In a significant move for Vietnam’s food and beverage sector, Viet Thai International (VTI), the owner of Highlands Coffee, has acquired the rights to operate Paris Baguette in Vietnam. This acquisition, completed in 2025, grants VTI full domestic rights for manufacturing, franchising, and expanding Paris Baguette in Vietnam. Currently, the brand has about 9 to 10 bakery-café stores mainly in Hanoi and Ho Chi Minh City.
VTI’s strategic decision marks its entry into the premium bakery-café segment, broadening its existing food and beverage portfolio. VTI aims to deepen its footprint in Vietnam’s fast-growing food and beverage market through this acquisition. The timing couldn’t be better, as market dynamics suggest a rising demand for premium café experiences combined with bakery offerings. VTI’s move aligns with its mission to bring global brands to Vietnam while also promoting Vietnamese brands internationally.
VTI enhances its portfolio and taps into the growing demand for premium bakery-café experiences in Vietnam.
With growing interest among consumers in hybrid café-bakery formats, this acquisition is poised to tap into that trend effectively. Paris Baguette introduced Korean-style bakery products to Vietnam’s market back in 2012. Since then, its expansion has been gradual, focusing on creating a premium atmosphere for customers.
The presence of VTI, a company already involved in the coffee sector with established brands like Highlands Coffee and Pho 24, positions Paris Baguette for rapid growth. VTI’s expertise in the food and beverage industry could lead to quicker expansion and more stores.
The acquisition not only improves VTI’s brand expansion but also sets the stage for the changing landscape of Vietnam’s café and bakery market. With rising investor confidence, the move suggests an attractive environment for potential new entries and consolidation in the sector. Overall, VTI’s acquisition of Paris Baguette highlights its ambition and strategic planning in a competitive food and beverage industry.
