Vpresso: A new face of Vietnamese coffee
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HANOI - Vietnamese coffee is traditionally savoured by slowly brewing it to bring out the strong flavour, frequently sweetened with condensed milk.
However, more youngsters are starting to explore espresso, an Italian method of forcing hot water through coffee under high pressure.
Throughout the decades after it finally made its appearance in Vietnam at the end of the 19th century, coffee has found ways to adapt itself to the tastes of the citizens of this tropical country.
As one of the nation’s cultural icons, the drink is one of the most |esily adapted to urban change and expresses some of the latest trends as well.
The sultry August air couldn’t keep aficionados from rushing to the modern and trendy four-storey building of Vpresso Coffee at its opening in the city centre at 45 Ly Quoc Su Street in Hoan Kiem district.
Ly Quoc Su is the 12 th coffee chain to be opened by Vpresso, following other shops established across the capital.
Gourmets accustomed to the presence of popular brands like Starbucks, Highlands and Trung Nguyen are stunned by and cheerful with the Vpresso Coffee chain that recently celebrated its fifth anniversary in Vietnam.
Vpresso is owned by Sung Seung-hoon, general director of May Emerald Limited Company.
Sung is a Korean who has been passionate about Vietnamese coffee since he first observed people watching every drop in the phin.
He said he has always been fascinated with the local coffee-drinking culture.
“This is the central area of Hanoi. Young people and tourists flock here, so I think this is a good opportunity to present the best coffee of Vpresso to Hanoians as well as to tourists from all over the world.
“Besides, this area is also a heaven for food with lots of restaurants, bars and coffee shops.
“It is our honour to bring the best products of Vpresso here. We are very proud to say that all our coffee products come from Vietnam.
“We grow, hand-pick, roast, blend and pack locally in order to provide a full and true vision of our coffee to customers,” he said.
