LG finds cooperation with The Coffee House an appealing prospect

LG, the South Korean conglomerate specializing in household electronics, has recently joined hands with The Coffee House, a coffee chain from Vietnam. The cooperative arrangement may seem surprising at first glance, as the interests of the two prominent names do not immediately appear to be related.

However, they do converge in a shared vision of spreading positive values to enhance the lives of Vietnamese people every day. While The Coffee House leads trends with products that offer refreshing experiences to young adults, fostering physical and mental positivity, LG consistently innovates efficient, environmentally-friendly technological devices, continuously elevating the quality of life.

In the current unstable global economic context, cooperation between businesses has become almost imperative. This is why The Coffee House and LG jointly launched the Northwestern Green Tea Collection, a pioneering step towards a series of meaningful activities in the future. Both firmly believe that “Life can become better and more beautiful, starting with healthier beverages.”

Why Northwestern Green Tea?

Green tea is a popular beverage for most Vietnamese people. However, the concept of the drink remains varied. Many current green tea varieties are now mixed with other flavorings when consumed, so it can be challenging for consumers to envision and savor an authentically-flavored green tea.

For this new product line, The Coffee House exclusively utilizes green tea from Vietnam’s northwestern region. The tea from this region is clean and fresh due to the fertile soil, clean water sources, and temperate climate, which prevent pests and disease and obviates the need for pesticides.

The entirely manual cultivation and harvesting methods employed by the highland communities help preserve most of the nutrients in the tea, enhancing its health benefits. The distinct taste of northwestern green tea, characterized by its rich, slightly bitter flavor with a sweet aftertaste, is meticulously maintained in each product offered by The Coffee House. The Northwestern Green Tea Collection not only offers a beverage but also provides an experience supporting the highland communities’ cultural, natural, and spiritual values.

Unprecedented partnership

This marks the first instance of a global electronics corporation cooperating with a coffee chain in Vietnam. Alongside the popular Northwestern Green Tea Collection, The Coffee House and LG will also introduce the Green Cup - a limited edition reusable cup - to kick off the “Better Choices Make A Better World” campaign. The meaningful message of this campaign inspires Millennials and Gen Z to proactively make choices that improve the quality of their own lives, their communities, and the environment.

From now to December, a series of activities under the “Better Choices Make A Better World” campaign will be implemented through various channels, including the Better Day Festival, the “Scan Green Cup, receive healthy gifts” challenge, exploring a vibrant effects library, and participating in Better Choice workshops.

So, why The Coffee House?

The Coffee House now stands as one of the largest coffee chains in Vietnam. Established in 2014, it rapidly reached 100 stores in less than four years, operating in six major cities in Vietnam: Ho Chi Minh City, Hanoi, Da Nang, Bien Hoa, Hai Phong, and Vung Tau. This achievement was a highly impressive feat that any food and beverage (F&B) brand would aspire to attain. Nikkei Asian Review hailed The Coffee House as the fastest-growing coffee startup in Vietnam in 2018. According to Statista, as of the end of 2022, the chain ranked second in terms of store numbers, boasting 150 nationwide.

Another highlight of The Coffee House is its overwhelming customer base. As of early 2019, it had served 26 million customers, or over a quarter of Vietnam’s population at that time. In September 2020, at the Facebook For Business event, The Coffee House was introduced to retail and F&B businesses in the Southeast Asian market through a short video. This affirmed that The Coffee House’s success extended not only nationally but also internationally.

Beyond its quality products, The Coffee House has gained recognition through meaningful promotional campaigns, such as Farm To Cup (2018), Tail of Cuoi (Mid-Autumn Festival 2018), The Two Letters (Lunar New Year 2019), and more. Most recently, in June, the campaign launching the new “Frosty Blended Ice” product impressed with its unique “Frosty House - Cold Loan” concept. The promotional clips for this product garnered nearly 100 million views on TikTok within just two weeks of release.

Despite enduring challenges over the past two years due to the pandemic, The Coffee House remains steadfast in maintaining a top position in terms of media presence. In Q&Me’s 2022 survey, The Coffee House ranked third in terms of popularity, favorability, and recognition. In the first half of 2023, according to data from YouNetMedia, The Coffee House secured the runner-up spot with almost 17 per cent of the F&B industry’s share of voice.

Over nearly a decade, The Coffee House has ingrained itself in the Vietnamese psyche as a “House”, tirelessly connecting people through every cup of coffee and tea served. With a spirit of creativity, pioneering, and unceasing innovation for improvement, The Coffee House has risen above the crowd to become a beloved brand cherished by customers.