Following Amazon Coffee’s (Thailand) withdrawal from the Vietnamese market on November 18, 2025, Trung Nguyên Legend swiftly capitalized on the opportunity by acquiring prime locations left vacant by its competitor in Ho Chi Minh City. Within a remarkably short timeframe, six strategically positioned outlets on the city’s most vibrant streets underwent rapid rebranding, extensive renovations, and were scheduled for consecutive grand openings from late December 2025 into early 2026.