If you'd like to see more photos of this café, seethe café directory page for Trung Nguyen E-Coffee.
The franchise version of the Vietnamese coffee giant
If you spot G7 coffee while traveling and find yourself curious about the company's cafés, Trung Nguyen E-Coffee is one option to consider. The parent company, Trung Nguyen, was founded by Dang Le Nguyen Vu in 1996 in Buon Ma Thuot, Dak Lak Province, and launched G7 in 2003. According to the official company history, the E-Coffee model appeared in 2017, while brand materials describe the full-scale rollout of the retail and franchise model as beginning in August 2019. Being able to see both a cup of coffee in the café and packaged products to take home makes this brand a good starting point for getting to know it.
What E-Coffee officially presents is a small coffee world that combines food and beverage service with retail. The model handles not only phin-brewed coffee but also packaged coffee, brewing equipment, and books, so the experience does not necessarily end with a drink at the café. Rather than assuming the "E" stands for e-commerce, it is closer to the actual experience to think of it as a shop that plays two roles—café and coffee store. It is well suited to days when you want to find both a drink and a souvenir in one place.
In September 2024, the franchise model was revamped. An October 2024 company announcement described the chain as having more than 800 locations and over 1,000 contracts. However, that figure reflects the scale at the time of the announcement, and the number of contracts does not directly equal the number of stores currently in operation. The 3,000-store figure is a stated expansion target. In 2025, the company also announced it had received the "Top 5 Strong ASEAN Brands 2025" award. These numbers give a sense of the brand's reach, but when planning a trip, prioritize the address and current operating status of the specific branch you want to visit over the headline figures.
International expansion is also underway. According to official announcements, the brand entered California, USA in February 2025, and a store in Carrollton, Texas opened on June 7 of the same year. What makes this noteworthy is that the expansion goes beyond exporting instant products — it brings the experience of drinking a cup brewed through a phin to overseas locations. Note that Trung Nguyen Legend and World of Coffee, which belong to the same group, are separate store brands, so when searching on a map, make sure the listing specifically says E-Coffee.
Recommended menu
A good starting point is to narrow your choice with two questions: "black or with milk?" and "phin or espresso-based?" The official product lineup includes packaged goods as well, and it does not mean every location offers 100 or more drinks to order. The prices below are taken as examples from the delivery menu for the Đường số 4 branch in the Tân Mỹ area of Ho Chi Minh City, as listed on beFood and verified on September 28, 2026. Keep in mind that in-store prices, other branches, and different sizes may vary.
If you're interested in a distinctly Vietnamese brewing method, go for phin drip coffee (Cà Phê Phin). This method involves placing a metal filter on top of a cup to brew the coffee. At the branch used as an example, Phin Sáng Tạo 4 is listed at 55,000 VND for black and 59,000 VND with milk. Even within "coffee," prices vary depending on the blend and brewing method. If you want to watch the coffee drip through the phin in front of you, ask at the time of ordering whether it will be served with the phin placed on the cup — that way your expectations won't be off. Check the bean blend for each individual product.
If you want a sweet iced milk coffee, Cà Phê Sữa Đá is the classic choice. It combines condensed milk and ice, and at the same branch, "Cà phê sữa năng lượng" is listed at 43,000 VND, while the black version "Cà phê đen năng lượng" is 39,000 VND. The names and prices differ from the phin-specific menu items, so if the brewing method matters to you, check the product name carefully. If you want less sweetness, it's worth discussing not just the sugar but also the amount of condensed milk. Reducing the milk changes the texture along with the sweetness.
If you're looking for a special packaged product, Legend is worth comparing. The Legend 225g on the official online store was listed at 1,255,000 VND as of September 28, 2026. The manufacturer describes this product as using a fermentation technique inspired by the digestive process of civets. However, this does not mean that every product called "Legend" uses the same method, nor that it is made from beans naturally processed by civets. This is the price of a packaged product, not a single cup. A high price doesn't necessarily mean it suits your taste, so check the product name, brewing method, and whether it can be enjoyed in-store separately.
There are also options for those who prefer lattes, cappuccinos, or cold frappé-style drinks. On the delivery menu referenced earlier, lattes and cappuccinos are each listed at 59,000 VND, pineapple and watermelon juices at 52,000 VND each, and frappé drinks at 75,000 VND. If you're with someone who doesn't drink coffee, browsing this section together first makes it easier to choose. Food offerings vary by branch; E-Coffee 586 in Can Tho lists noodle dishes, braised beef with bread, and similar items on its own website. Since not every branch necessarily carries sandwiches or bread, if you want to have breakfast there too, check whether food is available beforehand.
A community-rooted authentic café
Trung Nguyen E-Coffee is a brand where you can find locations not only in tourist centers but also in residential neighborhoods and regional cities. For example, the official April 2025 opening announcement included a branch on Đường 182 in the former Thu Duc area of Ho Chi Minh City. The model is designed to accommodate openings near hotels, offices, and transport hubs, with a format well suited to smaller spaces. Rather than comparing it against other chains, you'll find it more useful during your trip to simply choose based on whether a location is conveniently close to your accommodation or sightseeing route.
One well-known aspect of the background is the "0 dong" franchise system. However, this does not mean you can open a store for free. On the official recruitment page verified on September 28, 2026, while the cooperation and management fee is listed as 0 dong, the starter packages are shown at three tiers: 75,000,000 VND, 150,000,000 VND, and 215,000,000 VND. The total cost of opening a store — including the premises — is a separate matter from the specific fees paid to the brand. Don't interpret this as "you only need to use their beans and there are no costs." Understanding this system helps explain why stores under the same sign can differ in size and what they offer.
For travelers, it's helpful to be able to use a familiar product name as a reference point even in an unfamiliar city. If you find a favorite, one approach is to photograph the menu name and show it at the next branch. That said, just because locations share the same sign doesn't mean the menu, prices, or English-language service will be the same. What you need to look for differs depending on whether you want to sit in air-conditioned comfort or just grab a takeaway cup. Before you settle in, take a look at the seating and the general feel of the store so you're not caught off guard after ordering.
Learning about the coffee culture and products is part of the fun, but imagining every E-Coffee as a large museum-style space may lead to disappointment. The group does have large-format spaces and a coffee museum under separate brands, so if you're visiting based on photos, make sure the facility name matches. At E-Coffee, what's worth paying attention to is how the branch combines a place to rest with retail. If a branch has a shelf of packaged products, browse before you order, then ask whether you can also order that product to drink in-store — it's an easy way to tie your visit into souvenir shopping.
Practical guide
Price range:Using the Tân Mỹ branch delivery listing as an example: black coffee starts at 39,000 VND, milk coffee at 43,000 VND, phin-specific options at 55,000 VND, lattes at 59,000 VND, and frappés at 75,000 VND. Do not assume a flat rate of 25,000–55,000 VND across all branches. Two milk coffees at the listed price would come to 86,000 VND total. Delivery fees and additional orders are separate; for in-store visits, check the branch's own menu to budget accordingly.
Store count and areas:The figure of more than 800 locations is a scale reference based on company announcements from 2024–2025. Official opening announcements have featured Ho Chi Minh City, Hanoi, Da Nang, Nha Trang, Da Lat, and others, and the Can Tho branch has its own website. However, past opening announcements are not a complete list of currently operating stores. When searching on a map, try "Trung Nguyên E-Coffee" along with the district or street name of your area, and cross-check the address against recent operating information.
Hours:You'll need to check each branch individually. As one example, E-Coffee 586 in Can Tho lists its hours as 5:30 AM–10:00 PM on its own website. The listed address is G2, 17–18 Cao Minh Lộc, Hưng Phú, Cần Thơ. It could be a candidate if you want to work an early morning walk or breakfast into your plans, but don't apply these hours to other branches. On travel days, it's worth asking not just about opening time but also how late you can order food, so you can plan your schedule more reliably.
Ordering tips:For an iced milk coffee, "Cà phê sữa đá" is your cue; for iced black coffee, "Cà phê đen đá." You can ask for no sugar with "không đường," and if you want less condensed milk, try "ít sữa đặc" and discuss it with the staff. Even with black coffee, don't assume it will automatically be unsweetened — state your preference. Wait times for brewing and serving also depend on how busy the store is. If you're short on time before departure, don't assume an espresso-based drink will always be faster — it's safer to ask upfront how long it will take.
Souvenirs:For ease of use, G7 instant coffee makes a practical gift; if you want the recipient to enjoy the brewing process too, ground coffee or drip bags are a better fit — choose based on how the person will actually use it. The Trung Nguyen Legend Vietnamese Blend paper phin product on the official online store is 148,000 VND for 10g × 10 bags, as verified on September 28, 2026. This is not a dissolve-in-hot-water product; it brews by hanging over a cup. One box is enough to give two bags each to five people. Stock and prices differ between the online store and physical branches, so if you have a specific product in mind, confirm availability in advance.
Wi-Fi and power:This cannot be guaranteed as a chain-wide standard. If you need Wi-Fi or a power outlet for work or charging, check both the Wi-Fi availability and whether the outlet at your specific seat is accessible to customers before you order — a visible outlet doesn't always mean customers are permitted to use it. On days when you plan to stay a while, also check the air conditioning and seating comfort; these factors tell you about usability in ways that the drink price alone cannot.
Summary
Trung Nguyen E-Coffee is a brand developed by the Trung Nguyen group — also known for G7 — combining a café with retail sales. It suits those who want to drink phin coffee at a neighborhood location or browse packaged products while taking a break. That said, not every branch is the same in terms of size, menu, or facilities, so if you plan to linger or have a meal, choosing the right branch matters.
For your first cup, decide whether you want it sweet with milk or black, and if you want it brewed through a phin, say so by name. If you enjoy it, check whether the product can be brewed the same way at home before buying some to take back. Following that order makes it easier to navigate a large selection without getting overwhelmed. When you spot a branch during your travels, look beyond the brand story and consider whether that particular store works as a place for you to rest.
🗺️ For Trung Nguyen E-Coffee's basic information, signature menu, map, and reviews, seeShop 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.
