VI
EN
They weren't just looking for a refreshing drink, but also to bring home a special "commemorative edition" – a coffee cup served in a bamboo tube, with a handle made of palm leaves, and a small red flag with a yellow star attached to the body, as a simple yet proud way to celebrate the 50th anniversary of the Liberation of the South and the reunification of the country.
A small, cozy, and stylish café.
"Tube coffee" – a simple name, but it hides within it a model that is both innovative and deeply rooted in Vietnamese identity, aiming for sustainable development. Nguyen Huynh (29 years old, the owner) always appears in traditional ao dai, confidently walking amidst the space adorned with wood, bamboo, and flags. For him, "tube coffee" is not just a product, but a way to tell a Vietnamese story in his own unique style.
“Since my architecture studies, I’ve been an emotional person. But being emotional doesn’t mean being reckless; I always have a plan and know what I want. ‘Coffee in a Tube’ is an example. It’s all part of a vision: telling stories through images, products, and experiences,” Nguyen Huynh shared.
Coffee cups made from bamboo tubes, along with their skillful decoration, showcasing national spirit, have become a "hot trend" on social media recently.
The idea for the bamboo cup was conceived after he once drank coffee in a bamboo cup in Da Lat. To turn it into a real product, he chose bamboo from Dak Lak – the same type of bamboo used for cooking sticky rice, grown and harvested by ethnic minority communities. Each bamboo tube is inspected for food safety, sometimes even carrying a subtle aroma of bamboo wood. Small details – from the palm leaf handle and parchment paper lid to the straw made from Ca Mau sedge grass – all contribute to creating a harmonious and environmentally friendly overall design.
In addition, the shop also sells souvenirs that spread the spirit of patriotism and Vietnamese culture.
"I'm not doing it alone. A partner handles the beverage aspect, while I take care of branding, marketing, and finance – which are all areas of expertise," Nguyen Huynh confided. The seamless integration of emotion and structure has created a business model that is both spontaneous and well-structured.
Nguyen Huynh (the owner of the restaurant) always appears in a traditional ao dai dress.
On social media, the small, charming bamboo cup with the slogan wrapped around its body quickly became a highlight. Young people enjoyed taking photos, while older people were moved by the memories. Many customers said they returned multiple times just to "collect" different versions of the slogan. "I bought it out of curiosity, but when I held the cup, I was truly moved, like holding a whole story in my hands," shared Ms. Ha My (resident of Binh Thanh District) after buying a bamboo coffee cup in the morning.
Young people enjoy checking in with unique coffee cups.
What's admirable is that Nguyen Huynh didn't stop at his initial success. He received many franchise offers, but remained steadfast: "To go the distance, you must first meticulously package the process." In the future, Huynh hopes to bring "Tube Coffee" to Hoi An – home to MÓT, a tea brand that has created its own unique identity – and then to Hanoi, where he believes "the most traditional Vietnamese elements are still preserved."
For Nguyen Huynh, marketing isn't a gimmick, but a passion, a "blood" flowing through every decision. "When we opened, I made individual invitations for each person, paying attention to every detail. Friends saw them and shared them, then their acquaintances came, and everything spread naturally like that."
No matter how much it develops, "tube coffee" will always maintain its sustainability goals and its unique character.
When asked what "sustainable development" means for "Tube Coffee," Huynh answered without hesitation: "It's about preserving the 'essence.' We chose bamboo from the beginning, so even if we innovate later, we must maintain that original spirit. Maybe in the future, the food will be served in bamboo tubes – but the brand vibe, from the colors and traditional Vietnamese dresses to the regional identity, must all be clear."
During those historic days of April, amidst the bustling city, the image of a small yet proudly presented bamboo cup like "Tube Coffee" becomes even more meaningful. It's not just a beautiful product, but also a gentle reminder of our roots, of Vietnamese culture, and of how today's young generation can preserve old values through a new storytelling approach – intimate and full of emotion.
