If you'd like to learn more about Vietnam's cafés, take a look atKing Coffee's gallery pageas well.
A global brand launched by a co-founder of Trung Nguyen
From a cup enjoyed in a café to instant coffee to take home—King Coffee is a brand through which you can learn about Vietnam's coffee business from both angles. Its founder is Le Hoang Diep Thao, who is also a co-founder of Trung Nguyen Group. King Coffee's official biography states that she was involved in the company's entry into the instant coffee business in 2003 and in the growth of G7. However, G7 is a Trung Nguyen brand. Even though the founder's career connects the two, it is important not to confuse G7 with King Coffee's own product names.
The King Coffee brand was unveiled in the United States in October 2016. According to the official introduction, it was launched at the music event "Thuy Nga Paris By Night 120." The brand then expanded into the Vietnamese market in 2017. Rather than growing domestically first and then going abroad, the company introduced its brand overseas before expanding into its home country—a sequence that reveals the company's strategic intent.
Behind this lies the idea of conveying value not just through coffee production but as a homegrown brand. A May 2026 report from the USDA forecasts Vietnam's 2026/27 production at 32.5 million bags in green bean equivalent. This is a projected figure rather than an actual result, but it illustrates the country's substantial supply capacity. Where those beans are roasted, what products they become, and who receives them—King Coffee's global strategy cannot be understood from café outlet counts alone.
According to the official company history, the parent company Trung Nguyen International (TNI) was established in Singapore in 2008, and its current headquarters is in Ho Chi Minh City. It helps to keep the company's founding year separate from 2016, when the King Coffee brand appeared. The business extends beyond cafés to include sales of instant coffee, roasted and ground coffee, beans, and beverages. Expansion into countries such as China, South Korea, and Australia does not mean that the same café format exists in every one of those markets.
Recommended menu
First, distinguish between drinks ordered in-store and packaged products to take home. The drink prices below are examples from a menu image for Ha Long confirmed on the official franchise site on 28 September 2026 (the file name indicates a date of 20 January 2025). These are not the latest prices common to all locations, so please defer to the menu at the outlet you visit. Souvenir product prices are as shown on the official online store on the same date and may differ from in-store prices and stock availability.
King Coffee Sua Da
Vietnamese coffee with condensed milk, Cà Phê Sữa. On the menu shown, both hot and iced versions are 39,000 VND for S and 45,000 VND for M. For iced, say "đá"; for hot, say "nóng." This is a classic choice for those who enjoy the sweetness of condensed milk, but if you prefer less sweetness, ask whether "ít sữa đặc" (less condensed milk) is possible. Note that reducing the ice does not change the amount of condensed milk, so state your sweetness preference separately.
Black coffee · Kingpresso
For coffee without condensed milk, Cà Phê Đen is an option, listed at 35,000 VND for S and 40,000 VND for M. The machine-extracted section lists Kingpresso at 49,000 VND and espresso at 39,000 VND. If you are unsure whether to go Vietnamese-style or machine-extracted, compare the menu sections and use it as an opportunity to ask the staff about the difference. Even black coffee may contain sugar, so if you want it unsweetened, add "không đường" (no sugar).
Latte · Cappuccino
Lattes and cappuccinos, which combine espresso with milk, are listed at 59,000 VND for both hot and iced on the menu shown. They are an easy choice for those who want a milk coffee different from the condensed-milk style. Latte art shown in photos is not guaranteed to be reproduced with every order. If the presentation matters to you, ask about how the drink is finished at that particular outlet—including whether you want it hot or iced—before ordering.
Freeze-dried Coffee
For something to take home, there is ROYALE Classic Blend. The official online store describes it as a freeze-dried coffee, with a box of 12 × 2 g sachets priced at 67,000 VND. This is the price of a packaged product, not the price of a single in-store drink. It is a candidate for those looking for something that can be prepared without brewing equipment. You cannot assume the same product will be available for tasting in the café, so if you want to compare flavours, ask in advance whether tasting is available and which specific products are included.
Tropical Fruit Drinks
The menu shown lists passion fruit juice at 49,000 VND for S and 59,000 VND for M, guava at 49,000 VND for S and 55,000 VND for M, and pineapple at 55,000 VND for S and 65,000 VND for M. These are options for days when you do not want to keep drinking coffee. Juices and smoothies are different drinks, so checking the "Nước ép (juice)" section of the menu rather than just the fruit name will make ordering easier. If you want to limit added sugar or syrup, ask whether that can be adjusted separately from the natural sweetness of the fruit.
Coffee beans · Ground coffee · Gift sets
King Coffee has a range of whole beans, ground coffee, instant coffee, and gift products. However, the fact that it is a Vietnamese brand does not mean every product is made exclusively from Vietnamese beans. If origin matters to you, check the labelling on the bag. Whole Bean requires a grinder; Ground Coffee is pre-ground; Instant Coffee dissolves in water. Knowing what equipment the recipient normally uses will help you make a more practical choice than going by the look of the box alone.
Taking on the global market and the café business
King Coffee's official franchise site states that the brand operates in more than 60 countries and territories. Meanwhile, the US-facing official online store uses the figure of more than 120, meaning the numbers differ depending on which page you look at. The key point here is not to treat the breadth of product distribution and the number of café outlets as the same thing. A single box bought at a supermarket and a single cup enjoyed in-store are both touchpoints through which people get to know the brand, but through different means.
As a milestone in the café business, an article on the official site notes that the first US location opened at Anaheim GardenWalk in California in 2021. This is a separate event from the brand's launch in 2016. Expansion of distribution into China, South Korea, Singapore, Australia, India, and other markets is best understood first as a story about getting products to those places. When planning a trip, confirm separately whether you can buy the product abroad and whether there is an operating café in that location.
King Coffee itself recruits franchisees, and its current official materials outline Premium models categorised by location: outlets with a single street frontage, corner units with two-sided frontage, and locations inside high-rise buildings or commercial facilities. Trung Nguyên E-Coffee, on the other hand, is a separate brand's store network. Its expansion targets or outlet counts cannot be presented as King Coffee's own figures. To avoid heading to an E-Coffee on the map thinking it is a King Coffee branch, check the store name and logo beforehand.
Vietnam, as a producing country, is not only supplying raw material but processing it and selling it as branded products under its own name. That direction can be read from King Coffee's product lineup. Ground coffee offers the pleasure of brewing; instant coffee offers convenience; a café offers a place to sit and enjoy a drink. Rather than simply viewing this as "premiumisation," seeing it as adapting to the way different people live makes the variety on the souvenir shelf start to make sense.
Regarding production facilities, an official article dated 15 July 2026 explains the consolidation of production at the Nam Tan Uyen factory. The bean-growing region of Buon Ma Thuot and the location of the processing factory are separate matters. When reading packaging, it also helps to distinguish between the origin of the raw material, the manufacturer, and the place of manufacture. Within the broad label of "Vietnamese coffee" lie many steps in the journey from farm to finished product.
If you have the chance to look at products in a café or shop, try comparing how many different "ways to drink" exist within the same brand. A plain single-serve sachet and one with added sweetness and creaminess suit different recipients. Talk of global expansion may sound grand, but thinking about what you will drink on a morning after you get home brings it much closer to home. Note that the range and quantity of packaged products stocked varies by outlet, and not every café doubles as a souvenir shop.
Practical guide
Access
For a specific option in Ho Chi Minh City, consider 208 Nguyễn Duy, phường Chánh Hưng. This is King Coffee Nguyễn Duy, co-located with the head office, which can be confirmed as having opened on 12 August 2026 according to an official announcement. When searching on a map, adding this address to the store name makes it easier to confirm the relationship between the office and the café. If you are looking for a location in another city such as Hanoi, be careful not to mix up product retailer information with café addresses. E-Coffee is not a branch of King Coffee.
Budget guide
Based on the menu examples shown, two S-size milk coffees would come to 78,000 VND and two lattes to 118,000 VND. Budget separately for souvenirs depending on box size. On the official online store, a 45-sachet box of 3-in-1 is 181,000 VND and a 150-sachet box of unsweetened black is 360,000 VND—the sachet counts and prices both differ. Drinks and souvenirs will not necessarily come to under 500,000 VND in total. Deciding how many people you are buying for and how many sachets you want to give each person before you start shopping will help prevent over-buying.
Souvenir recommendations
If convenience is the priority, individually wrapped instant sachets are a good candidate. For those who like sweet, milky coffee, look at 3-in-1; for something without added sugar or creamer, look at Pure Black; if you want freeze-dried, look for ROYALE Classic Blend—keep the product names separate. For example, if you buy a 45-sachet box to give 2 sachets each to 20 people, you will use 40 sachets and have 5 left for yourself. If you are giving only the individual sachets without the box, it is considerate to also pass on the ingredients and preparation instructions shown on the box. The cup you enjoyed in the café may not have the same formulation as the retail sachet, so confirm the product name of the flavour you liked while you are still there.
Hours
It cannot be confirmed that all outlets are open 7:00–22:00 universally. The official top page also shows differing opening hours, so if you plan to visit early in the morning or late at night, check that particular branch's hours on the day. The official site lists 1900 588 878 and cs@kingcoffee.com as contact details. For outlets inside commercial facilities, check not only the facility's closing time but also the café's last order time to avoid a wasted trip.
Payment methods
It is safer not to assume that card payments or services such as MoMo are accepted at every outlet. Before ordering, ask what payment methods are available and confirm whether your foreign-issued card will be accepted. Even if a QR code is displayed, you may not be able to pay with your own payment app. Having a small amount of Vietnamese dong on hand for drink-sized purchases will help if your payment method is not accepted. Keep in mind that payment options on the online store and those at the café counter are separate matters.
Summary
King Coffee is a brand launched by a co-founder of Trung Nguyen, delivering Vietnamese coffee through both international product distribution and cafés. Learning about the founder's journey adds to the interest, but keep it distinct from G7 and Trung Nguyên E-Coffee when making your choices. Having both the brand's story and the practical details of what to drink and buy will make it easier to choose your cup when you are there.
For a break, use the menu you want to order from and the most convenient branch as your guide; for souvenirs, use the recipient's sweetness preference and brewing equipment as your criteria. On days when you want to do both in one place, check in advance whether packaged products are stocked. Enjoy a cup on your travels and bring home something you liked for everyday life. That small choice is where you can sense the path by which Vietnamese coffee is spreading to the world—and that is what makes getting to know King Coffee worthwhile.
🗺️ King Coffee's basic information, signature menu, map, and reviews areShop guide (card)where we've put it all together.
🗺️ If you also want to compare it with other cafés,Vietnam's 30 Popular Cafés: A Thorough Comparison Guidelets you browse from a single list.
