The new King Coffee store in Anaheim, California | Photo credit: TNI King Coffee

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TNI King Coffee has made its coffee shop debut in the US, opening its first King Coffee store in Anaheim, California. In a press release, the Vietnamese coffee brand said it planned to open 20 US coffee shops in 2021 and aims to operate 100 by 2022. The new sites will include drive-thru locations and operate under a franchise model, the company said.
 
“The opening of the first restaurant in the United States marks a strong development of TNI King Coffee in the world market," said Ms. Le Hoang Diep Thao, Founder and CEO of TNI King Coffee. 
 
Globally, the company said it aimed to expand its coffee shop business across China, the Middle East, Europe, Russia and Southeast Asia.
 
TNI King Coffee trades as Vietnam’s largest coffee exporter. In 2020, the brand’s international presence expanded from 60 countries to more than 120 countries and territories. During the period, revenue and market share increased by 200%, with its Russian market growing by ‘up to 350%’, the company reports.
 
In 2018 the company opened its first coffee shop in Vietnam and has since expanded to more than 50 stores, with a presence in South Korea, and now the US. TNI King Coffee has sold coffee products at US supermarkets since 2016 and in 2020 opened a US Headquarters in California to facilitate transactions with domestic partners.