Trung Nguyên E-Coffee Continues Strong Expansion in the U.S.

Following its remarkable debut in California in February 2025, on June 7, 2025, Trung Nguyên E-Coffee officially launched a new franchise store in Texas, further strengthening its presence in the world’s leading market and continuing to spread Vietnamese coffee culture globally.

This event further affirms the appeal of the Trung Nguyên E-Coffee model and the Trung Nguyên Legend Group’s café network in its journey to conquer leading global markets such as the U.S., China, Australia, Japan, South Korea, Dubai, France, and countries across Southeast Asia, Asia, and Europe.

Trung Nguyên E-Coffee Continues to Win Over the U.S. Market

The Trung Nguyên E-Coffee store in Carrollton, Texas is the 6th franchised outlet of Trung Nguyên Legend Group in this key international market.

Located at 2225 Old Denton Road, Carrollton, the Trung Nguyên E-Coffee store occupies a prime location in the Dallas–Fort Worth area of Texas—one of the most dynamic and populous economic zones in the U.S. Surrounded by shopping malls, restaurants, supermarkets, and renowned cultural dining spots, this store enables the brand to reach a wide community of local and international customers, strongly promoting Vietnamese coffee culture in the U.S. As noted by CNN, “Trung Nguyên E-Coffee represents part of Trung Nguyên Legend Group’s strategic vision to elevate Vietnamese coffee culture worldwide.”

The Trung Nguyên E-Coffee space in Carrollton, Texas captivates American coffee lovers with its distinctive design, a rich retail collection, and a diverse F&B menu that embodies the essence of three major coffee civilizations—Ottoman, Roman, and Zen. It is a miniature world of coffee, curated with expertise and uniqueness by Trung Nguyên Legend.

From the soft-opening days to the official launch, a large number of local customers came to enjoy the signature Vietnamese phin-dripped coffee, iced milk coffee, and creative drinks that blend coffee with local Vietnamese ingredients—such as egg coffee, coconut milk coffee, and banana coffee.

Numerous comments and shares about the Trung Nguyên E-Coffee space in Carrollton, Texas have spread across international social media platforms, including: “Bold coffee flavors,” “The place is always packed—an amazing Vietnamese coffee experience in the U.S.!” and “If you’re into exploring Vietnamese coffee and culture, the phin coffee here is a must-try.”

In the second half of 2025, Trung Nguyên E-Coffee will open three more stores in Texas, contributing to Trung Nguyên Legend’s plan of establishing 100 cafés in this top-tier global market. This is also a strategic opportunity to expand its model into China, Australia, Canada, India, South Korea, Dubai, France, and other countries across Asia and Europe—towards the goal of 3,000 cafés worldwide.

Currently, Trung Nguyên E-Coffee operates over 800 stores and has signed 1,000 franchise contracts, expanding at a rate of up to 30 new stores per month. With its distinctive identity and a flexible, effective business model that “inspires successful entrepreneurship” (according to CNN), Trung Nguyên E-Coffee was honored in April 2025 as one of the “Top 5 Strong ASEAN Brands 2025” and recognized by the international appraisal council as one of the few Vietnamese brands to embody “quality – standards – sustainability – inspiration.”

Trung Nguyên Legend Expands Presence to “Bring Vietnamese Coffee Culture to the World”  

Alongside the strong growth of its Trung Nguyên E-Coffee model, Trung Nguyên Legend continues to expand its presence through Trung Nguyên Legend Spaces and the Trung Nguyên Legend World of Coffee, both in Vietnam and major global markets such as the U.S., China, Australia, Canada, Japan, South Korea, Dubai, France, Southeast Asia, Asia, and Europe.

In the last six months of 2025, Trung Nguyên Legend plans to open hundreds of new cafés in Vietnam and nearly 15 more abroad, focusing on prime locations in major cities and tourist destinations in each country.

A highlight of the expansion is Trung Nguyên Legend’s upcoming presence in Terminal T3 at Tan Son Nhat Airport (Ho Chi Minh City). The brand also plans to increase the number of outlets in U.S. and Chinese states with large, youthful, and culturally diverse populations—home to thriving coffee communities.

At the same time, Trung Nguyên Legend is preparing to launch its first Trung Nguyên E-Coffee and World of Coffee spaces in promising high-end markets like Australia—known for its refined coffee culture and demand for premium products—and Canada, a country with high coffee consumption and a taste for culturally rich, novel experiences.

Along with the rapid expansion of its café network, Trung Nguyên Legend’s portfolio of over 300 coffee products has seen impressive growth in more than 100 countries and territories.

Notably, Trung Nguyên Legend’s G7 coffee continues to assert its position as a global Vietnamese coffee brand, strongly favored by consumers and praised by international media. In China, G7 was recognized as the “No. 1 best-selling imported instant coffee brand” nationwide (March 2025), certified by independent audit organizations.
In a feature published in the prestigious U.S. tech magazine WIRED, journalist Jaina Grey offered high praise for the bold, distinctive flavor of G7 3in1, stating that it had won over even the most demanding global palates. She wrote: “Trung Nguyên’s G7 3in1 is a dream come true… There’s a chestnut flavor I’ve never found in any other instant coffee — it’s rich, fragrant, and delightfully unique!”

In 2025, Trung Nguyên Legend officially launched new products such as the family coffee tasting set inspired by Zen coffee culture, and the Trung Nguyên Legend Gold freeze-dried coffee… all part of its commitment to elevate the value of the Vietnamese coffee brand and culture—“so that one day, when the world thinks of coffee, it will think of Vietnam.”