First Starbucks opens in Vietnam

Starbucks Coffee Company opened the doors to the first Starbucks store in Vietnam on 31 January, via a relationship with Hong Kong Maxim’s Group. The flagship store has been designed to reflect Starbucks 42-year coffee heritage, embracing Vietnam’s local traditions and coffee culture, the company said in a statement. The store is located in Ho Chi Minh City’s District 1, at the junction of the bustling Nga Sau Phu Dong. The opening of the two-story store was officiated by Mr. Huynh Khanh Hiep, Deputy Director of Ho Chi Minh City Department of Industry and Trade. Vietnam is Starbucks 12th market across the China and Asia Pacific region. “Vietnam is one of the most dynamic and exciting coffee markets in Asia and we are proud to be entering the market with Hong Kong Maxim’s Group, a close and long-term partner that shares many of the same values that Starbucks was founded on,” said John Culver, President, Starbucks China and Asia Pacific in a statement. “The market presents tremendous opportunity for Starbucks over the long term. Ho Chi Minh City is our first stop and we aim to open our stores in key metropolitan cities across Vietnam, including Hanoi, in the future.” The company took to occasion to premiere its latest espresso beverage offering, the Starbucks Asian Dolce Latte. The drink is “motivated by how coffee is favored in many parts of Asia — strong, yet smooth and flavoured” the company said in a statement. The drink is made with a double-shot of premium, dark-roasted Starbucks French Roast and a specially developed dolce sauce, crafted using different types of milk “to give the beverage a distinct smooth and rich velvety texture that is local to the Asian palate”, the company said. As previously announced, Starbucks has granted Hong Kong Maxim’s Group subsidiary, Coffee Concepts (Vietnam), the licensing agreement to operate Starbucks stores and to maximize the growth potential of the Starbucks brand in Vietnam. “This is an exciting new chapter for the partnership between Maxim’s and Starbucks in Asia,” said Michael Wu, Chairman and Managing Director, Hong Kong Maxim’s Group. “I am confident that our Starbucks stores in Vietnam will become a community gathering place in Vietnam. We look forward to offering the highest quality arabica coffee, handcrafted Starbucks beverages and locally-relevant food in an unparalleled store environment.”

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