Vietnam's leading coffee chain,Trung Nguyen・レジェンドが、2025年6月に米国テキサス州キャロルトンへ6店舗目をオープンし、世界3,000店舗を目標とした海外展開を加速させています。次の進出市場には日本も候補に挙がっており、ベトナム発の本格コーヒー文化がいよいよ世界へ広がっています。日本人観光客にも人気の高いこのブランドが、近い将来、日本でも味わえる日が来るかもしれません。
News overview
Trung Nguyen Legend was founded in 1996 in Buon Ma Thuot nearHo Chi Minh Cityand is now fully expanding not only within Vietnam but on a global scale.
2025年6月には米国テキサス州キャロルトン（ダラス・フォートワース近郊、Old Denton Road）に6店舗目となる新店舗をオープン。米国ではすでにウェストミンスター・サンノゼ（カリフォルニア州）、ポートランド（オレゴン州）、フィラデルフィア（ペンシルバニア州）などに展開しており、米国全体で100店舗を目指しています。中国では130店舗の展開を計画中で、さらにオーストラリア・カナダ・インド・韓国・アラブ首長国連邦・フランス、そしてJapanare also candidates for the next markets to enter.
The franchise-modelTrung Nguyen E-Coffeehas expanded to more than 800 stores and is growing at a pace of 30 stores a month. It is steadily moving toward the grand goal of 3,000 stores worldwide across all brands combined.Vietnamese CoffeeIt holds up the overseas spread of coffee culture as a corporate mission, insisting on reproducing local quality around the world.
Vietnamese readers' reactions
"It's truly a source of pride that Vietnam's coffee is being recognized around the world. Trung Nguyen is Vietnam's treasure." (man in his 40s, Ho Chi Minh City)
"The Trung Nguyen coffee I drank in America was really delicious. It's amazing they can maintain the quality overseas too." (woman in her 20s, Vietnamese living in the US)
"The franchise expansion is so fast I worry about quality, but for now the reputation seems good." (man in his 30s, Hanoi)
"I heard the rumor about entering Japan. Japanese people love coffee, so I'm sure it would definitely be accepted!" (woman in her 20s, Vietnamese international student)
"G7 coffee is popular as a souvenir, so it'd be great if you could drink it at local stores." (tourism industry worker)
Impact and key points for Japanese tourists
Trung Nguyen Legend cafés are also spread throughout Vietnam,Hanoiand you can drop in easily in the major tourist areas of Ho Chi Minh City too. Its appeal is enjoying authentic Vietnamese coffee amid the weighty interior. You can also buy in-store the instant coffee popular as souvenirs,Coffee Beansand the G7 series.
If a landing in Japan is realized, the day when you can recreate memories of your Vietnam trip right in Japan won't be far off. On your next Vietnam trip, be sure to visit a local Trung Nguyen café.
Reference:Trung Nguyên E-Coffee Continues Strong Expansion in the U.S. (Trung Nguyen Legend official)
