Vietnamese brand Trung Nguyen arrives in MENA

Coffee company has signed a strategic partnership with Global Hotels Management

Officials from Trung Nguyen and GHM.
Officials from Trung Nguyen and GHM.

Vietnamese coffee brand Trung Nguyen has signed a strategic partnership with Global Hotels Management LLC to open the luxury coffee chain and distribute the premium coffee products in Middle East and Africa.

GHM director and head of business development said: "GHM always selects our partners to meet the rigorous demands of the MENA market for superior products with luxury and international standards. Trung Nguyen is known around the world and recognised by high profiled political leaders. We are proud to have partnered with Trung Nguyen and we are keen on expanding the business in the region by opening partnership with potential clients."

Trung Nguyen Franchise general manager Nguyen Nguyen said: “The Middle East and Africa region, particularly Dubai is a strategic market and our entry is the first step towards our venture into this region.

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"This is part of the plan to gain powerful presence on the international market and we are pleased that we have partnered with Global Hotel Management. We have firmly established our presence in Vietnam so we are now on track to go global."

Established in 1996 by Dang Le Nguyen Vu, CEO and also dubbed as Vietnam’s 'Coffee King', Trung Nguyen has a variety of coffee products such as the G7 product line which is the most popular instant coffee in Vietnam and can be found at major supermarket chains around the world.

Trung Nguyen also produces speciality beans and roasting including a variety called “Legendee” created to mimic the flavour of coffee brewed from beans recovered from the feces of civets. Civet coffee is considered a delicacy.

The products are available in nearly 60 countries and territories including Singapore, Malaysia, Thailand, Canada, Netherlands, Japan, England, Germany, Philippines and more.

The company also established the Trung Nguyen Cafe Chain in Vietnam. The brand exhibited at the recently concluded International Coffee and Tea Festival in Dubai.

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