Starbucks in vietnam, retail localization

Starbucks makes Vietnam debut; sees potential there for ‘hundreds’ of cafes

Starbucks Coffee Co. on Friday opened its first location in Vietnam, following an expanded long-term relationship with Hong Kong Maxim’s Group.

Starbucks in vietnam, retail localization

The two-level flagship store has been designed to reflect Starbucks’ signature coffee heritage, while embracing Vietnam’s distinctive local traditions and coffee culture. It is located the bustling neighborhood of Ho Chi Minh City’s District 1.

“The market presents tremendous opportunity for Starbucks over the long term,” said John Culver, president, Starbucks China and Asia Pacific. “Ho Chi Minh City is our first stop and we aim to open our stores in key metropolitan cities across Vietnam, including Hanoi, in the future.”

The chain told Bloomberg that it plans to add hundreds of stores in the Asian nation in the long term.

The design of Starbucks’ Vietnam flagship reflects the vibrance of cosmopolitan Ho Chi Minh City and still retains the city’s pride for its distinct local heritage. The store features numerous décor items that have been sourced locally, repurposed and given a new life in the first Starbucks store, including the distinctive Starbucks community table, whose teakwood surface was recycled from a local villa, and an old ‘ba gac’ (bicycle), which was traditionally used to transport goods around the city in the past, now stands as a central piece of artwork on the ground floor of the store. The store also showcases wall mural designs created by local artists.

[via Chain Store Age]