According to Trung Nguyên Legend, six prime locations in Ho Chi Minh City previously owned by Café Amazon—Phạm Ngọc Thạch, Cộng Hòa, Đinh Tiên Hoàng, Sư Vạn Hạnh, Nguyễn Tri Phương, and Nguyễn Kiệm—have been acquired by the group.
Among these, two locations on Phạm Ngọc Thạch and Nguyễn Kiệm streets will be transformed into the Trung Nguyên Legend World Coffee model, with an expected launch in January 2026. The remaining four locations will be converted to the Trung Nguyên E-Coffee model; some have already opened in mid-November and will officially launch on December 24, 2025.
These four strategically located outlets, part of the Trung Nguyên E-Coffee franchise development strategy, are also envisioned as “mini coffee worlds” designed to cater to coffee connoisseurs seeking premium, high-quality experiences. Each location will specialize in meeting the diverse preferences of various customer segments.
These flagship stores will serve as benchmarks for franchise partners, supporting the ambitious goal of establishing 3,000 Trung Nguyên E-Coffee outlets nationwide.
The acquisition of Café Amazon’s prime locations and the recent flurry of openings in key areas highlight Trung Nguyên Legend’s accelerated expansion strategy. The brand is solidifying its presence in major urban centers across Vietnam.
Beyond Vietnam, Trung Nguyên Legend is aggressively pursuing global expansion. The brand now operates over 1,000 outlets across Vietnam, China, and the United States.
Domestically, Trung Nguyên Legend continues to expand across Vietnam’s provinces and cities, focusing on prime central locations. Iconic outlets have emerged along major streets in Ho Chi Minh City, including Trung Nguyên Legend World Coffee at 7 Nguyễn Văn Chiêm, 12 Alexandre de Rhodes, 80 Nguyễn Du, 164 Pasteur, 80 Đồng Khởi, 249A Hoàng Văn Thụ, and within Terminals T1 and T3 at Tan Son Nhat Airport.
In China, the brand operates nearly 30 outlets in bustling areas of major cities such as Shanghai, Shandong, Jiangsu, Zhejiang, Fujian, and Guangxi. In the United States, Trung Nguyên Legend has established nine locations in key cities like San Jose, Los Angeles, Long Beach, Carrollton, Portland, Houston, and Philadelphia, spanning all three business models.
Looking ahead, the group plans to launch its first Trung Nguyên Legend World Coffee and Trung Nguyên E-Coffee outlets in Melbourne, Victoria, Australia—a highly discerning coffee market—and expand into Canada, a nation with high coffee consumption and diverse tastes.
Trung Nguyên Legend aims to significantly grow its global footprint, targeting 130 outlets in China, 100 in the U.S., and expansion into Japan, South Korea, Dubai, France, and other Southeast Asian, Asian, and European countries.
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