What's so special about this pop-up coffee shop in Ho Chi Minh City?
Booking.com, one of the world's leading digital travel platforms, and the local artisanal café and pastry boutique Mille Mille, today announced their collaboration to launch ‘Sip. Discover. Book. A SUMMER ESCAPE.’, a unique travel-inspired pop-up experience open to the public on 7th and 8th August in Ho Chi Minh City. Designed to encourage Vietnamese travelers to explore their own backyard, whether through a coastal beach retreat or a cool mountain escape, the experience transforms an everyday coffee break into moments of travel inspiration.
Bringing summer travel to life
At the heart of this collaboration is an immersive café experience that reimagines an urban coffee break as a season of exploration. With 57%* of Vietnamese travelers planning to visit a beach destination in 2026 and 46%* seeking a quieter nature-led trip, Booking.com will transform Mille Mille Boutique Store into two distinct travel zones inspired by Vietnam’s coastal and mountain escapes, inviting visitors to explore the diverse ways they can holiday in Vietnam this summer.
The experience is further brought to life through a limited-edition summer menu inspired by Booking.com’s latest accommodation search data for stays between July 1, 2026 and September 1, 2026. Highlighting the top 10 most searched domestic destinations by Vietnamese travelers: Da Nang, Nha Trang, Ho Chi Minh City, Da Lat, Hoi An, Hanoi, Vung Tau, Phu Quoc, Quy Nhon and Ha Long, the menu translates the unique aromas, flavours and distinct features of these spots into a collection of pastries and handcrafted beverages. Through this culinary experience, Booking.com inspires visitors to rediscover the incredible diversity of Vietnam for their next holiday.
Embracing the "Era of You" in Travel
The pop-up highlights how travelers are becoming increasingly personalized and intentional in how they travel. Booking.com's latest Travel Predictions identifies this shift as the "Era of You", where travelers are moving beyond one-size-fits-all itineraries in favour of journeys that reflect their individual passions, interests and travel styles. Whether it's booking a glow-cation tailored to personal skincare needs (92%), travelling for locally crafted culinary finds (84%) or celebrating personal milestones simply because they've earned it (84%), Vietnamese travelers are increasingly choosing journeys that reflect who they are rather than traditional travel conventions. The pop-up reflects this evolving mindset, inviting visitors to discover a domestic getaway that feels most meaningful to them.
Speaking on the partnership, Branavan Aruljothi, Country Head, Vietnam at Booking.com, said: "We're seeing Vietnamese travelers becoming much more intentional in how they choose their holidays, moving away from cookie-cutter itineraries to seek out rich, personalized journeys that reflect who they are. Whether it's a coastal escape, a mountain retreat, or a deep dive into heritage, Vietnam offers an incredible tapestry of experiences for every type of traveler. Through our Connected Trip vision, Booking.com is dedicated to making every stage of that journey seamless. By bringing our travel insights together with Mille Mille's local craft, we hope to inspire more local travelers to discover the country's rich diversity and book their ultimate summer getaway."
Mr. Minh Nguyen, Mille Mille’s representative shared: “What excited us most about this collaboration was the opportunity to turn that feeling of travel into something people could experience in their everyday lives. Every pastry, drink and detail of the space was designed to capture the mood of a memorable summer escape. We hope every guest leaves not only with a memorable café experience, but feeling genuinely inspired to start planning their next journey with Booking.com.”
The Booking.com ‘Sip. Discover. Book. A SUMMER ESCAPE.’ pop-up experience is open to all the public on 7th and 8th August 2026 at the Mille Mille, located at 32 Tran Cao Van Street, Xuan Hoa Ward, Ho Chi Minh City.