Vietnam’s TNI King Coffee Opens Its First Store in the US

Vietnam's TNI King Coffee Opens Its First Store in the US

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May 29 - 2021 Coffee Geography Magazine

TNI King Coffee, a café-chain from Vietnam opens its first store in the US with the opportunity to venture the post Covid world. The café-chain store which originated from Vietnam is strategically located in Anaheim California and under 10 minutes walking distance to Disneyland. The store marks itself in the heart center of Orange County - Anaheim Garden Walk - the east outdoor shopping and entertainment center of Disney Resort surrounded by popular restaurant chain Cheesecake Factory, Bubba Gump, etc. This marks the second overseas stores of the café-chain which operates in more than 50 outlets in VietnamSouth Korea and now the United States. Vietnam as the third largest exporter of coffee after Brazil and Colombia is known mainly for its Robusta beans.

King Coffee Store California

The coffee shop layout is designed to combine East-meet-West culture, reminiscent of the country and people of Vietnam. Grab & Go area provides a feeling of convenience and comfort to visitors. The coffee shop's arrangement ensures to comply with current Covid-19 regulatory from States like mask mandate, social distancing and disinfect through the store frequently. 

At King Coffee Anaheim offers visitors an extensive range of traditional Vietnamese coffee: Vietnamese Iced Coffee aka Café Sua Da, Vietnamese Black Iced Coffee, Egg Coffee along with other popular option like Caramel Macchiato, Café Latte, Americano, etc. Their hand-crafted drink is made entirely with coffee beans imported from Vietnam and around the world. Beside hand-crafted coffee, King Coffee also offers various meal option -Vietnamese Beef Pho, BanhMi, Ham & Swiss Croissant, Caesar Salad together with more than 20 options of popular pastry. With a broad menu selection, King Coffee is a one-stop station for any time of the day - breakfast, brunch, lunch and dinner. In addition, visitors can purchase King Coffee's products directly at the store. They have a wide range products from instant coffee (best seller 3in1 Instant Coffee Bag 88 Sticks, Espresso, Gourmet Blend and Expert Blend) to ground and whole beans coffee.

Le Hoang Diep Thao
Le Hoang Diep Thao - Founder and CEO of TNI King Coffee

"The opening of the first restaurant in the United States marks a strong development of TNI King Coffee in the world market," said Ms. Le Hoang Diep Thao - Founder and CEO of TNI King Coffee brand.

Known as the Coffee Queen of Vietnam, Le Hoang Diep Thao is the one who laid the cornerstone of Trung Nguyen coffee empire – the largest coffee corporation in Vietnam and a highly-acclaimed national brand. Thao and Trung Nguyen have brought Vietnamese coffee to the whole world, unlocking numerous business and job opportunities for millions of people.

Le Hoang Diep Thao is now the CEO of Trung Nguyen International (TNI). She is also the co-founder and co-owner of Trung Nguyen Group (TNG) – a proud national brand of Vietnam. Over the past 20 years, Thao has proven herself as a bold thought leader whose strategic decisions have boosted Trung Nguyen’s growth as the No.1 coffee brand in Vietnam and one of the largest coffee makers in Asia.

In 2020, the TNI King Coffee international market is expanded from 60 countries to more than 120 countries and territories. Revenue and market share increased by 200%, the Russian market alone grew by up to 350% despite the on-going global pandemic.

The opening of TNI King Coffee café-chain in Anaheim California marks the very first global expansion plan for the coffee magnate in the United States. The company plans to open additional 20 stores this year and 100 stores by 2022 in the United States thru franchising business model. Globally, the company aims for further expansion into many countries such as China, Middle East, Europe, Russia and all over Southeast Asia. 

With those successes, in 2020, the brand was voted by Global Brands Magazine as "Fastest Growing Coffee Brand for Global" and "Most Popular Coffee Brand. in Vietnam”. 

The United States is the first market that Ms. Le Hoang Diep Thao chooses to launch TNI King Coffee in October 2016. To date, TNI King Coffee products have been sold at multiple Asian supermarkets across United States - HoaBinh Supermarket (Westminster, California), Saigon City Market (Westminster, California), ABC Supermarket - (Anaheim, California). , Hong Kong Grand Prairie (Dallas, Texas), Hiep Thai Supermarket (Houston, Texas), City Farmer Market 6 (Duluth, Georgia), Native American supermarkets such as Tawa Services Inc (Buena Park, California), Supervalu (Commerce, California), Aliments Inc (Ronkonkoma, New York) and various e-commerce platforms such as Amazon's (https://amzn.to/37ZP6UI), Walmart (https://bit.ly/3uKKaN9) and on official webstore of TNI King Coffee in the USA (https://kingcoffeeusa.com)

In 2020, TNI King Coffee also opened its USA Headquarter office in the United States to facilitate transactions with domestic partners. The California-based headquarters are equipped with training center, logistic center as well as product development center to cater to the rapid market development in the United States thru its FMCG distribution as well as café franchising business.

Less than 5 years of inception  TNI King Coffee has successfully built a brand in the world market and effectively managed the global distribution network. It uses various blends ofroasted coffee from beans sourced from Ethiopia, Brazil, Kenya, Indonesia, and especially Robusta from Vietnam - Buon Ma Thuot, Arabica of CauDat region (Lam Dong). 


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