In January, Masan Group bought an additional 31 per cent stake in the Phuc Long tea and coffee chain, increasing its ownership rate to 51 per cent, thereby taking control of this beverage brand.

Masan Group had paid $110 million for these stakes, corresponding to a $335 million equity valuation of Phuc Long.

Masan's acquisition of Phuc Long's stakes showcases the leading advisory expertise of VCSC

According to Ngo Tuan, managing director of Investment Banking at Viet Capital Securities (VCSC), the consultant of this deal, said that in addition to logistical challenges, the biggest challenge was to convince the buyer (Masan) and the seller (Phuc Long) to look towards the same direction.

Tuan said that Phuc Long is a national brand, built by Vietnamese people, and contains the quintessence of local tea and coffee culture.

Phuc Long is considered a perfect piece for Masan's Point of Life strategy, an integrated offline-to-online platform that provides essential products and services, accounting for more than 50 per cent of consumer spending, including fresh food, financial products, and other services.

Phuc Long is a partner that contributes to completing Masan’s ecosystem by diversifying products. By integrating Phuc Long kiosks into Masan's new Winmart stores, the latter can expand its coverage to younger customers.

“VCSC realises that Phuc Long has unique features that can make the brand grow stronger and reach out further. Masan is the most suitable partner at this time to help Phuc Long take off," said Tuan.

Masan's latest deal with popular tea and coffee chain Phuc Long was accompanied by experienced and long-standing partners of Viet Capital Securities.

Masan's acquisition of Phuc Long is not VCSC's first deal in this sector. VCSC has implemented many outstanding deals in and outside of the country.

For instance, in 2016 Casino Group sold Big C to Central Group with the advisory of VCSC. In 2017, Phu Nhuan Jewelry JSC issued 50 million shares while other deals involved VinaCapital and Daiwa PI Partners and many more.

In the market, VCSC is known by investors as a leading advisory firm in providing investment banking services in Vietnam.

The most competitive advantage of VCSC is the leading consulting team with many years of experience in international consulting organisations and diverse cultural business environments.

As a result, VCSC can offer synchronous consulting solutions with its departments such as legal and brokerage for individual and institutional clients, ensuring that all transactions are completed successfully.

In 2021, VCSC advised on many notable deals, such as the deal in that VPBank transferred 49 per cent stakes in FE CREDIT to SMBC. In addition, the consulting deal for Masan to divest the entire animal feed segment and strategic cooperation in supplying chilled meat with De Heus Group.

In real estate, VCSC advised Song Tien JSC in transferring its shares and establish a strategic cooperation to develop Nhon Phuoc Tourist Urban Area with Hung Thinh Group. VSCS also advised on listings on the Ho Chi Minh City Stock Exchange for Dat Xanh Real Estate Service JSC, among many others.