Starbucks Debuts Iconic Flagship Store in Ho Chi Minh City, Honoring Vietnam’s Distinctive Local Culture

  Starbucks Debuts Iconic Flagship Store in Ho Chi Minh City, Honoring
  Vietnam’s Distinctive Local Culture

 Market entry builds on Company’s commitment to continue to accelerate growth
            in Asia, now exceeding 3,400 stores across the region

  First Vietnam store designed to embrace distinctive Vietnam traditions and
                      strong heritage of coffee passion

Premiers the new Starbucks Asian Dolce Latte, the favorite classic latte, but
   with an Asian twist that is inspired by local Vietnamese coffee culture

Business Wire

HO CHI MINH CITY, Vietnam -- January 31, 2013

Starbucks Coffee Company(Nasdaq: SBUX) today opened the doors to the first
Starbucks store in Vietnam, following an expanded long-term relationship with
Hong Kong Maxim’s Group. This flagship store, which has been designed to
reflect Starbucks 42-year coffee heritage, while embracing Vietnam’s
distinctive local traditions and coffee culture, is nestled in the
aspirational lifestyle neighborhood of Ho Chi Minh City’s District 1, at the
junction of the bustling Nga Sau Phu Dong. The opening of the two-story store
was officiated by Mr. Huynh Khanh Hiep, Deputy Director of Ho Chi Minh City
Department of Industry and Trade, and it marks the beginning of the global
iconic brand’s Vietnam journey. Vietnam is Starbucks 12th market across the
China and Asia Pacific region.

Two-story, 4,000 square ft. store with locally inspired design elements and an
outdoor patio. (Phot ...

Two-story, 4,000 square ft. store with locally inspired design elements and an
outdoor patio. (Photo: Business Wire)

“Vietnam is one of the most dynamic and exciting coffee markets in Asia and we
are proud to be entering the market with Hong Kong Maxim’s Group, a close and
long-term partner that shares many of the same values that Starbucks was
founded on,” said John Culver, president, Starbucks China and Asia Pacific.
“The market presents tremendous opportunity for Starbucks over the long term.
Ho Chi Minh City is our first stop and we aim to open our stores in key
metropolitan cities across Vietnam, including Hanoi, in the future.”

“We are honored to open our doors to our Vietnamese customers today,” added
Jinlong Wang, president, Starbucks Asia Pacific. “The Starbucks Vietnam growth
story goes beyond just future store footprint expansion. We have deep respect
for Vietnam’s long coffee traditions and we want to ensure that our Starbucks
Experience is the right balance between the global offering that our customers
have come to expect of us, as well as a locally-relevant familiarity that
resonates with customers and the communities we serve.”

Today, Starbucks® premiered its latest espresso beverage innovation, the
Starbucks® Asian Dolce Latte, as part of its Vietnam first store opening
celebrations. Motivated by how coffee is favored in many parts of Asia --
strong, yet smooth and flavored, the new Starbucks Asian Dolce Latte that has
been inspired by Vietnam’s coffee culture and habits, was developed specially
for the Asian market; a firm demonstration of Starbucks commitment to
providing locally relevant offerings in the region. Created with a double-shot
of premium, dark-roasted Starbucks® French Roast and a specially developed
dolce sauce, innovation in the Starbucks Asian Dolce Latte comes from the
uniquely flavored dolce sauce, which is crafted using different types of milk
to give the beverage a distinct smooth and rich velvety texture that is local
to the Asian palette.

Starbucks® extensive product portfolio in its first store in Vietnam also
includes its handcrafted Starbucks® Frappuccino^® beverages, Starbucks® Tea
and a broad food offering boasting a wide selection of western favorites, as
well as locally-relevant flavor reflected in items such as the Parisian
Baguette and the Roast Duck Wrap.

As previously announced, Starbucks has granted Hong Kong Maxim’s Group
subsidiary, Coffee Concepts (Vietnam), the licensing agreement to operate
Starbucks® stores and to maximize the growth potential of the Starbucks brand
in Vietnam.

“This is an exciting new chapter for the partnership between Maxim’s and
Starbucks in Asia,” said Michael Wu, Chairman and Managing Director, Hong Kong
Maxim’s Group. “I am confident that our Starbucks® stores in Vietnam will
become a community gathering place in Vietnam. We look forward to offering the
highest quality arabica coffee, handcrafted Starbucks® beverages and
locally-relevant food in an unparalleled store environment.”

The design of the Starbucks® flagship store in Vietnam reflects the vibrance
of cosmopolitan Ho Chi Minh City and still retains the city’s pride for its
distinct local heritage. The magnificent space will provide customers new
opportunities for discovery, a high level of engagement with Starbucks
partners (employees), and a deep connection to Starbucks coffee heritage. The
store features numerous décor items that have been sourced locally, repurposed
and given a new life in the first Starbucks store, including the distinctive
Starbucks community table, whose teakwood surface was recycled from a local
villa, and an old ‘ba gac’ (bicycle), which was traditionally used to
transport goods around the city in the past, now stands as a central piece of
artwork on the ground floor of the store. The store also showcases wall mural
designs created by local artists.

Starbucks firmly believes that its success is only possible when there are
thriving communities where it does business. In Vietnam, Starbucks is
committed to leveraging its scale for good to advocate and effect positive
change in the neighborhoods where its partners and customers live and work.
Toward this, as part of the store opening celebrations, more than 40 Starbucks
partners gathered, at the “Vua Hoc Vua Lam 15/5” school, in District 1, on 30
January 2013, where they spent the day repainting the school walls and
interacting with the students, bringing them immense joy and laughter ahead of
Vietnam’s Tet celebrations (Vietnam New Year). The 15/5 school has, for more
than 20 years, provided tuition and shelter for underprivileged children in
the district.

Along with exploring more social community projects in the future, Starbucks
will continue to promote responsible business practices and production
standards within its existing and prospective supply chains with the local
coffee farming communities. Ultimately, Starbucks aims to leverage its global
coffee leadership and share its coffee knowledge and expertise to help elevate
facets of the Vietnam coffee industry, help local farmers promote responsible
coffee-growing practices and develop localized high-quality arabica coffee.
The company is also committed to sourcing more high quality arabica beans from
Vietnam moving forward.

Starbucks currently operates more than 3,400 stores across the China and Asia
Pacific region and employs more than 50,000 partners (employees) in the

About Starbucks

Since 1971, Starbucks Coffee Company has been committed to ethically sourcing
and roasting the highest-quality arabica coffee in the world. Today, with
stores around the globe, the company is the premier roaster and retailer of
specialty coffee in the world. Through our unwavering commitment to excellence
and our guiding principles, we bring the unique Starbucks Experience to life
for every customer through every cup. To share in the experience, please visit
us in our stores or online at

About Hong Kong Maxim’s Group

Founded in 1956, Hong Kong Maxim’s Groupnow operatesover 760 outletsin Hong
Kong and China. The Group offers a diversified service comprising Chinese,
Asian and European restaurants, fast food outlets, cake shops, coffee
shops,Japanesechain restaurantsand institutional catering, while providing
a range of festive products, spanning from mooncakes, Chinese New Year
puddings, rice dumplings to Chinese preserved meat.Hong Kong Maxim's
Groupalso operates air catering services at 11 airports in China, including
Beijing and Shanghai, through joint ventures.

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Edelman for Starbucks media contact:
Tran Thi Thanh Tam, +84 9 8316 0986
Derek Ng, +65 9823 8396
Starbucks media contact:
Josephine Di Loreto, +852 2283 1114
Christina McPherson, +1 206-318-7100
Coffee Concepts media contact:
Teresa Shum, +852 9620 9092
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