A "rich people's coffee shop" in an alley in Hanoi, sells 750,000 VND/cup

What's in that expensive 750,000 VND cup of coffee?

Squeezing through a small alley at 2D Quang Trung ( Hanoi ), Erwan (a Frenchman) ascended the stairs to the second floor of a house. Behind the door was a tranquil space filled with greenery, a café specializing in Hanoi's specialty coffees.

Having had the opportunity to visit other branches of the same chain in Ho Chi Minh City and Da Nang , the French man was thrilled to find his favorite drinks available in Hanoi.

Erwan said he works in import-export and has lived in Vietnam for over 11 years. As a coffee lover, he regularly drinks black coffee, iced coffee with condensed milk, egg coffee, etc. To have a more diverse experience, he occasionally visits specialty coffee shops.

Erwan came to experience coffee at the cafe.

Looking at the familiar menu, Erwan chose a Finca La Palestina Gesha – a type of coffee originating from the Huila plateau in Peru. The price at the cafe was 250,000 VND per cup. He perceived a delicate floral aroma and a deep aftertaste, with a subtle sweetness.

In a relaxing setting, Erwan also learned more about the fascinating story behind the specialty coffee with the accompanying explanatory leaflet. The leaflet introduced the farm where the raw materials are sourced, the coffee variety, the harvest year, the altitude of the growing region, the processing method, the layers of flavor, and the cost to the producer (US$39.7/kg).

According to Ms. Nguyen Thi Bich Kieu, Head of Customer Care at the coffee shop chain, including a descriptive leaflet when serving coffee not only helps customers better understand the type of coffee they are enjoying, but also allows them to see the journey and value behind each cup of coffee – the reason why the product's price is higher than the average.

A "rich people's coffee shop" in an alley in Hanoi sells cups for 750,000 VND ( Video : Nguyen Ngoan - Pham Hong Hanh).

The first store in this coffee chain opened in Da Nang in August 2018, operating as a coffee workshop combined with an experiential cafe.

The Hanoi branch, which opened on October 29th, attracted attention with its drinks priced at 750,000 VND per cup. Many commented that, compared to a cup of coffee on the sidewalk costing 15,000-20,000 VND, the cafe's coffee is 37-50 times more expensive.

A representative from the cafe stated that the menu includes five types of specialty coffee, with prices ranging from 125,000 VND to 750,000 VND per cup.

This cafe specializes in serving a variety of specialty coffees prepared in different ways.

According to Ms. Bich Kieu, the most expensive drink at the shop is Sukkot Racemosa, made from Racemosa coffee beans – one of the rarest coffee varieties in the world. This wild coffee variety is grown in an endemic region of South Africa, at an altitude of about 74 meters above sea level, where the natural conditions are particularly suitable for the plant's growth.

Another unique aspect is that this type of coffee has very limited production and requires meticulous cultivation.

“At the farm where we place our order, their annual production is only about 100kg. We were fortunate enough to purchase 40kg to bring back to Vietnam so that customers at our 5 branches nationwide could have access to this coffee. The price of 1kg of Racemosa coffee purchased from the farm is already 200 USD (approximately 5.2 million VND),” Ms. Bich Kieu said.

Racemosa coffee beans are imported from South Africa.

According to the store representative, Racemosa coffee beans are as small as green peas, only about one-quarter the size of regular coffee beans.

A drink priced at 750,000 VND at the cafe is made from the yield of two Racemosa coffee plants.

With its traditional wet processing method, Sukkot Racemosa boasts a unique flavor profile reminiscent of complex layers of aromas such as licorice, chamomile, and cocoa beans.

Regarding the consumption of the 750,000 VND coffee, Ms. Kieu said that at other branches, an average of 5-7 customers order this drink each day. However, in Hanoi, because the shop is newly opened, the consumption is lower, about 1-2 cups per day.

To enter the restaurant, customers have to go down a narrow alley and up a long staircase to the second floor of the building.

In response to questions about the product's price, a store representative explained that specialty coffee is more expensive due to several factors, including the sourcing of raw materials from distant locations, transportation, insurance, and tax costs, as well as a rigorous preservation and roasting process to maintain the quality of the beans. This price accurately reflects the value and effort invested in each cup of coffee.

The owner admitted that the prices of the coffees at the shop are not for the average customer. The clientele mainly consists of coffee lovers who want to experience specialty coffee, with a large proportion being international tourists.

"Vietnamese customers are increasingly interested in the high-quality coffee segment. However, with this product line, the price might make it less accessible to a wider audience," Ms. Kieu shared.

The restaurant's main customer base consists primarily of foreigners.

The cafe does not yet serve Vietnamese coffee.

Ms. Kieu shared that the coffees at her shop are imported from various countries such as Peru, India, Ecuador, Colombia, and some American countries. Each type is packaged in appropriate quantities, convenient for use and optimizing the preservation process.

For drinks with low consumption, such as those priced between 500,000 and 750,000 VND per glass, the shop will freeze them to preserve their flavor longer; those with high consumption will be stored in a freezer at a stable temperature.

A representative from the cafe stated that they are not yet serving Vietnamese coffee because they are still researching suitable coffee-producing regions that meet the cafe's criteria.

The restaurant's menu consists of five different segments, priced based on quality, variety, seasonality, and the actual purchase price at the farm.

"With relatively high prices, it's less accessible to Vietnamese customers, but for international customers, this price is commensurate with the product's value," Ms. Kieu said.

For new customers, staff can suggest the most basic experience with options priced at 125,000 or 250,000 VND per cup, allowing them to become familiar with specialty coffee without being overly academic.

The space offers a tranquil atmosphere amidst the hustle and bustle of life – a place where guests can truly enjoy and savor the taste of coffee.

While strolling through the city with a friend, Ms. Minh Anh (Hanoi) said she was impressed by the cafe's abundance of greenery and its selection of imported coffees.

According to Ms. Minh Anh, for coffee lovers, occasionally spending 100,000-200,000 VND or more to enjoy specialty coffee is a worthwhile experience to learn more about different coffee cultures.

If this were considered a regular beverage, perhaps only those with good incomes, the wealthy, etc., could easily afford to choose a bar in this price range.

Furthermore, according to her, this could also be an attractive destination for foreign tourists because it allows them to immerse themselves in a very Hanoi atmosphere while enjoying high-end beverages in Vietnam. This customer also suggested that it would be even better if the cafe sold and introduced Vietnamese coffee specialties to international friends.

Source: https://dantri.com.vn/du-lich/quan-ca-phe-nha-giau-trong-ngo-o-ha-noi-ban-750000-dongly-20251109203552350.htm