Massive expansion action by Phoenix Lava in Vietnam

1 min readUpdated May 28, 2025Feb 5, 20183:00 AM

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Thailand’s steamed-bun chain Phoenix Lava has erupted in Vietnam, opening with four stores in Ho Chi Minh City.

Its flagship store is in District 3 with the other outlets in Districts 1 and 5, and one in the Vinhomes Central Park development in the Binh Thanh district.

Massive expansion action by Phoenix Lava in Vietnam

Inspired by Japanese-style lava buns and cakes, Phoenix Lava offers seven flavours for its phoenix-shaped buns – Uji tea, bamboo charcoal, chocolate, durian, cheese/bacon, pork and salted duck egg.

Founded in 2013, the company has six branches in its homeland.

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What this means

Phoenix Lava's rapid four-store opening in Ho Chi Minh City represents a bold market entry, likely seeking to quickly establish brand presence and capture market share. This aggressive strategy creates pressure on existing local bakeries and international competitors, especially given the diverse flavour offerings mirroring global trends. Unlike Oh!Some's struggles, Phoenix Lava's focus on a niche product with broad appeal, similar to Kau Kee Food Factory's successful single-store launch, could mitigate initial risks. The company appears to be emulating Panpuri's ambitious Asian expansion model rather than a cautious approach. Success hinges on sustained novelty and consistent quality across these new locations, with their next expansion in Districts 1 or 3 being a key indicator.

Aiko Tanaka · Retail News Asia newsroom

Questions & Answers

How many Phoenix Lava stores are now open in Vietnam?

Phoenix Lava has opened four stores in Ho Chi Minh City. One is in District 3, two are in Districts 1 and 5, and another is in the Vinhomes Central Park development in Binh Thanh district.

What flavours of steamed buns does Phoenix Lava offer to customers?

Phoenix Lava offers seven distinct flavours for its phoenix-shaped buns. These include Uji tea, bamboo charcoal, chocolate, durian, cheese/bacon, pork, and salted duck egg.

When was Phoenix Lava originally established as a company?

The company Phoenix Lava was founded in 2013. It originated in Thailand and has since expanded its operations into Vietnam with its new store openings.

How many branches does Phoenix Lava have in its home country, Thailand?

Phoenix Lava currently operates six branches in its homeland of Thailand. This network forms the foundation for its recent expansion into the Vietnamese market, specifically in Ho Chi Minh City.

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