La Sams Heritage opens its fourth store on Phan Xich Long

Published 12 Sept 20261 min readLa Sams Heritage

On the morning of 12 September 2026 La Sams opened its fourth store on one of Phu Nhuan’s busiest food strips, marking a full year in Ho Chi Minh City.

On the morning of 12 September 2026, La Sams Heritage opened its fourth store at 179 Phan Xich Long, Cau Kieu Ward, Ho Chi Minh City. The ceremony kept to the tone the brand chose from the start: a lion dance, a cyclo loaded with flowers, and a basin of fresh grass-jelly leaves for guests to work with their own hands.

One year, four stores

From the first store on Su Van Hanh street, opened in September 2025, it took La Sams exactly a year to reach four locations in the city. The pace has nothing to do with rapid franchising — all four are company-operated, sharing one central kitchen and one jelly-cooking process.

"We open more slowly than many brands of our age, because every new site has to be reachable by that morning's batch," says Anh Thu, the group manager.

Guests working the leaves themselves

The most-watched thing at the opening was not the stage but an aluminium basin by the entrance. Guests were invited to wash their hands, take a handful of fresh leaves, and work them the way grandmothers in the Mekong Delta always have.

Older guests recognised the smell immediately. Many younger ones learned for the first time that grass jelly is not made from powder.

Opening offers

For the first three days the Phan Xich Long store ran buy-one-get-one on the entire grass jelly line and gave an insulated cup to the first hundred guests each day. The programme ended on 14 September 2026.