Vietnamese coffee company TNI has opened the first of 1000 planned King Coffee cafes.

The company aims to have the first 100 stores trading by the end of this year.

According to TNI founder Le Hoang Diep Thao, the new cafes would be the stepping stones to conquer the domestic market and expand abroad to foreign markets like the US, China and Singapore through franchising agreements.

The first cafe has opened in Pleiku in the Gia Lai province.

“Gia Lai is chosen as the starting point of the chain partly because Gia Lai is a land of prosperity and satisfies vital conditions required for high-class coffee beans. In addition, I desire to bring other famous coffee products in the world to my motherland Gia Lai where I found and have nourished my love with coffee,” Thao shared.

King Coffee was launched less than two years in Vietnam, producing instant- and ground-coffee products.

Until now, King Coffee packaged products have been exported to countries including Australia, China, the US, India, Korea and Singapore.