Chagee in Ho Chi Minh City: Location Revealed!
Anticipated Opening at the Heart of Saigon
- Location: 11 Nguyen Thiep, Ben Nghe Ward, District 1, Ho Chi Minh City
- Remember the Old Bakery? That's the spot!
Get ready! If all goes according to plan, Chagee is expected to open its doors this April at the iconic Dong Khoi - Nguyen Thiep intersection.
A Tea Empire Arrives
Chagee, a leading tea beverage brand from China, is making its way to Saigon. Their growth has been impressive, soaring from 1,000 stores in 2022 to a staggering 4,500 by 2024. Their menu focuses on premium milk tea and fruit tea selections, with a distinctive design aesthetic inspired by Chinese Peking opera.
Strategic Store Placement: A Starbucks Neighbor?
One unique aspect of Chagee's expansion strategy is their tendency to set up shop near... Starbucks! This approach, known as "store clustering," involves placing brands targeting similar demographics in close proximity to leverage each other's customer base. In some regions of China, finding a Starbucks often means you'll find a Chagee nearby.
A Location Steeped in History
This corner of Dong Khoi - Nguyen Thiep has a rich history. It was long associated with the Brodard brand, dating back to the 1940s. Nearly two decades ago (2006), this location marked the debut of Gloria Jean's Coffees. The Australian coffee franchise once created a buzz in Saigon, alongside Coffee Bean & Tea Leaf, Angel in Us, and Illy, becoming a part of the memories for those born in the 80s and earlier.
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