Trung Nguyen—Dang Le Nguyen Vu, founder of Legend, has opened a new café in Texas. As Vietnamese coffee accelerates its overseas expansion, it’s drawing attention as a full-scale entry into the United States, the world’s largest coffee-consuming nation.
News overview
In March 2026, Dang Le Nguyen Vu, founder of “Trung Nguyen Legend,” Vietnam’s largest coffee brand, opened a new outlet in a major metropolitan area of Texas. Known as the driving force who lifted Vietnam’s coffee industry to a world-class level, he positions this opening as part of the brand’s reinforcement strategy for 2026.
Trung Nguyen achieved rapid growth in Vietnam through the franchise rollout of E-Coffee (Trung Nguyen E-Coffee). It operates more than 1,000 outlets domestically, and is now making a serious push into overseas markets on this foundation. Texas has the second-largest population in the United States and high coffee consumption. With its large Vietnamese community, it appears to have been chosen as a strategic launch market.
Vu has long championed the vision of “makingVietnamese Coffeethe world’s mainstream,” and this Texas opening is a concrete step toward it. The outlet reportedly offers Vietnamese phin drip demonstrations and a menu that lets you experience the appeal of Robusta beans.
Vietnamese readers' reactions
Within Vietnam, there was an enthusiastic response to a homegrown brand’s entry into America.
- “It’s inspiring to see Vietnamese coffee compete in America. I’ll be watching to see whether it can hold its own in Starbucks’ home turf.” (male)
- “Vu is a divisive figure, but I think his passion for taking Vietnamese coffee global is the real deal.” (female)
- “There are a lot of Vietnamese residents in Texas, so building the base there first is a smart strategy.” (male)
- “Domestic E-Coffee is cheap and convenient, but in America they should go upscale. I want them to raise the brand’s value.” (female)
- 「King Coffeeis also expanding overseas, so overseas competition between Vietnamese coffee brands has begun.” (male)
Impact and key points for Japanese tourists
Experience the world of Trung Nguyen in Vietnam.You don’t have to go all the way to Texas—Vietnam has Trung Nguyen Legend flagship cafés.Ho Chi Minh CityAt its outlets in Buon Ma Thuot and elsewhere, you can enjoy the full lineup of the brand’s many varieties of Vietnamese coffee.
Perfect as a coffee-bean souvenir.Trung Nguyen’s coffee beans are easy to pick up at Vietnamese supermarkets and convenience stores. The “Santa” and “Legend” series in particular are popular souvenirs to bring back to Japan.A guide to coffee souvenirs.
Keep an eye on trends in Vietnam’s coffee industry.The overseas rivalry between Trung Nguyen and King Coffee,Highlands Coffee’s growing domestic share, and more—Vietnam’s café industry is in turbulent times. Sampling and comparing the different chains as a traveler is one fun way to enjoy it.
Reference:Ông Đặng Lê Nguyên Vũ mở quán cà phê mới tại Texas
