Launch of Locally Tailored Menu
Coffee franchise The Venti has officially begun expanding into the Southeast Asian market by entering Vietnam, following its previous entry into Canada.
The Venti announced on the 30th that it opened its first store in Ho Chi Minh City, Vietnam, on the 28th. The brand concept is "K-Cafe Pursuing Reasonable Premium." The Venti explained that it chose to enter the market directly in order to maintain quality control and brand consistency from headquarters.
The first The Venti store in Vietnam is located on Nguyen Gia Tri Street in Binh Thanh District, Ho Chi Minh City, a trendy commercial area densely populated by the MZ generation and foreign residents. The area features many stylish cafe brands, and major universities such as Ho Chi Minh University of Technology and Foreign Trade University of Vietnam, as well as office buildings and large apartment complexes, are located nearby. As a result, the area is considered to have a vibrant floating population centered on young professionals and university students.
While condensed milk coffee has traditionally dominated the Vietnamese market, recent shifts in consumer trends toward non-coffee beverages, dessert-style drinks, and premium tea beverages are expanding the market.
Based on these market conditions and the characteristics of the area, The Venti plans to offer Vietnamese consumers an emotional experience through a menu tailored to global consumer tastes and a space that reflects the brand's signature colors and identity. The menu will include Korean-style drinks such as Yulmu Oat Latte, as well as locally developed drinks like "Passion Velvet Tea" and "Purple Condensed Milk Latte," which are being introduced in Vietnam for the first time.
A representative from The Venti stated, "Vietnam is a coffee powerhouse with the second-highest annual coffee consumption in the world and represents an attractive market. We aim to introduce a K-Cafe that embodies the K-lifestyle to Vietnamese consumers." The representative added, "Based on our brand identity of large portions, reasonable prices, and a premium sensibility, we plan to showcase The Venti's appeal while also providing local consumers with new enjoyment through special menu items unique to Vietnam."
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