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Many Vietnamese people enjoy visiting the Starbucks café in Ho Chi Minh City. They like to dress up and take photos to share on Instagram while they are at the café. But they don’t really like coffee, and that's the case for many people in Vietnam. Even though Starbucks came to Vietnam ten years ago, most Vietnamese people prefer local coffee shops. Starbucks only makes up a small part of Vietnam's coffee market, about 2%. 

There are reasons for this. One is that Starbucks' menu is more expensive compared to local coffee places. In Vietnam, there are many cheap coffee vendors on the streets. And the kinds of coffee drinks that are popular in other countries, like frappucinos and pumpkin spiced lattes, don't seem to be a hit in Vietnam. Vietnamese people have their own special way of making coffee using a filter called a "phin." They like their coffee strong and fragrant. Starbucks uses a different kind of coffee bean that has a different taste.  
While Starbucks merchandise is popular among collectors, many Vietnamese people don't find Starbucks coffee special. They prefer the quality and taste of coffee from local shops, which is often cheaper.