Iconic 21-Year-Old Bakery Announces Permanent Closure

The beloved Vietnamese bakery brand, Bready, has officially announced the end of its 21-year journey on its Facebook page. The statement reads: “After 21 years of companionship and service, we respectfully announce the conclusion of the journey named ‘Bready – Fresh Bread’ starting from October 1, 2025.

Over two decades have been filled with cherished memories, where Bready shared freshly baked, delicious loaves of bread, various dishes, and countless stories, smiles, and loyalty from our valued customers. Your trust and support have been the driving force behind Bready’s success until today.”

Founded in 2004 by Dr. Trần Quang Vinh, a formally trained medical doctor, Bready began when Dr. Vinh unexpectedly shifted his focus from medicine to the culinary business. The inspiration struck during a visit to Vietnam’s first international fast-food chain, where he was impressed by its efficient service, professionalism, and cleanliness. This experience sparked his vision to create a uniquely Vietnamese model tailored for Vietnamese consumers.

Reflecting on Bready’s 21-year legacy, Nguyễn Thái Bình, a food and beverage (F&B) industry expert and Director of Concepts Academy (VCS), notes that Bready’s emergence in the early 2000s marked a significant shift in modernizing Vietnamese cuisine. Transforming the traditional street-side cart image associated with markets and street corners, Bready introduced a modern bakery concept featuring clean spaces, industrial ovens, and the irresistible aroma of freshly baked bread wafting through the streets.

During the rise of fast-food chains like Lotteria, KFC, and Pizza Hut (post-1997), Bready carved its niche by preserving the essence of Vietnamese bánh mì while infusing Western influences, exemplified by its iconic “flying saucer burger.” This symbolized a fusion of culinary creativity and cultural exchange.

According to Bình, “Over 21 years, Bready sold more than just bread or burgers—it sold memories and connections. It nurtured generations of Saigon students like me and left an indelible mark on friendships, impromptu rainy day gatherings, and even lean times when wallets were light. Perhaps in the future, people will remember Bready as a brand that ‘nurtured’ an entire generation.”

Before its closure, Bready operated a single location at 62 Mạc Đĩnh Chi, Tân Định Ward, Ho Chi Minh City. Previously, the brand had a presence in central districts such as Bà Huyện Thanh Quan, Võ Văn Tần, Kỳ Đồng, and Nguyễn Thị Minh Khai.