What type of menu will customers find at the new Cong Ca Phe branch in Seoul?

The Seoul outlet will offer an all-original menu. This includes Cong's signature coconut coffee, alongside traditional Vietnamese snacks like peanut brittle and sunflower seeds.

Food

Vietnam’s Cong Ca Phe eyes South Korea expansion

By Wei ZhangKorea

1 min readUpdated Jun 4, 2025Jul 19, 20183:00 AM

In this article (5)

Vietnamese traditional-coffee chain Cong Ca Phe is opening its first overseas outlet by the end of this month.

The Hanoi-based chain has appointed a master franchise in South Korea and according to the Cong Ca Phe South Korea Instagram account, the first outlet will open in Yeonnam-dong, a popular destination for local youth.

According to a report, all staff are being trained in Vietnam, and the main barista is Vietnamese.

An all-original menu will be served in the Seoul outlet, including Cong’s signature coconut coffee and local Vietnamese snacks such as peanut brittle and sunflower seeds.

Founded in 2007, Cong Ca Phe’s interior design is inspired by the 80s in Vietnam, the so-called “subsidy period” with colourful murals depicting old communist-era lifestyle. They usually have wooden floors, mid-tone brown tables, and antique wooden chairs, padded with chinese cotton-print cushions.

The chain now has more than 50 outlets across Vietnam, both company owned and franchised.

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What this means

Cong Ca Phe's entry into South Korea, supported by a master franchise and local training, is a shrewd move to export its distinct brand identity. While new market entries like Odi in Australia typically target direct sales, Cong Ca Phe's franchise model reduces initial capital outlay, similar to Panpuri's planned multi-store Asian expansion. The focus on an authentic menu and trained Vietnamese staff mitigates dilution risks often seen when brands scale too quickly, unlike Oh!Some's store closures in Vietnam. However, the unique 80s-inspired interior and specific menu items might face challenges with broader appeal compared to more universally palatable offerings. Success hinges on how effectively the niche 'subsidy period' aesthetic translates to a new, diverse audience. We should watch the initial customer reception and average transaction value in Yeonnam-dong.

Wei Zhang · Retail News Asia newsroom

Questions & Answers

Which specific location in South Korea will host Cong Ca Phe's first international outlet?

The initial overseas outlet for Cong Ca Phe is scheduled to open in Yeonnam-dong, a well-known area popular with local young people in South Korea.

What is the approximate number of Cong Ca Phe outlets currently operating within Vietnam?

Cong Ca Phe presently operates over 50 locations across Vietnam. These outlets include both company-owned branches and franchised establishments.

What is the inspiration behind the interior design of Cong Ca Phe's outlets?

The interior design of Cong Ca Phe's outlets draws inspiration from the 1980s in Vietnam, known as the 'subsidy period'. This includes colourful murals depicting the old communist-era lifestyle.

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