Cafe Amazon is ramping up its global expansion plans, but Vietnam is not on the list, following the exit of a Thai investor from its joint venture in the country.

The coffee chain, operated by PTT Oil and Retail Business (OR), is shifting its focus to Laos, the Philippines, Japan, Oman, and Bahrain, where it is growing through a franchise model aimed at maintaining consistent brand standards across design, quality, and service.

Cafe Amazon has grown rapidly over the past decade to more than 5000 outlets worldwide, making it one of Asia’s largest coffee chains.

In the second quarter of FY2025, the company sold more than 107 million cups of coffee, up nearly 5 per cent from a year earlier. 

The investor’s exit marks a shift in Cafe Amazon’s approach to the Vietnamese market, where competition from local and international chains has intensified. 

The company has not disclosed details of the restructuring but has indicated it will focus on markets with stronger growth potential.