Vietnam, 06 June 2025 – In a move that signals a bold new chapter for one of Vietnam’s most recognized F&B brands, Phuc Long has officially launched its own luxury hotel chain – Phuc Long Hospitality, marking the company’s first entry into the hospitality and tourism sector. Known nationwide for its tea and coffee culture, Phuc Long’s expansion reflects the evolving relationship between lifestyle brands and experiential travel in Vietnam.
The newly introduced hotel line showcases modern Vietnamese design, premium service, and lifestyle integration, with details such as in-room tea rituals and wellness spaces inspired by the brand’s beverage heritage. Rather than starting from scratch, Phuc Long has leveraged its decades-long reputation for flavor, ambiance, and customer loyalty to create a hospitality experience that feels both new and familiar.
This move taps into a growing trend in Vietnam’s tourism and lifestyle sectors: the rise of homegrown brands moving into experiential travel. In recent years, we’ve seen names like Annam Gourmet expand into upscale food-and-retail spaces that double as travel stops, or Marou Chocolate turn its cafes into destinations for culinary tourists. As Vietnamese travelers show increasing interest in locally branded, culturally rich experiences with elevated design and service, lifestyle-forward companies like Phuc Long are stepping up. Their entry into hospitality signals a shift, one where domestic brands are no longer just part of the tourism experience, but creators of it.
For the tourism industry, Phuc Long’s pivot holds wider implications. As the boundaries between F&B, lifestyle, and travel blur, brand-driven hospitality models could become key players in shaping guest experiences. Following Vietnam’s creative economy evolution, we’re seeing more local brands expand beyond their original industries, turning everyday names into full lifestyle experiences.
Australian Hospitality Alumni Network Vietnam 