Located in Ho Chi Ming City, the store represents the next phase of Starbucks’ plan to increase its presence further in Asia at a time when stagnating growth in America has prompted it to open thousands of stores and outlets across China and the Asia Pacific region.
It is this region that represents the biggest-growth market for Starbucks with the company previously stating that by the end of 2013 it hopes to have 1000 stores in China, 1000 in Japan and a further 500 in Korea. As the second-largest coffee producer in the world behind Brazil, Vietnam’s role in Starbucks’ growth strategy for the region cannot be understated.
