A Quiet Haven for Focused Work

Anh, a young professional, appreciates the quiet atmosphere and soft jazz music at hidden bars, which she finds ideal for working alone. The drinks, priced between VND80,000-150,000 (USD$3.15-6), are comparable to many cafes. Initially hesitant to visit a bar alone, Anh was drawn in by the dim lighting and privacy between guests. Now a regular, she enjoys casual conversations with the bartender when not working. Anh typically arrives at 8 p.m. and stays until 1 or 2 a.m., returning home to sleep before her 9 a.m. office job. "Working at a hidden bar helps me focus, thanks to its tranquility and soft music, which boosts my creativity," she says. She finds herself less distracted than while working at home or in a noisy café.

A Trending Work Environment

To Tam, 23, discovered the trend of working at bars through social media in late 2023 and quickly became a regular. These bars, designed for a limited number of guests, attract introverted young people or those seeking a quiet, relaxed space. When stressed, Tam sips a customized cocktail and chats with the bartender. The freelancer sometimes works through the night at the bar, where she is provided with a blanket and pillow if she wants to rest. Now a familiar face, she feels at ease arriving in pyjamas for overnight work sessions. "I feel I have my own space, but there is no sense of isolation or loneliness," she says.

The Appeal of Hidden Bars

Unlike typical noisy bars and pubs, hidden bars, also known as speakeasy bars, are often located in discreet areas and offer a quiet, intimate vibe. These bars have become popular workplaces for young people in Hanoi and HCMC in the past six months. Thuy Duong of HCMC’s District 7 considers herself an early patron of hidden bars for work. Having a job requiring private meetings, she has been using bars for discussions for the past five years. Often she stays afterward to finish work, sometimes leaving at dawn. Beyond selling drinks, Duong says today's hidden bars prioritize customer comfort. Bartenders often play dual roles, engaging patrons in conversation or even offering tarot readings to help relieve stress. She frequents hidden bars for both work and relaxation, enjoying cocktails or non-alcoholic drinks or simply reading.

A Growing Trend

A VnExpress survey shows a growing number of hidden bars and pubs catering to those who come to work or read books. Rather than loud music and alcohol-focused service, these bars offer intimate spaces and private seating. Hoang Uyen, manager of "Nga Tu Cot Den" bar in Thanh Xuan District, Hanoi, says the place, which opened in 2023, targets solo customers seeking a quiet place. Last year, around 30% of patrons came alone to work, a figure that has risen to over 50% this year, primarily aged 18-30. These customers often arrive at around 8 p.m. on weekdays to work and leave after 11 p.m. or in the early morning. Uyen also notes that younger generations, especially Gen Z, are increasingly invested in mental well-being and are willing to pay for a comfortable workplace with a pleasant atmosphere that inspires productivity.

The Psychology Behind the Trend

Psychologist Nguyen Thi Minh, a lecturer at the Vietnam National Academy of Public Administration, HCMC campus, says the concept of working late at night has grown over the past decade, especially among students and workers managing heavy workloads. Flexible work options post-Covid have led many people, especially young ones, to seek alternative workplaces beyond traditional offices. Quiet places such as hidden bars offer motivation since patrons see others studying or working, which helps ward off a feeling of isolation and enhances creativity. "Young adults, particularly Gen Z, are exposed to new technology, and so it is natural their work habits and lifestyles differ from those of previous generations." For Ngoc Anh, spending around VND80,000 for five or six hours of peace at a hidden pub to complete work or take on side projects is worthwhile. "Though the cost is higher than a café, I feel more relaxed and productive here," she adds.