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Japan emphasizes functional beverages with protein, vitamins, beauty, and sleep support, while Vietnam shows limited demand for such drinks, focusing more on energy and sweetened options.
Unsweetened green and oolong teas dominate Japan, whereas Vietnam favors sweetened, fruit-flavored teas such as peach, lychee, and lemon, aligning with youthful refreshment trends.
Japan’s alcohol assortment is diverse, including chuhai, highball, canned cocktails, and small wines, while Vietnam emphasizes beer, soju, whisky, and large-sized wines for social and gifting occasions.
Domestic brands dominate Japan’s shelves, led by Suntory, Kirin, and Asahi, while Vietnam’s beverage landscape is strongly international, with Coca-Cola, Pepsi, Heineken, and Red Bull driving shelf presence.
Based on 7-Eleven store checks in Ho Chi Minh City and Tokyo.
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