Sweden's Wayne's Coffee arrives in Vietnam
The Wayne’s Coffee brand from Sweden has opened its first store in Vietnam, at the Viettel Complex in Ho Chi Minh City’s District 10. This is the first time Sweden’s Fika culture has been seen in Vietnam (Fika being a harmonious combination of the culture of American fast-coffee and the sophistication of the Japanese art of tea), and also the first time in Asia.
Photo: Wayne's Coffee
H.E. Pereric Högberg, Ambassador of Sweden in Vietnam joined many entrepreneurs, artists and coffee-goers at the opening event and enjoyed the taste of Wayne’s Coffee.
Following Wayne’s Coffee standards in Sweden and internationally, Wayne’s Coffee Vietnam uses certified organic coffee, certified by KRAV (Sweden and Europe) after rigorous testing. Most raw materials are grown naturally and create “clean coffee” of the highest quality. Cakes and drinks (coffee and tea) are made by baristas from Sweden and there is also, of course, Vietnamese coffee, starting at VND29,000 ($1.30).
Wayne’s Coffee now has over 140 outlets, in Sweden, the UK, Germany, the Netherlands, Jordan, and Middle Eastern countries such as Saudi Arabia and Oman. Many people around the world choose Wayne’s Coffee because they want to enjoy the Swedish tradition of Fika, which involves all the good things Wayne’s Coffee offers: space, drinks, breakfast, lunch, music, and hanging out with friends and colleagues.
Wayne’s Coffee in Vietnam also offers a healthy breakfast and lunch. It aims to maximize its environmental-friendliness by using disposable items such as glasses, mugs, paper towels, and decanters.
The new outlet in Ho Chi Minh City features harmonious architecture combining European minimalism and comfortable seating with Vietnam’s tropical look to stimulate creativity and refresh each person’s energy. There are different private or open spaces to meet, which should prove especially popular among the startup community.
Wayne’s Coffee’s arrival in Vietnam is the result of joint efforts by the Arya Consumer JSC and the Vietnam-Oman Investment Fund (VOI). VOI is a joint venture between the State General Reserve Fund of Oman (SGRF) and the State Capital Investment Corporation of Vietnam (SCIC). It pursues a philosophy of value investing and long-term investment. VOI’s key investments are based on Vietnam’s growth story, in key areas such as electricity, toll roads, logistics, clean water, education, healthcare, and agriculture, to just name just a few. It has disbursed more than $200 million over ten years.
“The quality of the food and drinks is ‘European’ but the price is very much ‘Vietnamese’,” said Mr. Dinh Nguyen Dung, CEO of the Arya Consumer JSC. “This surprises everyone but it is happening at Wayne’s Coffee. Everything comes from a desire to bring about positive changes in life that help people balance their life, become friendlier, and make the planet greener. This is also the mission and the development goal that Wayne’s Coffee has always been committed to pursuing.”
“The goal of Wayne’s Coffee is to bring Vietnamese people the experience of organic coffee in their new favorite corner to slow down their busy everyday lives,” said a representative from VOI. “Each one will find relaxation and enjoy life in its own way when visiting Wayne’s Coffee.”
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