Refusing to Fight Grab: How Japanese Startup Capichi Survives in Vietnam's Food Delivery Market

ShopeeFood and GrabFood have carved up Vietnam's food delivery market between them, while Baemin, Gojek and Loship have all exited. A small platform founded in Hanoi by a Japanese university dropout survives on a simple premise: nine out of ten of its users aren't Vietnamese.

Capichi founder Mori Taiki standing next to the company's brand wall in the Hanoi office, with the orange whale logo and Capichi Viet Nam lettering
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