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Vietnam’s food and beverage sector is in a period of “cleansing,” while Phúc Long Heritage is moving against the trend. In Q1 2026, the brand posted net revenue of VND 569 billion, up 34% year-on-year—its second consecutive quarterly record and above the highest growth target Masan Group (HoSE: MSN) set for this segment in 2026.
Phúc Long’s strongest growth quarter since joining Masan Group’s ecosystem reflects not only scale but also a shift in how the brand modernises—returning closer to its tea heritage while applying a modern management mindset.
Across the results, growth is visible in both revenue and the profit structure. In Q1 2026, EBITDA reached VND 118 billion, up about 46% year-on-year, the highest figure since the chain’s consolidation under MSN in early 2022, and the second consecutive quarterly record. Net profit rose 1.6 times, while net margin reached 10.3% versus a year earlier.
Operating efficiency also improved. Daily average sales per store (ADS LFL) rose to VND 26.3 million, up 21.2%. The delivery channel surged 67.2%, reaching 32.7% of total retail revenue, reflecting the brand’s response to changing digital consumer behavior.
The company expects the growth trajectory to continue into Q2 2026, with revenue forecast to rise about 33% year-on-year and EBIT up 58%. The outlook is supported by continued LFL growth, delivery expansion, loyalty programs, and faster store openings.
At an investor meeting, Masan Group indicated it is examining a plan to take Phúc Long global—exporting the Vietnamese tea brand to international markets as part of the “Go Global” strategy. If implemented, the move would represent a milestone for a domestic chain that is aiming to become a Vietnamese tea and coffee ambassador on the global F&B map.
The article attributes Phúc Long’s resilience to its heritage-based operating model built over 58 years. It highlights staying true to Vietnamese tea craft—from leaf selection in Bao Loc and Thai Nguyen to brewing techniques at each store—and maintaining the benchmark of “a million cups, one standard.”
Patricia Marques, CEO of Phúc Long, said: “Over 58 years, Phúc Long has continuously adapted to market dynamics while remaining faithful to the core essence of Vietnamese tea: flexible yet never sacrificing its distinct flavor. We believe true sustainable growth comes from balancing innovation with preserving foundational values that define the brand. This philosophy will continue to guide all Phúc Long's steps ahead.”
For 2026, the strategy includes opening 40–50 new stores, with a focus on Hanoi and major cities. The brand also plans to upgrade the customer experience through modern store formats and product innovations, including the Đông Phương Mỹ Nhân Mơ Đào collection, which blends fresh apricot flavor with Đông Phương tea heritage.
To mark its 58th anniversary, Phúc Long launched the “Hương Sắc Vị Nghệ” journey, centered on the “Xé ly nhận quà” activity. The promotion is described as a pioneering move for a Vietnamese brand to attach prizes to disposable paper cups without requiring apps or loyalty cards. The total prize pool exceeds VND 20 billion and will be rolled out across all stores and delivery channels from May 7 to June 5, 2026, or until the cups run out.
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