The impact of international films aired on CNN, Discovery, and Bloomberg has been spreading the "Coffee Philosophy" from Vietnam since 2024. This has created continuous inspiration for the strong development of Trung Nguyen Legend's system of cafes, brands, and products worldwide in the early days of 2025.
On February 7th, Trung Nguyen Legend continued to strengthen its presence in the US market by opening a new franchised Trung Nguyen E-Coffee store at 5710 E. 7th Street, Long Beach, California. This marks the company's fifth store in the United States, adding to its network of 22 brand spaces already established in China.
This milestone marks a significant step forward for the Trung Nguyen E-Coffee model and the global expansion strategy of Vietnam's leading coffee group. With a vision to conquer major world markets including the United States, China, Japan, South Korea, Dubai, France, and numerous countries in Southeast Asia, Asia, and Europe, Trung Nguyen Legend is steadily working towards its mission of "taking Vietnamese coffee further and building its global position."
Trung Nguyen E-Coffee's Global Expansion
Since launching its new version in September 2024 with the message "Community of 3 Coffee Civilizations - Convergence of Excellence," the Trung Nguyen E-Coffee model has created strong appeal both in Vietnam and internationally. Currently, the system operates more than 800 stores and has 1,000 franchise agreements, with a new store opening rate of 30 locations per month. The company projects to reach 3,000 stores by 2025, demonstrating its rapid growth and expanding presence in the global coffee market.
As a unique and specialized coffee model, Trung Nguyen E-Coffee has been recognized by CNN as "representing a part of Trung Nguyen Legend's strategic vision to elevate Vietnamese coffee culture globally." The store in Long Beach, California, not only showcases exceptional coffee quality but also offers a diverse retail product line and a rich F&B menu that blends the essence of three world coffee civilizations: Ottoman, Roman, and Zen.
Located in a prime spot spanning 140m2, the store is close to California's vibrant economic, cultural, and tourist centers, including Downtown Long Beach, Long Beach Art Museum, Long Beach Port - one of the world's largest seaports, and California State University. Trung Nguyen E-Coffee serves as both an ideal destination for local residents and a meeting point for the international coffee-loving community.
Trung Nguyen Legend Accelerates International Expansion
Beyond its presence in the United States and China, Trung Nguyen Legend's network of establishments continues to expand into other strategic markets. The company is actively establishing its presence in Australia, Canada, Japan, South Korea, Dubai, France, and various countries across Southeast Asia and Europe. This expansion demonstrates the company's commitment to bringing Vietnamese coffee culture to diverse international markets while maintaining its authentic character and quality standards.
In the first quarter of 2025, the group plans to launch three new locations in Nanjing, Hangzhou, and Shanghai, working towards their goal of establishing 1,000 stores in China. In the United States, Trung Nguyen E-Coffee and Trung Nguyen Legend World of Coffee will continue their expansion in Texas, Portland (Oregon), and Philadelphia (Pennsylvania), contributing to their target of reaching 100 stores across America in the near future.
Besides expanding their store network, Trung Nguyen Legend is also intensifying its global brand and product promotion efforts. From February 17-21, 2025, the group will participate in the Gulfood 2025 International Trade Exhibition at the Dubai World Trade Center – the Middle East's largest food and agricultural products trade show and one of the world's premier trade exhibitions. At this event, Trung Nguyen Legend will showcase their special energy coffee product line based on three coffee civilizations – Ottoman, Roman, and Zen. This platform will also serve as an opportunity to introduce Vietnam's distinctive coffee culture to the international market, highlighting the unique characteristics and traditions that make Vietnamese coffee special.
Simultaneously, Trung Nguyen Legend is implementing plans to establish its headquarters in the United States while strengthening its business operations across Vietnam, China, Russia, Australia, Canada, and more than 100 other countries and territories. The G7, Trung Nguyen, and Trung Nguyen Legend brand systems will continue to be actively promoted on international social media platforms to connect with leading customers, partners, and distributors, creating numerous strategic cooperation opportunities to expand Vietnamese coffee globally.
Beyond creating a distinctive impression through their high-quality coffee products and store network, Trung Nguyen Legend has partnered with international media giants like Discovery, CNN, and Bloomberg to produce documentaries about Vietnamese coffee culture. These films have helped transform the world's perception of Vietnamese coffee brands, showcasing the country's evolution from a raw material exporter to an emerging coffee powerhouse that makes significant contributions to the global coffee industry.
Coffee Energy Factory Project in Buon Ma Thuot
As part of the 9th Buon Ma Thuot Coffee Festival scheduled for March 2025, Trung Nguyen Legend will officially begin construction of their Coffee Energy Factory at the Tan An Industrial Complex in Buon Ma Thuot. This significant project aims to enhance the value of Buon Ma Thuot's Robusta coffee beans while further strengthening Vietnam's position in the international coffee industry.
Trung Nguyen Legend, a brand that Discovery Channel describes as "pioneering the transformation of Vietnamese coffee from an ordinary beverage into a culture and philosophy," and which Bloomberg recognizes for "restoring balance between coffee-producing and consuming nations," continues to expand its global strategy. Through consistent efforts in product development, cafe network expansion, and unique coffee initiatives, Trung Nguyen Legend reinforces its leading position and fulfills its mission to elevate Vietnamese coffee and coffee culture to world-class status. The company works tirelessly towards its vision that "when people think of coffee, they will immediately think of Vietnam." Their dedication to quality and innovation demonstrates their commitment to making Vietnamese coffee a globally recognized and respected brand, building on the foundation of their previous successes and expanding their influence in the international coffee market.
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