Vietnamese coffee chain Trung Nguyên Legend is accelerating its global retail push with a flagship World Coffee space opening in Ho Chi Minh City on June 16, 2026, alongside new U.S. cafés confirmed for California and Oregon in the coming weeks, according to Vietnamese state media reports.
Vietnam.vn reports that the company will inaugurate its iconic Trung Nguyên Legend World Coffee flagship at 68 Nguyen Hue, a central pedestrian avenue in Ho Chi Minh City, as part of its 30th‑anniversary celebrations. The same source states that throughout June and July 2026, Trung Nguyên Legend plans to open new retail locations in Huntington Beach, California, and Beaverton, Oregon, expanding a U.S. presence that already includes Texas.
According to Yahoo! Lifestyle, Trung Nguyên Legend soft‑opened a 4,700‑square‑foot World Coffee space at 11754 Bellaire Blvd. in Houston, Texas, in March 2026, with an official grand opening on March 21. In the same report, franchise owner Harry Nguyen said that “when discussing business or hanging out with our family, finding a place like this was difficult. We felt like Houston needed one,” describing the motivation to bring the Vietnamese brand’s large‑format café model to the city.
The chain’s U.S. growth follows a series of new outlets in other international markets. Vietnam.vn states that a Trung Nguyên E‑Coffee franchised store opened in Katy, Texas, on May 30, 2026, and notes that Trung Nguyên Legend officially launched its brand in Taiwan in early April 2026 with a goal of 20 stores there. The same article reports that the company is working toward 130 stores in China and has a long‑term goal of 1,000 Chinese locations.
Domestically and in China, the company is already operating at considerable scale. A March 2026 feature on Vietnam.vn states that the Trung Nguyên Legend chain has more than 1,000 cafés worldwide. Another report on Vietnam.vn from May 4, 2026, notes that as of October 2025, the company’s China operations generated approximately 3,800 billion Vietnamese dong (around US$150 million) in revenue, primarily from instant and roasted coffee products.
Beyond retail expansion, Trung Nguyên Legend is positioning itself through manufacturing and brand recognition. The May 4, 2026 Vietnam.vn report states that in 2025 the company invested US$80 million in what it describes as Southeast Asia’s largest net‑zero energy coffee factory in Buon Ma Thuot, in Vietnam’s Central Highlands. The same source reports that in early Q2 2026, Trung Nguyên Legend was honored with the “Top 5 Strong ASEAN Brands 2026” award at the 10th ASEAN Economic Cooperation Forum held on April 18, 2026.
The company is also using cultural programming to differentiate its cafés. A May 2026 article on Vietnam.vn describes Trung Nguyên Legend’s “Coffee Meditation” practice, a core element of what it calls the “Way of Coffee.” In that report, Renzo Moro, Head of Agriculture at the Italian Embassy in Vietnam, characterized the experience as “an experience I will never forget in my life,” while Jonathan Baker, Head of Office for UNESCO in Vietnam, said it allowed participants to “experience and perceive coffee in a completely different way.”
Looking ahead, Vietnam.vn’s June 6, 2026 coverage notes that the Nguyen Hue flagship launch and U.S. store openings are part of a broader series of promotional, cultural, and diplomatic activities scheduled for June and July 2026 as Trung Nguyên Legend marks three decades since its founding.
