Trấn Thành and Trường Giang utilize different F&B business models

Vietnamese entertainers Trấn Thành and Trường Giang are utilizing contrasting business models within the Food and Beverage (F&B) sector.

Trấn Thành operates A Mà Kitchen, which has maintained two locations in Ho Chi Minh City for seven years despite relocations and temporary closures. His influence in the industry is noted as extending beyond the direct balance sheets of his owned establishments.

In contrast, Trường Giang employs a traditional model by managing physical locations, including the Mười Khó rice eatery established in 2017 and the Mười Dễ seafood restaurant in Bà Rịa - Vũng Tàu. His strategy involves leveraging established comedic personas to build brand recognition, bearing the direct operational costs and risks of staff, rent, and ingredients.