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Trung Nguyen Legend opened 10 new restaurants in the United States and China in July to promote Vietnamese coffee and coffee culture to the world.
Miss International 2023 contestants explore the legendary coffee world of Trung Nguyen. Photo: TNL
Trung Nguyen Legend Coffee World’s locations in the United States and China
Nearly a year after opening the first Trung Nguyen Legend franchised coffee shop in the United States, Vietnam’s leading coffee group continues to open two Trung Nguyen Legend Coffee World spaces in San Jose, California from July 18 to 25. These are the first two spaces of the Trung Nguyen Legend Coffee World model and the fourth store of Trung Nguyen Legend in the United States.
Trung Nguyen Legend Coffee World, located at 909 Story Road 100, San Jose and 1631 East Capitol Freeway 107, San Jose, is located on a vibrant street with many cultural and social activities. These locations easily attract American customers and international tourists to come experience and explore.
Customers line up for coffee at Trung Nguyen Legend Coffee World (909 Story Road, 100, San Jose, USA) on opening day July 18. Image: TNL
The design of these two addresses combines the essence of three typical coffee civilizations in the world, bringing bold imprints of Vietnamese culture and Ottoman-Roman-Zen culture to American coffee lovers.
Here, Trung Nguyen Legend first introduced the entire system of coffee products, tools and coffee enjoyment methods based on the three coffee civilizations to American coffee lovers. In particular, the coffee product Thien Coffee created by Trung Nguyen Legend was praised by many people as helping them to gain a new and unique coffee enjoyment experience.
The Trung Nguyen Legend Coffee World space just launched in San Jose, California. Image: TNL
The Trung Nguyen legend also continues to impress and The menu includes drip coffee, Vietnamese iced milk coffee, and creative espresso drinks such as latte, mocha, cappuccino, Americano…all made with 100% Robusta coffee from Buon Ma Thuot.
In 2023, when the first Trung Nguyen Legend coffee shop opened in the United States, the culinary website Eater Los Angeles (USA) commented: “Trung Nguyen Legend spaces in the United States are special destinations for enjoying coffee and filter coffee. Espresso uses 100% raw materials from Robusta and Arabica beans grown in Vietnam.”
International customers enjoy iced milk coffee at Trung Nguyen Legend Cafe in the U.S. Image: TNL
While expanding in the US, Trung Nguyen Legend plans to open eight new spaces in three cities in China in July. So far, the total number of coffee shops of the brand in the billion-person market has increased to 18, concentrated in Shanghai, Beijing, Chengdu, Dongxing, Suzhou, Zhejiang…
After entering China for nearly two years, Trung Nguyen Legend Coffee Shop, which is full of Vietnamese coffee culture, has become a destination that attracts a large number of customers. Coffee Way, Discovery believes that in the space of Shanghai Zhongyuan Legend Coffee World, the stories of the three major coffee civilizations of Ottoman, Roman and Zen, filtered through Zhongyuan Legend, have gradually been “elevated into a profound historical experience”, attracting coffee lovers to come here.
In 2022, customers explore the ways to enjoy the world’s three major coffee civilizations and Vietnamese coffee culture at the Legendary Coffee World of Zhongyuan (Nanjing West, Shanghai, China). Photo: TNL
Striving to conquer the global coffee landscape
A representative of Trung Nguyen Legend said that the group is implementing the goal of developing nearly 130 stores in China by 2024, starting the long-term plan to open 1,000 stores in the market. At the same time, in September, Trung Nguyen Legend will replicate the restaurant space model in Australia and Canada, and continue to advance the plan to expand 100 spaces in the United States, as well as Southeast Asian and Asian countries and Europe.
The Trung Nguyen E-Coffee coffee business model was also promoted by Vietnam’s Trung Nguyen Legend and developed all over the world. Currently, Trung Nguyen E-Coffee stores are located in Vietnam, the United States, Iceland… In addition, according to statistics from the group, more than 1,000 franchise contracts have been signed. Coffee Tao: From Coffee Beans to Beauty (CCoffee Shop: From Energy Coffee to Spiritual Value) CNN rated this as “The coffee franchise model inspires communities to start successful businesses” and “represents part of the Group’s strategic vision to enhance the enjoyment of Vietnamese coffee culture”.
Miss Peace International Tsui Sin promotes the Zhongyuan e-coffee model. Image: TNL
Before expanding its stores in international markets, the coffee group brought more than 300 varieties of Trung Nguyen, G7, and Trung Nguyen Legend products produced from Buon Ma Thuot Robusta coffee beans to about 100 countries and regions. Trung Nguyen Legend has growing sales in major economies such as the United States, China, Japan, South Korea, Dubai, France, and Southeast Asian, Asian, and European countries…
In the United States, G7, Trung Nguyen, and Trung Nguyen Legend products appear in the Costco supermarket system, nearly 100% of Asian supermarkets, and online sales channels such as Amazon, Walmart, eBay, Say Weee, etc. The company also continuously promotes trade promotion activities and expands its distribution system and strategic partnerships in the United States.
Miss International 2023 beauties discover Trung Nguyen Legend’s coffee products at Trung Nguyen Legend Coffee World Space in Buon Ma Thuot. Photo: TNL
In China, Zhongyuan Legend has 15 importers, 300 secondary distributors, 30,000 offline sales outlets, and tens of thousands of online stores such as JD.com, Amazon, Taobao, Tmall, and Century Lianhua… There are more than 15 million regular users of G7 coffee in the Chinese market. Coffee Broadcast above Discovery said the G7 brand is ranked as one of the top five coffee brands in China, supplying 2.5 billion bags of coffee to the market each year.
Last year, Trung Nguyen Legend opened its second international office in South Korea (the first office is in China). In addition to cooperating with online sales channels such as Korean e-commerce platform retailers Coupang, Lotte Mart system, Homeplus, Emart, Hanaromart supermarket chain…, Trung Nguyen Legend has also developed an official Korean sales channel called G7 Coffee.
Trung Nguyen Legend’s coffee products also cover nearly 100% of major retail chains in many other countries, such as Costco, Walmart, Carrefour, Auchan (Russia), Woolworth (Australia), Loblaws (Canada), Lotus (Thailand)…
Trung Nguyen Legend’s energy coffee products are consistently ranked in the top 20 best-selling instant coffee products on Amazon. Image: Capture from screen.
Trung Nguyen Legend coffee products are among the top 5 most popular and purchased coffee brands in Korean online channels (2020); the 13 most popular instant coffee brands in China (2019); the 20 best-selling instant coffee products on Amazon (2021)…
According to the Discovery documentary, Trung Nguyen Legend is a brand that is “a pioneer in the Vietnamese coffee revolution,” “transforming Vietnamese coffee from a common beverage into a culture and philosophy.”
A representative of Trung Nguyen Legend said the brand will continue to work to bring Vietnamese coffee and coffee culture to the world so that one day “when the world thinks of coffee, it will think of Vietnam.”.
Huang Ying
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