Illustrative image (Photo: VietnamPlus) Hanoi (VNA) – The first global Trung Nguyen Legend Coffee World space opened in China's Shanghai on September 21, quickly creating a furore and attracting numerous coffee lovers to experience it.
This event marks the strong development of Trung Nguyen Legend Group in the "billion-dollar market" of China. At the same time, it affirms the group's position and elevates the stature of the Vietnamese coffee brand globally.
Setting food in "billion-dollar market"
Five years since it opened a representative office in the No. 1 economic and financial hub of China and the world, Trung Nguyen Legend launched its Trung Nguyen Legend Coffee World model in Shanghai as part of its endeavours to boost Vietnamese coffee on the global stage.
The space is situated in the busy commercial centre of Taikoo Hui on Nanjing West Road. It is a gathering place for local intellectuals, elites, and international visitors to Shanghai.
The attraction of this space is a combination of the uniqueness of the special, different, and unique ways to enjoy coffee that was researched, created, and filtered by Trung Nguyen Legend from the world's coffee history and civilizations and the unique cultural experiences of Vietnam right in the centre of bustling and dynamic Shanghai.
According to Mordor Intelligence, China's coffee market is set to grow 10.42% annually from 2022 to 2027.
Last year, China was the eighth largest importer of Vietnamese coffee, up from 12th place in 2018. Vietnam exported 128.4 million USD of coffee to China last year, up 34% from 2020.
Trung Nguyen Legend – No.1 Vietnamese coffee brand favoured in China
Surveys show that Trung Nguyen Legend - the No.1 coffee brand in Vietnam, has won consumer trust and enjoyed a strong growth rate in the Chinese market.
Over the past ten years, Trung Nguyen Legend Group's products and brands like Trung Nguyen, G7 and Trung Nguyen Legend have been favoured by coffee lovers here.
In particular, its G7 has become the most popular and trusted instant coffee brand because of its delicious taste created from the world's best Robusta coffee materials, according to the 2019 annual report by Chnbrand - China's leading brand rating agency.
Since the beginning of 2022, about 800 million cups of Trung Nguyen Legend coffee have been sold in China, and on average, for every 18 cups of coffee sold across China, one is from Trung Nguyen Legend.
Affirming its position, elevating the global stature of Vietnamese coffee
The launch of Trung Nguyen Legend Coffee World space has received a warm welcome and support from the community, intellectuals and coffee lovers in Shanghai.
At the opening ceremony, the Vietnamese Consul General in Shanghai wished Trung Nguyen Legend's business in the Chinese market grew prosperously. He also hoped that the arrival of Trung Nguyen Legend would give Chinese coffee lovers unique experiences with Vietnamese coffee and let Chinese friends understand more about the Vietnamese people and culture, and enhance the friendship between the two countries.
A representative of the Coffee and Beverage Professional Committee of the China Food Industry Association said that as a famous coffee brand in Vietnam, Trung Nguyen Legend has always pursued professional quality and is committed to transmitting Vietnamese coffee culture. It is hoped that Trung Nguyen Legend will continue to bring the versatility and diversity of the coffee world to Shanghai, a vibrant cosmopolitan city with excellent product quality and inspiration from a positive, meaningful brand so that every coffee lover can enjoy authentic coffee and the unique beauty of Vietnamese cultural lifestyle.
A new space for coffee lovers
Trung Nguyen Legend Coffee space in China (Photo: VietnamPlus) Located at 699 Nanjing road, the most vibrant commercial street in Shanghai, China, the Trung Nguyen Legend Coffee World space offers coffee lovers unique and exciting new ways to enjoy coffee with different energy coffee products, especially those created from the best Robusta coffee beans in the world from Buon Ma Thuot, the coffee capital of Vietnam.
Unlike other coffee companies that consider coffee a regular drink, Trung Nguyen Legend sees coffee as the carrier of culture, diplomatic coffee, a drink of the brain, and an energy promoting creativity. Therefore, the first Trung Nguyen Legend Coffee World in Shanghai is a cultural and artistic coffee space which gathers the quintessence of three typical world coffee civilizations: Ottoman, Roman and Thien (Meditation).
Along with different coffee experiences, the space recreates a Vietnamese-themed coffee shop through its architectural style, display graphics, and menus that combine Vietnamese and local culture elements. 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, bring a close and new Vietnamese coffee space for the world's coffee lovers.
It is also the place to meet and organise cultural events and serves as a bridge to strengthen the relationship between Vietnam and China./.
