In the past few years, the trend of healthy and sustainable eating is no longer a short-term trend but is becoming a part of consumer culture in Vietnam. From small cafes to large restaurant chains, more and more brands are proactively bringing “plant-based” options to their menus, creating a new picture for the domestic culinary industry.
NEW STAR OF THE BEVERAGE INDUSTRY
According to IMARC Group (2024), the size of the vegan food market in Vietnam reaches about 103.2 million USD and is expected to increase to 220.5 million USD by 2033, a compound annual growth rate (CAGR) of 8.1%. This number clearly reflects the rapidly increasing demand for “green” drinks and foods.
Previously, familiar drinks such as Latte, Cappuccino or Matcha in Vietnam were almost exclusively associated with cow’s milk, but now nut milk has become a popular choice. This clearly reflects the shift towards healthy eating trends.
At Starbucks Vietnam, customers can easily choose alternative milks such as almond milk, soy milk or oat milk for their drinks. This brand has even put Almondmilk Hazelnut Latte – hazelnut latte with almond milk… on the official menu.
The Coffee House is also not left out when adding a series of products containing almond milk such as Almond Milk Coffee, Almond Oolong Milk Tea, and Almond Milk Chocolate. Highlands Coffee has not officially announced the use of oat milk or soy milk, but the appearance of PhinDi Hanh Nhan has been seen as a move to “explore” the nut milk market.
Not only large chains, independent cafes are also quick to pick up the trend. In Hanoi, Fuku Coffee
According to Ms. Minh Thu, owner of a coffee shop in Ba Dinh ward, the shop is in the final stages of officially adding vegan drinks to the menu. Ms. Thu said this decision was a “strategic investment” because despite the higher cost of nut milk, about 30% of young customers actively asked about options that do not contain animal milk, reflecting a high awareness of health and the environment.
“The upcoming menu will not simply replace milk, but we will focus on creating vegan signature dishes such as “Tropical Oat Latte” from Binh Phuoc cashews, Ben Tre coconut, Western Cat Chu mango… to prove that plant-based drinks are also delicious and unique,” Ms. Thu said.
In Ho Chi Minh City, Faminuts House makes its mark with plant-based cakes and drinks made from many types of nuts and fruits. Or in Da Nang, Oatway specializes in oats, nut milk and plants, becoming a familiar destination for young people following a “healthy” lifestyle.
The presence of these cafes shows that the “green” trend has gone beyond the scope of big brands, spread to every street corner and gradually become a new part of Vietnamese culinary culture.
NEW GROWTH DYNAMICS
At the same time, vegan dishes in regular restaurants also adapt by expanding the menu, adding more suitable options for customers. .
The capital, which is famous for its traditional cuisine, is now a pioneer in welcoming the plant-based wave. Besides prominent brands such as Uu Dam Chay, Sadhu Buffet Vegetarian, Veggie Castle or Zenith Vegan Café… More and more Asian – European restaurants and popular pho shops are also adding vegetarian dishes to their menus. No longer just “side dishes”, vegetarian pho, vegetarian vermicelli, salad or vegetarian rice… are carefully designed and beautifully presented.
Many places also take advantage of An Giang brown rice, Central Highlands wild vegetables, Lang Son shiitake mushrooms, Mo village tofu… to enhance the experience, both reducing transportation costs and creating a difference compared to imported vegetarian dishes.
Mr. Minh Quan, manager of an Asian-European restaurant on Nguyen Thai Hoc street, said: “The group of family customers with vegetarians or international tourists has increased rapidly. Since adding plant-based dishes, our revenue has increased about 15% monthly.”
A Chinese pub in Khanh Hoi ward (HCMC) managed by Ms. Kim Ngan boldly included vegetarian food in the menu on the full moon day and first day. “Customers received it very positively. The revenue of those days is now equal to three days of selling salty foods,” Ms. Ngan shared. This is a sign that the line between “vegetarian” and “vegetarian” is fading, as consumers seek vegetarian dishes for their deliciousness and health, not just for their beliefs.
One of the clearest examples of this trend is Vi Que Kitchen. According to Guide Michelin’s article, Vi Que Kitchen has “reimagined rural Vietnamese dishes with a modern vegetarian touch” mixed with local products that are both familiar and strange to diners. It is this combination that makes each dish not only delicious but also tells the story of the Vietnamese region and people.
In addition, in major tourist destinations such as Da Nang, Phu Quoc, Da Lat…, the explosion of international visitors makes vegetarian dishes no longer a secondary choice. Models such as Roots Plant-Based Café (Da Nang), Vegan Zone or Am Vegetarian
Not only the menu, many restaurants and cafes also invest in “green” spaces such as: using recycled materials, limiting single-use plastic, growing indoor plants and taking advantage of natural light.
These factors make the vegetarian experience more fulfilling, not only delicious but also healthy for the mind and environmentally friendly.
It can be seen that Vietnamese vegan cuisine not only quickly catches up with global trends but also confidently creates its own identity through combining local ingredients and creative processing styles. This intersection of tradition and modernity gives diners diverse experiences, from “refreshed” familiar dishes to unique and unforgettable creations. Whether Vietnamese or international tourists, everyone can discover and enjoy the typical, quintessential flavors of Vietnam – where each dish tells a story about the land, people and indigenous culinary culture.
