Recently, many users were surprised to receive an automated response when messaging Café Amazon Vietnam’s official Facebook page, stating that the brand has ceased operations. With no further explanations or updates on the page, the community is questioning whether the Thai coffee chain is quietly exiting the Vietnamese market.
Prior to this auto-reply, social media was abuzz with reports from employees. Multiple Facebook posts claimed Café Amazon halted operations on November 18, with some sharing their “last working day.” These posts quickly garnered responses from customers, many expressing regret over the sudden closure of the Thai coffee chain.
One customer mentioned visiting just days ago to purchase their favorite item, planning to return, only to find the closure notice. Another stated they opened the app that morning to place an order but couldn’t locate the store, initially thinking it was just “no longer partnered with the app,” but later realizing the brand had completely ceased operations. Regulars near schools also shared concerns, noting how quickly their local branch vacated the premises.
Earlier in October, Insideretail reported that the Bangkok Stock Exchange confirmed Central Plaza Hotel Public Company Limited (Centel) withdrew from the joint venture operating Café Amazon in Vietnam. This led to the dissolution of ORC Coffee Passion Group (ORCG), the entity managing the entire system. ORCG was a joint venture between Central Restaurants Group (Vietnam), holding 40% of shares, and PTTOR International Holdings (Singapore), a subsidiary of PTT Oil and Retail Business, holding 60%. In a statement to the Bangkok Stock Exchange, Centel cited “reprioritizing business focus” as the reason for the withdrawal. As of August 31, Centel’s investment in ORCG totaled 56 million baht (approximately $1.72 million).
With the fanpage’s automated response confirming the closure, social media buzz from employees, customer observations of store closures, and corporate filings confirming the Thai partner’s withdrawal, multiple indicators suggest Café Amazon has exited the Vietnamese market after nearly five years of operation.
Prior to closing, Café Amazon operated 12 stores in Southern Vietnam, primarily in Ho Chi Minh City. Market observations reveal that several prime locations, such as 162 Nguyen Thai Binh, 63 Dinh Tien Hoang, 822 Su Van Hanh, 444 Hoang Van Thu, and 792 Nguyen Kiem, are now listed for rent. These were once considered “prime spots” in the brand’s strategic presence.
Thúy Hạnh
