A Coca-Cola Story
Vietnam’s Most Passionate Collector
Almost every corner of La Hung’s living room is crowded with shelves full of bottles, cans, and souvenirs. It is a universe of red and white
La Hung’s living area is everything but conventional. He stands in the center of his colorful living room, which has been converted into a mini Coca-Cola museum, a sanctuary of red and white. And reply to my questions.
Though stunning to behold, Hung sees more than just artifacts in each item. It is a fragment of his existence, a delight bit saved by his labors of decades.
A lifetime obsession
To an outsider, Hung’s interest in collecting Coca-Cola items may appear unusual. However, for him, it is a lifetime commitment with far-reaching consequences. “Each bottle tells a story, holds a memory,” he says, his voice filled with nostalgia and affection. “It’s not just about the drink; it’s about the moments, the connections, and the dreams tied to them.”
Hung’s interest in Coca-Cola sparked many years ago during a trip to China. “I bought a drink to quench my thirst and saw a slim, tall can of Coca-Cola with a beautiful design! I couldn’t resist buying another can to take home,” he recalls.
That two cans became a symbol of something more than a fizzy drink. It sparked a dream, which blossomed into a global collection far above his wildest expectations.
His collection has grown piece by piece over the years. It now spans decades and regions, with limited-edition bottles commemorating world monuments and events. Hung attends flea markets, searches online auctions, and communicates with collectors from all over the world.
Today, his collection is a riveting treasure trove of rare and, on occasion, one-of-a-kind Coca-Cola bottle and can, each with its own intriguing narrative to tell. Now, he says he is working mostly on collecting Vietnamese Coca-Cola items.
Hung’s Vietnamese Coca-Cola collection boasts some rare cans featuring horses and dragons, produced in Vietnam and bought to Hong Kong 24 years ago. According to Hung, he spotted them online, and had his Taiwanese friend Tony Hu purchase and personally bring them to Vietnam. In fact, the guy in Hong Kong only wanted to sell it to collectors, especially to Vietnamese people.
Stepping into Hung’s living space is like entering a dreamland infused with Coca-Cola history. Each glass cabinet is meticulously maintained and organized. Every piece, from Olympic-themed cans to vintage glass bottles, was painstakingly selected and cherished. Limited-edition releases honor key historical events, festivals, and anniversaries, all recorded in these simple yet meaningful bottles.
Hung’s most treasured item? A little bottle from the 1940s, with a faded but still legible label. “This bottle has been through so much,” he says, gently holding it in his hands. “It reminds me not just of the brand’s resilience, but of my own journey.”
More Than a Collection
For Hung, this collection is more than a hobby; it is an emotional journey. Each bottle conveys a story and relates to a specific period, location, or person. “Collecting Coca-Cola is like capturing joy in a bottle,” he says with a warm smile. “It’s about preserving moments. Each piece signifies a memory from not only the brand, but also my life.”
Hung’s passion goes beyond just decorating his home with Coca-Cola memorabilia. He aspires to create a public space where people from all walks of life can experience the enchantment of his collection. “I want to share this joy,” he says.
He envisions a space where children can learn about Coca-Cola’s history and role in global culture, collectors may share their stories and experiences, and visitors can uncover the stories behind each bottle. Hung hopes that this shared experience would bring people closer together, crossing cultures and generations with something as simple as a bottle of Coca-Cola.
He also aspires to work with Coca-Cola to create traveling exhibitions that chronicle the brand’s history from his perspective. “It’s not just about the bottles,” he says. “It’s about the culture and the history they represent.” He would like to inspire others, particularly young dreamers, by demonstrating that they, too, can find joy and meaning in the activities they enjoy.
It is a reminder that even the simplest of objects may be extremely valuable in linking us to our past, present, and future. At reasonable cost.
Will his dream come true?
Hung’s aspirations do not end with his personal museum. He aims to establish a collectors’ association in Vietnam, where fans can meet, share expertise, and celebrate their shared enthusiasm. He intends to hold workshops, courses, and events that will encourage others to develop their own collections. In his opinion, this is about more than just collecting bottles; it’s about creating a space where people can bond over their love and build long-term friendships.
”This is where I bring my dreams to life,” Hung says. His enthusiasm is contagious, evoking the wide-eyed wonder he felt as a toddler grasping that very first bottle.
According to him, there are still more bottles to uncover, stories to collect, and goals to pursue. But for the time being, he is thankful for everything he has accomplished.
La Hung’s collection is much more than a hobby. It honors the past, celebrates the present, and provides maybe hope for the future. His story is around passion, devotion, and the power of a dream.
And he may also become a symbol of someone who dared to dream big and found joy in the small things. Not only by drinking Coke.
Ngoc Tran
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Box: A Cherished Publication
La Hung’s collection contains a prized possession: one of the August 1995 issues of The Saigon Times. This article is notable because it documents the re-establishment of Coca-Cola in South of Vietnam. Coca-Cola entered the Vietnamese market in 1960. However, operations ended in 1975.
After the US removed its trade ban against Vietnam in February 1994, Coca-Cola quickly restarted its economic activities there. In August 1995, the American corporation re-established its presence in the South of Vietnam.
One story inside of this August 1995 issue of The Saigon Times reported on Coca-Cola’s revived business and economic impact in the South of Vietnam by entering a joint venture with the Chuong Duong Beverage Company. For collectors like Hung, this publication is invaluable, recording pivotal events in the nation’s history and the rise of foreign trade.
In August 1995, Coca-Cola opened its first bottling plant in the South of Vietnam, making it one of the first American firms to do so after the 1975 event. At that time, Coca-Cola planned to invest $200 million in Vietnam over the next three years. In 1995, Coca-Cola beverage sales in Vietnam doubled from the previous year, showing a successful reintegration into the market.
NT
