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Trung Nguyen Legend Makes Debut

Based in Vietnam, the company is aiming to expand its footprint in the international market by launching its first store in China.

Positioned at 699 Nanjing Street in Shanghai, the new shop has been discussed since 2018 and intends to provide Chinese clients with a variety of coffee products as well as serving fresh coffee drinks, including the Robusta obtained from one of Vietnam’s well-known highland regions, Buon Me Thuot.

The new store recreates a Vietnamese-themed coffee shop through its architectural style, display graphics, and menus that combine elements of Vietnamese and local culture. The store features some well-known designs and traditional materials from Vietnam, such as ceramics, bamboo and rattan kitchenware, volcanic rock, red basalt soil, and typical conical motifs of Vietnamese culture.