Together develop the chain of stores
According to the cooperation agreement, the two sides will jointly develop the Highlands Coffee chain of stores at the business establishments of the SHE (Sun Hospitality & Entertainment Group) group.
On June 15, the first store in the SHE system officially opened at Sun World Ba Na Hills tourist area (Da Nang).
It is expected that from now until the end of 2025, the two sides will launch 06 Highlands stores in the SHE entertainment and resort system.
The two sides hope that this cooperation will contribute to increasing the experience value for tourists at Sun World tourist areas, resorts, and hotels in the Sun Hospitality system. Thereby, contributing to enhancing the brand image and business efficiency for both sides through the resonance of ecosystem - brand - service.
Ms. Nguyen Thi Kim Anh, National Network Development Director of Highlands Coffee, shared: "We pursue the mission of bringing the quintessence of Vietnamese coffee closer to the modern life of Vietnamese people - not only preserving traditional values, but also constantly innovating to suit the modern lifestyle.
Furthermore, we aim to build a sustainable model to bring the essence of Vietnamese coffee to the world .
After 25 years of continuous development, we understand that to continue that journey, we need companions who share the same vision and spirit of innovation.
Highlands Coffee shop on top of Ba Na Hills attracted many customers on the first days of opening. - Photo: SG.
Sun Group is such a strategic partner - a pioneering brand not only in the fields of real estate, tourism and resorts, but also in creating destinations with a strong Vietnamese imprint reaching the world.
Today's event not only marks a milestone in cooperation between two major brands, but also opens up opportunities for us to be present at many unique cultural and tourist destinations nationwide."
Same vision
Sharing at the ceremony, Mr. Nguyen Lam An, Deputy General Director of Entertainment - Resort (SHE Group) of Sun Group, expressed: "Today is a great start for Highlands' journey here. With the meaning of the name, perhaps the location on the highest peak of Da Nang like Ba Na Hills is the most appropriate place to open a new store of the brand.
The cooperation of two big brands promises to bring customers culinary experiences combined with art, nature and people, truly quality and different - Photo: SG.
Highlands and SHE share the same vision: bringing Vietnamese cuisine, culture and aspirations to the international level. This is also true to the philosophy we are pursuing: "Bringing the world to Vietnam and bringing Vietnam to the world".
With that goal, we cannot lack strategic partners throughout our journey to bring great experiences to customers."
Sun Hospitality & Entertainment Group under Sun Group Corporation positions itself as an international-class entertainment and resort brand.
In particular, the Sun World system includes 9 amusement parks and tourist areas, spread across three regions of the country: Sun World Ba Na Hills, Da Nang Downtown (Da Nang), Sun World Fansipan Legend (Sa Pa, Lao Cai), Sun World Ha Long (Ha Long, Quang Ninh), Sun World Hon Thom (Phu Quoc), Sun World Ba Den Mountain (Tay Ninh), Sun World Ha Nam (Ha Nam), Sun World Cat Ba (Hai Phong), Sun World Sam Son (Thanh Hoa).
Tourists transform into princesses with dresses made from thousands of roses at Ba Na - Photo: SG.
Meanwhile, the Sun Hospitality Group system brings together 15 of the world's leading resorts in Vietnam, including many prestigious resorts that have continuously received international awards such as InterContinental Danang Sun Peninsula Resort, JW Marriott Phu Quoc Emerald Bay, Capella Hanoi...
Established in 1999, Highlands Coffee is a pioneer brand in preserving and modernizing the spirit of Vietnamese coffee - with the mission of "Proudly enhancing Vietnamese heritage".
From traditional filter coffee to modern chain stores, Highlands has become a part of the dynamic urban lifestyle, with more than hundreds of stores nationwide.
Not simply a coffee brand, Highlands has now become a symbol, a national pride and is gradually affirming its own position as a prestigious Vietnamese coffee brand in the international arena.
The strategic cooperation between two leading brands in the field of cuisine and entertainment - resort promises not only to create new standards in the service industry, but also to contribute to elevating the position of Vietnamese brands, contributing to bringing the quintessence of Vietnam closer to domestic and international customers.
Source: https://tuoitre.vn/sun-group-ky-ket-mo-chuoi-cafe-highlands-tren-he-thong-khu-du-lich-20250618142857452.htm
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