Vietnamese coffee, particularly Vietnamese RTD coffee continues to show tremendous untapped potential, a point we have highlighted previously. The recent memorandum of understanding (MoU) between Capital A Berhad’s subsidiary Santan Food Services Sdn Bhd and Empire International Sdn Bhd, the unit of Singapore’s instant beverage specialist, Food Empire Holdings, further validates our view that Vietnamese RTD coffee is poised to become the next big trend in the Southeast Asia beverage scene.
According to the press release:
The initial product rollout will span both in-flight and on-ground touchpoints:
- Inflight: Passengers flying with AirAsia can look forward to a co-branded Vietnamese iced coffee experience onboard, combining regional authenticity with convenience and quality.
- On-ground FMCG: The same product line will also be made available at selected retail outlets under the Santan brand, offering a consistent and accessible consumer experience beyond AirAsia flights.
In Vietnam, Food Empire has built a strong reputation with its CaféPHỐ line of instant Vietnamese coffee, as well as its ready-to-drink (RTD) offerings under the MacCoffee brand—both showcasing the rich and distinctive flavours of Vietnam’s coffee culture.
While we have previously highlighted the rising potential of RTD Vietnamese coffee, the lion’s share of the market is expected to be driven by 3-in-1 instant Vietnamese coffee—thanks to its affordability and ease of access for everyday consumers.
