BUSINESS
VIETNAMESE DISHES SINCE 2020

SERVING  &  LOVING  &  CRAFTING  &  

PROFILE

I. Executive Summary

Cô Chung is a fast-growing Vietnamese F&B brand headquartered in Singapore, founded by Pham Khanh Ly, with a mission to redefine how the world experiences authentic Vietnamese cuisine. Established in 2020, the brand has expanded into multiple high-traffic locations in Singapore and continues to grow in market share and brand equity. With a foundation rooted in family recipes, culinary heritage, and modern operational excellence, Cô Chung is poised to become a global leader in premium Vietnamese dining and packaged food exports.

II. Brand Overview

Established

2020

Founder & Managing Director

Pham Khanh Ly

Core Team

Auntie Chung – Culinary Heart, 40+ years in medical field and home-style cooking;

Đinh Đức Thiệp – Nutrition Consultant, 51-year medical career;

Đinh Thị Phương Hiền – Director of Operations, 20+ years in hospitality.

Headquarters

Singapore

Current Outlets

Plaza Singapura (Flagship)

Boat Quay

[Future locations in planning]

Manufacturing Arm

CCSV Pte Ltd (Ready-to-eat and frozen meals production)

III. Vision & Mission

Vision

To become the world’s most trusted and beloved Vietnamese culinary brand — offering premium-quality meals, cultural richness consistent from each outlet within Co Chung family to every table, home, and travel bag globally.

Mission

Serve authentic, high-quality Vietnamese food with hygiene and health as core values;

Innovate traditional recipes for modern palates without compromising authenticity;

Expand globally through strategic partnerships, franchising, and product distribution;

Represent Vietnam as a refined, complex, and culturally rich culinary powerhouse.

IV. Unique Value Propositions

01.

Authenticity:

Every recipe is rooted in home cooking passed down from generations, especially from founder’s mother-in-law, Auntie Chung.

02.

Health & Hygiene:

ISO 22000 certified — the first Vietnamese restaurant in Singapore to achieve this. No preservatives or additives.

03.

Nutrition-Based Culinary:

Guided by in-house consultant and ex-doctor Đinh Đức Thiệp to ensure natural health benefits with every meal.

04.

Cultural Experience:

Cô Chung outlets are designed as Vietnamese galleries – showcasing art, stories, and ambiance from Vietnam.

05.

Convenience-Oriented Innovation:

Through CCSV, Cô Chung offers ready-to-eat meals (under 300 calories) that require only 1 microwave step in under 8 minutes.

V. Product Lines

01.

Restaurant Division – Dine-In and Takeaway

  • Signature meals: Bún Chả, Bún Bò Huế, Cơm Tấm, etc.
  • Vietnamese desserts and drinks
  • Seasonal menus and cultural event offerings
02.

CCSV – Ready-to-Eat Food Innovation

  • Frozen full-sized Vietnamese meals (82-259 calories/meal)
  • Long shelf-life (up to 3 years), single-step microwave heating
  • No preservatives, no additives
  • Ideal for busy professionals, travellers, and retail channels
03.

Cultural Merchandise

  • Vietnamese sauces, spice kits, and handmade products in development
  • Co-branded art and lifestyle items

VI. Target Markets

Primary:

Singapore, Japan, Australia, Monaco (Middle to upper-income consumers, foodies, health-conscious individuals, expatriates)

Secondary:

China, US and Europe (via retail and franchising)

Tertiary:

U.S. and global Vietnamese diaspora markets

VII. Expansion Strategy

Short-Term (2025-2026):

  • Launch 3-5 new outlets in Japan, strategically located in Tokyo, Osaka, and Hokkaido, including 2 special concept stores dedicated to the authentic Bún Chả Hà Nội experience.
  • Scale up production at the central kitchen to meet increasing demand for ready-to-eat (RTE) Vietnamese meals.
  • Expand food distribution within Singapore and initiate export of RTE products to China and Australia, leveraging strong demand for convenient, healthy ethnic cuisine.
  • Secure key retail partnerships with leading chains including FairPrice, Cold Storage, and Don Don Donki to boost market reach and visibility.

Mid-Term (2026-2028):

  • Roll out a franchise program for Cô Chung dine-in concept in Korea, Indonesia, and China, focusing on cultural storytelling and authentic culinary experiences.
  • Enter major global e-commerce platforms such as Amazon, Shopee, and Lazada for direct-to-consumer sales of CCSV ready-to-eat meals.
  • Form partnerships with airlines, airport lounges, and travel hubs to offer convenient Vietnamese meals to international travelers.
  • Open flagship cultural outlets in New York, Sydney, and Monaco, blending premium dining with Vietnamese art, music, and storytelling for a full sensory experience.

VII. Expansion Strategy

Long-Term (2028+):

  • Establish Vietnamese food manufacturing hubs in Singapore and Japan, positioning both as key export centers for Cô Chung’s health-focused, ready-to-eat meals.
  • Expand global reach via cloud kitchens and B2B food service models, offering affordable, nutritious Vietnamese meals to households, businesses, and institutions.
  • Aim for Michelin recognition at flagship locations by refining culinary execution and elevating traditional Vietnamese dishes to global fine dining standards.
  • Launch a pet food sub-brand, currently under R&D, inspired by Vietnamese home cooking — healthy, natural, and culturally unique.
  • Expand into modern boutique hotels, uniquely blending Vietnamese culture, art, food, and contemporary luxury lifestyle, offering guests a rich, immersive experience rooted in heritage.

VIII. Financial Outlook

Revenue Streams:

  • Dine-in and takeaway outlets
  • Ready-to-eat meal manufacturing (B2B and B2C)
  • Licensing, franchising, and cultural products

Current Investment Needs:

  • Capital to support expansion of central kitchen capacity
  • Export logistics and compliance setup
  • Branding and marketing for international expansion

Projected Growth (2025-2028):

  • Revenue CAGR: 25-35%
  • EBITDA Margin Target: 15-18% by Year 3
  • ROI Potential: 3-5x within 5 years

IX. Why Invest in Cô Chung?

  • Proven market demand and strong customer loyalty
  • Clear differentiation in quality, culture, and health-conscious innovation
  • Scalable model with multiple revenue streams and high-margin products
  • Led by a visionary team with deep industry, financial, and operational expertise
  • Growing global appetite for authentic Asian cuisine, with Vietnamese food on the rise

X. Contact Information

Pham Khanh Ly

  • MD - Cô Chung Pte., Ltd 
  • M: +65 88768137
  • E: khanh.p.ly@gmail.com
  • W: www.cochung.com
  • IG: @cochungvietnameserestaurant X. Contact Information

Cô Chung Restaurant

#B2 – 20, Singapura Plaza, 68 Orchard Road, Singapore 238839

Cô Chung Cantine

5 Lor Telok, Singapore 049018

Cô Chung Pte Ltd

4 Lor Telok, Singapore 049017

I. Executive Summary

Cô Chung is a fast-growing Vietnamese F&B brand headquartered in Singapore, founded by Pham Khanh Ly, with a mission to redefine how the world experiences authentic Vietnamese cuisine. Established in 2020, the brand has expanded into multiple high-traffic locations in Singapore and continues to grow in market share and brand equity. With a foundation rooted in family recipes, culinary heritage, and modern operational excellence, Cô Chung is poised to become a global leader in premium Vietnamese dining and packaged food exports.

II. Brand Overview

Established

2020

Founder & Managing Director

Pham Khanh Ly

Core Team

Auntie Chung – Culinary Heart, 40+ years in medical field and home-style cooking;

Đinh Đức Thiệp – Nutrition Consultant, 51-year medical career;

Đinh Thị Phương Hiền – Director of Operations, 20+ years in hospitality.

Manufacturing Arm

CCSV Pte Ltd (Ready-to-eat and frozen meals production)

Headquarters

Singapore

Current Outlets

Plaza Singapura (Flagship)

Boat Quay

[Future locations in planning]

III. Vision & Mission

Vision

To become the world’s most trusted and beloved Vietnamese culinary brand — offering premium-quality meals, cultural richness consistent from each outlet within Co Chung family to every table, home, and travel bag globally.

Mission

To become the world’s most trusted and beloved Vietnamese culinary brand — offering premium-quality meals, cultural richness consistent from each outlet within Co Chung family to every table, home, and travel bag globally.

Serve authentic, high-quality Vietnamese food with hygiene and health as core values;

Innovate traditional recipes for modern palates without compromising authenticity;

Expand globally through strategic partnerships, franchising, and product distribution;

Represent Vietnam as a refined, complex, and culturally rich culinary powerhouse.

IV. Unique Value Propositions

01.

Authenticity:

Every recipe is rooted in home cooking passed down from generations, especially from founder’s mother-in-law, Auntie Chung.

02.

Health & Hygiene:

ISO 22000 certified — the first Vietnamese restaurant in Singapore to achieve this. No preservatives or additives.

03.

Nutrition-Based Culinary:

Guided by in-house consultant and ex-doctor Đinh Đức Thiệp to ensure natural health benefits with every meal.

04.

Cultural Experience:

Cô Chung outlets are designed as Vietnamese galleries – showcasing art, stories, and ambiance from Vietnam.

05.

Convenience-Oriented Innovation:

Through CCSV, Cô Chung offers ready-to-eat meals (under 300 calories) that require only 1 microwave step in under 8 minutes.

V. Product Lines

01.

Restaurant Division – Dine-In and Takeaway

  • Signature meals: Bún Chả, Bún Bò Huế, Cơm Tấm, etc.
  • Vietnamese desserts and drinks
  • Seasonal menus and cultural event offerings
02.

CCSV – Ready-to-Eat Food Innovation

  • Frozen full-sized Vietnamese meals (82-259 calories/meal)
  • Long shelf-life (up to 3 years), single-step microwave heating
  • No preservatives, no additives
  • Ideal for busy professionals, travellers, and retail channels
03.

Cultural Merchandise

  • Vietnamese sauces, spice kits, and handmade products in development
  • Co-branded art and lifestyle items

VI. Target Markets

Primary:

Singapore, Japan, Australia, Monaco (Middle to upper-income consumers, foodies, health-conscious individuals, expatriates)

Tertiary:

U.S. and global Vietnamese diaspora markets

Secondary:

China, US and Europe (via retail and franchising)

VII. Expansion Strategy

Short-Term (2025-2026):

  • Launch 3-5 new outlets in Japan, strategically located in Tokyo, Osaka, and Hokkaido, including 2 special concept stores dedicated to the authentic Bún Chả Hà Nội experience.
  • Scale up production at the central kitchen to meet increasing demand for ready-to-eat (RTE) Vietnamese meals.
  • Expand food distribution within Singapore and initiate export of RTE products to China and Australia, leveraging strong demand for convenient, healthy ethnic cuisine.
  • Secure key retail partnerships with leading chains including FairPrice, Cold Storage, and Don Don Donki to boost market reach and visibility.

Mid-Term (2026-2028):

  • Roll out a franchise program for Cô Chung dine-in concept in Korea, Indonesia, and China, focusing on cultural storytelling and authentic culinary experiences.
  • Enter major global e-commerce platforms such as Amazon, Shopee, and Lazada for direct-to-consumer sales of CCSV ready-to-eat meals.
  • Form partnerships with airlines, airport lounges, and travel hubs to offer convenient Vietnamese meals to international travelers.
  • Open flagship cultural outlets in New York, Sydney, and Monaco, blending premium dining with Vietnamese art, music, and storytelling for a full sensory experience.

VII. Expansion Strategy

Long-Term (2028+):

  • Establish Vietnamese food manufacturing hubs in Singapore and Japan, positioning both as key export centers for Cô Chung’s health-focused, ready-to-eat meals.
  • Expand global reach via cloud kitchens and B2B food service models, offering affordable, nutritious Vietnamese meals to households, businesses, and institutions.
  • Aim for Michelin recognition at flagship locations by refining culinary execution and elevating traditional Vietnamese dishes to global fine dining standards.
  • Launch a pet food sub-brand, currently under R&D, inspired by Vietnamese home cooking — healthy, natural, and culturally unique.
  • Expand into modern boutique hotels, uniquely blending Vietnamese culture, art, food, and contemporary luxury lifestyle, offering guests a rich, immersive experience rooted in heritage.

VIII. Financial Outlook

Revenue Streams:

  • Dine-in and takeaway outlets
  • Ready-to-eat meal manufacturing (B2B and B2C)
  • Licensing, franchising, and cultural products

Current Investment Needs:

  • Capital to support expansion of central kitchen capacity
  • Export logistics and compliance setup
  • Branding and marketing for international expansion

Projected Growth (2025-2028):

  • Revenue CAGR: 25-35%
  • EBITDA Margin Target: 15-18% by Year 3
  • ROI Potential: 3-5x within 5 years

IX. Why Invest in Cô Chung?

  • Proven market demand and strong customer loyalty
  • Clear differentiation in quality, culture, and health-conscious innovation
  • Scalable model with multiple revenue streams and high-margin products
  • Led by a visionary team with deep industry, financial, and operational expertise
  • Growing global appetite for authentic Asian cuisine, with Vietnamese food on the rise

X. Contact Information

Pham Khanh Ly

  • MD - Cô Chung Pte., Ltd 
  • M: +65 88768137
  • E: khanh.p.ly@gmail.com
  • W: www.cochung.com
  • IG: @cochungvietnameserestaurant X. Contact Information

Cô Chung Restaurant

#B2 – 20, Singapura Plaza, 68 Orchard Road, Singapore 238839

Cô Chung Cantine

5 Lor Telok, Singapore 049018

Cô Chung Pte Ltd

4 Lor Telok, Singapore 049017