Starbucks Coffee Company (Nasdaq: SBUX) today opened the doors to the first Starbucks store in Vietnam, following an expanded long-term relationship with Hong Kong Maxim’s Group. This flagship store, which has been designed to reflect Starbucks 42-year coffee heritage, while embracing Vietnam’s distinctive local traditions and coffee culture, is nestled in the aspirational lifestyle neighborhood of Ho Chi Minh City’s District 1, at the junction of the bustling Nga Sau Phu Dong. The opening of the two-story store was officiated by Mr. Huynh Khanh Hiep, Deputy Director of Ho Chi Minh City Department of Industry and Trade, and it marks the beginning of the global iconic brand’s Vietnam journey. Vietnam is Starbucks 12th market across the China and Asia Pacific region.
Two-story, 4,000 square ft. store with locally inspired design elements and an outdoor patio. (Photo: Business Wire)
“Vietnam is one of the most dynamic and exciting coffee markets in Asia and we are proud to be entering the market with Hong Kong Maxim’s Group, a close and long-term partner that shares many of the same values that Starbucks was founded on,” said John Culver, president, Starbucks China and Asia Pacific. “The market presents tremendous opportunity for Starbucks over the long term. Ho Chi Minh City is our first stop and we aim to open our stores in key metropolitan cities across Vietnam, including Hanoi, in the future.” “We are honored to open our doors to our Vietnamese customers today,” added Jinlong Wang, president, Starbucks Asia Pacific. “The Starbucks Vietnam growth story goes beyond just future store footprint expansion. We have deep respect for Vietnam’s long coffee traditions and we want to ensure that our Starbucks Experience is the right balance between the global offering that our customers have come to expect of us, as well as a locally-relevant familiarity that resonates with customers and the communities we serve.” Today, Starbucks® premiered its latest espresso beverage innovation, the Starbucks® Asian Dolce Latte, as part of its Vietnam first store opening celebrations. Motivated by how coffee is favored in many parts of Asia -- strong, yet smooth and flavored, the new Starbucks Asian Dolce Latte that has been inspired by Vietnam’s coffee culture and habits, was developed specially for the Asian market; a firm demonstration of Starbucks commitment to providing locally relevant offerings in the region. Created with a double-shot of premium, dark-roasted Starbucks® French Roast and a specially developed dolce sauce, innovation in the Starbucks Asian Dolce Latte comes from the uniquely flavored dolce sauce, which is crafted using different types of milk to give the beverage a distinct smooth and rich velvety texture that is local to the Asian palette.