Aroma of Lao-grown coffee fills Vientiane during National Day week

On a bright December morning in Vientiane, the familiar aroma of freshly brewed coffee drifted through the streets surrounding the National Culture Hall—warm, earthy, and unmistakably inviting. It was the scent of Phubia Coffee, and for five days it has become one of the most memorable elements of the celebrations marking the 50th anniversary of the Lao People’s Democratic Republic.
The local coffee brand’s gesture of offering free cups to everyone has drawn long, cheerful queues throughout the week, creating a shared moment of joy in the capital. What began as a simple act of generosity quickly transformed into a lively community gathering. By mid-morning each day, the line stretched from the entrance of the coffee shop down to the courtyard, with residents, office workers, students, elderly citizens, and tourists standing shoulder to shoulder, waiting patiently for their complimentary cup. The mood was festive, unhurried, and warm—reflecting the spirit of the National Day celebration.

Even before people saw the queue, they smelled it. The aroma of fresh Phubia brews wafted across the street, drifting into offices, along footpaths, and past shops. Many said the scent itself felt like an invitation.
“I wasn’t planning to stop by,” said office worker Ms Chanthavy, who joined the line after passing by. “But when you smell coffee like that, you can’t help following it. When I heard it was free for National Day, I felt even more excited.”
Inside the shop, the atmosphere was just as lively. Baristas worked tirelessly, preparing one cup after another with a determination that matched the festive mood. Despite the endless stream of visitors, they continued to greet everyone with warm smiles, offering a cheerful “Sabaidee” and a “Happy National Day” before handing over each steaming cup.
If the aroma drew people in, the taste convinced them to stay. Most couldn’t wait to try their coffee, taking their first sip immediately after receiving it. Their reactions were instant and sincere.
“Very delicious,” said 50-year-old Mrs Thongsy as she raised her cup proudly. “Thank you to the owners of Phubia Coffee for contributing to our celebration. This is a kind and meaningful gesture.”

A foreign tourist shared that she had followed the scent out of curiosity. “I thought it was a bakery at first,” she laughed. “But then I saw the long line. After tasting the coffee, I understand why people are waiting. It’s smooth and rich—very special.”
Groups of university students described the drink as “strong, aromatic, and truly
Lao.” For them, Phubia Coffee’s decision to offer free cups felt like a gift to the younger generation, many of whom are loyal customers.
For Phubia Coffee, the free-cup initiative is more than a marketing activity—it is a heartfelt tribute to the nation’s golden milestone. The company wanted to join the national celebration in a way that felt personal and meaningful.
“We wanted to share happiness with the community,” said the President of Phubia Coffee Sole Co., Ltd, Mrs Sunatta Litpanya. “Coffee brings people together. Offering it for free during the anniversary is our way of giving back and celebrating with everyone. I am very happy to see so many people enjoying a cup of coffee.”
She added that Lao people living abroad also visited the shop during the week. “They told me it was very delicious and thanked us. Many bought products, so we offered a buy-one-get-one-free promotion as well.”
Phubia Coffee has earned a reputation for its high-quality, locally grown beans and its support for Lao farmers. For many Vientiane residents, the brand symbolises both national pride and the growing strength of Lao small businesses. The giveaway has strengthened that connection even further.
What makes the scene so memorable is not just the long queues or the thousands of cups served, but the sense of unity it creates. Along the line, strangers speak easily, children wave small Lao flags, and tourists ask locals about the celebration. Volunteers help guide elderly residents, while younger people offer seats or shade to those who need it.
It is a small but vivid picture of the Lao spirit—warm, generous, and deeply connected.
“This queue shows who we are as a society,” said Mr Somkhan, who waited ten minutes for his cup. “We celebrate together, we wait together, and we share the same happiness. That’s the beauty of our National Day.”
The owner of Phubia Coffee also shared that she plans to offer free cups again next year. She had initially planned for 400 cups per day, but the real number reached about 500 per day due to overwhelming demand.
As Laos commemorates 50 years since the founding of the Lao PDR, the Phubia Coffee giveaway has become a standout feature of the celebrations. In a city decorated with flags and filled with performances, parades, and ceremonies, the simple act of serving free coffee has touched people in a uniquely personal way.
For many, the aroma of Phubia Coffee drifting through Vientiane will become one of the warmest memories of this year’s anniversary—a symbol of generosity, pride, and togetherness.
“To 50 years of the Lao PDR,” said one coffee lover, lifting his cup in a quiet toast. “And to all the small acts of kindness that make our country shine.”

By Phon Thikeo
(Latest Update December 16, 2025)