On 14/7, Thuy Hang, a Sa Pa resident, dined with friends at Sa Moc restaurant in Ta Van commune. Upon receiving the bill, she was shocked to see two 500 ml bottles of plum wine priced at 700,000 VND, claiming the restaurant hadn't displayed the price.

Hang explained she had dined there twice before with satisfactory experiences, prompting her return. Working in tourism in Lao Cai, she knew plum wine shouldn't cost more than 500,000 VND per liter, so she didn't inquire about the price beforehand. "I had to double-check the bill because I was so surprised by the price," she said.

That evening, Hang posted about the incident on social media, attracting significant attention. Many agreed that 700,000 VND per liter of plum wine was unreasonable and expensive.

Hang's dinner table on 14/7. Photo: NVCC

Kieu Linh, owner of a leaf-fermented wine establishment in Lao Cai, stated that blood plums used for winemaking cost around 20,000 VND per kilogram when bought in bulk. Adding the cost of good quality wine at approximately 55,000 VND per liter, plus sugar, the total cost should only be a little over 100,000 VND per liter.

"At that ratio, the wine would be very sweet, so establishments typically dilute it. 700,000 VND per liter is exorbitant," she said, adding that the average price in Lao Cai is only around 200,000 VND when sold to tourists.

The two plum wine bottles priced at 700,000 VND. Photo: NVCC

Following the widespread sharing of her post, Hang reported the restaurant owner contacted her to offer a refund, but insisted the staff had informed her of the price and that it was clearly displayed. As a result, both parties haven't reached a resolution.

On its official fan page, Sa Moc restaurant maintains it adheres to price display regulations and that staff provide detailed information to customers. Regarding the 700,000 VND wine, the restaurant stated the staff and customer had agreed on the price before serving.

On 16/7, the Ta Van Commune People's Committee (UBND) fined Sa Moc restaurant 2 million VND. The owner, Nguyen Manh Tung, was penalized for selling wine with an alcohol content of 5.5% for on-site consumption without registering with the relevant authorities. The Ta Van UBND representative announced they would conduct a comprehensive price display inspection in the area soon.

Located about 12 km from Sa Pa's center, Ta Van commune is home to the Giay and H'Mong ethnic groups. It's known for its traditional stilt houses scattered among terraced rice fields that change color with the seasons, surrounded by streams, waterfalls, and bamboo forests.

This month, Ta Van was listed among the six most beautiful villages in Asia by the Hong Kong newspaper SCMP, highlighted for its slower pace of life compared to the more crowded Cat Cat village.

Tu Nguyen