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The interior of a Trung Nguyen Legend store in San Jose, California | Photo credit: Trung Nguyen Legend
Premium Vietnamese coffee group Trung Nguyen Legend will open its first stores in Australia and Canada in September 2024 as it seeks to expand its international coffee shop footprint.
In a press release, Trung Nguyen Legend said it is committed to establishing a presence in the world’s leading coffee markets and promoting Vietnam as a ‘global coffee superpower’.
Founded in 1996 as a coffee roaster and distributor, Trung Nguyen Legend opened its first café two years later and currently operates more than 120 stores in Vietnam alongside 12 in China and three in the US.
The Hồ Chí Minh City-based operator opened its first international outlet in China in September 2022 and has developed a coffee shop network in the cities of Shanghai, Beijing, Chengdu and Dongguan. Trung Nguyen Legend has an ambitious goal to reach 130 stores in China by the end of 2024 and forecasts it will open 1,000 sites in the world’s largest branded coffee shop market in the long-term.
The business entered the US in September 2023 with a store in California and will open its fourth outlet in the country this month in San Jose. Trung Nguyen Legend is seeking to open 100 US sites but did not provide details on locations or timeframes.
The Vietnamese coffee group, which operates four production facilities in Vietnam, is also exploring opportunities to open coffee shops in Japan, South Korea, the UAE and France, markets where it already has a retail channel presence via its Trung Nguyen, G7 and Trung Nguyen Legend packaged coffee products.
Trung Nguyen Legend Group also operates the Trung Nguyen E-Coffee franchised coffee chain, which has more than 700 stores in Vietnam alongside single sites in the US and Iceland.
