In early 2024, Masan entered the Vietnamese RTD tea segment with Bupnon Tea 365, a brand built on the promise of crafted from 100% young tea leave delivering a pure, authentic tea taste. The unique selling point is the tea is sold in a bigger 500ml pack.
Now, in the second half of 2026, Bupnon Tea 365 has undergone a brand refresh, introducing a new standardised packaging for Jasmine Lemon Tea (Trà lài vị chanh).
The campaign tagline, “BUPNON – Giữa chiều rồi, Bupnon thôi!” (“It’s already afternoon, time for Bupnon!”), captures the essence of the brand’s positioning. Bupnon is marketed as the antidote to the mid‑afternoon slump — that familiar dip in energy and motivation between 2:00 PM and 4:00 PM at work or school. A chilled sip of Bupnon is framed as a joyful pause, a literal tool to wake up your energy, lift your spirit, and remind you to keep moving forward.
