Vietnamlawmagazine

A decade ago, cafés with the same trademark and the same style of service, menus, uniforms and decoration were a phenomenon. The cafés attracted many customers-most of them under 30. Vietnamese people might have thought that those cafes were invested and operated by a single owner. They might not have known that each cafe was owned by an independent entrepreneur and that each was one in a chain of “franchises”, a term that hardly existed in Vietnam then.