| Vietnam

Masan Group grows Phuc Long retail presence with WINLife store launch

The Vietnamese retail conglomerate is continuing to grow the kiosk format of its Phuc Long coffee company across its new WINLife concept store, which is expected to reach 100 locations in Vietnam by the end of the year

Masan Group has initially opened 27 WINLife stores across Hanoi and Ho Chi Minh City | Photo credit: Masan Group


Masan Group has launched a new retail ‘ecosystem’ designed to provide Vietnamese consumers with a convenient and seamless offline-to-online in-store experience. 

The WINLife concept store integrates Masan’s WinMart+ convenience store format with its other businesses, including coffee chain Phuc Long Coffee & Tea, financial services firm Techcombank, pharmacy Dr.Win and telecommunication services provider Reddi.  

Masan Group has initially opened 27 WINLife stores across Hanoi and Ho Chi Minh City with plans to reach 100 outlets in Vietnam by the end of 2022. 

The outlets offer an in-store Phuc Long concession and have been designed to be convenient, with one main counter and a central payment zone.  

“During the past three years, besides restructuring WinMart/WinMart+ to become a profitable retail platform, Masan has taken steps to pioneer multi-utility retail models to meet the ever-evolving consumer demand. With the message ‘WIN is all you need’, we are proud to launch the WINLife ecosystem, a destination of strong brands with outstanding quality made by Vietnamese to serve Vietnamese consumers,” said a Masan Group representative. 

The launch of WINLife follows Masan Group increasing its stake in Phuc Long Coffee & Tea to 84% in August 2022, taking the chain’s value to $453m.  

Masan Group first acquired a 20% stake in Phuc Long in May 2021 for $15m. The funding was earmarked to establish more than 2,200 Phuc Long Coffee & Tea kiosks at VinMart+ convenience stores across Vietnam.  

As of the end of its first quarter in 2022, Phuc Long operated nearly 100 standalone stores and approximately 750 kiosks in Vietnam. The company launched its first international store in California, US, in July 2021.

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