Trung Nguyen, one of Vietnam’s largest coffee chains, is expanding into the United Arab Emirates, with plans to open two coffee shops in Dubai by the third quarter 2015. In a franchise agreement with Trung Nguyen, Global Hotels Management (GHM) will invest more than US 2 million dollars over the next 12 months to grow the brand in the UAE. “Dubai and the Middle East is familiar with Western coffee, but if we develop a new style from Asia, if we can make people aware of that, the market can be developed,” Nguyen Nguyen, Trung Nguyen’s General Manager told The National newspaper at the International Coffee and Tea Festival in Dubai last week. According to the local news source, GMH is also in talks with airlines, hotels and supermarkets to distribute the coffee, with the hope of eventually expanding the brand into Pakistan, Saudi Arabia, Kuwait and Bahrain. “The UAE, particularly Dubai, is a strategic market and a key objective of Trung Nguyen because of its position as a global symbol of luxury,” said George Economou, General Manager and Business Development of Trung Nguyen, in a statement. “Thus, participation in the Dubai market is an opportunity to confirm Trung Nguyen’s brand to the world.” Trung Nguyen is currently served on every Vietnam Airlines flight, is exported to 60 countries all over the world, and has featured at international events in Vietnam such as the ASEAN summit and the Miss Earth 2010 pageant. Its G7 instant coffee is sold at major supermarket chains around the world, such as Costco in the United States. Trung Nguyen’s CEO, Dang Le Nguyen Vu, said he is confident in the company’s ability to gain a powerful presence on the world stage. “The fine taste of Vietnamese coffee and the right strategies will allow us to conquer the world,” he said. Images: – Hashim Masood, Vice Chairman and CEO of GHM and George Economou, General Manager and Business Development at Trung Nguyen – Trung Nguyen at the Miss Earth 2010 pageant.