Bready, a fresh bread brand, may not have been a household name with its limited number of branches, but its closure in early October 2025 left many with a sense of nostalgia. This unique café-bakery hybrid offered a fresh take on Vietnamese bread, moving away from the traditional crispy texture.
Bready’s Exit Follows a Trend of Departing Brands
In the same year, Đoàn Thị Anh Thư, founder of Vua Cua, announced her departure from Vietnam to settle in the US.
Established in 2016, Vua Cua quickly gained fame in the F&B industry, securing a VND 3.5 billion investment from Shark Liên for a 10% stake.
Bready’s outlets are now closed and under renovation.
At its peak, the brand boasted 7 restaurants and numerous supermarket outlets, with ambitious plans for nationwide expansion.
However, the founder admitted to lacking the expertise to sustain growth, leading to a significant downsizing and a shift to producing convenience foods for export to the US.
Other once-popular tea brands like 18 Degrees, Alo Trà, Hot&Cold, and Tiệm trà Tháng 4 have also exited the market or scaled back, evoking fond memories among consumers.
Vua Cua once operated 7 restaurants and numerous supermarket kiosks.
A Brutally Competitive Market
The Coffee House, once valued at over VND 1 trillion with 150+ branches, had to close a third of its outlets before being acquired by Golden Gate for VND 270 billion. It is now undergoing rebranding.
Hot & Cold, a beloved tea and skewer chain since 2011, closed all outlets in May 2025, marking the end of an era for many.
In late 2024, entrepreneur Trần Thanh Tùng (Tùng BT) closed the last Monkey in Black café after a decade.
At its height, the brand had 4 outlets in Ho Chi Minh City. Tùng BT also co-owns Windmills Coffee in Da Lat, which has shrunk from 15 to just 1 location.
Alo Trà, a brand synonymous with generations of 8x and 9x, has also scaled back its operations.
F&B expert Trần Khải Minh Nhật notes the industry’s short survival cycle, typically around 8 years, which is shrinking. Brands must either evolve or face closure.
“Food brands cannot remain static. Even global giants like McDonald’s and Starbucks must continuously innovate to stay relevant,” Nhật concludes.
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After more than two decades of serving Vietnamese consumers, the beloved Bready brand – known for its fresh bread – has officially announced the end of its 21-year journey.
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