Exquisine Global, the international ambassador of Thai cuisine and successful franchisor of Mango Tree, COCA Restaurants and Yenly Yours around the world, is confidently moving forward with its expansion plans in Vietnam, as its landmark partnership with Novaland Group starts to realize immediate benefits.
These two leading Asian F&B companies announced their ground-breaking collaboration last year, with the aim of introducing more of Exquisine Global’s popular Thai culinary concepts to Vietnam. This powerful alliance has already led to the launch of two Mango Tree Bangkok Eatery outlets, bringing upbeat and authentic Thai dining to Ho Chi Minh City, Vietnam’s largest metropolis, and Ho Tram, the world-class resort destination overlooking the East Sea.
From September 2022, these two vibrant restaurants will be complemented by a third Mango Tree Bangkok Eatery in Phan Thiet, the popular seaside town which is easily accessible from Ho Chi Minh City. Exquisine Global and Novaland are now planning to bring their innovative, industry-leading brands to even more diners in Vietnam with a flagship Mango Tree full-service restaurant in Ho Chi Minh City and further openings in popular urban and resort locations across the country.
Vietnam, an emerging market
Vietnam is emerging as one of the most compelling Asian markets for visitors and investors alike, with a large, youthful population and rising affluence. Economic growth is forecast to reach 7.5% in 2022*, as the country rebounds strongly from the impact of the global pandemic. All over Vietnam, new travel, tourism and leisure infrastructure is creating fresh opportunities for experience-seeking travellers. This attractive Southeast Asian nation is now fully open to international visitors, with no entry restrictions.
Exquisine Global is no stranger to Vietnam, having operated COCA restaurants in Ho Chi Minh City and Hanoi since 2007. The signing of its partnership with Novaland in 2021 marked a significant escalation of its nationwide expansion strategy, with a multi-brand approach that will target many established and newly-emerging destinations. Vietnamese diners appreciate exceptional dining and Exquisine Global’s diverse collection of concepts, from full-service restaurants to casual cafés, will satisfy this appetite for high-quality Thai cuisine.
New Asian venues
“Vietnam is such a hot market right now, and we are delighted to have partnered with one of the nation’s leading players to accelerate our growth in this important country. Our new Mango Tree Bangkok Eatery in Ho Chi Minh City is full every day, which not only demonstrates the rising popularity of our brands, but also the fact that consumer confidence has returned to Vietnam and that the F&B market is thriving once again. We look forward to working with Novaland to bring our authentic Thai food to even more Vietnamese and international guests in future, while also creating exciting opportunities for local franchisees. As a proud ambassador of Thai cuisine, Exquisine Global will continue to fly the flag for Thailand in Vietnam, across Asia and all around the world,” said Trevor MacKenzie, Managing Director of Exquisine Global.
The Vietnam expansion strategy forms part of a wider success story for the company. Last year, despite the pandemic disrupting life and travel, Exquisine Global opened 10 new dining destinations in four countries: China, Japan, Philippines and Vietnam. This growth is being ramped up in 2022, with 25 new outlets set to open in 10 countries and territories, covering six of its industry-leading brands. The company now operates more than 78 full-service restaurants and casual dining outlets around the globe and is striding confidently towards its target of 100 outlets worldwide.