In early September, visitor numbers surged at the Trang Tien Ice Cream shop at 35 Trang Tien Street in Hanoi after news emerged that the iconic store would soon stop serving customers.
People queue to buy ice cream at the flagship outlet at 35 Trang Tien Street .
On September 4, the company announced on its official Facebook page that the flagship outlet at 35 Trang Tien Street would close on September 15.
The location has been closely associated with the brand for nearly seven decades and was where its first ice cream products were made and sold.
Following the announcement, many residents and visitors have been making special trips to enjoy the shop’s familiar flavours and take photographs before the business relocates.
Huyen Mai, an 18-year-old resident of Cau Giay Ward in Hanoi, visited the shop to preserve memories of a place she had frequented since childhood.
She recalled being taken there by her parents whenever she achieved good results at school or during public holidays.
Mai also left a message on the shop’s memory wall.
Mai leaves a few lines on the memory wall for Trang Tien Ice Cream.
“I've tried almost every flavour here. When I heard the shop was closing, I felt very sad,” she said.
Among the traditional offerings, vanilla remains her favourite flavour, followed by chocolate. The ice creams have accompanied her since childhood and become part of her family’s shared memories.
Duong Thanh Mai, a resident of Van Mieu-Quoc Tu Giam Ward, also remembered visiting the shop while she was still a student.
She said she first came there with her parents and friends in the 1970s.
Although the shop has introduced many new products and flavours over the years, she believes the traditional varieties remain what older generations remember most fondly.
“I’m very sad because there are memories here that I can never forget, so I had to come back one last time,” she said.
Duong Thanh Mai enjoys Trang Tien Ice Cream with a friend.
A representative of Trang Tien Ice Cream said the closure forms part of the company’s broader development strategy.
According to the company, leaving the address after nearly 70 years does not mark an ending but the beginning of a new chapter, with upgraded flagship stores planned within Hanoi’s historic centre.
The brand is currently modernising its operations to enhance customer experience through more contemporary and convenient retail spaces at 18 Hang Bai Street, 44 Trang Tien Street and 18 Ngo Quyen Street, all located near the original shop.
Visitors pose with their favourite ice cream, preserving memories before the place closes.
Trang Tien Ice Cream said its nationwide network continues to operate normally. By 2025, the brand had expanded to more than 400 distributors and retail outlets across Vietnam.
