Trung Nguyen Legend launches first global store in China

Coffee giant Trung Nguyen Legend has opened its first global store in Shanghai as part of its endeavor to boost Vietnamese coffee on the global stage.

The store, located at Taikoo Hui, a vibrant area in China’s biggest city, was opened Wednesday after Trung Nguyen Legend set up a representative office in China and 10 years after starting exports to the country, the company said in a statement.

A customer makes purchases at Trung Nguyen Legend store in Shang Hai, China, Sept. 21, 2022.

It estimates that for every 18 cups of coffee sold in China, one is from Trung Nguyen Legend.

The company, managed by "Vietnam coffee king" chairman Dang Le Nguyen Vu, operates 77 coffee stores in Vietnam.

China’s coffee market is set to grow 10.42% annually from 2022 to 2027, the company said, citing research by Mordor Intelligence.

Last year, China was the eighth largest importer of Vietnamese coffee, up from 12th place in 2018.

Vietnam exported $128.4 million worth of coffee to China last year, up 34% from 2020.

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Source: VnExpress