The new brand identity of Gong Cha. The company, which first came to Viet Nam in 2014, has opened 37 stores in the country. — VNS Photo

Taiwanese beverage company Gong Cha Viet Nam on Wednesday officially launched its new brand identity.

The new brand identity has been in a trial period since the beginning of the year, with the first Gong Cha Thu Duc store opening on Dan Chu Street in HCM City.

The new brand identity will now be applied at all stores in Viet Nam, following the change at nearly all 3,000 Gong Cha stores in 20 countries and territories worldwide.

Nguyen Hoai Phuong, director of Golden Trust, the company that brought Gong Cha to Viet Nam, said the change in brand identity had been implemented following the roadmap that Gon Cha used in the rest of the world.

“The change aims to improve our brand name. Along with the new identity, we hope that service and quality will also improve,” he said.

Gong Cha first came to the Vietnamese market in 2014 under the franchise method. As of May, about 37 stores had opened in the country.

Established in 2016, Gong Cha means serving the best tea to the emperor. In 2013 and 2014, the company was voted the most popular food and beverage brand in Singapore. Also in 2014, Gong Cha was honored as the most popular tea brand in Korea.

In 2012, the company introduced fashion tea beverages to the Korean market, and created a modern tea shop culture that originated in Taiwan.

The company now has nearly 400 stores in Korea. — VNS