Wake Up is a prominent Vietnamese coffee brand owned by Masan Consumer, specifically designed to cater to the fast-paced lifestyle of modern consumers who need a quick, effective energy boost. Known primarily for its flagship “Wake Up 247” line, the brand revolutionized the local market by blending the bold, traditional taste of Vietnamese coffee with the functional properties of an energy drink, often featuring a distinct coffee-flavored carbonated profile. Beyond the 247 energy variant, the brand also offers a range of instant 3-in-1 coffee mixes that emphasize a rich aroma and a smooth, wake-you-up flavor profile intended for daily morning routines. Through aggressive marketing centered on productivity, alertness, and “staying awake to win,” Wake Up has established itself as a household name in Vietnam, successfully bridging the gap between a traditional caffeine fix and the high-performance needs of students and young professionals.