top of page
Search

A Ho Chi Minh City Café Pays Customers to Read: A New Cultural Business Model for the Digital Age

  • Writer: KBC-LINK Editor
    KBC-LINK Editor
  • Oct 30
  • 2 min read
ree

Rethinking “the time to read” during Japan’s Reading Week (October 27 – November 9)


In an era where smartphones consume much of our time, a café in Ho Chi Minh City has launched a bold challenge: rewarding customers for reading books. “Sam-Art Books & Coffee” has introduced an innovative program that pays visitors who complete 100 hours of reading—a concept that is sparking conversation across Vietnam. 

 

In Japan, the rise of smartphones and social media has accelerated the decline in reading, especially among younger generations. According to a 2023 survey by Japan’s Agency for Cultural Affairs, 63% of respondents said they did not read even one book a month—the highest percentage ever recorded. Moreover, 69% said their reading time had decreased, most often citing “time spent on digital devices” as the reason. 

 

As short-form posts and videos dominate daily life, opportunities to “think deeply and reflect” are diminishing. This trend is not limited to youth—it extends to adults as well—raising national concern over the erosion of print and reading culture. 

 

Against this backdrop, Sam-Art Books & Coffee launched its eye-catching “100-Hour Reading Challenge.” Customers who spend 100 hours reading inside the café receive a reward of 500,000 VND (approximately 2,000 JPY). The café provides a peaceful environment with comfortable seating and an extensive collection of books, creating a space where people can truly reconnect with reading. The goal is simple yet profound: to turn reading into a joyful habit by merging culture and business. 

 

This initiative is more than just a reward system—it’s a creative prompt that helps people reclaim time for books. As Japan enters the season of reading, this story from Ho Chi Minh City offers timely inspiration for societies struggling with digital distraction. 


KBC-LINK’s Perspective

Although this is a small initiative by a single café, it highlights an important mindset: how to reinterpret social issues as opportunities for innovation. Rather than lamenting problems such as “declining reading habits” or “digital dependence,” we can view them as catalysts for creating new business models and social systems.


At KBC-LINK, we believe such shifts in thinking will drive the societies and markets of the future. We will continue to introduce real examples of how culture, business, and social issues intersect in Vietnam.

Sources


 
 
bottom of page