The Legend of Trung Nguyên Expands Its Cafe Empire in the US

The expansion of the Trung Nguyen Legend cafe system continues, solidifying its robust growth in the journey of “elevating the value of Vietnamese coffee” and conquering top global markets such as the USA, China, Australia, Japan, South Korea, Dubai, France, and countries in Southeast Asia, Asia, and Europe.

Trung Nguyen Legend Cafe Chain Continues Expansion in the USA

Following an impressive presence in major cities like San Jose, Los Angeles, Long Beach, and Carrollton, the Trung Nguyen Legend cafe chain furthers its expansion in the USA with two new spaces in August 2025: Trung Nguyen Legend Coffee World in Portland, Oregon – the “coffee center” of the American Northwest, and Trung Nguyen E-Coffee in Houston, Texas, the state with the second-largest economy in the USA. These two new spaces bring the total number of Trung Nguyen Legend franchise stores to eight in the top global market of the USA.

In the context of the global consumption trend shifting strongly towards “not only the functionality of the product but also the comprehensive experience, emotional connection, spiritual engagement, and reflection of culture” (as reported by Insight Trends World in July 2025), the comprehensive coffee experiences offered by Trung Nguyen Legend, encompassing both their product range and the cultural appreciation of coffee with a unique and distinctive character, have created a special appeal in the USA. This experience encapsulates the essence of the three great coffee civilizations of the world: Ottoman, Roman, and Zen.

Trung Nguyen Legend Coffee World in Portland, Oregon, USA, attracts a large number of customers with its unique coffee and Vietnamese coffee culture experiences.

Trung Nguyen Legend Coffee World in Portland is strategically located on one of the city’s most central avenues, a well-known coffee destination in the USA due to the large number of specialty coffee shops, a sophisticated coffee culture, and a diverse and refined offering. It has received special attention from the international press and American coffee enthusiasts since its opening.

Reputable international media outlets such as Eater Portland and Bridgetown Bites (USA) continuously update their coverage with images and news about the arrival of Trung Nguyen Legend Coffee World, with headlines such as: “One of Vietnam’s Most Successful Coffee Brands, Trung Nguyen Legend, is Opening its First Oregon Location”; “Grand Vietnamese Cafe Officially Opens in Portland After Much Anticipation”; … Especially, Eater praised the experiences at Trung Nguyen Legend Coffee World in Portland as “a comprehensive experience for coffee lovers.”

Eater Portland, a food specialty site, praised Trung Nguyen Legend Coffee World in Portland for delivering “a comprehensive experience for coffee lovers” in the USA.

Combining a characteristic ambiance bearing the imprint of Vietnamese culture and a range of products crafted from the finest robusta and arabica coffee beans sourced from top growing regions like Buon Ma Thuot in Vietnam, Brazil, Colombia, Ethiopia, and Jamaica, Trung Nguyen Legend Coffee World offers a fascinating coffee journey for customers to explore. Additionally, a creative drink menu and aesthetically presented brewing tools and equipment from the three great coffee civilizations of the world create a strong impression on coffee connoisseurs. Notably, “Zen Coffee,” as Eater Portland described it, is “the most distinctive signature drink with an experience truly rare in the US coffee market.”

Located on the vibrant Bellaire Boulevard, adjacent to a shopping center and a cultural and culinary melting pot, Trung Nguyen E-Coffee in Houston, Texas, attracts numerous American coffee enthusiasts and international visitors eager to explore Vietnamese coffee and its culture.

Trung Nguyen E-Coffee in Houston, Texas, continues to captivate the local community, especially the younger generation, with its unique coffee offerings and cultural appeal.

Positioned as a miniaturized coffee world with a specialized and expert focus, Trung Nguyen E-Coffee in Houston offers a dynamic coffee space featuring a range of retail coffee products, a diverse F&B menu, and the essence of the three great coffee civilizations: Ottoman, Roman, and Zen. Traditional Vietnamese coffee drinks like drip coffee and iced milk coffee, bearing the cultural imprint of Vietnam, remain customer favorites and are widely shared on social media platforms with comments such as “high-quality coffee with a distinctive strong flavor” and “diverse and appealing menu, will definitely come back”…

With the enthusiastic reception from American coffee lovers and plans to establish a headquarters in the USA, Trung Nguyen Legend aims to open more cafes in Texas, Philadelphia, and Oregon by the end of 2025, targeting 100 stores in the USA. This expansion will further promote and elevate the appreciation of Vietnamese coffee culture in this key international market.

Endeavors to Promote and Elevate the Appreciation of Vietnamese Coffee Culture

Along with the new spaces in Portland and Houston, Trung Nguyen Legend plans to open hundreds of new cafes in Vietnam and the USA and debut the first Trung Nguyen Legend Coffee World and Trung Nguyen E-Coffee locations in Melbourne, Australia, and Canada in 2025. Simultaneously, the goal of developing 130 cafes in the central areas of major Chinese cities and expanding its presence in India, Japan, South Korea, Dubai, France, and other Asian and European countries is underway to promote and elevate the appreciation of Vietnamese coffee culture globally.

On August 8, 2025, Trung Nguyen Legend officially inaugurated the Trung Nguyen Legend Coffee World at Terminal 3 of Tan Son Nhat International Airport. This is the second Trung Nguyen Legend Coffee World location at the airport, continuing to offer unique coffee and Vietnamese coffee culture experiences to tens of millions of domestic and international passengers annually.

Numerous guests and coffee enthusiasts attended the opening of the Trung Nguyen Legend Coffee World at Tan Son Nhat International Airport’s Terminal 3, experiencing the unique coffee and cultural offerings.

In parallel with the global cafe system development, Trung Nguyen Legend actively promotes the Trung Nguyen E-Coffee model through key programs and events in Vietnam and internationally to introduce Vietnamese coffee culture to numerous partners and customers. Notably, Trung Nguyen E-Coffee will participate in the exhibition “80 Years of Independence, Freedom, and Happiness,” taking place in Hanoi from August 28 to September 5, 2025. This event is one of the nation’s significant cultural, political, and social activities during the National Day celebrations on September 2, 2025. Trung Nguyen E-Coffee will be present in the “Startup Nation” area, providing a space for comprehensive knowledge sharing and a source of creative energy and strong inspiration for successful startups, fostering pride and further promoting Vietnamese coffee and its culture globally.

With an average growth rate of 30 new stores per month, over 800 stores, and 1,000 successfully signed contracts across Vietnam and internationally, Trung Nguyen E-Coffee plans to host a franchise workshop in Hanoi in September 2025. This event will offer partners and customers practical advice and hands-on experience with the Trung Nguyen E-Coffee model – a “successful business and startup solution” that is attracting strong franchise interest in both the Vietnamese and international markets.

The Trung Nguyen Legend cafe system continues to expand in the USA, China, and globally, captivating international customers with its unique experiences and offerings.

The robust growth of over 300 energy coffee products and the widespread reach of the Trung Nguyen E-Coffee, Trung Nguyen Legend, and Trung Nguyen Legend Coffee World brands across 1,000 spaces and stores in Vietnam, as well as their expansion into the USA, China, and soon Australia, Canada, India, Japan, South Korea, Dubai, France, and countries in Southeast Asia, Asia, and Europe, reaffirms the leading coffee brand Trung Nguyen Legend’s commitment and efforts in the journey of “establishing a position for the Vietnamese coffee industry” and taking Vietnamese coffee culture to conquer the globe.