California, July 18th – Following the powerful global dissemination of the “Coffee Tao” philosophy from Vietnam through the Warner Bros. Discovery-produced documentary “The Tao of Coffee” and the CNN article “The Tao of Coffee: From Beans to Beauty”, in July 2024, Trung Nguyen Legend will consecutively open new cafe spaces in the US and China, further promoting Vietnamese coffee and coffee culture to the world.
This event continues to mark the powerful progress of Vietnam’s #1 coffee group on its journey to conquer the world’s leading markets: the US, China, Japan, South Korea, Dubai, France, and countries in Southeast Asia, Asia, and Europe, contributing to establishing Vietnam’s status as a global coffee superpower.
After nearly one year since the first Trung Nguyen Legend franchise cafe opened in the US and was enthusiastically welcomed, on July 18th and July 25th, 2024, the Trung Nguyen Legend Group continues to open two Trung Nguyen Legend Coffee World spaces in the city of San Jose, California, USA. These are the first two spaces of the Trung Nguyen Legend Coffee World model and the fourth Trung Nguyen Legend cafe in the US.
Located at 909 Story Road, Unit 100, San Jose and 1631 East Capitol Expressway, Unit 107, San Jose, both Trung Nguyen Legend Coffee World spaces are situated on lively roads with abundant cultural, commercial, and business activities in the city of San Jose, easily attracting a large number of American customers and international tourists to experience and discover.
Designed as a space for cultural coffee, artistic coffee, where the essence of the world’s three representative coffee civilizations converges, the Trung Nguyen Legend Coffee World brings American coffee lovers a special coffee space with a strong imprint of Vietnamese culture and the three coffee civilizations of Ottoman, Roman, and Thiền (Meditation).
Here for the first time, coffee lovers in the US can experience the full range of coffee products, tools and equipment, as well as unique coffee appreciation styles following the 3 coffee civilizations of Ottoman, Roman and Thiền. Notably, Thiền Coffee – a cultural and artistic coffee product created by Trung Nguyen Legend, is being introduced to coffee lovers in the US for the first time, providing a completely new and unique experience.
Trung Nguyen Legend also continues to impress with a menu of Vietnamese-style phin (drip filter)-brewed coffee, cà phê sữa đá (iced milk coffee), and creative espresso-based drinks like Latte, Mocha, Cappuccino, Americano… using 100% Robusta coffee beans from the coffee capital of Buon Ma Thuot, Vietnam. In 2023, the renowned and reputable culinary publication Eater Los Angeles (USA) 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: “Trung Nguyen Legend Café will serve phin- and espresso-based coffee drinks using 100-percent Vietnamese-grown Robusta and Arabica beans.”
Alongside the expansion of its presence in the world’s leading economic superpower, the United States, in the $1 trillion Chinese market, in July 2024, Trung Nguyen Legend also consecutively opened two new spaces in Shanghai, bringing the total number of Trung Nguyen Legend coffee shops in China to 12, concentrated in Shanghai, Beijing, Chengdu, and Dongguan.
In its nearly two years of presence in China, Trung Nguyen Legend coffee shops have brought strong imprints of Vietnamese coffee culture and unique coffee experience styles, becoming a favorite destination that attracts a large number of customers. In the documentary “The Tao of Coffee”, Discovery assessed that the story of the 3 coffee civilizations of Ottoman, Roman, and Thiền, pioneered by Trung Nguyen Legend in their coffee spaces in Shanghai, is gradually “elevating into an immersive historical experience” that captivates coffee lovers there.
In 2022, the Trung Nguyen Legend Coffee World on Nanjing West Road received two prestigious awards – “Best Coffee Shop of 2022” and “Famous Coffee Shop of the Year” in China. To this day, it remains a beloved destination that attracts customers to experience the history and culture of Vietnamese and global coffee.
With strong love and acceptance from international customers, Trung Nguyen Legend is now making efforts to implement the goal of developing nearly 130 shops in China in 2024, marking the beginning of a long-term plan for 1,000 shops in this market. Additionally, in September 2024, Trung Nguyen Legend will expand its cafe model to Australia, Canada, and continue to promote the plan to open 100 spaces in the United States, as well as other countries such as Japan, South Korea, Dubai, France, Southeast Asia, Asia, and Europe.
In particular, the Trung Nguyen E-Coffee successful start-up coffee model – “a coffee franchise model that inspires successful startups for the community” and “represents a culmination of the company’s strategy to elevate Vietnamese coffee culture experience”, as assessed by CNN, is also being strongly promoted and expanded by Trung Nguyen Legend in Vietnam and globally. Currently, Trung Nguyen E-Coffee has nearly 800 stores covering all of Vietnam and in the United States, Iceland, etc., along with more than 1,000 successful franchise agreements.
Vietnam’s No. 1 coffee brand making efforts to conquer the global market
Along with the continuous efforts to open new coffee shops in the leading international markets, more than 300 Trung Nguyen, G7, and Trung Nguyen Legend products produced from the world’s best Robusta beans from Buon Ma Thuot of the Trung Nguyen Legend Group are always beloved in more than 100 countries and territories, and are continuously witnessing strong growth in leading economies such as the US, China, Japan, South Korea, Dubai, France, and countries in Southeast Asia, Asia, and Europe.
In the US, G7, Trung Nguyen, and Trung Nguyen Legend products are present in the Costco supermarket chain, nearly 100% of Asian supermarkets in the US, and across various online sales channels such as Amazon, Walmart, eBay, and Say Weee. The efforts to promote trade, expand the distribution system, and establish strategic partnerships in the US are also being continuously strengthened.
Specifically in China, Trung Nguyen Legend Group has 15 importers, 300 secondary distributors, 30,000 offline sales points, and thousands of online stores on platforms like JD, Amazon, Taobao.com, Tmall.com, and Century Mart. Particularly, the Chinese market has had over 15 million regular users of G7 coffee. In “The Tao of Coffee”, Discovery reported that “the G7 brand is now sold in 100 countries and ranked as one of the top five coffee brands in China”, “supplying 2.5 billion coffee sachets per year”.
Trung Nguyen Legend accelerates the development of the US and Chinese markets. In 2023, Trung Nguyen Legend officially opened its 2nd international office in South Korea (after China). In addition to collaborating with online sales channels such as Coupang – the largest retailer on the South Korean e-commerce platform, and retail chains like Lotte Mart, Homeplus, Emart, and Hanaromart supermarkets, Trung Nguyen Legend has also developed an official sales channel in South Korea: https://g7coffee.co.kr
Trung Nguyen Legend’s coffee products have also covered nearly 100% of major retail chains in other countries such as Costco, Walmart, Carrefour, Auchan (Russia), Woolworth (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 the love and support of international consumers, continuously ranking high on various international rankings: Top 5 most beloved and best-selling coffee brands on online channels in South Korea; Top 13 most beloved instant coffee brands in China, Top 20 best-selling instant coffee products on Amazon, and more.
As a “leader of the Vietnamese caffeine revolution “, “turning Vietnamese coffee from a common beverage into a lifestyle, a way of life”, according to Discovery’s assessment, with its efforts to expand a system of distinctive and impressive coffee shops deeply imbued with Vietnamese cultural imprints in the US, China, and soon Japan, South Korea, Dubai, France, and other countries in Southeast Asia, Asia, and Europe, along with the rapid growth of the brand and coffee products globally, Trung Nguyen Legend is continuing to affirm the enterprise’s commitment to the journey of bringing Vietnamese coffee and coffee culture to the world, winning the world over, so that one day when the world thinks of coffee, they will think of Vietnam.
