Trung Nguyen Legend opens first global store in China

Thursday, 22/09/2022 15:58
Trung Nguyen Legend opened the first global store in the downtown area of ​​Shanghai, China on September 21.
Trung Nguyen Legend's store open in China's Shanghai (Photo:

This is an activity marking the strong development of Trung Nguyen Legend in the Chinese market, as well as continuing to affirm the group's leading brand position in the journey to realize the aspiration to promote coffee value and raise the level of Vietnamese coffee brand on the globe.

Located at No.699 Nanjing Road, the most vibrant commercial street in Shanghai, China, the store of Trung Nguyen Legend is expected to offer coffee lovers unique and interesting new ways to enjoy coffee, with different energy coffee products, especially created from the best Robusta coffee beans in the world from Buon Ma Thuot, Vietnam.

Speaking at the ceremony, Consul General of Vietnam in Shanghai Nguyen The Tung emphasized that the opening of the store in Shanghai not only demonstrates the trust of the Chinese people in coffee products of Trung Nguyen brand, and Trung Nguyen Legend's confidence in entering the Chinese market, but also shows the determination and success of Vietnamese businesses on the way to penetrate in international markets, including the large Chinese market.

He also expressed his belief that Trung Nguyen Legend's store will bring unique experiences about Vietnamese coffee to Chinese people, as well as help Chinese friends have the opportunity to better understand the people and culture of Vietnam, contributing to further promoting friendly exchanges between the people of the two countries.

A representative of China’s Food Industry Association shared that coffee is becoming more and more popular in the public lifestyle in China, not merely a drink, but has become an indispensable element in modern life, the connection between people and cultures.

In China, besides tea, which is a traditional drink and has a long-standing culture of enjoyment, the demand for coffee has tended to increase sharply in recent years. Especially, in big cities like Shanghai and Beijing, the fast development of social life and the acceptance of new cultural trends by young consumers have created conditions for coffee to become popular and be favorited.

According to statistics from the Vietnam Coffee and Cocoa Association, China is always a potential large coffee consumption market of Vietnam. From 12th place in 2018, in 2021 China became Vietnam's 8th largest coffee import market.

Over the past 10 years, products and brands of Trung Nguyen, G7, and Trung Nguyen Legend of Trung Nguyen Legend Group have received a positive response from Chinese consumers; especially instant coffee of Trung Nguyen currently holds the second largest market share in China's e-commerce market.

From the beginning of 2022 until now, 800 million cups of Trung Nguyen Legend coffee have been sold in China, on average, for every 18 cups of coffee sold across China, there is a cup of coffee from Trung Nguyen Legend brand./.