TNI KING COFFEE

What TNI KING COFFEE does

TNI King Coffee is a multi-format Vietnamese coffee company operating under parent TNI Corporation. Founded in 2015 and headquartered in Ho Chi Minh City with 132 employees, the company runs three integrated revenue streams: (1) retail coffeehouses across Vietnam, (2) a packaged goods portfolio spanning instant coffee (ESPRESSO, Cà Phê 3IN1 X3, Cà Phê Sữa Plus), whole bean (Expert Blend), and ready-to-drink canned beverages (Cà Phê Đen Đá, Cà Phê Sữa Đá, Cold Brew, King Milk Tea) distributed via e-commerce, retail, and food delivery, and (3) an international franchise and distribution network claimed across 120+ countries, anchored by wholly-owned regional subsidiaries in Russia (King Coffee RU, KINGFOODS RU), China (King Coffee CN), and Mexico (TNI MEXCO).

Underlying operations combine Italian modern espresso equipment with traditional Vietnamese phin brewing methods, leveraging Vietnam's position as the world's largest Robusta producer for signature blends. GTM is hybrid: company-operated and franchise coffeehouses for direct-to-consumer sales, plus franchise licensing and royalty income for international partners, with comprehensive franchisee support covering store design, training, operations, and marketing. Distribution channels include physical retail, e-commerce (kingcoffee.com and kingcoffee.com.vn), a mobile app with loyalty integration, third-party food delivery, and B2B franchise partnerships.

The company is led by CEO Lê Hoàng Diệp Thảo. Recent strategic activity centers on ecosystem-building initiatives — the Global Coffee Alliance (launched December 2025), the Global Coffee Heritage Festival in Đà Lạt, the AI Coffee Academy partnership in Lâm Đồng (April 2026), and the King Loyalty program — alongside continued domestic store expansion and product line extension into whole bean. Revenue is not publicly disclosed; the company is privately held under TNI Corporation with no public listing or disclosed external funding rounds.

Name

TNI KING COFFEE

Legal name

TNI Corporation

Website

https://kingcoffee.com

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

TNI King Coffee is a Vietnamese multi-format coffee company under TNI Corporation, operating coffeehouses, packaged instant/whole bean/RTD products, and an international franchise network claimed across 120+ countries, serving both Vietnamese consumers and global franchise partners.

Ownership category

akta.pro rank

Product category

Coffee Products

NAICS

Coffee and Tea Manufacturing (311920), Beverage Manufacturing (3121)

SIC

Beverages (2080), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Coffee (Roasted, Ground, Whole Bean) (CRADAHAG)

akta.pro secondary industries

Espresso Bars & Coffee Bars (THAFADAD), Ready-to-Drink (RTD) Coffee Manufacturing (AFAFADAE), Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ)

Keywords

• Instant coffee products
• Whole bean coffee
• Ready to drink coffee
• Coffeehouse chain
• Coffee franchise

Headquarters

HQ city

Ho Chi Minh City

HQ country

Vietnam

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Franchise Fees and Royalty: King Coffee generates revenue through franchise partnerships, charging franchise fees and ongoing royalties for the use of the King Coffee brand, store format, and operational system.
2. Packaged Coffee Products: Sale of packaged coffee products including instant coffee (ESPRESSO 3in1, Cà Phê Sữa Plus), whole bean coffee (Expert Blend), and ready-to-drink (RTD) canned coffee (Cà Phê Đen Đá, Cà Phê Sữa Đá, Cold Brew). Products sold through retail stores, e-commerce, and distribution channels.
3. Retail Coffeehouse Operations: Company-operated and/or franchise-operated coffeehouse locations serving beverages and food to end consumers. Revenue from in-store sales of coffee drinks, food, and packaged products.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

TNI King Coffee manufactures and sells a multi-format portfolio of Vietnamese coffee products, including instant coffee sticks (ESPRESSO, 3IN1 X3, SỮA PLUS), whole bean coffee (EXPERT BLEND), and ready-to-drink canned beverages (CÀ PHÊ ĐEN ĐÁ, CÀ PHÊ SỮA ĐÁ, CÀ PHÊ ĐEN COLD BREW, KING MILK TEA), distributed via e-commerce and retail channels. The company also operates a chain of modern coffeehouses in Vietnam and licenses its brand through a franchise network spanning over 120 countries.

Product overview

TNI King Coffee operates as a multi-format coffee company offering instant coffee packets (ESPRESSO, 3IN1 X3, SỮA PLUS), whole bean coffee (EXPERT BLEND), and ready-to-drink canned beverages (CÀ PHÊ ĐEN ĐÁ, CÀ PHÊ SỮA ĐÁ, CÀ PHÊ ĐEN COLD BREW, KING MILK TEA). The product ecosystem combines Vietnamese coffee heritage with modern lifestyle offerings, spanning retail packaged goods and café store experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• ESPRESSO Instant Coffee Instant coffee sticks with rich espresso flavor, packaged 15 sticks x 2.5g, sold to individual consumers for at-home preparation.
• CÀ PHÊ 3IN1 X3 Instant Coffee 3-in-1 instant coffee mix combining strong coffee with sweetened milk, 324g pack with 12 sticks of 27g each, targeted at consumers seeking strong, sweetened Vietnamese-style instant coffee.
• CÀ PHÊ SỮA PLUS Instant Milk Coffee Premium milk coffee instant sachets with authentic Vietnamese iced milk coffee flavor, 200g pack with 10 sachets of 20g each, targeted at consumers seeking ready-to-prepare Vietnamese milk coffee at home or on the go.
• EXPERT BLEND Whole Bean Coffee Premium whole bean coffee blend crafted from selected beans, offering rich aroma and balanced bold flavor for café-quality coffee at home, sold in 500g bags to individual consumers and specialty coffee enthusiasts.
• KING MILK TEA Ready-to-Drink Ready-to-drink royal milk tea featuring premium Oolong tea blended with creamy milk, coconut jelly, and nutritious chia seeds, packaged as a single-serve RTD beverage for individual consumers.
• CÀ PHÊ ĐEN ĐÁ Ready-to-Drink Black Coffee Ready-to-drink bold Vietnamese iced black coffee in 238ml canned format, featuring authentic rich and smooth coffee flavor, sold to individual consumers as an on-the-go RTD beverage.
• CÀ PHÊ SỮA ĐÁ Ready-to-Drink Iced Milk Coffee Ready-to-drink iced milk coffee in 238ml canned format, combining the bitterness of phin-brewed coffee with sweetened condensed milk, sold to individual consumers as an on-the-go RTD beverage.
• CÀ PHÊ ĐEN COLD BREW Ready-to-Drink Ready-to-drink cold brew black coffee in 238ml canned format, steeped cold for many hours to extract premium flavors, sold to individual consumers as an on-the-go RTD specialty beverage.
• King Coffee Franchise Program Franchise offering for entrepreneurs and investors to operate King Coffee-branded coffeehouses, with comprehensive franchisee support including store design, training, operations management, and marketing. The franchise program operates across over 120 countries internationally with dedicated franchise websites for global and China markets.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• AI Coffee Academy (Lâm Đồng)coreStrategic or Co-development Partner · 1 April 2026Partnership for the establishment of AI Coffee Academy in Lâm Đồng province, aimed at advancing coffee technology, training, and innovation in Vietnam's coffee industry. The signing ceremony took place in Lâm Đồng in April 2026, as part of King Coffee's broader ecosystem development strategy.
• Global Coffee Alliance (GCA)coreStrategic or Co-development Partner · 22 December 2025The Global Coffee Alliance (GCA) is a strategic partnership initiative led by TNI King Coffee under CEO Lê Hoàng Diệp Thảo, aimed at connecting Vietnamese coffee with the global coffee industry. The GCA was officially announced at the International Coffee Conference during the Global Coffee Heritage Festival 2025 in Đà Lạt, with the goal of positioning Đà Lạt as the 'Coffee Capital of Vietnam' and promoting Vietnamese coffee internationally.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• % Arabica: Specialty coffee chain with rapid international franchise expansion across Asia (Japan, China, Southeast Asia) and the Middle East; competes for the same premium coffee consumer that King Coffee targets in its franchised stores and packaged retail offerings.
• Highlands Coffee: Leading Vietnamese specialty coffee chain with hundreds of stores across Vietnam. Directly competes with King Coffee in the coffeehouse segment and shares the Vietnamese-origin coffee positioning, though with greater domestic store density.
• Phúc Long Coffee & Tea: Vietnamese specialty coffee and tea chain with strong tea-and-coffee RTD packaged offerings, directly overlapping with King Coffee's RTD canned line and coffeehouse formats, including franchise-style expansion in Vietnam and Asia.
• Lavazza: Italian coffee brand operating a global franchise café network alongside a packaged coffee business (beans, ground, capsules, RTD) — a strong structural twin to King Coffee's combined café + packaged + RTD model, differentiated by Italian rather than Vietnamese origin.
• Trung Nguyên: Vietnam's largest and most established domestic coffee brand, operating both a chain of coffee shops and a packaged coffee business (instant, ground, whole bean) with a strong Vietnamese coffee heritage narrative. Directly comparable to King Coffee across product, channel, and brand positioning.
• The Coffee House: Fast-growing Vietnamese specialty coffee chain backed by a large retail group, competing head-to-head with King Coffee in the modern Vietnamese café segment, with a strong focus on digital ordering, loyalty, and beverage product innovation.

Broad incumbents

• Costa Coffee: International coffee chain and packaged coffee brand with established global franchise operations across Asia, Europe, and the Middle East — comparable to King Coffee's franchised retail and packaged goods model, though with a broader British/European provenance.
• Starbucks: Global coffee chain incumbent with a large and growing presence in Vietnam; competes with King Coffee on premium coffeehouse positioning and adjacent packaged retail products, but at vastly larger scale and broader category scope.
• Nestlé Nescafé: World's largest instant and RTD coffee manufacturer with dominant global shelf share. Overlaps directly with King Coffee's instant coffee (3IN1 X3, Sữa Plus) and RTD canned lines, and serves as the primary scale incumbent King Coffee must displace in packaged formats.

Emerging players

• Luckin Coffee: China-based technology-led coffee chain with thousands of stores and an app-first DTC model with strong loyalty mechanics. Comparable to King Coffee on mobile-app-driven DTC and franchise/store scaling, with overlap particularly relevant in the China and Asia-Pacific growth corridors.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/tni-kingcoffee

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TNI KING COFFEE