In 2008, Trung Nguyen International (TNI) based in Singapore was founded by Ms. Le Hoang Diep Thao – co-founder of Trung Nguyen Group, Vice Chairman of the Board of Directors, Standing Deputy General Director of Trung Nguyen Group in the period 1996 – 2014.
With the passion and desire to bring Vietnamese brands to the world, to be able to compete with multinational companies in the coffee industry, Ms. Thao has been involved in starting a business since day one with her husband, Mr. Dang Le Nguyen Vu – since the founding of Trung Nguyen Coffee Cooperative. By 2006, Trung Nguyen had become the number 1 coffee corporation in Vietnam.
The process of formation and development of TNI Corporation
With 20 years of experience in bringing Vietnamese coffee products to the world, as the person who directly managed the production and business activities of Trung Nguyen Coffee Group for many years, Ms. Diep Thao realized that Vietnamese businesses are having great opportunities from the worldwide F&B market. In the coming years, strong growth is forecast, especially the Chinese market – a huge market is forecasted to grow by 12%, accounting for 6.7% of the global value.
Facing a great opportunity, in 2015 Ms. Diep Thao established TNI Corporation to continue her mission of bringing Vietnamese brands to the world. In just one year, TNI has built the premium coffee brand King Coffee with the determination to make this brand the biggest brand to conquer the global market.
In October 2016, the King Coffee brand was successfully launched at the leading Vietnamese music event in the United States – Thuy Nga Paris By Night. Along with the carefully selected market launch and timely presence are a series of activities at supermarkets of the Vietnamese community in the US. The positive feedback of American consumers for King Coffee has helped TNI Corporation confidently expand King Coffee exports to other markets such as China, Korea, Singapore, India, Australia…
King Coffee comes to the international market
King Coffee launched the Korean market at the 2016 Cafe Show and soon entered the large Chinese market. The world’s most populous mainland with many options for new beverage culture is TNI’s strategic market, which Ms. Diep Thao aims to generate $1 billion in sales for processed coffee alone.
In China, in the first 4 months of 2017, King Coffee reached the Top 4 Best-Selling Brands on T-Mall Super Market – one of the three main Alibaba websites with more than 6 million members. Through sales at channels T-MALL, JD, YHD along with other channels of Hello Oyster – King Coffee has covered the entire Chinese market.
Concerned about Vietnamese consumers
Commenting that coffee is not only a huge but also very sustainable demand, Ms. Diep Thao said that holding, protecting, adding value and affirming the Vietnamese coffee brand to the world is the responsibility of Vietnamese businesses.
Ms. Diep Thao inaugurated and put into use TNI King Coffee factory – the 6th factory in the Group’s production system in Nam Tan Uyen Industrial Park, Binh Duong province in April 2017, affirming the determination to realize the aspiration to bring Vietnamese brands to the world level, contributing to the country’s economic and social development, and stabilizing the lives of farmers.
In addition, in 2017, the Group will officially launch the Happy Farmer project, bringing the most practical benefits to Vietnamese coffee farmers, thereby contributing to the sustainable development of the country’s coffee industry.
TNI Corporation sponsors more than 100 million VND for universities
On the occasion of the 60th anniversary of the establishment and development of the University of Social Sciences and Humanities, VNU-HCM, TNI Corporation decided to sponsor 165 gifts with a total value of more than 108 million VND to send to the university, the gifts include:
- King Coffee Instant 3in1
- Box of King Coffee Espresso
- Box of King Coffee Gourmet Blend
- King Coffee Inspire Blend
- Cans of King Coffee Premium and coffee filter
The gifts will be sent to the Presidents of the Silk-road Universities Network (SUN) from countries such as Korea, China, Russia… will be held from November 8 to 12, 2017 and high-level guests at the 60th Anniversary Celebration of the establishment and development of the University on the morning of November 20, 2017.
On this occasion, Ms. Le Hoang Diep Thao – General Director of TNI Corporation sent her best wishes to the University of Social Sciences and Humanities (National University of Ho Chi Minh City) to continue to make great progress, maintaining its reputation as one of the leading research and training centers in the field of Social Sciences and Humanities in Vietnam.