Ly Thanh Hai, Business Development Director of Trung Nguyen Legend Coffee in China (photo" Bich Thuan)

Bich Thuan: Why did you choose Shanghai to open the first Trung Nguyen Legend Coffee World Space?

 Ly Thanh Hai: In more than 80 countries and territories where Trung Nguyen Legend coffee products are available, China is a particularly important market. Not only because it shares similar cultural background and oriental philosophy with Vietnam, but also because this is a fast-growing market. Coffee drinkers are quickly catching up with new coffee trends. Trung Nguyen Legend has a representative office in Shanghai, so we open the world's first Trung Nguyen Legend Coffee World Space here.

In China, Trung Nguyen Legend's products and brands are well received by coffee drinkers. G7 Coffee has become the most popular and trusted instant coffee brand because of its delicious taste from the world's best Robusta coffee raw materials, according to a report in 2019 by Chinabrand, China's leading brand rating agency. G7 Coffee holds the 2nd largest market share in the e-commerce market. Since the beginning of this year, 800 million cups of Trung Nguyen Legend coffee were sold in China. For every 18 cups of coffee sold across China, 1 cup is from Trung Nguyen Legend. We want to introduce a new coffee style to Chinese people. 

Trung Nguyen filter coffee brings a fresh experience to Chinese people. (photo: Bich Thuan)

Bich Thuan: Shanghai has the most coffee shops in the world. What will Trung Nguyen Legend do to compete with famous brands such as Starbucks and Costa, which have had a foothold here for a long time?

Ly Thanh Hai: Other coffee companies consider coffee simply a drink, but Trung Nguyen Legend considers coffee a cultural and diplomatic herald and a gift of friendship. If tea is a familiar drink of many generations of Chinese, coffee is a drink of the awakening mind, creativity, and dynamism.

Being identified as a cultural and artistic coffee space, Trung Nguyen Legend Coffee World in Shanghai introduces a system of energy coffee products and tools and 3 coffee civilizations – Ottoman, Roman, and Zen studied by Trung Nguyen Legend Group.

We want to share a different coffee enjoyment to Chinese people. They will enjoy energy coffee products processed by leading coffee experts of Trung Nguyen Legend from the most delicious Robusta beans grown in Buon Ma Thuot, the fertile basaltic red soil formed 160 million years ago. 

Our model is the first one in the world. It’s our uniqueness. Chinese coffee drinkers can also enjoy Vietnamese food at Trung Nguyen Legend Coffee World Space. We believe our products will be welcomed here.

Trung Nguyen Legend's Flagship store in Shanghai (photo: Bich Thuan)

Bich Thuan: After the world’s first coffee space in Shanghai, what is Trung Nguyen Group’s next step in China?

Ly Thanh Hai: After COVID-19 the lifestyle of young Chinese has changed a lot. Facing health and financial issues and the impact of the epidemic, young Chinese people are heading for healthy and positive lifestyle to better adapt to difficulties. They prioritize healthy products and drinks with minimalism, optimal aesthetics, multi-function, flexibility, and durability. They choose smart spending for worthy products that help affirm their values and develop themselves.

Seeing drastic changes in the lifestyle and perception, we want to accompany young people in China to pursue a new healthy lifestyle by providing them with multi-energy coffee products. Trung Nguyen Legend Coffee World will continue to launch new products with our awakening style with a hope to be welcomed by local people.

Thank you Mr. Ly Thanh Hai, Business Development Director of Trung Nguyen Legend Coffee World in China, for the interview.