If you'd like to learn more about Vietnam's cafés, take a look atKing Coffee's gallery pageas well.
A global brand born from a branch of the coffee kingdom
Vietnam's coffee industry has a dramatic story. At its center is Le Hoang Diep Thao, the founder of King Coffee. She is known as a co-founder of the Trung Nguyen group, Vietnam's largest coffee company. In 2003 she led the development of G7 instant coffee, building a coffee brand representing Vietnam that is consumed in over 60 countries by over a billion people.
However, later, for personal reasons, she left Trung Nguyen and in 2016 launched a new brand, "King Coffee," with her own hands. Unveiled with fanfare to Vietnamese viewers in 60 countries on the popular program Paris By Night, King Coffee drew attention in no time.
Thao's philosophy is clear. Although Vietnam is the world's second-largest coffee producer by ICO statistics, it lags far behind the coffee companies of developed countries in international brand power. Changing that situation and establishing Vietnamese coffee as a premium global brand; that is King Coffee's mission.
現在、King Coffeeは2008年にシンガポールで設立され、現在はホーチミン市に本社を置くTNIグループの旗艦ブランドとして、カフェチェーンの展開とインスタントコーヒーの販売を二本柱に急速に成長しています。ベトナム国内では主要都市にカフェ店舗を展開し、アメリカや中国、韓国、オーストラリアなど世界各国にも進出。ベトナムコーヒーの国際化を牽引する存在となっています。
Recommended menu
At King Coffee's cafes, you can enjoy a distinctive lineup fusing Vietnam's traditional coffee culture with a global-standard cafe menu.
King Coffee Sua Da
Vietnam's national drink, arranged the King Coffee way. Made with Vietnamese coffee beans carefully selected and roasted in-house, finished at a golden ratio with condensed milk. 35,000 to 45,000 VND (about 210 to 270 yen). While inheriting Trung Nguyen's tradition, it's characterized by a cleaner, more refined flavor.
G7 Legend Coffee
A premium coffee inheriting the spirit of the G7 brand that Thao once helped develop. Made with beans from Buon Ma Thuot in Vietnam's Central Highlands, you can enjoy a deep richness and aroma. 45,000 to 55,000 VND (about 270 to 330 yen).
Latte Art Series
Espresso-based lattes and cappuccinos are also well stocked. King Coffee's baristas put effort into latte art too, serving a cup that's beautiful to look at. 55,000 to 69,000 VND (about 330 to 410 yen).
Freeze-dried Coffee
The premium instant coffee King Coffee prides itself on. A gem that, through a freeze-drying process, locks in the beans' natural aroma and flavor. A popular product that many travelers buy as a souvenir after sampling it at the cafe. You can taste it in-store for 30,000 to 39,000 VND a cup (about 180 to 230 yen).
Tropical Fruit Drinks
Beyond coffee, juices and smoothies made with Vietnam's fresh fruit are on offer. You can enjoy tropical flavors like mango, passion fruit, and dragon fruit. 39,000 to 55,000 VND (about 230 to 330 yen).
Vietnamese Coffee Beans and Gift Sets
At the cafe outlets you can also buy original coffee beans and instant coffee gift sets. The package design is refined too, ideal as a souvenir. 50,000 to 300,000 VND (about 300 to 1,800 yen).
A challenge across 60 countries worldwide
King Coffee's biggest characteristic is its global orientation. As a Vietnam-born coffee brand, its strategy of continuing to take on the world market is an intriguing "business story" for travelers too.
The entry into California, USA, became a major milestone in King Coffee's international expansion. The challenge of raising awareness of Vietnamese coffee in the US market, which could be called the center of coffee culture, continues to this day. It is further expanding its sales channels to countries around the world, centered on Asia, including China, South Korea, Singapore, Australia, and India.
Domestically too, it has introduced a franchise model called "E-Coffee" and is rapidly expanding its cafe network. It operates three store models, Luxury, Premium, and Express, to suit various locations and targets. It has set a target of 3,000 stores globally.
Vietnam's coffee industry boasts the world's second-largest output, but much of it has been exported as unprocessed green beans. What King Coffee aims for is to change this structure. That Vietnam, the producing country itself, holds a brand and delivers it to the world as a high-value-added product; that vision is King Coffee's driving force.
A new factory has also been built in Buon Ma Thuot (Buon Ma Thuot), strengthening the production system for high-value-added processed coffee. If you want to know the "future" of Vietnam's coffee industry, King Coffee makes a fine entry point.
When travelers visit a King Coffee outlet, they can feel the dynamic changes of Vietnam's coffee industry firsthand, not just have a cafe experience. Many of the coffee product packages displayed in-store carry multilingual labeling, hinting at this brand's international ambitions.
Practical guide
Access
There are outlets in major areas of Ho Chi Minh City and Hanoi. Search "King Coffee" on Google Maps to find the nearest outlet. Including E-Coffee franchise outlets, it's a brand easy to find in cities across Vietnam.
Budget guide
A drink is 30,000 to 69,000 VND (about 180 to 410 yen), a price range between local chains and Starbucks. Souvenir coffee beans and instant coffee are 50,000 to 300,000 VND (about 300 to 1,800 yen). Even combining a drink and a souvenir, it should fit within 500,000 VND (about 3,000 yen).
Souvenir recommendations
King Coffee's instant coffee is very popular as a Vietnam travel souvenir. Since it's individually packaged, it's ideal as a hand-out souvenir for the workplace too. You can also buy it at supermarkets, but the advantage at cafe outlets is being able to sample before you buy. The premium line "King Coffee Legend" freeze-dried coffee is recommended as a special souvenir for coffee lovers.
Hours
Many outlets are open 7 a.m. to 10 p.m. Outlets inside shopping malls follow the facility's operating hours.
Payment methods
Beyond cash, an increasing number of outlets accept card payments and e-payments like MoMo. However, small E-Coffee outlets may be cash-only, so having a small amount of cash on hand is reassuring.
Summary
King Coffee is a brand that embodies "another story" of Vietnam's coffee industry. This brand, newly launched by a co-founder of the Trung Nguyen group, carries a grand vision of delivering Vietnamese coffee to the world.
On top of its comfort as a cafe, its instant coffee and coffee-bean souvenirs are also well stocked, making it an all-purpose spot for travelers to "drink, buy, and take home." At King Coffee, where the tradition and innovation of Vietnamese coffee intersect, feel the energy of this country's coffee industry. Beyond a single cup of coffee, you should be able to see the figure of a Vietnam taking on the world.
🗺️ 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.
