On December 16th, Trung Nguyên Legend’s fanpage announced the opening of their newest store in the Chinese market.
Specifically, The World Coffee Trung Nguyên Legend officially inaugurated its first coffee space in Nanjing. The store is located at Building 5, Block 34, Wulaocun Road, Qinhuai District. This address is also known for its bustling ancient cultural walking street, a famous landmark that attracts domestic and international tourists alike.
The Nanjing store offers a unique drink exclusive to the city – the “Duck Nap,” inspired by the traditional and well-known “salted duck” dish.
Images: The new Trung Nguyên Legend store in Nanjing, China, offers a unique “Duck Nap” drink and a cultural walking street experience.
With this new opening, Trung Nguyên now has 21 coffee spaces in China, 10 of which are franchised.
Mr. Dang Le Nguyen Vu, Chairman of Trung Nguyên Legend, previously shared his vision for the Chinese market: “If one Chinese person spends $1 on Trung Nguyên coffee, the company will earn a billion dollars.”
Prior to this, the “Coffee King” had planned to expand through investment cooperation (franchising), aiming for 1,000 stores across China’s provinces. In 2024, the company planned to open 130 stores, but by the end of the year, with only 21 stores, they had completed one-sixth of their goal.
The Chinese coffee market is projected to experience a compound annual growth rate (CAGR) of 10.42% from 2022 to 2027. Additionally, according to Asia Nikkei, the market value is estimated to reach 180.6 billion CNY (26 billion USD) in 2023.
Furthermore, data from the China Coffee Association Beijing (CCAB) indicates that coffee consumption in China is increasing at an annual rate of 15%. Shanghai, home to Trung Nguyên’s first store, led the world in the number of coffee shops in 2021, with nearly 7,000 stores, surpassing Tokyo and London, according to Asia Nikkei. This highlights the significant coffee consumption demand in the city.
In terms of branding, according to Chnbrand (China), Trung Nguyên Legend’s G7 coffee has become a favored instant coffee brand in the Chinese market, ranking second in market share on e-commerce platforms.
Meanwhile, according to Trung Nguyên’s self-reported data, 800 million cups of Trung Nguyên Legend coffee were sold in China during the first nine months of 2022. On average, one out of every 18 cups of coffee consumed in China was from the Trung Nguyên brand.
In addition to China, Trung Nguyên is also expanding into South Korea and the United States. In early 2023, the company opened a representative office in Gangnam, Seoul, South Korea. In September of the same year, Trung Nguyên Legend inaugurated its first franchised store in Westminster, USA. The store, located in the heart of Little Saigon, spans 1,300 square meters and serves both phin and espresso coffee.
