Trung Nguyên is a Vietnam-based business group involved in the production, processing and distribution of coffee. Trung Nguyên is a major domestic coffee brand within Vietnam, and exports its products to 50 countries, including major Asian markets such as Japan and Singapore. It is most noted for its Trung Nguyên brand of coffee products; sub-brands include Creative Coffee, Weasel kopi luwak and Legendee simulated kopi luwak coffee, Passiona low-caffeine coffee for female drinkers, and G7 instant coffee. The group, established in 1996 in Buôn Ma Thuột, Đắk Lắk Province, is composed of five members: Trung Nguyen Corporation JSC, Trung Nguyen Instant Coffee Company JSC, Trung Nguyen Coffee LLC, G7 Commercial Services Company, Trung Nguyen Franchise Its director and CEO is Dang Le Nguyen Vu.
- Industry Food & Beverages
- Company size 1,001-5,000 employees
- Type Privately Held
- Founded 1996
- Specialties R&G Coffee, Instant Coffee, Coffee Stores, and Coffee Philosophy
E-coffee is owned by Trung Nguyen Group and has approximately 100 shops across the country and expects to expand its network to 3,000 units to become the largest café chain in Vietnam.
In order to realise this ambition, Trung Nguyen has issued an incentive package that charges no initial franchising fee for coffee shops of 4-40 square metres, and costs between VND65 million ($2,828) and VND175 million ($7,608) to set up (interior decor, furniture, training, and so on). Notably, the VND65 million ($2,826) package is offered for already existing cafés which want to assume Trung Nguyen’s E-coffee brand or beverage shops which want to add Trung Nguyen’s coffee products to their menu. The VND120 million ($5,217) package is offered for people who want start a café from scratch. And with the Prosperity Packagecosting VND175 million ($7,608), Trung Nguyen will help partners build complete E-cafés.