Oregon can be described as a place where nature and life meet gently. Vast pine forests stretch as far as the eye can see. In the distance, snow-capped mountains gleam. The Willamette River winds through verdant valleys, embracing tranquil and mysterious settlements. The Pacific coast stretches endlessly, its waves lapping against the shore.
The Vietnamese community in Oregon isn't large, but it still has its own unique character. Approximately 37,800 people live concentrated in Portland, Beaverton, Hillsboro, and Salem. They run restaurants, bakeries, nail salons, Vietnamese language classes, and organize small cultural events. Every street corner holds a familiar taste of home, with Vietnamese voices echoing in laughter and the aromas of pho, banh mi, and coffee.
Many Vietnamese people have left their mark in Oregon: Khanh Pham in the state legislature; Hai Pham and Daniel Nguyen in the representative office, they are voices of the community in their new land. Vietnamese neighborhoods, though not large, are warm and welcoming, where people and cultures find each other, reminding everyone that their homeland still resides within them.
Portland is the largest city in Oregon, where art, coffee, and colorful side streets create its own unique rhythm. The Vietnamese neighborhood is instantly recognizable, with its diverse Vietnamese signage and a wide variety of food and businesses.
My friend suggested taking my family to enjoy Trung Nguyen coffee.
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| Inside a Trung Nguyen coffee shop in the US. |
The atmosphere in the cafe made me feel like I was in a corner of Vietnam in the heart of America. It was crowded and bustling. The sound of conversation filled the air. People were calling out to each other from afar. Some were taking the opportunity to record videos to send back to their families in Vietnam. It was a very Vietnamese sense of closeness. Natural and a little noisy.
In America, coffee shops are generally quieter. People "walk softly, speak quietly, and smile gracefully." Their coffee is like a moment of rest, a place to work, read, or think. Vietnamese coffee culture, on the other hand, is more like a small market corner – close together and undeniably lively.
We decided to buy takeout because there weren't enough seats. Curious, I tried a cup to see what it tasted like. It was delicious and very authentic Vietnamese coffee. Strong and full-bodied. Long-lasting aftertaste. American and European coffees are usually lighter. You can drink several cups a day without getting stomach upset. Vietnamese coffee, if you're not used to it, can easily cause insomnia.
Trung Nguyên Legend has eight franchised stores in the US. That's a significant effort, but currently, the brand still primarily attracts the Vietnamese community. Competing with major coffee brands in the US and Europe is still a long way off. The idea of getting products into retail chains like Walmart and Costco is appealing but not simple. The US market is one where every shelf space is a battleground for price, quality, and familiarity.
However, conquering the Vietnamese community has already laid a good foundation, and revenue from this group is considerable. But conquering American customers requires a different story. Americans drink coffee every day. Their tastes have been established for a long time. To get them to enter a Vietnamese cafe, there needs to be something both special and suited to their tastes and habits.
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I'm reminded of Vietnamese pho. Pho is a dish that suits many tastes and has become a staple for many ethnic groups. Many Americans come to eat it. Vietnamese coffee needs a similar journey to reach a wider market. Its rich flavor is a strength, but if it's too different, it will only retain Vietnamese customers and struggle to expand.
Sitting in the car, a cool cup of coffee in my hand, I thought about the path a Vietnamese brand must take when entering the American market. America changes very quickly. Consumer trends shift every quarter. A brand that wants to survive must understand that dynamic in every small detail of life.
In America, every brand is a statement. Simply bringing the taste of home isn't enough. Americans always ask two things: Does the product meet their needs? And does the story behind it resonate with them? Local coffee brands understand this very well. They're not just selling a cup of coffee; they're selling an experience. A way of life. A sense of belonging.
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| The interior of a Trung Nguyen coffee shop in Oregon. |
Vietnamese coffee is strong and distinctly individual. But individuality is just the starting point. To establish a strong presence in the US, one needs a deeper understanding of consumer behavior and the reasons behind customer loyalty. Americans might try it once out of curiosity, but to get them to return, you need a compelling story to keep them coming back.
The cup of coffee in my hand makes me think of many Vietnamese businesses when they come to America. Everyone has a sense of pride. But sometimes they lack the pause to understand the place they're in. America is fiercely competitive, but very fair. Those who create real value will find a place; those who tell the right story will be listened to.
Vietnamese coffee has the potential to go much further. The key lies in how we tell our story. It's not just about saying "this is Vietnamese coffee." It's about making Americans understand why they should try it, and why they will remember it. Perhaps the journey of a Vietnamese brand in America doesn't begin with self-introduction, but with understanding America deeply enough so that Americans can see themselves in our story…
Huu Quy
Source: https://baodaklak.vn/van-hoa-xa-hoi/202602/tan-man-chuyen-ca-phe-tren-dat-my-d8050a0/
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