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A Phuc Long store in Ho Chi Minh City, Vietnam. Photo: Phuc Long Coffee & Tea Cafe
Vietnam's acclaimed so-called “most popular” coffee brand TNI King Coffee open a shop in the heart of Orange Country, California, in the shopping center Anaheim Garden Walk which is 10 minutes walking distance to Disneyland. This marks the second overseas stores of the café-chain which operates in more than 50 outlets in Vietnam, South Korea, and now the United States.
The coffee shop layout is designed to combine East-meet-West culture, reminiscent of the country and people of Vietnam. The “grab & go” area provides a feeling of convenience and comfort to visitors. The coffee shop's arrangement ensures to comply with current Covid-19 regulation like mask mandate, social distancing, and disinfect through the store frequently.
At King Coffee – Anaheim offers visitors an extensive range of traditional Vietnamese coffee: iced coffee aka café sua da, black iced coffee, egg coffee along with other popular options that other shops have. King Coffees hand-crafted drink are made entirely with coffee beans imported from Vietnam and around the world. Beside hand-crafted coffee, King Coffee also offers various meal options including Vietnamese beef pho, banh mi, and other international selections and pastries
"The opening of the first restaurant in the United States marks a strong development of TNI King Coffee in the world market," said Ms. Le Hoang Diep Thao - founder and c.e.o. of TNI King Coffee brand. In 2020, TNI King Coffee international market is expanded from 60 countries to more than 120 countries and territories. Revenue and market share increased by 200%; the Russian market alone grew by up to 350% despite the ongoing global pandemic.
The company plans to open additional 20 stores in the US this year and 100 stores by 2022 thru a franchising business model. Globally, the company aims for further expansion into many countries such as China, Middle East, Europe, Russia and all over Southeast Asia.
TNI King Coffee is a coffee brand that built by Thao, a veteran coffee expert who is well known as the co-founder of Trung Nguyen Group, Vietnam’s No. 1 coffee.
Kiosk Coffee Gets Cash Investment
The Sherpa Company Ltd, a subsidiary of Masan Group Corp of Vietnam acquired a 20% stake in Phuc Long Heritage JSC, which owns one of the leading coffee and tea brands in Vietnam. The US$15 million investment from Masan, which runs VinMart, Vietnam’s largest supermarket chain, will be used to expand the Phuc Long brand further throughout Vietnam. Plans are to install Phuc Long coffee kiosks at more than 2,000 VinMart stores nationwide.
Vietnams coffee and tea market is valued at US$23 billion and will grow by 10% a year according to VinCommerce, but popular brands such as Highlands (300 stores), The Coffee House (150 stores), and Starbucks (159 stories) only account for 25% of the market.
In the last 3 months, 4 pilot kiosks opened in Ho Chi Minh City and 1,000 will open in the next 18-24 months.
“By partnering with Masan, Phuc Long will unlock the next phase of growth and continue to offer Vietnamese consumers high-quality products and delightful experiences in enjoying tea and coffee while making Phuc Long a long-lasting brand for many generations: said Lam Boi Minh, founder of Phuc Long Heritage .”
Phuc Long Kiosk will share 20% of its revenues with VinMart.