On 14/8, the F&B giant unveiled its new brand identity and flagship store, Phuc Long Phoenix, at 285 Cach Mang Thang Tam Street, Hoa Hung Ward, Ho Chi Minh City. This event marks a strategic move built on three pillars: revitalizing the store environment, enhancing service quality, and developing a brand that embodies traditional culture with a modern twist.
According to the company, this strategy contributes to the positive results Phuc Long Heritage (PLH) recorded in the first half of the year. As of 30/6, revenue reached 858 billion VND (a 10.3% increase compared to the same period last year), and after-tax profit reached 86 billion VND (a 63.5% increase compared to 2024).
 |
The store with a new brand identity at 285 Cach Mang Thang Tam Street. Photo: Phuc Long |
The store with a new brand identity at 285 Cach Mang Thang Tam Street. Photo: Phuc Long
The new logo retains the inspiration from the traditional Vietnamese teacup, representing connection and harmony. Soft, rounded lines combined with minimalist shapes create a classic yet refined look. The image of a handmade tea basket and woven patterns are prominent features, symbolizing the close bond between tea growers, brewers, and drinkers.
The flagship store boasts a modern design while preserving Vietnamese tea culture. The open space incorporates various areas: a quick-service section for takeaway orders, a spacious seating area for work or meetings, and an area for experiencing premium teas like Shan Tuyet, Pu-erh, and Mong Rong.
 |
Inside the new store. Photo: Phuc Long |
Inside the new store. Photo: Phuc Long
Patricia Marques, General Director of Phuc Long Heritage, emphasized that a good store not only needs to be aesthetically pleasing but also needs to tell a story. "We want to tell the story of Vietnamese tea in an accessible way, through both the space and the products," Marques said.
In addition, the brand has standardized its entire process, from sourcing ingredients to brewing, ensuring consistent quality across the system, aiming for a "million cups as one" journey. Each cup of tea is meticulously crafted, accompanied by upgraded service to provide customers with a complete experience.
Marques stated that these changes and the launch mark the beginning of a journey to refresh the customer experience and connect more deeply with Vietnamese consumers. Phuc Long, a brand with nearly 60 years of history in Vietnamese tea culture, is known for blending traditional values with quality. What sets the company apart is its manual tea-brewing process, carried out by expertly trained staff who meticulously create each cup of tea with a distinct, rich flavor.
Among the products that have been well-received by customers and made the brand famous are: Phuc Long milk tea, Lucky tea, Peach tea, Lychee tea, and traditional strong coffee.
 |
The premium tea experience area. Photo: Phuc Long |
The premium tea experience area. Photo: Phuc Long
As a member of the Masan ecosystem, Phuc Long envisions becoming one of the most beloved tea brands in Vietnam. The company aims to create connections between generations while bringing fresh and relatable tea stories to young people.
According to Marques, Phuc Long is like a dynamic 30-year-old who has experienced hardships like anyone else but has overcome them and become stronger, ready to embrace new things. They want to reinvent themselves, explore new experiences, go shopping, attend parties, enjoy music, and connect with new friends.
Phuc Long is entering a new phase of development with the goal of becoming a symbol of modern Vietnamese tea. The brand is focusing on synchronizing the customer experience, redesigning its spaces to blend tradition and modernity, aiming to create a more authentic and relatable feeling for customers.
With a long-term vision, the company aims to become a tea brand that connects generations. "On this journey, customers are both connoisseurs and contributors to the spread of Vietnamese tea culture, working with Phuc Long to integrate the spirit of Vietnamese tea into modern life," Marques said.
As of the end of Quarter 2/2025, PLH operates 184 flagship stores nationwide. In the second half of the year, the company plans to open 13 new stores, including eight in Hanoi.
Hoang Dan
