The representative low-cost coffee franchise The Venti announced on the 30th that it has opened its first store in Ho Chi Minh City, Vietnam. Following its Canada location, this marks its second overseas store and signifies a serious expansion into the Southeast Asian market.
According to The Venti, the first store was unveiled on the 28th on Nguyen Gia Tri Street in Binh Thanh District, Ho Chi Minh City. The concept of this store is a K Café that aims for premium quality. While Vietnam has traditionally consumed coffee with condensed milk, The Venti explained that it analyzed the recent trend shift and determined that it has sufficient competitiveness.
The Venti plans to maintain rigorous quality control and brand consistency through a 'direct headquarters entry' method. This, according to The Venti, is a core strategy for its global brand leap.
Additionally, to increase local consumer attention, it is actively working to secure overseas customers through promotional events on social media (SNS) to celebrate the opening. It has also launched menu items developed considering local Vietnamese tastes, including a purple condensed milk latte, alongside more traditional Korean options like Job's tears oat latte.
A representative from The Venti noted, 'Vietnam is a coffee powerhouse with the second-highest annual coffee consumption in the world and an attractive market.' They added, 'Based on reasonable pricing and a premium brand, we plan to offer consumers the allure of The Venti while introducing unique menu items exclusive to Vietnam.'