Nguyen Ngoc Phuong Uyen, owner of Voi Cafe, said rent in an alley is three to four times lower than rent on a street front. The lower rent lets her spend more on drink quality, customer experience, marketing and staff benefits while keeping prices reasonable.

Lam Anh Vu, who runs AM Café, said young people in Ho Chi Minh City are willing to go out of their way to find hidden cafés. He also said the alley location gives more space for workshops and seasonal souvenir sales.

Vu added that word‑of‑mouth and social‑media bring a steady stream of customers even though the café is hidden. He said about 40 % of the 30‑40 daily customers at AM Café are international tourists, showing the appeal to both locals and visitors.

Because rent is cheap, owners can improve quality, add extra services, and attract curious young people and tourists. This mix explains why alleyway cafés are becoming popular in Ho Chi Minh City.