Strong and bold, Vietnamese coffee has a distinctive taste and intensity that makes for an enjoyable, flavorful experience. Each sip represents not just the agricultural product that has put Vietnam on the map, but the work of the farmers in remote highlands where the beans are grown.
Although humble coffee carts and contemporary shops have sprouted just about everywhere to make coffee breaks more convenient, the preparation process is actually long and complicated. From growing robusta beans on the hilly landscapes of Dalat to harvesting, traditional roasting, slow-dripping and adding flavors like caramel or butter, the entire production process results in a uniquely local taste loved by the Vietnamese, and then the world.
On May 24, Vietnam’s acclaimed coffee brand TNI King Coffee opened its doors to California’s residents with its first ever cafe-chain store. Strategically located in Anaheim and 10 minutes walking distance to Disneyland, King Coffee marks itself in the heart of Orange County — Anaheim Garden Walk — the east outdoor shopping and entertainment center of Disney Resort surrounded by other popular restaurant chains. The store is just the second overseas store of the cafe-chain, the other one being in South Korea.
The coffee shop layout is designed to combine East-meets-West culture, reminiscent of the country and people of Vietnam. A grab-and-go area provides a feeling of convenience and comfort to visitors. The coffee shop's arrangement ensures compliance with current COVID-19 regulations in the US, like mask mandate, social distancing and disinfecting through the store frequently.
"The opening of the first restaurant in the United States marks a strong development of TNI King Coffee in the world market," said Le Hoang Diep Thao, the Founder and CEO of TNI King Coffee brand.
The new store houses an extensive range of traditional Vietnamese coffee — cafe sua da, black iced coffee, and egg coffee among other popular options. The handcrafted drinks are made entirely with coffee beans imported from Vietnam and around the world. Vietnamese classics pho and banh mi are also available for customers wanting a true-Vietnamese experience. The store also offers King Coffee’s FMCG product range, including instant and whole-bean coffee.
The opening of TNI King Coffee cafe-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 through franchising. Globally, the company aims for further expansion into China, Middle East, Europe, Russia and all over Southeast Asia.
TNI King Coffee currently operates more than 50 outlets across Vietnamese provinces and major cities.
Last year, the coffee brand’s revenue and market share increased by 200%, with The Russian market alone growing by up to 350% despite the pandemic. With its success in 2020, TNI King Coffee was named by Global Brands Magazine as “Fastest Growing Coffee Brand for Global” and “Most Popular Brand in Vietnam”.