Having just entered the billion-people market, Trung Nguyen's coffee shop in China has made it to the Top 1 must-try coffee shop list.

The market size of freshly brewed coffee and roasted coffee in China reached 8.97 billion yuan (1.3 billion USD), a "fertile" land with a lot of potential for Trung Nguyen Legend.

On September 21, 2022, the Trung Nguyen Legend Coffee World model opened its first space in the world in Shanghai, China. This is an important milestone marking the brand's new developments in this billion-dollar market.

The first Trung Nguyen Legend Coffee World store opened at 699 West Nanjing Road, in the Taikoo Hui shopping mall. This is considered the busiest and most luxurious street in China, likened to the Champs-Élysées of the East, where many world-famous brands gather.

The architectural design, display images, and food menu in the store all bear the mark of Vietnamese culture, as well as the signboard mainly using Vietnamese. On the first day of opening, the brand attracted many young Chinese people to experience and check in.

Trung Nguyen Legend Coffee World Store Opens in Shanghai

After about 6 months of presence in Shanghai, Trung Nguyen Legend Coffee World store has entered the Top 1 coffee shop in Shanghai in the "Must Try" category ; Top 1 hottest coffee shop on West Nanjing Road on Dazhongdianpin application ( the No. 1 application in China to evaluate services and dining locations ). At the end of 2022, Trung Nguyen Legend Coffee World won 2 prestigious awards in the Chinese market: "Best Coffee Shop of 2022" and "Famous Coffee Shop of the Year".

Previously, Trung Nguyen Legend had 10 years of exporting and nearly 5 years of opening a representative office in the Chinese market. According to information shared by Mr. Ly Thanh Hai - Director of Business Development for the Chinese market of Trung Nguyen Legend Group in the press not long ago, the Group currently has 15 importers, 300 secondary distributors, 30,000 points of sale on offline channels (including supermarkets) and tens of thousands of stores on online channels such as JD, Amazon, Taobao.com, Tmall.com, Century Mart, .. Notably, there are over 15 million regular users of G7 coffee in China.

China is becoming a fertile land for coffee shop models in general and Trung Nguyen Legend in particular, due to the increasing consumption demand of the people. In this country, there are currently about 300 - 500 coffee shop chains that are growing rapidly, especially in class 1 and class 2 cities.

A notable trend in China is that breakfast coffee is becoming more popular , something that did not exist many years ago, according to Lucy Fu, vice president of the China Coffee Association. The market size of freshly brewed coffee and roasted coffee reached 8.97 billion yuan ($1.3 billion). Coffee orders increased by 178.7% year-on-year. It is estimated that the market size of China's ready-to-drink coffee industry will reach 15.79 billion yuan ($2.3 billion) by 2023.

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