Inside Starbucks Vietnam

Seattle-based coffee giant Starbucks opened its first cafe in Vietnam today (February 1).

The debut store is in a high profile, multi-storey location in District one, on the corner of the New World Hotel, facing one of the city’s busiest roundabouts. 

Starbucks Vietnam revealed a sneak peek of its cafe through its Facebook page during the week. The cafe, which marks the beginning of Starbuck’s journey in Vietnam, celebrates Vietnamese coffee culture and heritage. The wooden walls contain depictions of the twin-tailed mermaid, plants, coffee beans and other imagery supporting the brand’s international profile and local focus.

The cafe will offer approximately 150 seats including an outdoor patio.

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Besides the traditional mug with Starbucks logo, the cafe will sell local ‘country’ mugs depicting a Vietnamese woman in Ao Dai national costume.

“We will offer a community gathering place where people come together, connect with family and friends,” said Jinlong Wang, Starbucks president for Asia Pacific.

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Starbucks in Vietnam is operated by licensed partner Coffee Concepts Limited, a subsidiary of Hong Kong-based Maxim’s Group.

Vietnam is the coffee giant’s 12th market in Asia Pacific, where it has more than 3300 outlets.

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Besides homegrown coffee chains, Starbucks will be face off with foreign peers such as Gloria Jean’s Coffees, The Coffee Bean & Tea Leaf, local chains Trung Nguyen and Passio and newcomers including Dunkin’ Donuts which recently announced its plan to enter the market through partnership with Vietnam Food and Beverage Company.

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