{"id":1600,"date":"2026-03-20T20:00:00","date_gmt":"2026-03-20T11:00:00","guid":{"rendered":"https:\/\/vietnam-gift.com\/?post_type=news&#038;p=1600"},"modified":"2026-05-09T20:01:19","modified_gmt":"2026-05-09T11:01:19","slug":"trungnguyen-texas-cafe","status":"publish","type":"news","link":"https:\/\/vietnam-gift.com\/en\/news\/trungnguyen-texas-cafe\/","title":{"rendered":"Trung Nguyen's founder opens a new caf\u00e9 in Texas"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><a href=\"https:\/\/vietnam-gift.com\/en\/blog\/trung-nguyen-legend\/\">Trung Nguyen<\/a>\u2014Dang Le Nguyen Vu, founder of Legend, has opened a new caf\u00e9 in Texas. As Vietnamese coffee accelerates its overseas expansion, it\u2019s drawing attention as a full-scale entry into the United States, the world\u2019s largest coffee-consuming nation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">News overview<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In March 2026, Dang Le Nguyen Vu, founder of \u201cTrung Nguyen Legend,\u201d Vietnam\u2019s largest coffee brand, opened a new outlet in a major metropolitan area of Texas. Known as the driving force who lifted Vietnam\u2019s coffee industry to a world-class level, he positions this opening as part of the brand\u2019s reinforcement strategy for 2026.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Trung Nguyen achieved rapid growth in Vietnam through the franchise rollout of E-Coffee (<a href=\"https:\/\/vietnam-gift.com\/en\/blog\/trung-nguyen-e-coffee\/\">Trung Nguyen E-Coffee<\/a>). 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vu has long championed the vision of \u201cmaking<a href=\"https:\/\/vietnam-gift.com\/en\/blog\/area\/vietnam-coffee\/\">Vietnamese Coffee<\/a>the world\u2019s mainstream,\u201d 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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Vietnamese readers' reactions<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Within Vietnam, there was an enthusiastic response to a homegrown brand\u2019s entry into America.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u201cIt\u2019s inspiring to see Vietnamese coffee compete in America. I\u2019ll be watching to see whether it can hold its own in Starbucks\u2019 home turf.\u201d (male)<\/li>\n<li>\u201cVu is a divisive figure, but I think his passion for taking Vietnamese coffee global is the real deal.\u201d (female)<\/li>\n<li>\u201cThere are a lot of Vietnamese residents in Texas, so building the base there first is a smart strategy.\u201d (male)<\/li>\n<li>\u201cDomestic E-Coffee is cheap and convenient, but in America they should go upscale. I want them to raise the brand\u2019s value.\u201d (female)<\/li>\n<li>\u300c<a href=\"https:\/\/vietnam-gift.com\/en\/blog\/king-coffee\/\">King Coffee<\/a>is also expanding overseas, so overseas competition between Vietnamese coffee brands has begun.\u201d (male)<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Impact and key points for Japanese tourists<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Experience the world of Trung Nguyen in Vietnam.<\/strong>You don\u2019t have to go all the way to Texas\u2014Vietnam has Trung Nguyen Legend flagship caf\u00e9s.<a href=\"https:\/\/vietnam-gift.com\/en\/blog\/area\/hcm\/\">Ho Chi Minh City<\/a>At its outlets in Buon Ma Thuot and elsewhere, you can enjoy the full lineup of the brand\u2019s many varieties of Vietnamese coffee.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Perfect as a coffee-bean souvenir.<\/strong>Trung Nguyen\u2019s coffee beans are easy to pick up at Vietnamese supermarkets and convenience stores. The \u201cSanta\u201d and \u201cLegend\u201d series in particular are popular souvenirs to bring back to Japan.<a href=\"https:\/\/vietnam-gift.com\/en\/blog\/vietnam-coffee-gift-guide\/\">A guide to coffee souvenirs<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Keep an eye on trends in Vietnam\u2019s coffee industry.<\/strong>The overseas rivalry between Trung Nguyen and King Coffee,<a href=\"https:\/\/vietnam-gift.com\/en\/blog\/highland-coffee\/\">Highlands Coffee<\/a>\u2019s growing domestic share, and more\u2014Vietnam\u2019s caf\u00e9 industry is in turbulent times. Sampling and comparing the different chains as a traveler is one fun way to enjoy it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Reference:<a href=\"https:\/\/cafebiz.vn\/ong-dang-le-nguyen-vu-vua-mo-quan-ca-phe-moi-tai-noi-soi-dong-bac-nhat-bang-texas-my-176260313111904652.chn\">\u00d4ng \u0110\u1eb7ng L\u00ea Nguy\u00ean V\u0169 m\u1edf qu\u00e1n c\u00e0 ph\u00ea m\u1edbi t\u1ea1i Texas<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>\u30c1\u30e5\u30f3\u30b0\u30a8\u30f3\u30fb\u30ec\u30b8\u30a7\u30f3\u30c9\u306e\u5275\u696d\u8005\u30c0\u30f3\u30fb\u30ec\u30fb\u30b0\u30a8\u30f3\u30fb\u30f4\u30fc\u6c0f\u304c\u3001\u7c73\u30c6\u30ad\u30b5\u30b9\u5dde\u306b\u65b0\u305f\u306a\u30ab\u30d5\u30a7\u3092\u30aa\u30fc\u30d7\u30f3\u3057\u305f\u3002\u30d9\u30c8\u30ca\u30e0 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"swell_btn_cv_data":"","ssp_meta_description":"\u30c1\u30e5\u30f3\u30b0\u30a8\u30f3\u30fb\u30ec\u30b8\u30a7\u30f3\u30c9\u5275\u696d\u8005\u30c0\u30f3\u30fb\u30ec\u30fb\u30b0\u30a8\u30f3\u30fb\u30f4\u30fc\u6c0f\u304c2026\u5e743\u6708\u306b\u7c73\u30c6\u30ad\u30b5\u30b9\u5dde\u3078\u65b0\u30ab\u30d5\u30a7\u3092\u958b\u8a2d\u3057\u305f\u3002\u30d9\u30c8\u30ca\u30e0\u56fd\u5185\u30671,000\u5e97\u8217\u8d85\u306eE\u30b3\u30fc\u30d2\u30fc\u7db2\u3092\u6301\u3064\u540c\u793e\u304c\u3001\u30d9\u30c8\u30ca\u30e0\u30b3\u30fc\u30d2\u30fc\u306e\u4e16\u754c\u9032\u51fa\u3092\u72d9\u3046\u30a2\u30e1\u30ea\u30ab\u672c\u683c\u53c2\u5165\u7b2c\u4e00\u5f3e\u306e\u72d9\u3044\u3092\u6574\u7406\u3059\u308b\u3002","ssp_meta_keyword":"","footnotes":""},"categories":[39,19],"tags":[239,262,52,238],"purpose":[129,128],"keyword":[180,168,173,197,169,170],"location":[343,414,423],"class_list":["post-1600","news","type-news","status-publish","hentry","category-coffee","category-news","tag-coffee-chain","tag-trung-nguyen-tag","tag-highland-coffee","tag-vietnamese-coffee-tag","purpose-cafe","purpose-food-and-drink","keyword-cafe-chain","keyword-coffee","keyword-coffee-beans","keyword-trend","keyword-vietnamese-coffee","keyword-robusta","location-dak-lak","location-buon-ma-thuot","location-central-highlands"],"acf":[],"_links":{"self":[{"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/news\/1600","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/types\/news"}],"author":[{"embeddable":true,"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/comments?post=1600"}],"version-history":[{"count":1,"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/news\/1600\/revisions"}],"predecessor-version":[{"id":2606,"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/news\/1600\/revisions\/2606"}],"wp:attachment":[{"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/media?parent=1600"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/categories?post=1600"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/tags?post=1600"},{"taxonomy":"purpose","embeddable":true,"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/purpose?post=1600"},{"taxonomy":"keyword","embeddable":true,"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/keyword?post=1600"},{"taxonomy":"location","embeddable":true,"href":"https:\/\/vietnam-gift.com\/en\/wp-json\/wp\/v2\/location?post=1600"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}