Vietnamese coffee chain Trung Nguyên Legend has announced further expansion in the United Sates (US) and China.
The announcement comes with the opening of its two new stores in San Jose, California, US, and in Shanghai, China, as the company continues its ambition to promote Vietnamese coffee and culture to the international market.
“Coffee lovers can experience the full range of coffee products, tools, and equipment, as well as our unique coffee blends,” says a company representative of Trung Nguyên Legend Coffee.
The new stores supply the brand’s Trung Nguyên Legend Capsule Coffee which, according to the chain, is inspired by the three coffee civilisations of Ottoman, Roman, and Zen. At the new stores, customers can enjoy a diverse menu of Vietnamese-style Phin (drip filter) coffee, iced milk coffee, and espresso-based drinks, all crafted using 100 per cent Robusta coffee beans from Buon Ma Thuot, Vietnam.
The two new spaces in Shanghai bring the total number of Trung Nguyên Legend coffee shops in China to 12, with its other stores located in Beijing, Chengdu, and Dongguan.
In the US, the company’s G7 instant coffee, Trung Nguyên, and Trung Nguyên Legend products are available at supermarket chain Costco as well as across various online sales channels such as Amazon, Walmart, eBay, and Say Weee.
In China, the brand’s coffee is handled by 15 importers, 300 secondary distributors, and 30,000 offline sales points. According to the company’s research, the Chinese market has had over 15 million regular users of its G7 coffee.
To continue to grow its presence and its commitment to bringing Vietnamese coffee and coffee culture to the global market, the chain aims to open 130 shops in China in 2024. This will contribute to its long-term plan to establish 1000 shops in the country.
In addition to this, Trung Nguyên Legend also intends to expand its café model to Australia and Canada, and to open 100 additional spaces in the US.
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