Three O’Clock’s Meteoric Rise: From Sleepless Nights in Saigon to a Hundred-Store Deal in India

At 3 a.m. in Saigon, the city that never sleeps, most shops have dimmed their lights, but the Three O’Clock outlets remain brightly lit. Within their spacious and warm interiors, freelancers diligently work on their laptops, groups of friends chat through the night, and office workers finalize their day’s tasks.

“If we can keep customers until 3 a.m., they’ll stay with us all night.” – smiles entrepreneur Thuan Nguyen, Founder of Three O’Clock, recalling the philosophy that has defined the brand for nearly a decade.

Launched in 2016 amidst a vibrant F&B market, Three O’Clock carved a unique path: a 24/7 coffee model serving customers at any hour. At that time, Vietnam’s F&B sector was still wide open, and the concept of “deadline coffee” was just emerging.

“Growing up in an F&B family, I knew that to survive, we needed to carve out our own niche. Back then, 24-hour coffee shops were virtually unheard of, and I believed that by starting early, we could establish ourselves firmly.” – shares Thuan Nguyen.

For nearly a decade, Three O’Clock has steadfastly maintained its unique identity: spacious interiors, bright lighting, and an open design that caters to those who work, study, or simply seek inspiration during sleepless nights. According to the brand’s Founder, large spaces are a strategic choice, not only making the brand recognizable but also delivering an authentic experience for customers. “When the space is ample, customers tend to stay longer – and that translates directly into revenue.”

Today, Three O’Clock operates nine outlets in Ho Chi Minh City and one in Hanoi, becoming a familiar icon among the youth in both regions. The brand is more than just a coffee shop; it’s an “energy hub” for young people working through the night.

However, for Thuan Nguyen, the past decade was just the beginning. The real turning point came when she met Mrs. Nguyen Phi Van, Chairwoman of Go Global Holdings, known for her role in Shark Tank Vietnam and as a mentor for Vietnamese brands going global.

“I once thought that stability in Vietnam was enough. But Mrs. Phi Van made me realize: if we could succeed in a competitive market like Vietnam, why not take on the world?” – shares Founder Thuan Nguyen.

That meeting sparked a new journey – the journey to “go global” for a coffee brand born from sleepless nights in Saigon.

From Saigon to the Land of a Billion: A Bold Move by a Vietnamese Startup

In early 2025, news of Three O’Clock signing an exclusive franchise agreement with FranGlobal (India) sent ripples through Vietnam’s F&B industry. Under the deal, this international franchising specialist will develop the Three O’Clock system in India, Nepal, Sri Lanka, and Bangladesh, committing to open at least 100 outlets within a decade.

With nearly a decade of operation in Vietnam, Three O’Clock is no longer a fledgling brand. Its resilience and proven business model have earned the trust of international partners.

Choosing India as the first destination surprised many, as most Vietnamese brands typically target Southeast Asia, South Korea, or the U.S. For Thuan Nguyen, this was a calculated move. She saw opportunity in a country with a young population, an average age of just 28, and a preference for strong flavors and tea/coffee consumption – factors that make Vietnamese coffee naturally appealing.

According to forecasts, India will become the world’s fourth-largest economy by 2025, with a rapidly growing middle class and booming demand for modern culinary experiences. “It’s the perfect time for a Vietnamese brand to take the leap,” shares Thuan Nguyen.

When the Dream of “Going Global” Is No Longer Exclusive to Giants

Three O’Clock’s global expansion isn’t driven by lofty ambitions but by a model proven over nearly a decade of stable operation in Vietnam. According to Shark Phi Van – Chairwoman of Go Global Holdings, who has accompanied the brand on its expansion journey: “If a brand can thrive in a competitive F&B market like Vietnam, it’s proof of its resilience and potential for international scalability.”

The agreement with FranGlobal includes four support pillars: brand transfer, operational processes, staff training, and marketing strategy. Investment costs per outlet are designed flexibly based on scale, with an expected ROI period of 12–18 months – a feasible timeline for a foreign brand entering an emerging market.

What sets Three O’Clock apart is its “made in Vietnam” identity. For Thuan Nguyen, Vietnamese origins are not something to hide but a source of pride. “Vietnamese coffee is bold, strong, and distinctive – and that’s what the world is curious to explore,” shares the brand’s founder.

The goal of opening 100 outlets in 10 years is no mere symbol. While the partner suggests potential for 300–500 locations, Three O’Clock opts for a slow and steady approach, focusing on quality and experience. “Each international outlet must be an ambassador for the Vietnamese brand,” affirms the female founder.

For Thuan Nguyen, “going global” isn’t just about business expansion but a journey to prove Vietnamese entrepreneurial spirit – daring to go, to try, and to act. Three O’Clock’s story exemplifies the spirit of young entrepreneurs: Not just starting up for personal success, but to assert Vietnam’s position on the global F&B map.

In Saigon, as the clock strikes three in the morning, Three O’Clock outlets remain brightly lit – spaces where young people work tirelessly, converse, or simply seek inspiration in the night. Those lights now symbolize not just a familiar corner of the city but also the aspirations of a Vietnamese brand on the global stage. From sleepless nights in Saigon, Three O’Clock is writing a new chapter: bringing Vietnamese flavors to the world – through effort, resilience, and belief in the inherent strengths of Vietnamese people.