Passio repositions its brand with a large-scale customer appreciation campaign

After 20 years of presence in the Vietnamese coffee market, Passio - the pioneer brand in the coffee to go model is marking a new milestone with a comprehensive repositioning campaign, starting with the launch of a new look for its first store at 15F Nguyen Thi Minh Khai, Saigon Ward, Ho Chi Minh City.

Passio tái định vị thương hiệu với chiến dịch tri ân khách hàng quy mô lớn - Ảnh 1. — *Passio - the pioneer brand in the Coffee to go model, launched the new look of its first store at 15F Nguyen Thi Minh Khai, Saigon Ward, Ho Chi Minh City*

Located in the city center, the "iconic" Passio store has been redesigned in a classic and modern style, bringing an airy space and a more impressive visual experience. This is also where Passio started its journey in 2006 with an area of only 15m². After the renovation and consolidation of the premises, the store has now expanded to 350m², a bold move that is considered "against the trend" when Passio chose to expand the model instead of continuing to develop small-area sales points.

Passio tái định vị thương hiệu với chiến dịch tri ân khách hàng quy mô lớn - Ảnh 2. — *Passio cooperates with VPBank to bring 20,000 limited edition gifts to all Passio members on official OA*

Mr. Nguyen Van Quynh - General Director of Passio Co., Ltd. shared: "We want to retain the initial spirit but at the same time enhance the customer experience. The store expansion not only helps optimize brand recognition but also demonstrates Passio's new direction in the repositioning journey."

Over the past 20 years, Passio has continuously invested in improving the quality of its products and services. From the Take Away model, the brand has expanded to Dining and Delivery to meet the diverse needs of customers. In addition, Passio owns UTZ-certified raw material areas, a modern factory and equipment system and a wide distribution network, creating a solid foundation for a long-term growth strategy.

Passio tái định vị thương hiệu với chiến dịch tri ân khách hàng quy mô lớn - Ảnh 3. — *With the companionship of VPbank, an extremely valuable, extremely classy, extremely limited gift is on its way to all Passio member customers.*

Moving into 2026, Passio will convey the message of "Unlimited Passion", the core orientation in the brand repositioning journey. This message is expected to become an emotional imprint, connecting more deeply with young people, Passio's core customer group.

Notably, the opening of the repositioning strategy is the largest customer appreciation program ever. Passio cooperated with VPBank to bring 20,000 limited edition gifts to all Passio members on official OA. According to the brand representative, this gift has a new design, trendy colors and is aimed at convenience, accompanying customers in their daily lives.

Passio tái định vị thương hiệu với chiến dịch tri ân khách hàng quy mô lớn - Ảnh 4. — *20,000 attractive gifts await Passio's loyal customers*

The campaign not only represents gratitude after two decades of development but also affirms the commitment to "Join hands to elevate Vietnamese coffee". This is also the consistent vision that Passio pursues.

The gratitude program will officially launch on December 8, 2025, promising to create a wave of strong interaction in the coffee lover community and open the stage of Passio's heavily invested repositioning.

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