Young people find ‘hidden bars’ productive workplaces

Anh appreciates the quiet place with soft jazz music, which is ideal for working alone. The drinks cost VND80,000-150,000 (USD$3.15-5.9), the same as at many cafés.

In the beginning, Anh was hesitant to go to a bar by herself. However, the dim yellow lighting and the lack of visibility between guests made her comfortable.

Now a regular, she even enjoys small talk with the bartender when not working. Anh usually arrives at the bar at around 8 p.m. and stays until 1 or 2 a.m. before returning home to sleep before starting her office job at 9 a.m. “Working at a hidden bar helps me focus, thanks to its tranquillity and soft music, which boosts my creativity,” she says.

She adds she finds herself less distracted than while working at home or in a noisy café.

To Tam, 23, of Cau Giay District, Hanoi, discovered “working at bars” trending on social media in late 2023, tried it herself, and quickly became a regular.

The bars, designed to serve a limited number of guests, are an attractive option for the young, introverted or those just looking for a quiet and relaxed space.

When feeling 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.

Some young people opt to work at the hidden bar while engaging in conversation with the bartender, Nov. 12, 2024. Photo by Read/Thuy Quynh

Unlike typical noisy bars and pubs, hidden bars, also known asspeakeasy bars, are often located in hidden areas such as behind a door of a restaurant or a hotel, aiming to bring a discreet vibe with dim light, 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.

Numerous solo patrons frequent the Nga Tu Cot Den pub in Hanoi’s Thanh Xuan District to work and unwind, November 2024. Photo by Read/Hoang Uyen

A Read 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.

Cam Tu, manager of “The Atrium Cocktail Bar” in Cau Giay District, Hanoi, has also observed a significant rise in customers coming alone to work since early 2024, with such visitors now accounting for over 40%.

In addition to working professionals under 30, many university students also come to the bar to meet deadlines.

To serve these customers, Tu’s bar emphasizes private seating, work-friendly lighting, and a trendy music selection. Customers get a tranquil environment unlike traditional bars and pubs, where cacophony rules.

The bar also hires friendly bartenders who can engage in conversation to create a comforting atmosphere for those needing to share personal concerns with strangers.

Young individuals visit quiet bars in Hanoi to read books and enjoy soft music, November 2024. Photo by Read/Thanh Nga

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, he says.

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, he thinks.

“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.