Stop selling at 35 Trang Tien to rearrange the system
On September 4, Trang Tien Ice Cream officially announced on its Facebook page that the store at 35 Trang Tien will stop welcoming customers from September 15, 2026.
Talking to the media, a representative of Trang Tien Ice Cream said that stopping operations at this address is part of the company's business development and rearrangement plan. The brand is oriented to move to new, more modern spaces to enhance customer experience.
35 Trang Tien is a place of special significance for Trang Tien Ice Cream because this is where the first products of the brand were produced and sold from 1958. For decades, this address has become a familiar destination for Hanoi people and tourists when visiting the central area of the Capital.
Closing this establishment does not mean that Trang Tien Ice Cream stops doing business. The brand is still operating in a system of more than 400 points of sale nationwide, including 11 stores in Hanoi.
In the old town area, after 35 Trang Tien stops welcoming customers, consumers can still buy products at the Flagship Store at 18 Hang Bai, 44 Trang Tien and 18 Ngo Quyen.
In the last days of operation, the store implements the "Memory Wall" program, allowing customers to take souvenir photos and print them. This activity is organized at a time when the address 35 Trang Tien is preparing to close a long journey associated with the brand.
Nearly 70 years of the Trang Tien Ice Cream brand
Trang Tien Ice Cream was born in 1958 on Trang Tien street, Hanoi. The brand name originates from the address No. 35 Trang Tien - where the first products were produced and sold.
In the early years, building a unique flavor was an important part of the brand formation process. According to introduced information, Mr. Khanh was in charge of the mixing formula of Trang Tien Ice Cream from 1961 to 1993.
He once participated in an ice cream making class organized by the food industry. From the knowledge he learned and practical experience, he developed a formula suitable for the taste of Hanoi people at that time. Ice cream is made in a direction that is not too sweet, not too hard; cốm ice cream has a mild aroma, chocolate ice cream has a slightly bitter taste, and milk ice cream is soft and easy to eat.
The recipe is also adjusted depending on the quality of the ingredients. When the sticky rice flour is not fragrant enough, the young rice flakes are too old, or the source of white sugar is scarce, the ice cream maker finds ways to mix it to maintain the characteristic flavor of the product.
From the initial products, Trang Tien Ice Cream developed more flavors such as vanilla, chocolate, cereal, taro, along with milk ice cream, coconut, coffee, green beans. Although the product portfolio changes over time, traditional flavors are still maintained.
Along with the product, the way of enjoying it at 35 Trang Tien also creates a unique mark. The store has long not arranged seating like modern ice cream stores. Customers often buy ice cream and then stand right on the sidewalk to enjoy it. At crowded times, the image of people queuing in front of the store becomes a familiar scene in the central area of Hanoi.
Com ice cream sticks, milk ice cream, chocolate, green beans or coconuts are associated with many daily activities of Hanoians, from family outings to strolling around Hoan Kiem Lake, Old Quarter. Over time, eating Trang Tien Ice Cream in this area has become a familiar experience for many people.
The brand is gradually expanding its distribution system. Currently, Trang Tien Ice Cream products are available at more than 400 points of sale nationwide, bringing familiar flavors from 35 Trang Tien to many provinces and cities.
In 2020, after more than 60 years of maintaining the old identification image, Trang Tien Ice Cream for the first time changed its entire logo and packaging. This is one of the notable innovations of the brand in the process of refreshing its image but still maintaining traditional product lines.
The legal entity operating the brand today is Trang Tien Ice Cream Joint Stock Company, established in 2009. The enterprise is an indirect subsidiary of One Capital Hospitality (OCH) through One Capital Consumer (OCC).
After nearly 70 years, Trang Tien Ice Cream will no longer welcome customers at 35 Trang Tien from September 15, 2026. The address associated with the first products of the brand closes sales operations, while Trang Tien Ice Cream continues to maintain its business system at other locations.
