Trung Nguyen Legend continues to elevate Vietnamese coffee's global standing

Vigorous expansion of Trung Nguyen Legend café system in the U.S., Taiwan (China), mainland China, and globally

Following the opening of the largest Trung Nguyen Legend World Coffee space in Houston, Texas, USA, in March 2026, at the start of Q2 2026, Trung Nguyen Legend is enhancing the presence of its coffee shops, rich in Vietnamese identity, in the U.S., Taiwan (China), and Mainland China.

Trung Nguyen Legend World Coffee in Houston, Texas, USA, attracts a large number of customers to experience Vietnamese coffee culture.

In the U.S., Trung Nguyen E-Coffee launched a franchise store on Colonial Parkway in Katy, Texas – a dynamic, modern development hub with high residential and commercial density. This is the sixth Trung Nguyen E-Coffee store and the 11th Trung Nguyen Legend store in the U.S., affirming the position and appeal of Trung Nguyen Legend's flexible, optimal, expert, and specialised franchise model.

Trung Nguyen E-Coffee consistently attracts the youth and coffee lovers in the U.S.

Earlier, in April 2026, Trung Nguyen Legend officially launched its first coffee shop in Taiwan (China). From the beloved product lines G7, Trung Nguyen, and Trung Nguyen Legend, the company successfully franchised its café model, bringing Vietnamese coffee culture closer to Taiwanese coffee enthusiasts.

Located in Taoyuan – a renowned art and cultural area adjacent to the Taoyuan Main Library, one of the "most beautiful libraries in Taiwan"- Trung Nguyen Legend World Coffee attracts numerous tourists and locals. With four floors covering a total area of nearly 260 m², Trung Nguyen Legend World Coffee is designed as a vibrant "cultural coordinate", harmoniously combining coffee enjoyment, display, and unique coffee culture-philosophy experiences from Vietnam, created by Trung Nguyen Legend.

Coffee lovers in Taiwan (China) are impressed by the unique experiences at Trung Nguyen Legend World Coffee.

Here, for the first time, coffee lovers in Taiwan (China) can savour Trung Nguyen Legend’s signature phin coffee and iced milk coffee along with a comprehensive coffee ecosystem. Notably, the Ottoman, Roman, and Zen coffee enjoyment styles offer profound experiences for international coffee enthusiasts.

International media platforms like Business Weekly Taiwan, Yahoo Taiwan, Storm Media, etc., continuously report, introducing with captivating headlines such as: “Vietnamese Coffee Miracle Officially Present in Taoyuan”; “From a Raw Material Powerhouse to a Cultural Exporter, Vietnam's Leading Coffee Brand Trung Nguyen Legend Has Asserted Its Position in Taiwan (China)”;…

With a warm reception from customers, Trung Nguyen Legend plans to expand to 20 cafés soon, aiming to become the largest Vietnamese coffee brand in Taiwan (China).

Simultaneously, Trung Nguyen Legend continues to expand its café chain in China, focusing on major cities such as Shanghai, Beijing, Chengdu, Dongxing, Suzhou, and Zhejiang, aiming to reach 50 cafés in 2026. Consequently, Trung Nguyen Legend becomes the "Southeast Asian coffee brand with the most outlets in China”, serving as a bridge to promote Vietnamese coffee culture and foster international exchange.

The Trung Nguyen Legend café system continues to expand in the U.S., China, and globally, attracting numerous international customers to experience.

Trung Nguyen Legend continues to promote and honour Vietnamese coffee globally

With the goal of reaching 100 cafés in the U.S., 130 in China, expanding in Taiwan (China), Melbourne, Australia, Canada, India, Japan, Korea, Dubai, France, Asia, and Europe…, aiming to "elevate the international standing of Vietnamese coffee" and "build a cultural bridge", Trung Nguyen Legend tirelessly promotes and honors the Vietnamese coffee brand globally.

Within the framework of the 10th Anniversary of the Vietnam - ASEAN Economic Cooperation Forum and the Announcement of the ASEAN Strong Brand 2026 held on 18/4 in Singapore, the Trung Nguyen Legend model, Trung Nguyen Legend World Coffee, and Trung Nguyen E-Coffee, embodying "quality - standards - sustainability - inspiration", were honoured with the "Top 5 ASEAN Strong Brand 2026" award.

Honoured as "Top 5 ASEAN Strong Brand 2026", Trung Nguyen E-Coffee affirms its position "as part of the strategic vision of Trung Nguyen Legend Group to elevate the culture of Vietnamese coffee enjoyment" (according to CNN).

This award further affirms Trung Nguyen Legend's efforts, "a leading brand meeting international standards, trusted by investors, partners, and ASEAN consumers for superior product and service quality". In 2025, the Trung Nguyen Legend café system also received numerous prestigious international awards, including "Asia's Leading Trusted Brand", "Innovative Enterprise", and "Top 1 in the Top 5 Reputable Food Service Companies"…

With over 1,000 stores in Vietnam and internationally, Trung Nguyen Legend's café system is a distinctive "coffee destination" that offers comprehensive experiences of Vietnamese coffee culture. Along with the F&B menu and retail products based on the three coffee civilisations, Ottoman - Roman - Zen, beloved by international coffee enthusiasts, "Zen Coffee" is rated as a "distinctive beverage with truly rare experiences", exclusively available at Trung Nguyen Legend's café system.

Trung Nguyen Legend's café system meets "international quality standards", enhancing the reputation of the Vietnamese coffee brand with ASEAN and international investors, partners, and customers. continues to elevate Vietnamese coffee's global standing.

Along with the development of the café chain, Trung Nguyen Legend continuously promotes and expands the coverage of its product lines G7, Trung Nguyen, and Trung Nguyen Legend in over 100 countries and territories, especially in the U.S., China, Korea, India, Japan, the ASEAN region, Asia, and Europe.

Following top global exhibitions such as Gulfood 2026 in Dubai (UAE), Natural Products Expo West in California (USA), and AAHAR - International Food & Hospitality Fair in New Delhi, India, Trung Nguyen Legend made an impressive appearance at SIAL Canada 2026, the International Food and Innovation Exhibition. Trung Nguyen Legend's energy coffee products, made from selected robusta and arabica coffee beans from top coffee-producing regions like Buon Ma Thuot, Vietnam, Brazil, Colombia, Ethiopia, Jamaica,… continue to attract thousands of international partners and customers, opening up numerous cooperation opportunities to bring Vietnamese coffee to conquer the global market.

Trung Nguyen Legend vigorously promotes its energy coffee products from Vietnam at international exhibitions in the U.S., Russia, India, Dubai, Canada…

Especially, from April 17-19, Trung Nguyen Legend partnered with the People's Committee of Dak Lak, UNESCO, and Ho Chi Minh City University of Culture to organise the World Coffee Heritage Forum "From Diverse Traditions to a Shared Living Heritage of Humanity". The program gathered numerous central and local leaders from Dak Lak province, ambassadors, consuls general, representatives of organisations, international experts,… to promote "Dak Lak's Coffee Cultivation and Processing Knowledge" to be listed as a good practice for safeguarding intangible cultural heritage, moving towards having Vietnamese coffee culture recognised by UNESCO as a heritage of humanity.

Ambassadors and international guests explore indigenous coffee knowledge and culture spaces at the World Coffee Museum during the World Coffee Heritage Forum.

With diverse experiences, the Forum has spread the value of Vietnamese coffee beyond being "an agricultural product or economic sector" to being recognised as a "living heritage" associated with community identity and lifestyle. Notably, the "Zen Coffee" experience, a foundational practice of Coffee Philosophy created by Founder and Chairman of Trung Nguyen Legend Group, Dang Le Nguyen Vu, offered special insights into Vietnamese coffee philosophy. Mr. Renzo Moro, Head of Agriculture, Representative of the Italian Embassy in Vietnam, shared: "This is an experience I will never forget in my lifetime". Mr. Jonathan Baker, UNESCO Representative in Vietnam, stated that this is a way to "experience and perceive coffee in a completely different way".

With relentless efforts over 30 years of innovation, Trung Nguyen Legend is gradually contributing to promoting the "Vietnamese robusta coffee consumption wave" globally and "shaping the Vietnamese coffee industry to a higher stature" – a coffee exporting powerhouse making significant contributions to global coffee culture.

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