King Coffee (TNI)

Business focus

Food, Beverage & Catering

Description

King Coffee is the brand of TNI, founded in 2015 by Lê Hoàng Diệp Thảo, co-founder of Trung Nguyên (ran its operations 1998-2014) and known as Vietnam's 'coffee queen.' It used a 'reverse internationalization' strategy, launching first in the US rather than Vietnam, reaching 61 countries within three years, including China, Russia, South Korea, and Australia. The company grows, processes, and exports Vietnamese coffee.