Vietnam extends global reach through G7 coffee

The G7 coffee brand has made appearances the world over, from South Korea and Russia to the United States

G7, a brand from ­Vietnam’s leading coffee group Trung Nguyen Legend, has been shooting ahead in export markets, overtaking global ­rivals to dominate the world’s leading markets and helping to drive Vietnam’s total ­export value.

Neighbouring China has emerged as a location full of potential for global coffee brands, ­including the G7 product. The coffee firm’s ceaseless efforts for business promotion and ­design ­innovations, along with the distinct aroma and taste of the products themselves, have thus far helped the products win the hearts of many Chinese ­consumers, ­especially from the younger generations.

Global interest

According to Chnbrand, China’s leading brand rating agency, the G7 product is the most ­popular and trusted ­coffee brand in the country, ­surpassing other leading ­coffee brands from Japan, the US, Malaysia, and Taiwan.

Simultaneously, eyeing phenomenal growth of ­approximately 200 per cent, G7 has carved out a solid spot at major supermarket chains, trade centres, convenience stores, e-commerce channels, and drug store chains across Asia.

For instance, in South Korea, G7 coffee products are now available at leading ­supermarkets, such as ­LotteMart, Homeplus, and Emart, marking the impressive development of the ­Vietnamese brand.

Parallel to its success in China, Trung Nguyen Legend has scaled up exports of G7 coffee products to the US market. In April 2019, the product overcame strict quality ­inspections and officially ­appeared on the shelves of leading US supermarket chain Costco, a testament to G7’s and Trung Nguyen’s global competitiveness.

The US is the world’s largest consumer market, ­accounting for more than one-fifth of global retail sales. Getting a spot in Costco’s ­network of nearly 800 outlets provides Trung Nguyen with a firm foundation for G7 to quickly penetrate and develop in other countries around the world.

Between 2017 and 2018, G7 and Trung Nguyen ­Legend’s distinct products such as Trung Nguyen ­Legend Ca phe sua da, Trung Nguyen Legend Capsule, and their roasted coffee line-ups have constantly surfaced at diverse international exhibitions across Europe, such as the WorldFood Moscow 2018 in Russia, and For Gastro & Hotel 2017 in the Czech ­Republic.

G7’s taste and aroma are increasingly being favoured by many European consumers.

At the recent Garden 2019 Trade Fair in the Czech ­Republic, Trung Nguyen ­Legend’s booth courted more than 5,500 visitors to taste ­authentic Vietnamese coffee products. In addition, the image of G7 coffee was widely seen at the most ­stunning natural attractions across Russia.

Taking over the world

With creative spirit and non-stop efforts, Trung Nguyen Legend’s G7 and other coffee products have witnessed impressive growth and gradually materialised the aspiration of boosting ­Vietnamese brands’ exposure in global markets.

Trung Nguyen Legend’s commitment provides motivation, inspiring other local firms to step ahead and boost production and exports, ­enhancing the status of ­Vietnamese coffee around the world.

Coming into being in 2003 under the name G7 - short for the Group of Seven, which represents the world’s major industrialised countries, the coffee line-up ­attests to the aspiration of Trung Nguyen Legend founder and chairman Dang Le Nguyen Vu to bring ­Vietnamese coffee to the rest of the world.