With explosive growth, the milk tea market is becoming increasingly competitive, as brands adapt to local preferences with affordable pricing. Yet the question of whether low-cost products can maintain high quality remains.
According to IMARC Group, Việt Nam’s tea market is projected to reach USD 106.97 million by 2025 and is expected to grow to USD 155.40 million by 2034, with a CAGR of 4.24% during 2026–2034. Within this market, the milk tea segment dominates, driven by the “afternoon tea” and “sugar recharge” habits of office workers and students.
Furthermore, iPos.vn reports that beverages priced between VND 21,000 and VND 35,000 lead consumer trends, reflecting a strong rise in budget-conscious consumption and the growth of takeaway milk tea models.
In this context, consumers are becoming increasingly selective, prioritising quality and building trust with brands. This raises a critical question: at such affordable prices, can quality truly be guaranteed?
Prioritising the use of Vietnamese agricultural produce
Affordable does not mean low quality, and ToCoToCo is a clear testament to this belief.
The brand stands out through its commitment to sourcing Vietnamese agricultural ingredients: from the vast green tea hills of Mộc Châu at altitudes above 1,000 metres; fragrant pineapples from Ninh Bình Province; plum orchards in Sơn La Province; export-standard lychee gardens in Bắc Giang Province; golden lotus seeds harvested from the lagoons of Huế City; juicy mulberries from Lâm Đồng Province; to numerous fruit farms across the country.
These carefully selected, entirely Vietnamese ingredients come together to create rich, distinctive beverages that carry the unique signature of the ToCoToCo brand.
Tea leaves are hand-harvested every 45 days in the early morning dew before undergoing processing that combines both traditional and modern techniques. Of particular note is ToCoToCo’s signature smoked fermentation method, which delivers a flavour profile found nowhere else on the market. To preserve the tea’s natural aroma and signature sweet aftertaste, every batch is rigorously tested through three stages: sensory evaluation, moisture analysis and microbiological testing. No artificial flavourings or aromatic additives are used.
Each tea recipe follows a clearly defined processing method. ToCoToCo’s black tea is made entirely from fresh tea buds grown in the northern mountainous regions and undergoes full fermentation. Jasmine green tea is crafted by blending green tea with jasmine flowers from Mộc Châu, where the tea is scented for up to 40 hours to ensure deep fragrance absorption. Oolong tea is refined using a distinctive smoked fermentation technique that delivers a unique taste exclusive to the brand.
Representatives from ToCoToCo’s Technical and Technology Department emphasise the company’s commitment to rigorous production standards: “Because we place great importance on the customer experience, we consistently prioritise ingredient quality. Every stage, from sourcing to final output, must pass inspection by our Quality Control (QC) department, ensuring full transparency in origin, documentation and regulatory compliance. Moreover, choosing purely Vietnamese ingredients is also a way for us to honour local farms and high-quality domestic agricultural produce.”
From technology to expertise
Beyond prioritising Vietnamese agricultural produce, ToCoToCo places strong emphasis on a carefully managed production process. The brand’s manufacturing facility in Hưng Yên Province operates under the ISO 22000 management system, meets HACCP standards, and ensures that all raw materials are sourced from suppliers whose farming practices comply with VietGAP standards.
This approach forms an essential part of ToCoToCo’s commitment to delivering high-quality products that are fresh, nutritionally rich and safe to enjoy. These stringent procedures underscore the brand’s distinctiveness, reflected in its meticulous ingredient selection and strict control of tea leaves at every stage of production.
Beyond technological processes, ToCoToCo’s professionally trained beverage team further enhances the overall consumer experience. Each type of tea is developed and prepared according to a unique flavour profile, defined by specific brewing temperatures, extraction times and blending ratios. Every tea variety follows its own dedicated procedure for steeping, cooking and straining.
For example, green tea is produced using three standardised tea-to-water ratios, followed by carefully regulated straining and storage steps. Notably, ToCoToCo exclusively serves tea brewed on the same day, reinforcing its commitment to quality and ensuring that every cup maintains freshness from preparation to enjoyment.
Affordable pricing from 30 – 35,000 VND with guaranteed quality
In addition to the factors above, ToCoToCo manages its domestic supply chain through long-term investment partnerships with local farms. This approach ensures a stable supply of raw materials, mitigates price fluctuations driven by market volatility, and enables Vietnamese consumers to enjoy authentically Vietnamese milk tea at affordable prices without compromising on quality.
Quality is also reflected in the bold tea flavour and premium toppings that have won over even the most discerning customers. With every ToCoToCo beverage, drinkers can clearly taste the robust essence of tea, along with a naturally sweet and smooth aftertaste — never harsh — thanks to the brand’s commitment to avoiding artificial flavourings. This consistency in taste is the result of meticulous attention at every stage of production, where each sip represents the collective dedication of the ToCoToCo team.
A long-time ToCoToCo customer shared: “I’ve been enjoying ToCoToCo since I first began teaching after graduation, and my students all know how much I love the brand. Over my 13 years of teaching, a cup of ToCoToCo milk tea has become a familiar presence in my classroom during holidays, birthdays and special occasions.”
He added: “For meetings, I often order green tea, such as Energetic Jasmine Green Milk Tea or Energetic Jasmine Plum Tea. And there’s always room for something with a smoky aroma, such as Oolong Lotus Cheese Tea. At first, students aren’t quite used to it, but once they are, it becomes a daily must-have before class.”
Addressing the belief that quality must come at a higher price, ToCoToCo’s founder, Amy Trương, CEO of Taco Vietnam Trading & Services JSC, emphasised: “At ToCoToCo, we consistently implement a win-win ‘Farm-to-Cup’ model. It allows us to optimise costs while enabling customers to enjoy high-quality products at reasonable prices. I truly believe that a great cup of tea doesn’t need to be expensive; it simply needs to be made the right way.”
She continued: “With efficient service delivered in a friendly and professional manner, combined with delicious and safe products made from purely Vietnamese agricultural produce, ToCoToCo remains committed to building a modern Vietnamese milk tea brand. Our mission is to elevate Vietnamese agricultural values onto the global stage and become the top choice for milk tea lovers who prioritise quality.”
Ultimately, every cup of milk tea — and the answer it provides about quality — stands as living proof of ToCoToCo’s authentic processes and genuine commitment to consumer trust. The true value defining ToCoToCo’s quality is not reflected in its pricing, but in the worth of each tea leaf at every stage, from cultivation and processing to the final, familiar and accessible cup priced at just VND 30,000–35,000, a choice that consumers continue to trust and embrace./.
