What Happened to Vietnam's Viral Food Trends of 2023?

The year 2023 (the Year of the Cat in the lunar calendar) saw an unprecedented boom in social media-driven culinary trends in Vietnam. Driven by platforms like TikTok and Instagram, unique street food creations went viral overnight, drawing massive crowds of eager foodies who queued for hours just to get a taste. However, the food and beverage (F&B) industry is notoriously fast-paced. Now that the hype has settled, let's look at how these famous viral foods are faring today.

One of the late-year sensations was Claypot Milk Tea (Trà sữa đất nung), originating from Yunnan, China. This warm beverage, brewed in traditional clay pots with herbal ingredients like jasmine, goji berries, red dates, and dried orange peel, became an instant winter hit. During its peak in late 2023, shops sold hundreds of cups daily. Today, while some dedicated tea houses still serve it, daily sales have stabilized to just a fraction of their peak volume.

In contrast, Salt Coffee (Cà phê muối)—which kicked off the 2023 trend cycle—has proven to have real staying power. Originating from Hue over a decade ago, this delicious blend of rich Vietnamese robusta coffee, condensed milk, and salted cream foam took Ho Chi Minh City and Hanoi by storm. Street-side mobile carts popped up on every corner, selling hundreds of cups a day. Unlike other short-lived fads, salt coffee has successfully transitioned into a permanent staple on cafe menus across the country.

Other seasonal and novelty trends did not share the same longevity. Mangosteen Chicken Salad (Gỏi gà măng cụt), a traditional southern specialty using unripe green mangosteens, spiked in price and popularity during the spring harvest but quickly faded once the fruit went out of season. Similarly, Custard Apple Tea (Trà mãng cầu) caused a frenzy that led to long lines in the summer heat, but has since seen a sharp decline in demand.

On the snack side, the Korean-inspired Coin Cheese Bread (Bánh đồng xu phô mai) and Hand-Crushed Lemon Tea (Trà chanh giã tay) made with fragrant Guangdong perfume lemons dominated the autumn streets. Vendors initially made impressive profits, but as the market became oversaturated, consumer curiosity waned. Today, most of the temporary stalls have vanished, proving that while viral marketing can launch a product overnight, long-term survival in the F&B market requires sustainable pricing, repeat customer value, and timeless appeal.

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