A cafe with unique dishes, the owner causes a stir by paying people to read books

100 Hour Reading Challenge

One midweek afternoon, Mr. Huynh Minh Nhut (30 years old, Tan Son Hoa ward) found himself a familiar corner in a coffee shop on Nguyen Thai Binh street (Bay Hien ward, HCMC) to read a book.

This is the 6th time he has come to this coffee shop because he is participating in the program "Read 100 hours to receive 500,000 VND" taking place here.

“The first time I learned about this program was also the first time I came to the shop. I like reading books but before I didn’t have the opportunity to collect them or spend much time on them,” he said.

At first, he brought his own books, but after realizing that there were many good books at the shop, he gradually switched to reading the books available on the spot. “The space here is very suitable for reading. In the bookstore it is a bit stuffy, but here I can sit all day and still be comfortable,” he said.

For Mr. Nhut, the 500,000 VND prize is just a bonus, what makes him feel more valuable is the feeling of challenging himself. “I am one of the first people, so it is like climbing a mountain, the person who goes first always has a stronger motivation,” he shared.

Unlike Mr. Nhut, Ms. Hoai Thuong (30 years old, HCMC) only visited the shop for the first time with a friend. “When I heard the shop owner share this idea, I immediately had a good impression. Just the fact that they came up with such a model to encourage reading is very admirable,” she said.

Ms. Thuong’s first impression was the quiet, clean and airy space. “The amount of books here is rich and diverse, without the smell of old paper or dampness. As someone who has her own bookshelf at home, I find that the shop takes great care of this, creating a pleasant feeling,” she commented.

After the first time, Ms. Thuong and her friend both signed up for the 100-hour reading program. “I consider this a way to practice habits and challenge myself. The shop is also conveniently located on the way to work, so I will definitely come back many more times,” she said.

Exchange 50 million VND for 10,000 hours of reading

The person behind this program is Mr. Le Ba Tan (37 years old), owner of a bookstore chain in Ho Chi Minh City. He has initiated many activities related to reading culture.

“The program “Read 100 hours and receive 500,000 VND” is not really for someone to make money, but to give them a reason to come back and maintain the reading habit. I see a clear connection between customers and the shop when they come regularly every day,” he said.

To complete the challenge, readers must come to the shop about 30 times. All of which are recorded by camera. “This is a 100% real program. I do not give vouchers or discounts, but give cash so that readers feel respected,” the shop owner affirmed.

Now, after more than a month of launching, the program has attracted more than 60 registrants, some of whom have reached nearly 30 hours. Mr. Tan expects at least 100 people to complete it. “If you calculate, 50 million VND in prize money in exchange for 10,000 hours of reading, that number is very valuable,” he said.

In addition to the reading program, small exchanges with scholars, lecturers and researchers are also regularly organized.

"The menu is full of... unique names"

Unlike other coffee shops that are afraid of customers sitting for long periods of time, this shop encourages customers to sit all day. The space is large, divided into many small, quiet areas, with soft lighting and a variety of seating options. The owner said every detail is calculated to make customers feel comfortable.

“The space, the drinks, the lighting, and the sound are all geared towards reading. I want customers to feel comfortable, because if they can sit for 10 hours and still enjoy it, that’s a real success,” he said.

On the menu, drinks are named after classic books such as The Distant Times is a familiar milk coffee, The Lark Still Sings is a honey chrysanthemum tea or The Catcher in the Rye is a matcha latte... Each name is like a suggestion, making customers curious and having to take time to feel the drink.

During the actual experience, Dan Tri reporter chose a black coffee called Bitter and Sweet - the same name as the work by author Ellen Oxfeld. The cup of coffee was served with a small butter biscuit.

The light aroma of coffee spreads in the quiet space, creating a pleasant feeling, strong taste, slightly sour. Butter cookies have a distinct milky aroma, crispy, just sweet enough, eaten with coffee to create a balanced feeling. The drink is not fussy but encapsulates the spirit of its name, both bitter and sweet.

On her first visit to the shop, Ms. Thuong ordered an avocado smoothie, named "The Western Industry" , which coincides with the title of a famous work by Vu Trong Phung that she loves.

“I tried it out of curiosity to see if the taste matched the name. The result was delicious, with a rich, moderate buttery flavor, not too sweet, quite “Western” like the book’s title. The name of the dish is also good, both unique and intriguing,” she commented.

In addition to coffee and smoothies, the shop also serves tea and fruit juices, all named after books.

In the small space of the shop, each person has their own appearance, some quietly taking notes, some attentively working, some diligently reviewing. All blend into a common rhythm, slow and peaceful.

“Reading here makes me feel like I’m really slowing down,” Ms. Thuong said when closing the book. Meanwhile, Mr. Nhut, who has accumulated nearly 30 hours, is still persistent with his goal: “I think the real reward is the feeling that I’m doing something meaningful.”

Sam - Art books & coffee

Address: 218 Nguyen Thai Binh, Bay Hien ward, HCMC

Opening hours: 7am-9pm

Reference price: 35,000-65,000 VND

Source: https://dantri.com.vn/du-lich/quan-ca-phe-toan-mon-doc-la-chu-gay-sot-khi-tra-tien-cho-nguoi-doc-sach-20251011233008688.htm