Customers at Sam-Art Books & Coffee on Nguyen Thai Binh Street, Bay Hien Ward, HCM City.
On a quiet weekday afternoon, Huynh Minh Nhut, 30, settled into his familiar corner at Sam-Art Books & Coffee on Nguyen Thai Binh Street, Bay Hien Ward. This was his sixth visit as part of the cafe’s Read for 100 hours, earn VND 500,000 challenge.
“The first time I came here was when I learned about the programme. I’ve always enjoyed reading, but I never had the time or resources to do it regularly,” Nhut said.
Huynh Minh Nhut reads books at the cafe
Initially, he brought his own books, but later switched to reading from the cafe’s collection. “The atmosphere here is perfect for reading. Unlike bookstores, it’s not cramped, and I can sit all day comfortably,” he added.
For Nhut, the cash reward is secondary. “It’s really about challenging myself. I’m one of the first participants, so it feels like being a pioneer climbing a mountain,” he said.
Hoai Thuong, 30, visited the cafe for the first time after hearing about the programme from a friend. “I was impressed right away. The fact that someone came up with such an idea to encourage reading is already admirable,” she said.
Hoai Thuong at the cafe
She praised the cafe’s quiet, clean, and airy environment. “The collection is diverse, and the books are well-kept, with no musty smells. As someone with a home library, I can tell they really care about maintaining a pleasant reading space,” she noted.
Thuong and her friend have since registered for the 100-hour reading challenge. “It’s a great way to build a habit and push myself. Plus, it’s on my route to work, so I’ll definitely be back,” she said.
The initiative was launched by Le Ba Tan, 37, owner of a bookstore chain in Ho Chi Minh City, who has long promoted reading culture.
“The programme isn’t about making money,” Tan explained. “It gives people a reason to return, to build a habit. I can see the bond forming between readers and the cafe as they come in daily.”
To complete the challenge, readers typically need to visit about 30 times, with all reading hours recorded by cameras.
After more than a month, over 60 people have registered, and several have logged nearly 30 hours. Tan hopes at least 100 people will finish.
“Spending VND 50 million (approximately USD 2,000) for 10,000 hours of reading, that’s a meaningful investment,” he said.
Besides the reading challenge, the cafe regularly hosts small discussions with lecturers and researchers.
Unlike most cafes that discourage extended stays, this one welcomes customers to linger all day. Its spacious layout, divided into quiet zones with soft lighting and comfortable seating, is designed for extended reading sessions.
“Everything, the lighting, drinks, even the sound, is tailored for reading,” Tan said. “If someone can sit here for ten hours and still enjoy it, that’s real success.”
All drinks on the menu, from coffee and tea to smoothies and juices, are named after famous books.
“Reading here makes me feel like I’m truly slowing down,” Thuong reflected as she closed her book. Meanwhile, Nhut, now nearly 30 hours into his goal, remains determined, “The real reward is the feeling that I’m doing something meaningful.”
