Trung Nguyen founder pursues $1 trillion annual goal for Vietnam

Dang Le Nguyen Vu, the founder of Trung Nguyen, has maintained an ambitious goal since 2018 to bring a minimum of $1 trillion annually to Vietnam. To achieve this, he proposed a strategy targeting over 210 countries, aiming for approximately $5 billion from each market based on population scale.

Eight years after his initial announcement, Trung Nguyen Legend has expanded its presence to more than 100 countries and territories. The company operates over 1,000 coffee spaces globally, including in Vietnam. A key focus of their recent international expansion is the United States, where the company has rapidly increased its footprint. Following the opening of its 10th franchise in Houston, Texas, in March 2026, the number of locations grew to 20 by August 2026, with a long-term goal of establishing 100 shops in the U.S. market. The company also continues to pursue growth in China.