This article discusses the challenges faced by foreign coffee companies in Vietnam, with a focus on the failure of Gloria Jean's Coffee. The analysis highlights the reasons behind the failure, including tough competition from domestic brands, unsuitability of business models, and high rents. The article also provides recommendations to improve business performance, such as modifying the business model, setting up stores in normal locations, and modifying products according to local tastes. The article concludes that designing products based on native consumer habits is the key to success in the Vietnamese coffee market.