Young people like to 'set down roots' in coffee shops

Since moving to Hanoi to study, Tran Duc, 20, has considered coffee shops his second home. Spending only 25,000 - 30,000 VND for a cup of water, he can sit all day in the spacious, quiet space.

"A coffee shop is more comfortable than a 6-square-meter, windowless room," Duc said. Staying at home all day not only makes him feel uncomfortable, but it also costs him more money for electricity and water. Meanwhile, many coffee shops now arrange long tables and chairs, study areas, and group work areas, ready to accommodate customers who want to "sit down."

Besides studying, this is also where Duc meets friends. The male student often changes locations, prioritizing bars that are open all night, have cheap drinks, and are suitable for students' budgets.

Mai Chi, 27, from Cau Giay, Hanoi, used to dislike working in coffee shops because she was afraid of the noise. In the past two years, with the appearance of cafes dedicated to studying and working, she has changed her habits.

Every day after work, Chi stops by her usual cafe, spends two hours chatting with friends, then continues working for another 3-4 hours, completing her main job and handling personal projects.

"I can stay here all night because it's more comfortable and efficient than at home," Chi said. She likes cafes with many separate spaces: a quiet area for working, a corner for chatting, a reading area, and a canteen serving food if customers want to stay late. When she's tired, she has a sofa to rest on. The staff is also attentive, often bringing free water and weak tea, helping customers work without interruption.

A survey of quiet cafes in Hanoi and Ho Chi Minh City showed that the number of customers started to increase from noon until late at night. Many cafes are open all night, equipped with bright lights, study tables, charging sockets and serve fast food to meet the needs of customers who stay for a long time.

This trend is becoming more and more popular as coffee shops are not only places to drink but also become convenient and affordable workplaces.

Mr. Thanh Tung, manager of a coffee shop in Hoang Mai district (Hanoi), said that the shop is always full from morning to night, serving more than 200 people at the same time at peak hours. Customers are mainly under 30 years old. Many people study or work for 3-4 hours, even overnight.

"We do not limit the sitting time, guests can stay as long as they need," said Mr. Tung.

According to Associate Professor, Dr. Do Minh Cuong, Deputy Director of the Institute of Business Culture, the trend of working and studying at coffee shops reflects the increasingly popular remote work culture of young people. They prefer a comfortable, flexible space where they can freely chat rather than the restrictive environment at work or home. Many coffee shops are integrated with work and entertainment spaces, helping customers to both study and relax.

"Not only does this model inspire work, it also promotes the strong development of the beverage industry," said Mr. Cuong.

iPOS's market report - a platform that manages more than 100,000 F&B businesses, shows that the beverage industry's revenue in 2024 will reach VND118,000 billion, an increase of 13%, the highest since 2018. On average, this industry earns more than VND323 billion per day. Coffee and milk tea shops are no longer just places to enjoy drinks but have become multifunctional spaces, serving the needs of working, studying, meeting friends or organizing meetings.

"Today's coffee shops have become working and meeting spaces, forcing managers to adapt if they don't want to lose customers," said Hai Anh, owner of a chain of six coffee shops in Hanoi.

The owner said many customers sit and work for hours but only order one drink. Instead of forcing customers to order more, he creates more seats and suggests sharing a table with a single customer to optimize space. Some customers also take the initiative to order more drinks when they sit too long.

Many young people say they like the atmosphere of coffee shops because of the feeling of sharing and empathy with busy people. Tran Duc said he sometimes feels lonely amid financial pressure, homework, and studying. If he were alone in his rented room, his mood could be worse.

"Everyone at the shop is awake working. It feels like everyone is worried about the same thing so I don't feel lonely anymore," he shared.

Research published in the Journal of Consumer Research by a group of scientists at the University of Illinois (USA) shows that low to moderate ambient noise levels (from 50 - 70 decibels) in a place like a coffee shop can boost human creativity.

Another study by Dr. Kobe Desender (University of Hamburg, Germany) also showed similar results. According to him, having many people working together in a public environment such as a coffee shop will motivate people to do their work because they see everyone else working and being active.

"Setting down roots" in a coffee shop not only offers a new lifestyle experience but also helps some people save money on rent, as rents become increasingly expensive.

Mai Chi is an example. When the landlord increased the rent of a 30 m2 mini apartment from 4 to 6 million VND, she was forced to recalculate her expenses. In the middle of last year, Chi rented a room for 6 people, 2 million VND a month (including electricity and water). She calculated that with an additional 2 million VND for coffee and food, the total living expenses would only be about 4 million, still much cheaper than renting a mini apartment for 5 - 7 million VND.

Real estate expert Le Quoc Kien said that in the context of economic, real estate and employment fluctuations, and reduced income, many people prioritize finding cheap spaces to rest and relax but still be able to work and study, which is inevitable.

Uyen An, 30, from District 3, Ho Chi Minh City, wants to have her own working space at home but cannot afford it. She lives with her sister in a 10 square meter room for 2 million VND. If she wants to rent a larger room with a mezzanine and full amenities, she will have to pay at least 5-6 million VND, not including living expenses.

As a freelancer with flexible hours, An usually starts working at the coffee shop at 2 p.m. Depending on the workload, she can sit for 10-12 hours or through the night.

"At home it's cramped and hard to concentrate, but the coffee shop has free wifi, strong air conditioning, convenient tables and chairs, and food service, so I chose it," An said.