projects?” Mr. Vinh replied, “I cannot answer that.”
Bready – Fresh Bread has removed its signage and is under renovation at the Mac Dinh Chi store.
According to Bready’s website, Mr. Vinh, a qualified medical doctor, ventured into the culinary business inspired by Thomas Edison’s quote: “The doctor of the future will no longer treat the human frame with drugs, but rather will cure and prevent disease with nutrition.”
Bready was born from Mr. Vinh’s visit to Vietnam’s first foreign fast-food chain, where he was impressed by the quick-service model. This inspired him to create a Vietnamese brand catering to busy individuals.
Another co-founder, Chef Nguyen Trung Thu, is renowned for his experience in five-star hotels and restaurants.
Remaining images of the Bready – Fresh Bread brand.
Bready’s fan page updates its status to “always open.”
Expert Insights
Mr. Tran Khai Minh Nhat, Vice Chairman and Head of Training at the Ho Chi Minh City Culinary Association (FBA), noted that without an official statement from the founders, the true reason remains unknown. However, based on industry experience, he suggests Bready might either cease operations entirely or rebrand with a new model.
Mr. Nhat observed that Bready’s recent products and marketing strategies failed to resonate with younger consumers. “They pioneered healthy fresh bread, avoiding the crispy, additive-laden bread preferred by over 99% of Vietnamese consumers,” he analyzed.
He added, “Bready’s founders, despite their expertise and reputation in the culinary industry, were overly focused on their vision. They insisted on selling products that didn’t align with market demand, leading to their current situation.”
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