As an experienced expert in the F&B industry, CEO Patricia Marques has left her mark by successfully building one of Vietnam’s most famous beverage brands.

Having spent over 14 years in Vietnam, Patricia Marques considers the country her second home.

Her deep love and profound understanding of Vietnamese culture formed a solid foundation for her decision to join Phuc Long, a tea and coffee brand with nearly 60 years of history in Vietnam.

Before working at Phuc Long, Marques had many years of experience with multinational F&B corporations, contributing to the international expansion of renowned brands in the Vietnamese market.

Marques said one of the reasons she decided to join Phuc Long is because the brand has a long history of promoting Vietnam’s tea culture. 

She views it as an exciting challenge and also a great opportunity to accompany a brand that continually innovates to meet customer needs.

The intersection of tradition and modernity

The Vietnamese tea and coffee market is currently witnessing the fusion of tradition and modernity, creating a vibrant wave of new customers, particularly from Gen Z (born from around 1997 to 2012), who not only lead trends but also shape new, dynamic, and distinct consumer habits.

According to Nielsen’s 2018 report 'How to engage with Generation Z in Vietnam,' nearly half of Gen Z respondents expressed a preference for brands that showcase Vietnamese values and culture with timeless or classic elements.

Sharing her insights on Gen Z’s consumer behavior, Marques commented that today’s youth not only seek high-quality products but also want to experience traditional cultural values reimagined in fresh and inspiring ways. 

This is reflected in their preference for artistic products that are easy to share on social media. 

When it comes to tea, while the previous generation cherished the subtlety of a traditional cup, today’s youth enjoy tea in their own unique, dynamic, and creative ways, combining quality, flavor, health, and style.

Phuc Long's strategy to attract young people

With nearly 60 years of involvement in Vietnam’s tea culture, Phuc Long stands out for blending traditional values with unique quality.

What sets Phuc Long apart is its manual tea brewing process carried out by well-trained baristas who carefully create rich, fresh cups of tea with distinct, aromatic flavors.

In a recent interview, Marques stated that product quality is a core factor in building trust and attracting customers. 

Furthermore, continuously improving staff training, especially the dedication and professionalism of baristas, is key to creating a unique experience for each customer.

Regarding store ambiance, the brand has also adopted a fresh new look with bright colors, creating a cozy, sophisticated, and inviting space ideal for family gatherings. 

Marques mentioned that these changes reflect an understanding of customer needs, aiming to create a modern, comfortable location where people can relax and enjoy time together.

With the philosophy 'today’s youth will continue writing the story of Vietnamese identity,' the brand aims to inspire and awaken national pride, encouraging the younger generation to become the 'storytellers of culture' for the new era -- spreading Vietnamese cultural values in a close, proud, and engaging manner.

This spirit is clearly reflected in Phuc Long’s upcoming activities -- from campaigns connecting with young people, collaborating with influencers, to community events and product launches that embody the fusion of tradition and modernity.

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