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Tag: Trung Nguyen

  • Vietnamese coffee chain Trung Nguyen to launch first store in Australia

    Vietnamese coffee chain Trung Nguyen to launch first store in Australia

    Vietnamese coffee chain Trung Nguyen is continuing its global expansion, opening its first store in Australia next month via a franchise agreement with local distributor Master C Pty Ltd.

    The 400sqm store on Melbourne’s Courtney Street will feature a retail corner, a coffee-tasting area, and a cafe space.

    In addition, customers can experience the three coffee cultures the company has identified and showcases in its flagship Vietnam stores: Ottoman, Roman and Zen.

    The Melbourne store will resemble a Vietnamese-themed coffee shop with its architectural style, display graphics, and menus that incorporate elements of Vietnamese and local cultures.

    Trung Nguyen first made its international debut in China in 2022 with a store in Shanghai and then expanded into Beijing and Chongqing. It opened its first US store last year, in partnership with US-based franchisee H&L Wholesale Food Corporation.

  • Vietnam coffee chain Trung Nguyen Legend makes international debut

    Vietnam coffee chain Trung Nguyen Legend makes international debut

    Vietnam-based coffee chain Trung Nguyen Legend is expanding its footprint in the international market opening its first store in China.

    The coffee shop, which is situated at 699 Nanjing Street in Shanghai, has been in the works since 2018 and intends to provide Chinese clients with a variety of coffee products as well as serving fresh coffee drinks, including the Robusta obtained from one of Vietnam’s well-known highland regions, Buon Me Thuot.

    Trung Nguyen Legend sees the store as a place for artistic and cultural coffee “where the three most prevalent world coffee civilisations come together”. Customers can experience the three coffee cultures the company has identified and showcases in its flagship Vietnam stores: Ottoman, Roman and Zen.

    The Shanghai location recreates a Vietnamese-themed coffee shop, through its architectural style, display graphics, and menus that combine elements of Vietnamese and local culture.

    The store features some well-known designs and traditional materials from Vietnam, such as ceramics, bamboo and rattan kitchenware, volcanic rock, red basalt soil, and typical conical motifs of Vietnamese culture.

    A renowned household name in Vietnam since its establishment in 1996, Trung Nguyen Legend FMCG products are available in more than 60 countries. The brand claims China is its second-largest market in the online coffee business, and Legend’s G7 has become the most well-known instant coffee brand due to its distinctive flavour.

    The Trung Nguyen brand has appeared on cafes outside Vietnam before, with stores in Singapore prior to the advent of the Legend brand extension. This is the company’s first foray as a premium cafe brand.

    Research from Statista shows the number of coffee chains entering China has increased in recent years, with their market share likely to grow. Starbucks is by far the largest fresh-ground coffee seller in China, with more than 5000 locations across the country.

  • Vietnam’s Coffee Queen abdicates Trung Nguyen throne

    Vietnam’s Coffee Queen abdicates Trung Nguyen throne

    Le Hoang Diep Thao has transferred all shares in the Trung Nguyen empire she ran with her ex-husband, pursuant to their final divorce ruling.

    Thao, former deputy director of Trung Nguyen Group (TNG), is no longer on the company’s list of shareholders, TNG announced in a statement Wednesday.

    She and her ex-husband were referred to in the media as the King and Queen of Vietnamese coffee.

    Her ex-husband, Dang Le Nguyen Vu, founder, chairman and CEO of TNG, now owns all shares in the coffee giant and its subsidiaries and has full control of the group. He has also completed a VND1.19 trillion ($51.1 million) “difference in assets” payment to Thao following their divorce ruling on December 5 last year, TNG said.

    On January 13, the Ho Chi Minh City Civil Judgment Execution Department had confirmed that it received Vu’s payment of the above VND1.19 trillion ($51.1 million) in full. The same day, the department also received a written request from the Supreme People’s Procuracy to postpone the execution of the ruling, to give it time to “consider a cassation request Thao had submitted on the judgment.”

    But because Vu had already fulfilled his obligations in accordance with the judgment in question, the City Civil Judgment Execution Department went ahead with the execution and notified the Supreme People’s Procuracy of its action on January 16.

    Vu and Thao, who got married in 1998, differed on how the group, which had developed one of the biggest brands in the country, should be run. In 2015, Thao filed for divorce.

    In March, the court of the first instance had ruled that the stocks and cash of TNG shared by Vu and Thao, as well as the couple’s cash deposits, would be split 60:40 in Vu’s favor.

    Both Thao and Vu had appealed against the entire verdict. The HCMC People’s Appellate Court on December 5 quashed both appeals, finalized the divorce, and upheld the previous judgment.

    Vu will receive all of his and Thao’s stocks in the Trung Nguyen Group, estimated at over VND5.7 trillion ($244.74 million), and have sole management rights over the Trung Nguyen coffee empire, the court had ruled.

    Vu would also receive six properties worth VND350 billion ($15.03 million) that were jointly owned by the couple, while Thao would get the remaining seven worth over VND376 billion ($16.48 million).

    Thao would also receive cash and cash equivalents, gold and foreign currency belonging to TNG that have been deposited at banks totaling VND1.76 trillion ($75.57 million). Vu was liable to pay the difference in assets to Thao, valued at VND1.22 trillion ($52.38 million), the court had ruled.

    Trung Nguyen Group, founded in 2006, is the leading coffee brand in Vietnam. The group began experiencing difficulties six years ago when Vu and Thao fell out on how the corporation should be run.

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  • Vietnam’s Coffee King Makes a Public Appearance

    Vietnam’s Coffee King Makes a Public Appearance

    CEO of Trung Nguyen Coffee put in an unannounced appearance and asked company staff to ‘revolutionize’ themselves. The CEO of Vietnam’s top coffee brand, Trung Nguyen, put in a surprise appearance at a company event on Saturday, after “disappearing” for almost five years.

    Dang Le Nguyen Vu, known as the Coffee King of Vietnam, had stayed away from public eye amidst a lengthy divorce process with his wife that is yet to end.

    Vu, who had nurtured Trung Nguyen Coffee and taken it to 60 international markets, amazed participants at the company event by turning up without prior notice.

    “Brothers and sisters, you have to start by revolutionizing yourselves,” he said in a short speech.The CEO exhorted Trung Nguyen’s leaders and staff to do everything differently from other companies in the world.

    Trung Nguyen must aim to become the number one coffee brand in the world, establishing its presence everywhere, he said.

    Vu said he had spent the last five years meditating up in the mountains and now had answers to “all the questions in this world.”

    The unannounced appearance of Vu has gathered a lot of public and media attention, particularly because his wife, Le Hoang Diep Thao, recently accused four leaders of Trung Nguyen Coffee for misusing their power to manipulate her husband’s company while he was away.

    Thao, who owns another coffee brand, King Coffee, said that incorrect information had been spread on social media to slander her husband, who was too sick to appear in public.

    “These leaders did this to manipulate Trung Nguyen for their personal gain,” she said.

    The divorce proceedings between Vu and Thao, who used to be the deputy director of Trung Nguyen, had also caught public attention in 2015, when they took each other to court, each accusing the other of obstructing the company’s operations.

    Vu and Thao have also been embroiled in a lengthy and costly legal battle for years over the ownership of Trung Nguyen Group, which has a charter capital of VND1.5 trillion ($65.8 million).

    Thao was a minority shareholder of the company until Vu ousted her in 2015.

    The court has not officially settled the divorce petition.

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