Nguyen Hoai Phuong, CEO of Golden Trust, engages in discussion with Paul Reynish, CEO of Gong Cha Global, at the franchisee convention in Taiwan. — Photo Courtesy Gong Cha Vietnam
HCM CITY — Golden Trust Company Limited, the operator of the Taiwanese bubble tea brand Gong Cha, recently announced it will open more secondary franchise stores in 2023 in Viet Nam.
The announcement is part of the Gong Cha’s objective of achieving 10,000 stores in the world by 2030.
Gong Cha’s goal was announced at the “Global Franchise Convention Taiwan 2023” event – a large-scale global franchise convention for the bubble tea industry with nearly 30 markets and 300 attendees.
During three days, the convention discussed themes of the “Gong Cha, Go!” branding, overcoming challenges and competition, striving to achieve a customer experience in a profound way and maintaining quality through building a global supply chain system. It also approved the "Gong Cha Green" – a long-term project related to corporate responsibility to the community, particularly in the field of environment, and presenting ideas and strategies for fulfilling the aspiration of "Good to Great" for Gong Cha's development in the future.
Furthermore, all attendees had the opportunity to experience a real tea farm, tour the processing procedures, and visit the largest tea museum in Taiwan, which supplies the primary source of tea for Gong Cha.
Gong Cha is a leading bubble tea brand with a large global market share, considering the number of franchised countries (29 countries) and 1,906 stores.
In Viet Nam, Gong Cha has been exclusively franchised, operated, and managed by Golden Trust Company Limited since 2014.
So far, there are 38 stores spread across the country.
The company is currently highly valued by Gong Cha on a global scale for implementing brand development and has been given duties to develop in the domestic market.
According to Reputa, Gong Cha Vietnam is a brand in the top five in F&B-related press and is also ranked fourth in F&B service companies by popularity on social networks.
Despite being affected by COVID and the global recession, Gong Cha has maintained a stable store system, not cutting benefits but creating work for more than 500 domestic employees.
The company maintains strategic relationships with important partners and brands in Viet Nam, including delivery partners such as Grab, Shopee and Baemin, and payment partners such as Momo, Zalo Pay and Samsung Pay. — VNS