The move follows Trung Nguyen Legend’s efforts to promote “The Tao of Coffee” philosophy to the world through a documentary of the same name produced by Warner Bros. Discovery, and “The Tao of Coffee: From Beans to Beauty” on CNN. The new store openings mark a bold move by Vietnam’s leading coffee corporation on its journey to conquer the global market, positioning Vietnam as a coffee powerhouse.

Trung Nguyen Legend develops stores in US and China

A year after launching its first franchise store in the US, which received a warm response, on July 18 and 25 Trung Nguyen Legend opened two Trung Nguyen Legend Coffee World spaces in San Jose, California. They are the first Trung Nguyen Legend Coffee World spaces and Trung Nguyen Legend's fourth and fifth outlets in the US.

Trung Nguyen Legend Coffee World at 909 Story Road, Unit 100, San Jose (the US) attracted coffee lovers to experience the coffee culture of Vietnam on the opening day

Located at 909 Story Road, Unit 100, and 1631 East Capitol Expressway, Unit 107, both Trung Nguyen Legend Coffee World spaces are situated on busy roads with abundant cultural, commercial, and business activities in the city of San Jose, easily attracting a large number of American customers and international tourists to experience and discover.

Designed as a space for cultural coffee, artistic coffee, where the essence of the world's three representative coffee civilisations converge, Trung Nguyen Legend Coffee World offers American coffee lovers a special space with a strong imprint of Vietnamese culture and the three coffee civilisations of Ottoman, Roman, and Thien (meditation).

Notably, Thien Coffee is a cultural and artistic product created by Trung Nguyen Legend which is being introduced to American coffee lovers for the first time.

Trung Nguyen Legend leaves an impression with a menu of authentic Vietnamese phin coffee, iced milk coffee, and creative espresso-based drinks such as Latte, Mocha, Cappuccino, and Americano, using 100 per cent Robusta beans from Buon Ma Thuot, a coffee hub in Vietnam. In 2023, the famous and reputable culinary website Eater Los Angeles (USA) published an article praising Trung Nguyen Legend's Vietnamese coffee menu on the occasion of the opening of its first store in the US: “Trung Nguyen Legend Café will serve phin- and espresso-based coffee drinks using 100-percent Vietnamese-grown Robusta and Arabica beans."

International customers are excited to explore unique and distinctive coffee enjoyment styles according to the world's three coffee civilisations, deeply infused with Vietnamese coffee culture, at Trung Nguyen Legend Coffee World (Nanjing, Shanghai, China)

Alongside the expansion of its presence in the US, Trung Nguyen Legend plans to open eight new locations in Shanghai, Suzhou, and Zhejiang, bringing the total number of its coffee outlets in China to 18, mainly in Shanghai, Beijing, Chengdu, Dongxing, Suzhou, and Zhejiang.

After nearly two years in China, Trung Nguyen Legend coffee shops have left strong imprints of Vietnamese coffee culture and unique coffee enjoyment styles. They have quickly become popular destinations that attract numerous customers. In the documentary “The Tao of Coffee", Discovery assessed that the story of the three coffee civilizations of Ottoman, Roman, and Thien, pioneered by Trung Nguyen Legend in their coffee spaces in Shanghai, is gradually “elevating into an immersive historical experience” that captivates coffee lovers.

With strong love and acceptance from international customers, Trung Nguyen Legend is making efforts to implement its goal of opening 130 shops in China in 2024, marking the beginning of a long-term plan for 1,000 shops in the trillion-dollar market. Additionally, in September 2024, Trung Nguyen Legend will expand its coffee model to Australia and Canada and continue to promote the plan to open 100 spaces in the US, as well as in Japan, South Korea, Dubai, France, Southeast Asia, Asia, and Europe.

The Trung Nguyen E-Coffee initiative is "a coffee franchise model inspiring successful startups for the community" and "represents the culmination of the company’s strategy to elevate Vietnamese coffee culture", according to CNN's assessment. Trung Nguyen E-Coffee currently has 800 outlets in Vietnam, the US, Iceland, etc., along with more than 1,000 franchise contracts successfully signed.

Vietnam’s No. 1 coffee brand plans to conquer global market

Along with its continuous efforts to open new coffee shops in leading international markets, more than 300 Trung Nguyen, G7, and Trung Nguyen Legend products produced using the world’s best Robusta beans from Buon Ma Thuot have become popular in more than 100 countries and territories.

In the US, G7, Trung Nguyen, and Trung Nguyen Legend products are present in the Costco supermarket chain, nearly 100 per cent of Asian supermarkets in the US, and across various online sales channels such as Amazon, Walmart, eBay, and Say Weee. Efforts to promote trade, expand the distribution system, and establish strategic partnerships in the US are also being continuously strengthened.

Specifically in China, Trung Nguyen Legend Group has 15 importers, 300 secondary distributors, 30,000 offline sales points, and thousands of online stores on platforms like JD, Amazon, Taobao.com, Tmall.com, and Century Mart. Particularly, the Chinese market has had over 15 million regular drinkers of G7 coffee. In “The Tao of Coffee", Discovery reported that “the G7 brand is now sold in 100 countries and ranked as one of the top five coffee brands in China, supplying 2.5 billion coffee sachets per year.”

Besides the US and Chinese markets, Trung Nguyen Legend officially opened its second international office in South Korea (after China) in 2023. The group not only collaborates with online sales channels such as Coupang (the largest retailer on the South Korean e-commerce platform) and retail chains like Lotte Mart, Homeplus, Emart, and Hanaromart supermarkets, but also developed an official sales channel in South Korea: https://g7coffee.co.kr/.

Trung Nguyen Legend's coffee products have also covered nearly 100 per cent of major retail chains in other countries, such as Costco, Walmart, Carrefour, Auchan (Russia), Woolworth (Australia), Loblaws (Canada), and Lotus (Thailand).

Trung Nguyen Legend's energy coffee products are always among the top 20 best-selling instant coffee products on Amazon

Enhancing the cultural value of Vietnamese coffee and the world’s finest Robusta beans from Buon Ma Thuot, Trung Nguyen Legend's coffee products have received love and support from international consumers, continuously sitting high on various international rankings. These include the top five most beloved and best-selling coffee brands on online channels in South Korea, the top 13 most beloved instant coffee brands in China, and the top 20 best-selling instant coffee products on Amazon.

As “A leader of the Vietnamese caffeine revolution, turning Vietnamese coffee from a common beverage into a lifestyle, a way of life," according to Discovery’s assessment, Trung Nguyen Legend is making efforts to expand a system of distinctive and coffee shops deeply imbued with Vietnamese cultural imprints around the world. Thus, one day, when the world thinks of coffee, they will think of Vietnam.