Hanoi, Vietnam—Ditching a lucrative career in finance, Vu Dinh Tu opened a coffee shop without telling his parents and joined a wave of young
This photo taken on August 21, 2024 shows an employee serving coffee to a customer at a cafe in Hanoi. Hanoi, Vietnam—Ditching a lucrative career in finance, Vu Dinh Tu opened a coffee shop without telling his parents and joined a wave of young Vietnamese entrepreneurs using espressos to challenge family expectations around work.
Each is packed from morning till night with coffee lovers enjoying Vietnamese robusta beans—in surroundings more like a cocktail bar than a cafe. “They have also become spaces of possibility where you can bring together creative people in a community, whether that’s graphic designers… musicians, other kinds of do-it-yourself type people,” said Grant, an anthropologist specialising in Vietnam.
“When making coffee, it’s almost like being an artist,” said Hue, who had her first cup as a young child thanks to a neighbor who roasted his own. There are also thousands of shops not officially registered with authorities, says Vu Thi Kim Oanh, a lecturer at Vietnam’s RMIT university.
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