In 2026, R&B TEA launched its "Standard Store" format in Vietnam, with this store serving as the showcase store for the Vietnamese market. The Group had already entered Vietnam earlier — its first overseas store opened there in 2013; the Vietnam Standard Store is a format redesigned by the brand for this market, and Vietnam is also the third of the Group's key overseas markets, alongside North America and Singapore.
In 2026, R&B TEA launched its "Standard Store" format in Vietnam and put it into operation as the brand's showcase store in the Vietnamese market. It is a standalone store in a community lifestyle commercial area, presenting the format, customer flow and product standards of the Vietnam Standard Store. The Group entered this market back in 2013, when its first overseas store opened in Vietnam; the Vietnam Standard Store is a format redesigned by the brand for Vietnam, and this store is the model for that format.
The store's main structure is built to the brand design. Limited by local materials and craftsmanship, the finished result is adapted to local conditions and leans more toward a local Vietnamese style; further optimization will bring it closer to R&B's brand positioning in Vietnam.
The Vietnam market keeps R&B TEA's brand idea — Happiness Tea (happiness, joy). Launch materials greet the market in Vietnamese, 'Xin chào Việt Nam!', and below the store sign reads SHARE A CUP OF HAPPINESS.
The brand targets Vietnam's largest young consumer group — the "motorbike crowd", who mainly get around by motorbike. They buy and go, repurchasing often: price-sensitive, yet clear about taste.
The menu is in Vietnamese and Chinese: beyond classic drinks it keeps room for local Vietnamese flavors, with prices pressed to street-drink level.
The menu offers several cup sizes; one drink can be ordered in M / L / XL, and some series offer larger capacity.
Black pearls, white pearls, golden pearls, cheese foam, fruit jelly, nata de coco, grass jelly and more, as you like (about VND 5,000–8,000).
Four sweetness levels: standard sugar / half sugar / less sugar / no sugar; ice options: regular ice / less ice / no ice / warm / hot.
The menu board is the current Vietnam store version, with items named in Vietnamese and Chinese; items, sizes and prices follow the store's current menu.
Vietnam's lower-tier market is rent-sensitive with very cheap street drinks. R&B enters with a 'minimal store + central kitchen' model: cost at minimum, output standardized.
Abandoning the big-store logic, focusing on "counter + takeaway + a few dine-in seats" to keep rent and store build-out costs low, and targeting crowded street corners, schools and factory areas.
A one-way flow for the motorbike crowd's buy-and-go: scan, order, pick up in under 1 minute, maximizing sales efficiency.
The menu is cut to core bestsellers like milk tea and the Cloud series, reducing procedures and training costs so new stores start easily with stable output.
Milk, tea and toppings are pre-prepared in store for a consistent, standardized taste, removing the need for chefs and complex equipment and enabling fast replication after the standard store.
This showcase store proves the playbook and is a template for later stores: store format, flow and supply can be copied to the same standard.
Social and local life in Vietnam rely heavily on Zalo. The Zalo community starts with the store: scan to join and get a 2,000 VND coupon, turning store traffic into reachable users.
The community is not just a repurchase tool — it also lowers customer acquisition and marketing costs for the next batch of stores in nearby trade areas, and is part of Vietnam's expansion rhythm of "extending from the store to the surroundings".
The Vietnam Standard Store serves daily tea drinks for the community and nearby business areas, as the brand's showcase store in Vietnam. From this store the brand will select business areas within 3 km and gradually roll out the Vietnam network. Menu, opening hours and latest activities follow the store's current information.
For partnership and franchise inquiries in Vietnam, contact the Group's investment partnership email; for the overall overseas markets, see Overseas Markets Overview。
A Cup of Happiness · Worldwide
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