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Vietnam’s TNI King Coffee makes US debut

Vietnamese coffee label TNI King Coffee has entered the US, opening its first store in Anaheim, California. 

The launch marks the brand’s second international venture after South Korea. King Coffee said it aims to increase its US store network to 20 this year and 100 by next year via a franchise model. 

“The opening of the first restaurant in the US marks a strong development of TNI King Coffee in the global market,” said Le Hoang Diep Thao, founder and CEO of TNI King Coffee. 

Located in the heart of Orange County, the new King Coffee store is a 10-minute walk away from Disneyland. The store design was inspired by the ‘East-meet-West’ culture. 

King Coffee US houses a selection of coffee, including Vietnam’s famous iced milk coffee, black iced coffee and egg coffee, together with a full-day menu of Vietnamese and Western food. The store also offers King Coffee’s FMCG product range, including instant and whole-bean coffee.

After the US, the coffee chain also plans to expand its footprint to other markets, including China, Southeast Asia, the Middle East and Europe. 

King Coffee is known for its Vietnamese coffee range, which is distributed in more than 120 countries and regions.

Le Hoang Diep Thao previously co-founded Vietnamese coffee conglomerate Trung Nguyen Group with her now estranged husband. King Coffee now operates more than 50 stores in Vietnam. 

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