On July 8, Trung Nguyen Legend officially inaugurated its fifth Trung Nguyen Legend Coffee World in Shanghai.
The new cafe is located on Zhongxing Road in Jing’an District, Shanghai, China, opposite the Shanghai High-Speed Railway Station. This is Trung Nguyen’s 11th cafe in China since entering the country.
“In the over 80 countries and territories that Trung Nguyen Legend has exported to, China is a particularly important market,” said a representative of Trung Nguyen Legend at the opening of the first Trung Nguyen store in the country, located at 699 Nanjing Road, Shanghai.
Quoting Trung Nguyen Legend’s chairman, Dang Le Nguyen Vu: “Among the over 80 countries and territories that Trung Nguyen Legend has exported to, China is a particularly important market. If one Chinese person spends one dollar on Trung Nguyen coffee, the company will earn a billion dollars.”
Trung Nguyen Legend’s new store in Shanghai. Source: Trung Nguyen.
Trung Nguyen opened its first store in Shanghai in September 2022. Since then, the company has been working towards its ambitious goal of opening 1,000 stores across China.
The Road to 1,000 Stores is Still Long…
Trung Nguyen Legend plans to expand through investment cooperation (franchising) with the goal of developing 1,000 stores across China. This is a new strategy that Vu has been nurturing for years: “To strengthen the presence of Vietnamese coffee in the world through spaces that embody local cultures, not just profit-seeking merchants as in the previous phase.”
The franchising model is part of Trung Nguyen’s first-phase plan to expand its chain of stores in China. In late 2023, the company successfully opened its first franchised store in China, located on the bustling Hongmei South shopping street in Shanghai.
Although no exact timeline was given for reaching the 1,000-store milestone, after the successful opening of the first franchised store, the company planned to open 130 stores across China in 2024.
We are now halfway through 2024, and Trung Nguyen has yet to reach even a tenth of its 130-store goal for the year.
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