Following the global broadcast of the documentary film “The Tao of Coffee” by Warner Bros. Discovery and the CNN article “The Tao of Coffee: From Beans to Beauty,” Trung Nguyen Legend has plans to open about 10 new cafes in the U.S. and China in July 2024 to further promote Vietnamese coffee and its culture worldwide.
This event marks another strong step forward for Vietnam’s leading coffee group in its journey to conquer top markets like the U.S., China, Japan, South Korea, Dubai, France, and other markets in Southeast Asia, Asia, Europe, and beyond, contributing to establishing Vietnam’s position as a global coffee powerhouse.
Trung Nguyen Legend expanding cafe network in U.S., China
After nearly a year since the launch of its first franchised cafe in the U.S., the Vietnamese coffee processor is now opening two new Trung Nguyen Legend Coffee World locations in San Jose, California on July 18 and July 25, 2024. These are the first locations of the Trung Nguyen Legend Coffee World model and the fourth Trung Nguyen Legend cafe in the U.S.
Located at 909 Story Road, Unit 100, and 1631 East Capitol Expressway, Unit 107, in San Jose—areas renowned for their vibrant cultural, commercial, and trade activities—both Trung Nguyen Legend Coffee World locations are well-positioned to attract a large number of American customers and international visitors.
Designed as a cultural and artistic coffee venue, Trung Nguyen Legend Coffee World brings together the essence of three prominent coffee civilizations. It provides coffee lovers in the U.S. with a distinctive café experience infused with Vietnamese cultural elements and inspired by three world-class coffee civilizations: Ottoman – Roman – Zen.
For the first time, coffee enthusiasts in the U.S. can explore an extensive range of coffee products, tools, and distinctive tasting styles inspired by the Ottoman, Roman, and Zen coffee civilizations. Notably, Thien Coffee—a groundbreaking cultural and artistic coffee product developed by Trung Nguyen Legend—is making its debut in the U.S., providing American coffee lovers with a wholly new and unique experience.
Trung Nguyen Legend has continued to create a mark with its menu of traditional Vietnamese drip coffee, Vietnamese iced coffee, and innovative espresso-based drinks, such as Latte, Mocha, Cappuccino, and Americano, all crafted from 100% Robusta beans sourced from Buon Ma Thuot, Vietnam. In 2023, Eater Los Angeles, a prestigious culinary site in the U.S., published an article praising the Vietnamese-influenced coffee menu of Trung Nguyen Legend on the occasion of the opening of their first store in the US, saying: “Trung Nguyen Legend in the U.S. will serve phin- and espresso-based coffee drinks using 100-percent Vietnamese-grown Robusta and Arabica beans.”
Alongside its expansion in the U.S. as the leading economic powerhouse, Trung Nguyen Legend has planned to open eight new locations in Shanghai, Suzhou, and Zhejiang in July 2024. This will bring the total number of Trung Nguyen Legend cafes in China to 18, concentrated in cities such as Shanghai, Beijing, Chengdu, Dongxing, Suzhou, and Zhejiang.
In its nearly two years of presence in China, Trung Nguyen Legend cafes have left an indelible imprint of Vietnamese coffee culture and unique coffee experience styles on customers, quickly establishing themselves as popular destinations in China. In the documentary film “The Tao of Coffee,” Discovery observed that Trung Nguyen Legend’s presentation of the three coffee civilizations—Ottoman, Roman, and Thien—at its Coffee World location in Shanghai has progressively “elevated into a deeply historical experience,” captivating local coffee enthusiasts.
Receiving a warm welcome and significant support from international customers, Trung Nguyen Legend is now working towards its goal of establishing nearly 130 cafes in China in 2024, marking the beginning of a long-term plan to open 1,000 cafes in the market. Additionally, in September 2024, Trung Nguyen Legend will expand its cafe model to Australia and Canada while continuing its efforts to open 100 more sites in the U.S., as well as in Japan, South Korea, Dubai, France, Southeast Asia, Asia, Europe, and other regions.
In particular, the successful coffee startup model Trung Nguyen E-Coffee—described by CNN as a franchising model that inspires successful entrepreneurship in the community and a representation of the group’s strategic vision to elevate the enjoyment of Vietnamese coffee culture—is being vigorously promoted by Trung Nguyen Legend both in Vietnam and internationally. Currently, Trung Nguyen E-Coffee has operated nearly 800 stores across Vietnam and in foreign markets, such as the U.S. and Iceland, with over 1,000 franchise agreements successfully signed.
Vietnam’s No. 1 coffee brand making efforts to conquer the global market
Over 300 Trung Nguyen, G7, and Trung Nguyen Legend products—crafted from the finest Robusta coffee beans from Buon Ma Thuot—are cherished in more than 100 countries and territories across the globe. With ongoing efforts to expand its presence worldwide, the brand is witnessing impressive growth in major economies like the U.S., China, Japan, South Korea, Dubai, France, and across Southeast Asia, Asia, and Europe.
In the U.S., G7, Trung Nguyen, and Trung Nguyen Legend products are available at Costco, nearly 100% of Asian supermarkets in the country, and across online platforms, such as Amazon, Walmart, eBay, and Say Weee. The efforts to promote trade, expand the distribution system, and establish strategic partnerships in the U.S. are also being continuously strengthened.
In China, Trung Nguyen Legend has 15 importers, 300 secondary distributors, 30,000 offline sales points, and tens of thousands of online stores on platforms, such as JD, Amazon, Taobao, Tmall, and Century Mart. Notably, over 15 million people in China are regular customers of G7 coffee. In the film “The Tao of Coffee,” Discovery says that ‘the G7 brand is now sold in 100 countries and is ranked among the top five coffee brands in China, with 2.5 billion coffee sachets offered annually.
Alongside the expansion in the U.S. and China, in 2023, Trung Nguyen Legend officially opened its second international office in South Korea (following China). In addition to collaborating with online sales platforms like Coupang—South Korea’s largest e-commerce retailer—Lotte Mart, Homeplus, Emart, and the Hanaromart supermarket chain, Trung Nguyen Legend has also developed its official sales channel in South Korea: https://g7coffee.co.kr/.
Trung Nguyen Legend’s coffee products are also available in nearly all major retail chains in various other countries, including Costco, Walmart, Carrefour, Auchan (Russia), Woolworths (Australia), Loblaws (Canada), and Lotus (Thailand).
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 international acclaim and support. They consistently rank highly on global lists, including being among 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, among others.
As a leader in the coffee revolution in Vietnam and in the journey of elevating Vietnamese coffee from a simple drink to a cultural and philosophical experience, Trung Nguyen Legend is expanding its unique and culturally rich coffee shop network in the U.S., China, and soon in Japan, South Korea, Dubai, France, and across Southeast Asia, Asia, and Europe. Given its impressive global growth and strong presence in the coffee market, Trung Nguyen Legend remains dedicated to showcasing Vietnamese coffee and its culture on the world stage, with the goal that one day, when the world thinks of coffee, they will think of Vietnam
