Phúc Long (Masan)
Food, Beverage & CateringHo Chi Minh City
Business focus
Food, Beverage & Catering
Description
Phúc Long is a Vietnamese tea and coffee brand founded in 1968 in Bảo Lộc. In 2021 Masan Group bought a 20% stake for $15 million and rolled out Phúc Long kiosks inside WinMart+ stores (971 kiosks within one year), valuing the chain at $355 million. Masan later raised its stake to 84% at a valuation near $455 million, but the kiosk model underdelivered and was discontinued in Q4 2023 in favor of standalone flagship stores.