HCM CITY — US coffee company Starbucks Vietnam on Tuesday in HCM City officially opened its first signing store in Việt Nam, a coffeehouse dedicated to the deaf, hard of hearing, and sign language communities. 

At the new store of Starbucks Cao Thắng, which is designed with inclusivity and accessibility at its core, customers will be served by deaf and hard of hearing baristas who proudly wear the green apron. 

This signing store is part of Starbucks Vietnam’s efforts to strengthen communities, support economic opportunities and create impact through partnerships with local non-profit organiưations.

A percentage of sales from this coffeehouse will contribute to training programmes by Youth Social Work Club over the next two years.

“We believe meaningful connection transcends language. By celebrating sign language and partnering with the Deaf community, we seek to create a welcoming environment where everyone feels seen, respected and valued.

"We hope this space will foster greater understanding, connection, and a sense of belonging for all,” said Chi Nguyễn, head of Public Affairs of Starbucks Vietnam.

Chi confirmed that more signing stores will be opened in the country.

Nestled within a quiet, hidden street in HCM City, this signing store transforms a French colonial house into a calm and welcoming third place.  

A highlight of the store's artwork is a handmade painting created by deaf artist Linh Đan. Through her artistic expression, the piece reflects the shared values of equity, accessibility, and belonging that define the Starbucks Experience. 

 

To support seamless communication with our deaf employees, customers will place their orders by writing on a tablet at the POS and follow the order status on a digital screen in the hand-off area. 

To commemorate the opening of Việt Nam's first signing store, Starbucks Vietnam introduces an exclusive merchandise collection available only at Starbucks Cao Thắng. The artwork features sign language and the spirit of connection with the deaf community that invites customers to learn more about the culture and stories behind it.

As Starbucks Vietnam looks ahead, the company remains committed to working alongside community partners to expand opportunities for engagement, raise awareness of Deaf culture, and contribute to a more inclusive society where everyone can thrive.

Starbucks came to Việt Nam in 2013. To date, there are over 150 coffeehouses in 25 cities or provinces nationwide. — BIZHUB