On October 16th, in Ho Chi Minh City, Teatime LLC, the owner of the Three O’Clock brand, officially signed an exclusive franchise agreement with an Indonesian partner to bring the brand to Jakarta, the capital of the world’s fourth-largest coffee exporter.
Vietnamese Coffee Captivates Young Indonesian Consumers
Under the agreement, PT Tiga Waktu Rasa will be responsible for developing the store network, operating branches, implementing marketing activities, and managing the supply chain in Jakarta, Indonesia.
Three O’Clock will support brand-related activities and training for the partner during the launch of the first stores. The first Three O’Clock branch will open in South Jakarta, Indonesia, in early December 2025, operating 24/7.
Mr. Vincent Halius, Chairman of PT Tiga Waktu Rasa, stated that while Indonesia is well-developed in terms of raw materials and coffee chains, the Vietnamese coffee experience remains appealing to young Indonesians. This led him to Vietnam in search of a model, ultimately choosing Three O’Clock.
Ms. Thuan Nguyen, founder of Three O’Clock, and Indonesian partner Mr. Vincent Halius, Chairman of PT Tiga Waktu Rasa, at the signing ceremony.
A Realized Dream for Young Coffee Entrepreneurs
Ms. Thuan Nguyen, CEO of Three O’Clock, emphasized that this agreement is not just a business deal but a cultural bridge between Vietnam and Indonesia, two nations with a deep love for coffee.
“Together with our partner, we aim to bring Indonesian customers a modern, approachable coffee experience infused with the rich cultural essence of Vietnam,” said Ms. Thuan Nguyen.
Three O’Clock, a micro-brand established in 2016 with only 10 branches to date, has secured three consecutive major international franchise agreements, with continuous launches planned within a year—a true “lifelong dream come true.”
Previously, Three O’Clock franchised to partners in the Indian Subcontinent, including India, Nepal, Sri Lanka, and Bangladesh, followed by a franchise agreement covering six Gulf Cooperation Council (GCC) countries.
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