Dang Le Nguyen Vu, called the “Coffee King,” who stated that he will begin conquering the US market in 2013 but still has not done anything to implement the plan so far, has been described by local newspapers as a “braggart.”

While analysts believe that Starbucks has bogged down in Vietnam with third poorly patronized shops, the representative of the US giant affirms that hundreds of Starbucks shops will be opened in the Vietnamese market.

 VietNamNet Bridge – The globally well-known coffee brands, one after another, came to Vietnam with the high hope to conquer the market. However, many of them have got disillusioned.

 VietNamNet Bridge – Starbucks, the giant American coffee company, opened its second store in Ho Chi Minh City on August 1, just six months after making its initial appearance in Vietnam.

VietNamNet Bridge – In the real estate market which seems to be quiet, there is a boisterous fighting among food and beverage (F&B) chains to obtain advantageous retail premises.

 VietNamNet Bridge – The Starbucks Corporation, one of the world’s leading coffee brands, has claimed initial success in Vietnam.

More and more take-away coffee brands, both domestic and foreign, have appeared on the market, creating a new tendency of enjoying coffee among the youth.

High ranking executives of the US McDonald’s came to Vietnam in 2012, a signal showing that the giant was eyeing the Vietnamese market.

While some businessmen call Dang Le Nguyen Vu, the owner of Trung Nguyen coffee brand a “Vietnamese pride”, others say Vu should prove his ability by his business results, not by boasting.

The Vietnamese people’s high sensitivity to the new things, and the overly high enthusiasm of the mass media have both helped promote the US Starbucks brand in Vietnam. 

Trung Nguyen, the most famous Vietnamese coffee brand, plans to buy the roasters in the US and open cafes in Seattle, New York and Boston in 2013. The strategy was announced right after the US Starbucks opened its first store in HCM City.

VietNamNet Bridge – U.S.-based Starbucks Coffee Company opened its first store in Vietnam at the New World Hotel in downtown HCMC last Friday, sparking curiosity in a country

It’s not very likely that Vietnamese coffee growers would benefit with the appearance of Starbucks in Vietnam, because the US chain may not use Vietnam’s coffee.

The public attention these days has been concentrated on the opening of the first Starbucks shop in HCM City and the fellow-countryman, Dunkin’s Donuts. Will there be a new wave of foreign fast food giants flocking to Vietnam?

VietNamNet Bridge – Analysts believe that Starbucks coffee in Vietnam would be closer to the Starbucks coffee in India rather than to China.

It’s understandable why the US Starbucks decided to set up its first shop in Vietnam in HCM City, a commercial hub. Meanwhile, it’s enigmatic why it did not choose a Vietnamese partner, but a Hong Kong one-- Maxim’s Group.

 VietNamNet Bridge – The U.S.-based Starbucks Coffee Company announced on Thursday it will open its first store in Vietnam next month via the partner Coffee Concepts Vietnam Limited.

Trung Nguyen, the Vietnamese coffee brand, has affirmed that Trung Nguyen coffee products have been more favored in Vietnam than Nestle products. Meanwhile, the foreign giant has denied this.

Dang Le Nguyen Vu, the owner of the Vietnamese well- known Trung Nguyen coffee brand, who has been called the Vietnamese “coffee King” has triggered a public quarrel when he publicly made derogative remarks about Starbucks’ coffee.