How to thrive in a slow market?

Hello to all. I’m a coffee shop owner in Hanoi, Vietnam. My small shop has approx 30 seatings and has been running for more than 2 years. This year, the revenue seems to go down like 20% comparing to 2024. The location of the shop is in the middle of a dead end alley that is not difficult to access. You can say my shop is really chill and relaxing and quiet. It is so called a hidden coffee shop that is popular amongst young generations. My target audiences are students and freelancers. Since the beginning, I have not put a lot of money on ads. I just booked KOL occasionally and the shop was always crowded nearly 1 year aftee that. Recently, i have booked one with good performance but the result did not really deliver like the previous campaigns. When it comes to neighbours, they are quite hesistant to visit because they see so many studying, working activities. And since the late 2024 til now, there has been a trend which is coworking space where they just set up tables for customers and charge hourly or 4 hour ticket or so which includes seating and 1 self served instant drink. I dont know if this is the case but I now focus more on my own coffee shop:
– i’m writing the story of the coffee shop and its people (staff, customers, neighbours, etc) and the content of some of the signature drinks and about to put them all in a link like a blog post so I can share easily via an QR. And also I will post them on IG and threads
– i’m creating more promotions for guests who come in the morning. (Just so you know that I already had a loyalty program with discounts everytime they visit and according to their membership level).
– I’m creating something like book exchange for the xmas and new year.
– when it comes to advertising, i dont really master the skills but I have someone to run that on meta.
Is there anything else you could advise me on the things that I have come up with and the things that I have not thought of? Is there any content angle and photo suggestion that I should learn from? Do you know any successful ads campaign on IG and FB that you can share?
Thank you all very very much!!!