Reverse branding gains traction in F&B

Society 00:02:2.5173329999999936.00

If names like “Terrible Sticky Rice” and “Only the Second-Best Milk Tea” confuse you, they are doing it right because these self-deprecating names are proving a hit for a number of eateries and drink shops. This is a rising trend in Ho Chi Minh City, a market where everyone claims to be number one.