,Vietnam

Vietnamese chain TNI King Coffee makes U.S. debut, eyes 100 stores by 2022

This is the brand’s second international store after South Korea.

Vietnamese brand TNI King Coffee announced the opening of its first U.S. cafe, marking the start of an ambitious expansion plan by 2022.

Located in Anaheim, California, the coffee shop’s layout is designed to combine “East-meet-West” culture, and has a grab-and-go area.

The company said it plans to open an additional 20 stores this year and 100 stores by 2022 in the United States through franchising.

TNI King Coffee boasts an extensive range of traditional Vietnamese coffee, various meal options across all traditional dayparts and a retail range from instant coffee to ground and whole beans coffee.

"The opening of the first restaurant in the United States marks a strong development of TNI King Coffee in the world market," TNI King Coffee founder and CEO Le Hoang Diep Thao said in a media release.

Prior to the U.S. entry, the business already operated more than 50 outlets in Vietnam and South Korea.

In 2020, TNI King Coffee, also a coffee distributor, said it expanded from 60 countries to more than 120 countries and territories. Revenue and market share increased by 200%, with the Russian market growing by up to 350% despite the pandemic.

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