[3] In 2011, Highlands Coffee purchased the pho chain Phở 24 from Lý Quí Trung for an estimated US$20 million.

[2][7] At the time of its foundation, Highlands limited itself to producing packaged coffee, to be sold through supermarkets, hotels, restaurants, and cafés.

[citation needed] In 2011, Highlands Coffee purchased the pho chain Phở 24 from Lý Quí Trung for an estimated US$20 million.

Besides ownership of the Highlands Coffee brand, Viet Thai also owns sole franchising rights in Vietnam for several major international brands such as Nike, Aldo Shoes, La Vie en Rose lingerie, and Hard Rock Cafe.

The company also operates restaurants and cafeterias in Vietnam, and caters to the local headquarters of Intel Corporation.

Jollibee had signed an agreement to make their joint venture firm ‘Superfoods Group’ to list at the Vietnam Stock Exchange.

[11] The agreement was signed in front of the president of Vietnam, Truong Tan Sang, at the Philippine-Vietnam business forum held at the Sofitel Hotel in Manila while he was on a state visit to the Philippines in 2011.