The world’s first Trung Nguyên Legend coffee world space
On September 21st, 2022, Trung Nguyên Legend Coffee World model opened its first space in the center of Shanghai, China. In the opening ceremony, Trung Nguyên Legend Coffee World was graced by the presence of the Consul General of Vietnam in Shanghai, Head of the Coffee and Beverage Professional Committee of China Food Industry Association, President of Yangtze River Delta Coffee Association, Trung Nguyên Legend’s partners in China, and numerous Shanghai intellectuals, media, and coffee lovers. This activity marks the strong development of Trung Nguyên Legend in the Chinese market and continues to affirm the group’s leading brand position in the journey to realize the desire for raising the value of Vietnamese coffee and elevate the Vietnamese coffee brand globally.
For every 18 cups of coffee of any brand sold in the Chinese market, 1 comes from Trung Nguyên Legend brand
In China, tea is still a traditional drink and Chinese tea culture had more than thousands of years. However, according to market research reports, the demand for coffee consumption in China is strongly increasing in recent years. Especially, in large cities like Shanghai and Beijing, with the fast social development changing lifestyles, and Chinese consumers’ acceptance of new cultural trends, coffee has become popular and loved. According to Mordor Intelligence – a market research firm – the Chinese coffee market is forecast to grow at an average rate of 10.42% annually between 2022 and 2027.
Another information from the China Coffee Association Beijing (CCAB), coffee consumption in the country is growing at an average annual rate of 15%. The Chinese market has a diverse supply from nearly 80 countries, mainly from Guatemala, Ethiopia, Vietnam, Malaysia, Brazil… In which, according to statistics from Vietnam Coffee – Cocoa Association (VICOFA), China is always Vietnam’s large potential coffee consumption market, especially from 2018 up to now. From the 12th position in 2018, China become Vietnam’s 8th largest coffee import market in 2021.
Trung Nguyên Legend is the No. 1 Vietnamese coffee brand that is trusted and has strong growth in the Chinese market. Over the past 10 years, Trung Nguyên, G7, and Trung Nguyên Legend products have been loved by coffee lovers here. In particular, Trung Nguyên Legend’s G7 coffee has the most well-known instant coffee brand due to its distinctive flavour, bringing awakening energy from the world’s best Robusta coffee materials (According to the 2019 report of Chnbrand – China’s leading brand rating agency), holds the 2nd largest market share in the e-commerce market. From the beginning of 2022 until now, nearly 800 million cups of Trung Nguyên Legend coffee are sold in China. For every eighteen cups of coffee of any brand sold in the Chinese market, at least one is a Trung Nguyên Legend brand.
The world’s first Trung Nguyên Legend three coffee civilizations space
After nearly 5 years of opening a representative office in the No. 1 economic and financial center of China and the whole world, Trung Nguyên Legend continues to open the model of Trung Nguyên Legend Coffee World in Shanghai. This is the first space in the international market of the model Trung Nguyên Legend Coffee World, marking the strong development of Trung Nguyên Legend in the Chinese billion-dollar market, as well as continuing to realize the aspiration to conquer the world.
The launch of Trung Nguyên Legend Coffee World has received a warm welcome and support from the community, intellectuals and coffee lovers in Shanghai. In the atmosphere of the opening ceremony of the first Trung Nguyên Legend Coffee World space in the international market, the Vietnamese Consul General in Shanghai sent warm congratulations to Trung Nguyên Legend Group: “On behalf of the Consulate General of Vietnam in Shanghai, I would like to sincerely congratulate the successful opening of Trung Nguyên Legend Coffee World in Shanghai, China and wish Trung Nguyên Legend’s business in the Chinese market is growing prosperity. I sincerely hope that the arrival of Trung Nguyên Legend will not only give Chinese coffee lovers unique experiences of Vietnamese coffee but also let Chinese friends understand more about the Vietnamese people and Vietnamese culture, and enhance the friendship between our two countries.”
Also at the opening ceremony, a representative of the Coffee and Beverage Professional Committee of China Food Industry Association shared: “With changing lifestyles, coffee is becoming more and more popular in China. Not merely a drink, it has become an indispensable element in modern life, the connection between people and cultures. Currently, China’s coffee industry is entering a period of rapid development, with an annual growth rate of 15%, much higher than the global average growth rate of 2% in 2025. As a famous coffee brand in Vietnam, Trung Nguyên Legend has always pursued professional quality and is committed to transmitting Vietnamese coffee culture. It is hoped that Trung Nguyên Legend will continue to bring the versatility and diversity of the coffee world to Shanghai, a vibrant cosmopolitan city with excellent product quality and inspiration from a positive, meaningful brand so that every coffee lover can enjoy authentic coffee and the unique beauty of Vietnamese cultural lifestyle”.
Located at 699 Nanjing road, the most vibrant commercial street in Shanghai, China, Trung Nguyên Legend Coffee World offers coffee lovers unique and exciting new ways to enjoy coffee with different energy coffee products, especially those created from the best Robusta coffee beans in the world from Buon Ma Thuot, Viet Nam.
Different from other coffee companies that consider coffee as a regular drink, Trung Nguyên Legend considers coffee as the carrier of culture, diplomatic coffee, a drink of the brain, and an energy promoting creativity. Therefore, the first Trung Nguyên Legend Coffee World in Shanghai is a cultural and artistic coffee space, where the quintessence of three typical world coffee civilizations converge. Here displays and introduces the entire system of delicious energy coffee products, a variety of retail coffee products, tools and space that have been researched and filtered according to three coffee civilizations Ottoman – Roman – Thiền by Trung Nguyên Legend Group.
With completely different and interesting coffee experiences such as Thiền Coffee – a cultural and artistic coffee product created by Trung Nguyên Legend, globally famous Vietnamese Iced Milk Coffee; learning about coffee trends and types that have been considered by UNESCO as an intangible heritage of humanity such as Turkish Coffee, the most popular coffee drinks in the world such as Sparkling Coffee, Western Cold Brew Coffee, Vietnamese egg coffee… Trung Nguyên Legend Coffee World at 699 Nanjing Road will bring new experiences to coffee lovers in China. In particular, customers will fully discover the process of creating special – different – unique Trung Nguyên Legend energy coffee through the journey of Vietnamese Robusta coffee beans from being planted, cared for, harvested, roasted, processed, and mixed… to bringing the perfect cups of coffee.
Along with different coffee experiences, Trung Nguyên Legend Coffee World 699 Nanjing, Shanghai recreates a Vietnamese-themed coffee shop, through its architectural style, display graphics, and menus that combine elements of Vietnamese and local culture. 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 bring a close and new Vietnamese coffee space for the world’s coffee lovers.
As a place to provide delicious energy coffees, inspire new creativity and bring unique Vietnamese coffee cultural experiences, the Trung Nguyên Legend Coffee World space in Shanghai will be the place to meet, organize cultural events, and is a bridge to strengthen the relationship between Vietnam and China for integration and development.
During 26 years of development, Trung Nguyên Legend has constantly created a unique coffee ecosystem spreading the entire value chain of the coffee industry in order to contribute to raising the coffee value to become the cultural coffee, artistic coffee, spiritual coffee, and philosophical coffee, contributing to the global coffee industry. The launch of Trung Nguyên Legend Coffee World model in Shanghai, China, the only model in the world that filters 3 coffee civilizations and a different, special product system, in particular, continues to affirm its position leading brand, gradually realizing the aspiration to promote the value of coffee and elevate the Vietnamese coffee brand globally.