(TIỂU LUẬN) assignment 1 group creative brief content calendar

Assignment 1:
Group Creative Brief & Content Calendar

Course name:

Digital Content Creation

Course code:

COMM2789

Location of campus:

SGS Sai Gon

Team group

4

Lecture

Dr Nguyen Thi Tham


TEAM MEMBER
Team Leader +
Managing Editor
Bui Kim Long
S3749132

Brand Avocate

Pham Ngoc Khanh Linh
S3751326

Customer Advocate
Cao Xuan Huy
S3754860

Creative Lead
Nguyen Thanh An
S3749459

Analytics Expert
Tran Thi Ngoc Thanh
S3618908


I. CREATIVE BRIEF


Company
Background
PJ’s Coffee of New Orleans is a coffee shop retailer chain, founded by Phylis Jordan in 1978. The chain serves a big selection of iced,
hot, f rozen coffee beverages. The brand offers beverages from the Arabica Beans from the top 1% speciality locations including
Honduras, Ethiopia and so on (PJ’s Coffee, 2020). TRG International has brought PJ’s Coffee to the Vietnam market in 2016 through a
franchising contract. Up until 2019, it has three stores in Vietnam since its opening (PJ’s Coffee Vietnam, 2020).

Industry Background
In 2019, coffee shops and bars have had a 3% growth, especially speciality coffee shops such
as PJ’s Coffee itself has seen a 7% growth (Euromonitor, 2020). With the rising disposable income and urbanization, the market for
coffee chains has grown rapidly with the contribution from both domestic and international brands (Chi Mai, 2017). The main target

customer is young urban consumers (Euromonitor, 2020). By understanding the consumer psychology of the younger targeted
consumers, big coffee chains are more successful due to better marketing activities and better prices (Euromonitor, 2020). Consumers are also paying attention to environmental aspects; therefore, brands need to switch to using environmental-friendly materials
and so on (Euromonitor, 2020).

SWOT
Due to the reputation of TRG International, PJ’s Coffee has had a strong backing strength. The brand entered Vietnam later than
chains such as The Coffee Bean & Tea Leaf and Starbucks as well as having a rather low brand recognition. The threat is the rising
competition between the local and international brands who are in the market. Despite this, the potential for growth in the Vietnam
market is still strong (Chi Mai, 2017).

Targeting
The younger Vietnamese generations who live in the city are usually more prone to quality products and are more brand conscious
(Euromonitor, 2018). The targeted consumer profile that PJ’s Coffee is focusing on is the office workers in the age range f rom 20-45.
These consumers are educated and have a middle-high income that is willing to pay more than 2 dollars for a specialty coffee drink.
On another perspective, PJ’s coffee is deliberately made for those who have appreciation for the real difference in the taste of
different sources of coffee beans and different ways to brew a cup. Based on former opened store locations of PJ’s coffee in Vietnam
that is scattered near the shopping mall (Vincom store) and busy residential areas (Sala store), the majority customers profile is the
young generation that is into shopping and have a dynamic lifestyle. Furthermore, as Vietnam has approximately 58 million people
who have access to mobile devices and social websites, 80% of this demographic are aged from 18-44, creating a big opportunity for
PJ’s Coffee to promote their products (Global Digital, 2019).

Content Vision
PJ’s coffee claimed that they always cared about their customer experience (Xuan 2019). PJ’s coffee wants to reflect their signature
to the customers: the hospitality, the craftsmanship and neighbourliness. But our resource is limited and to maximize the effectiveness of the campaign, we decide to concentrate to the thing that can make PJ’s different with other competitors: the way of how
PJ’s connect people together. Xuan 2019 said that they try to create an in-store atmosphere that brings you closer to people you
love as well as enjoy a peaceful moment of your life. However, we want to take this statement into the whole new level: you can
share your love to people who you care not only in-store but they can do it out of the store with PJ. In addition, people come to PJ’s
coffee only to enjoy the good coffee but also they come to connect with other people.

Target

Segmentation
Geographics

Country
City
Population
City Density

Demographics

Age
Gender
Job
Income (Annually)

Behavioural

Generation
Benefits sought

Rate of use

Status of user

Readines s Stages of buyer

Ps ychographic

Target Segment:
•The coffee connoiss eur who truly appreciate the aroma and

flavour of good coffee
•Busy workers lack time to reconnect with friends and the
beloved ones after Covid-19
Vietnam
Ho Chi Minh City
8,993 Million
Dense: 4.097 individuals per square kilometre (World
Population Review, n.d)
20-45
Male, Female
Workers, Students
Middle to High income
Generation X, millennials, Generation Z
•Fresh and high-quality coffee
•Different and unique coffee taste
•Modern and cosy atmosphere for work, friend meetings
•Good and fast customer services
•Daily
•Often
•Sometimes
•Regular
•Potential
•First-time purchase
•Awareness
•Knowledge
•Preference
•Purchase

Lifestyle

•Willing to spend on better quality drinks
•Active and dynamic lifestyle
•Busy with studies and work projects
•Lack of leisure time spent alone to relax or with friends
•Trendy

Personality

•Coffeeholic
•Creative
•Active and outgoing
•Alone and want to connect with other people
•Middle to upper clas s

Social Class


BIG IDEA
Big Idea:
Make PJ’s coffee chain becomes a bridge to
connecting people together
Tagline:
PJ thay lời bạn muốn nói gửi đến người bạn yêu
thương
PJ help you deliver what you want to say to
someone you loved
PJ’s coffee, nơi kết nối mọi người
PJ’s coffee, a place to connect people
Đến PJ’s mùa lễ tết, thêm gắn kết
Come to PJ’s in Tet, more connect

Evidence to provide this is a good idea:
The effect of Covid-19 is impacted significantly
to society. According to Kevin 2020, the
social-distancing creates the loss of sense of
community which cause many consequences
for people. People become more distant with
each other and PJ’s will bring them together.
From people who want to transfer what they
can’t tell the one they loved or people who just
want to share with each other; PJ’s will help
them all. The event settles at the time couldn’t
be better: The Christmas and New Year Eve and
the Lunar New Year event. Those events have
the same characteristic that brings people
closer and PJ’s will exploit that opportunity.

Brand Voice:
Warmly
Caring
Deliverables:
Types of content:
Content as window
Content as community
Channel:
SEO: Google, Bing,...
Content Marketing
Social Media Marketing
Platforms: multichannel:
Social Media: Facebook, Youtube, Instagram,...
Delivery Apps: Nows, Beamin, Grab,...

KOLs
Mandatories:
To create the consistency between the content of
PJ’s campaign, the logo, phone number and their
store address and tagline must exist in all contents.
Message/ Call to Action:
PJ: Place to connect, Join now


OBJECTIVES
OBJECTIVES
The campaign objective is to set PJ’s Coffee as an unique coffee brand with authentic coffee
beans and a place to bring people closer together.
To boost brand awareness of 70% of the target audience about PJ’s positioning from December 2020 to February 2021.
The reason for this objective is PJ’s coffee has been arriving in the Vietnam coffee market for
4 years since 2016, but they failed at promoting the brand to the target consumer.
KPI
Raise customer’s engagement with the company’s social media activities by 25% per month
Grow 20% of Fanpage likes and follows on PJ’s Coffee Vietnam Facebook every month
Obtain 30% of followers on PJ’s Coffee Instagram every week
METRICS
Post interactions
Views on each video
Profile visits
Paid search and Organic search
Click through rate
Bounce rate
Traffic sources
Facebook Metrics
Target 30-50 likes, 20-40 shares for weekly contents.

Brand advertising videos reach at least 5000 views and over 400 likes.
Normal videos have at least 300-350 views and 40 likes.
Increase Fanpage likes from 4702 to 5500 likes after running the campaign for the first
month.
Engagement rate is above 1% (Aamplify 2020).
CTR is from 2-5% per post (Albright, D 2020).
Conversion rate above 5.6% is good enough for a coffee shop running a campaign (Bond, C
2020)
Virality rate is about 2.5% (Protalinski, E 2012)
Instagram Metrics
Annual posts get over 30 likes each
Having more than 10 check-in activities per week
Brand hashtag increases 10% per month
Followers increase from 192 to 250 after running campaign a week
Have 500 profile visit after 7 days
Engagement rate stays between 1% to 3% (FYI 2019)
Youtube Metrics
Reach 500-600 views per video
Have at least 200 subscribers after a week running campaign
Website
Number of visitors is above 30 per month
Bounce rate is between 26% to 40% (Schneider, D 2020)


II. Editorial Content
Calendar


KEY:
News

Image and Text
Video Story

1st December 2020

Tips and Trick
Blog Post
Event announcement
Product announcement
User - Generated Content
Other

TUESDAY (1/12)

WEDNESDAY (2/1 2)

Seasonal Product Launching: "Hot chocolate"

SUNDAY (6/12 )

MONDAY (7/12)

User - Generated Content: G uess the KOLs

SUNDAY (13/1 2)

MONDAY (14/12 )

User - Generated Content: a graphic which is
releash result first KOL

SUNDAY (20/1 2)

SUNDAY (27/1 2)

TUESDAY (15/1 2)

WEDNESDAY (16/ 12)

TUESDAY (22/1 2)

WEDNESDAY (23/ 12)

TUESDAY (29/1 2)

Blog Post: a couple that have conneted by using
PJ's product

SATURDAY (5/12)

THURSDAY (10/12 )

KOL's Gr aphic Design

FRIDAY (11/12)

SATURDAY (12/12)

Product Promote: Collab with digital diliver y such E vent Announcement: post a mini game related to
as Grab, Now, Foody .. .

Chrirstmas

FRIDAY (18/12)

Event Announcement: post result and people who
are winning mini event

SATURDAY (19/12 )

User - Generated Content: Create a poll if they ar e
"Excited " or "Super Excited" for t he coming up
event

Event Announcement: post a graphic about topic 7
V ideo Story: Trailer for the Xmas even
Days left to the main event

FRIDAY (25/12)
THURSDAY (24/ 12)
Event Announcement: When a sigle customer
c oming to PJ and order a "Hot Chocolate" it mean
they want a par tner to sharing their feeling as well
a s their thinking so PJ will random match
News: Picture of Tr an Thanh, Hariwon, Binz, Ninh
c ustomers who are order "Hot Chocolate" with
Duong Lan Ngoc are joined PJ's offline event
e ach other and after t hat they can get to know
e ach other. At the end of the event , customers w ho
a re become a couple will take a photo then after
that they will recive a coupon for the next date.

SATURDAY (26/12)

I mage and Text: post a picture and a status with all
of the KOLs has joinning offline event

THURSDAY ( 31/12)

WEDNESDAY (30/ 12)

Video Story: video re-cap event

FRIDAY (4/12)

News: PJ has new event as well as new product B log Post: a blog that talk about the traditional
d rink in Chr istmas eve in other count ries
(Kenh14, Zing)

THURSDAY (17/1 2)

KOL Collabration: Tran Thanh and Hariwon post a
News: Tran Thanh and Har iwon is joining PJ's
Tips and Trick: how to make a perfect coffee with
status talk about "the INGREDIENT and the
offline Event (Hóng H ớt Showbiz, Tran Thanh and
PJ's coffee bean
FLAVOUR". Also have a picture they are enjoy PJ
Hariwon fanpage, Kenh14, Zing.vn)
as well as introduce the PJ's Christmas event

MONDAY (28/12 )

User - Generated Content: Sharing customer's
post and photo about the event

KOL Collabration: Binz post a status talk about
"the INGREDIENT and the FLAVOUR". Also News: Binz is joining PJ's offline Event (Hóng Hớt
have a picture he is enjoy PJ as well as introduce Showbiz, Binz fanpage, Kenh14, Zing. vn)
the PJ's Christmas event

KOL Collabration: Ninh Duong Lan Ngoc post a
News: Ninh Duong Lan Ngoc is joining PJ's offline
status talk about "the INGREDIENT and the
Tips and Trick: get to know the PJ's coffee bean
Event (Hóng Hớt Showbiz, Ninh Duong Lan Ngoc
FLAVOUR". Also have a picture she is enjoy PJ as
quality
fanpage, Kenh14, Zing.vn)
well as introduce the PJ's Christmas event
MONDAY (21/12 )

User - Generated Content: a graphic which is
releash result second KOL

WEDNESDAY (9/12)

TUESDAY (8/12)

Tips and Trick: how to identify a good coffee
bean?

THURSDAY (3/12 )

New Event Lauching: Take a photo in PJ and
upload on social media after that can have a 10%
discount for the new product

Image and Text: A cup of Hot Caramel creme for
these last days of the year

Inforgaphic: Count down for New Year 2021

KEY:
News
Image and Text
Video Story
Tips and Trick

1st January 2021

Blog Post
Event announcement
Product announcement
User - Generated Content
Other

SUNDAY (3/1)

SATURDAY (2/1)

FRIDAY (1/1)

Video Story: Example of sharing love moment
between to worker s, which is preparing for mini
game in 6 January 2021

Inforgaphic: Change facebook, website layout into
New Y ear theme

SUNDAY (3/1)
MONDAY (4/1)
TUESDAY (5/1)
WEDNESDAY (6/1)
THURSDAY (7/ 1)
Mini Game: "How's your day with PJ?" _ sharing
News: The whole view of the farm, where PJ
your photo with PJ drink, and hastag
Image and Text: A PJ's cold brew iced coffee f or a
Tips and Trick: How to make an Iced Mocha with Product announcement: Introduce mini br ownie for
source these lovely Coffee bean (Zing news, Kenh #mydaywithPJ. The 3 winner s, who get the highest
Relaxing break, why not?
free t oday
PJ
14)
like, share and comment, will get free trips of
vinpearl Nha Trang for 3 days
SUNDAY (10/1)

Product announcement: Introduce mini br ownie for
free t oday

SUNDAY (17/1)

Product announcement: Introduce mini f ruit tart for
free t oday

SUNDAY (24/1)
Image and Text: Is Iced Mocha suitable for friend
time?

MONDAY (11/1)

Image and Text: Starting New Week With Energy
From Pj Coffee!

MONDAY (18/1)

User - Generated Content: Stor y of sharing how
does PJ's baristan produce a cup
of coff ee?

MONDAY (25/1)

Blog Post: True Barista look like!

TUESDAY (12/1)

Blog Post: How does PJ bring the coffee bean
from farm to end consumers?

T UESDAY (19/12)

Blog Post: PJ with heart! partner with heartgift to
help a child

T UESDAY (26/12)
Product announcement: Introduce mini br ownie for
free t oday

WEDNESDAY ( 13/1)

THURSDAY (14/ 1)

User - Generated Content: Create a poll "Who will
P roduct announcement: I ntroduce Mini croissant for
you enjoy coffee with?" tag fr iends, or lover, or
free t oday
family to get discount vouchers

WEDNESDAY (20/1)

Product announcement: Introduce Mini cookie for free
today

WEDNESDAY (27/1)
KOL Collabration: Philip Nguyen choose PJ's
coffee w henever he has a meeting with his team

T HURSDAY ( 21/1)

User - Generated Content: Create a poll "Are you
a tea or coffee lover?"

THURSDAY (28/ 12)
Image and Text: Repost Phillip Nguyen story in
facebook

FRIDAY (8/1)
Tips and Trick: What is the difference between
cold brew and regular coff ee?

SATURDAY (9/ 1)
User - Generated Content: Create a poll: Y ou
prefer I ced Mocha or Hot caramel creme
and Announce that those are being discounted 50%
today

FRIDAY (15/1)

KOL Collabration: Chau Bui will share her busy
worktime with PJ coffee

FRIDAY (22/ 1)

Image and Text; A cup of cold brew for deadline
day!

FRIDAY (29/1)
User - Generated Content: sharing your happy
moment with stt "I purple you" to get voucher buy 1

get 1 of signat ure cold brew menu

SATURDAY (16/1)

Mini Game: Announcing Minigame "How 's your day
with PJ?""

SATURDAY (23/1)

KOL Collabration: Binz will share his photo with 2
cup of PJ's coffee and say that he are waiting to
enjoy coffee t ime with his favourite aft er work.

SATURDAY (30/1)
Event announcement: Preparing Tet holiday with
PJ's

KEY:
News
Image and Text
Video Story

1st Febuary 2021

Tips and Trick
Blog Post
Event announcement
Product announcement
User - Generated Content
Other

SUNDAY (31/1)

MONDAY (1/2)

TUESDAY (2/2)

Image and Text: Reminder people about the
Image and Text: Announcement about Tet's holiday
nostalgic memory of tradditional Tet's holiday, the
is coming
meaning of this day: Reunion

WEDNESDAY (3/2)
Product announcement: To celebrate t he incoming
Tet's holiday, PJ's w ill prepare the seasonal drink:
Egg Coffee

THURSDAY (4/ 2)

Blog Post: The History of Egg Coffee

SUNDAY (7/2)

MONDAY (8/2)

TUESDAY (9/2)

WEDNESDAY (10/2)

THURSDAY (11/ 2)

Event announcement: Enjoy Tet holiday with PJ's

Others: KOLs ( Sean Trace and Phuong Vy Idol
family, Mixigaming) and Influencers (Friends of
Mixigaming) announce their collabration with PJ's

News: Zing New s, Kenh 14 and other articles will
promote this campaign

Others: KOLs w ill interact with PJ's products in
their social media

Short Video Story of PJ's coffee w ith their KOLs
and Influencer s

SUNDAY (13/2)

MONDAY (14/2)

SUNDAY (20/2)

MONDAY (21/2)

WEDNESDAY (16/2)

T UESDAY (22/2)

WEDNESDAY (23/2)

KOLs and Influencers produce more contents to
News: Articles from VTV, Nhan dan or Vnexpress Image and Text: Asking people about how are t hei r remind that the Reunion Event of PJ's is end soon
holiday going on?
talk about the end of Tet's holiday
Product announcement: Last chance to t ry Egg
Coffee

s

SUNDAY (27/2)

MONDAY (28/2)

Image and Text: Thank you for your moment with
PJ's Coffee

Video Story: Video Recap Event

FRIDAY (12/2)
Product announcement: Launch Egg Cafe (The
special seasonal drink)
Event announcement: Reunion with us at PJ's

T UESDAY (15/2)

THURSDAY (17/ 2)

Image and Text: A post about prepare f or New
Blog Post: How PJ's and people in there welcome

Event announcement: Sharing moment with PJ's to
Others: Promotions and vouchers to encourage
Video Story: Congratulations about the New Lunar
Lunar Year's Eve moments: Do you have anyone t o
Tet holiday together
people come to PJ's enjoy the new product and
Year and have a wish to everyone who follow with
earn unique rew ards: Capture image or video with
share? If not, come to PJ's. We will do that
PJ's
Other: Promotion: Lixi for people who come to PJ's
event
PJ's drinks
together
this week

Product announcement: Promotion for group of
people or family who come to PJ's Coffee

FRIDAY (5/2)

Tips and Trick: How to make Egg Coffee w ith PJ's

THURSDAY (24/ 2)
User - Generated Content: End of the event
sharing w ith PJ's Coffee

FRIDAY (18/2)
Image and Text: How people around Vietnam
welcome Tet; and there is a picture of people

welcome Tet at PJ's cof fee

FRIDAY (25/2)
Image and Text: Sharing User -generated content
of customers who do it

SATURDAY (6/ 2)
Blog Post: The value of Reunion of Tet's holiday
with Vietnamese people

SATURDAY (13/2)
Image and Text: A poster /A picture with the
content of people coming to PJ's t o enjoy Tet's
holiday to advertise about event

SATURDAY (19/2)
Tips and Trick: How to get many Lixis? Do you to
old to have Lixi? Come to PJ to get it ;)

SATURDAY (26/2)
Product announcement: Stop selling the season
drinks Egg Coffee


Idea for Video and Photography/Written Content
Bui Kim Long
Video Idea:
Insight: Customers (Officers) who lonely in Christmas and New Year Eve. They want to
have someone to share as well as enjoy the most beautiful moment of the year.
Detail:

There will be 2 main characters: one man and one woman
The video has maximum 2-3 minutes
PJ’s coffee creates the event of a secret meeting between people who order the same
drink. People come there to finding their partners/ f riends.
Format:
The life of both 2 main characters before the turning point: They both get caught up in
the reel of work. When Christmas Eve comes, they have time to rest, however, they
feeling lonely because they don’t have anyone to share the moment.
They both see the promotion of PJ’s Coffee: The Secret Meeting. Then, they decide to
come there, and they order the same drink; start a good relationship with each other.
Finally, the message of PJ’s coffee has been showing: Come to PJ’s coffee to connect with
each other or to find the missing piece of your life.
Photography Idea:
Creating the image a mystery wall with Christmas decoration. At the top, the photography will have the tagline of this campaign: PJ’s - place to connect., and description: there
will be a secret person behind: a good friend or your future wife. At the bottom, the Call
to Action message has been placed: If you want to find out, come now!
The main colour of the photography will be the colour of Christmas Eve, and the logo has
been designed to match with the tone of this holiday, for example, the logo of PJ’s will
wear a noel hat.

Source: Unsplash

Tran Thi Ngoc Thanh
Video Idea
Insight:
Why don't you try? Sending a message that if you want to do something, just do it.
The luckiest will be waiting for you!
Detail:
There will be two main characters: one girl and her best friend.
The video has a maximum of 2 minutes.

PJ’s coffee creates special coffee for Christmas day and will promote it viral by KOL.
And the story behind this special coffee cup is the love that the buyer wants to give
for the recipient.Therefore, if you want to send your love with someone that you are
afraid to say, just send them a special PJ coffee cup then they will know what you
mean.
Message:
The message of PJ’s coffee has been shown: Choosing PJ’s coffee to connect with
each other or to find the missing piece of your life.
Photography Idea:
Creating the image with the big Special PJ coffee cup for Chirtmas. At the top, the
photography will have the tagline of this campaign: PJ’s - place to connect, and
description: sending this special coffee cup for your special one, the Call to Action
message has been placed: why don't you try!
The primary colour of the photograph will be the colour of Christmas, and the logo
has been designed to match with the tone of this holiday, for example the logo of
PJ’s will be wearing a Christmas hat.
Source: Unsplash

Video Idea:
This video focuses on people who live in Saigon. Tet Holiday, a group of friends
did not a meeting place because most of the coffee shop has close. However,
PJ's cafe has open over the Tet holiday and also have a big surprise for
customers when they come as a group such as a lucky draw (it have discounts
from 10% to 50%) or free a drink when customers buy more than three
random drink. For customers, coming alone if they want to connect with new
friends we also can match customers with each other. Your holiday is not
alone when you join with PJ.

Format:
1m30s long

The tone of voice: Energetic, Fun, inviting tone.

Message:
If customers do not have a place to go when the Tet holiday coming, come to
PJ we are serving 24/7 over the Tet Holiday.

Nguyen Thanh An
Written content:
This Tet holiday PJ has open 24/24
to welcome all the customers to
come to our store !!!!
With the slogan “Càng Đông Càng
Vui". It even funs when customers
come as a group from 3 people and
upper because we have a gift for
you guys the more customers the
more gifts.


Cao Xuan Huy
Video Idea:
“I know a good coffee store nearby.”
Format:
Silent Black & White then transfer to Color
Movie
Conversation in black scene
Time: 1-2 minutes
Message: The best taste bring the best mate
Detail:
2 characters: 1 man & 1 woman

A woman seems lonely outside the street on
Tet Holiday. She looks like empty or need
someone to talk
A man approaches then asks her for a drink,
and he introduces to her PJ's Coffee
When they come inside the store, the scene
will become colorful
They have some coffee and happy conversation
The scene will be blackout and the PJ's logo
and taglines will appear
THE END

Source: New Zings.

Photograph Idea:
Bring back the feeling of old Tet
Holiday
Format: Black & White picture
Message: Tet holiday brings
people closer together
Detail:
Black & White picture includes a
crowded street in Tet Holiday
The picture should say that how
the Tet holiday was in the past
and can bring back that memory
to other people

Pham Ngoc Khanh Linh
Video idea:

Insight: Customers that are seeking for a partner during
Christmas Eve to celebrate and share meaningful moments.
Detail:
2 main characters: 1 children and 1 woman
Maximum length: 1min-1:30min
A kid secretly gives a cup of hot Mocha coffee from PJ’s
to his mom as a Christmas gift.
Format:
On a night of Christmas when everyone is busy preparing
for big gatherings and celebrations, a young family
woman who is an office worker swamped with work got
no time to celebrate with her own kid.
The woman was sitting on the working table with loads
of reports and projects to work on.
Suddenly there was a knock on the door, she surprisingly
walked towards and opened the door. There stood a
small kid dressed up in Santa Claus clothes. Her kid
smiled at her and gave her a cup of hot Mocha from PJ’s
and said “Merry Christmas mommy”
The message from our brand: every relationship needs
affection and cultivation. Show how you love your
beloved ones. Let PJ’s Winter coffee help you with that.
Photography Idea:
Warm color, cozy atmosphere, Christmas decoration in
the background.
The kid smilingly gave a cup of hot coffee to his mother.
Both were filled with happiness and thankfulness.
Message: PJ’s help you to show how grateful you are to
your parents, and help to cherish every moment during
festival season.

Reference List
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< />Euromonitor 2020, Café/Bars in Vietnam, Industry Report, Euromonitor,
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