Under the agreement, endorsed by both parties at Sun World Ba Den Mountain (Tây Ninh) on August 23, the two parties will jointly expand business through an exclusive chain partnership model, strengthening Starbucks’ presence across SHE’s business establishments.

In addition to the four Starbucks outlets already operating at Sun World Ba Na Hills (Đà Nẵng), Sun Plaza (Sa Pa), Sun World Ba Den Mountain (Tây Ninh), and Sunset Town (Phú Quốc), many more Starbucks branches will be opened at Sun World destinations nationwide in the future.

The strategic signing ceremony between SHE and Starbucks took place on August 23 at Sun World Ba Den Mountain

True to Starbucks’ principle of selecting prime locations – such as the Việt Nam Post Office in Hà Nội or its outlet beside Đà Lạt Market, the partnership with SHE will prioritise Starbucks’ presence at Sun Group’s landmark projects, particularly in iconic spaces that combine tourism, culture and commerce. At the same time, the collaboration between these two major names in Việt Nam’s tourism and hospitality industry will also offer benefits to guests staying at Sun Group’s hotel and resort network.

Another highlight of this strategic partnership is joint communication and marketing efforts aimed at elevating service experiences at Việt Nam’s top leisure, hospitality and entertainment destinations. The two brands will explore the development of signature, locally inspired products aligned with Sun Group’s image, while also coordinating communications both online and on-site through social media activations and promotional events, such as Coffee Festivals at Sun World destinations.

Starbucks store in the French Village – one of the most popular check-in spots at Sun World Ba Na Hills

“The partnership between SHE and Starbucks not only introduces a refined and innovative service model at our destinations but also strengthens the tourism–hospitality–entertainment ecosystem that Sun Group has been developing. With the presence of the global coffee brand Starbucks, we are confident in creating distinctive coffee spaces, elevating the service experience at Việt Nam’s leading destinations and shaping professional tourism ecosystems with strong international competitiveness,” said Trần Nguyên, Deputy CEO of Sun Hospitality & Entertainment Group, at the signing ceremony.

Commenting on the potential of the collaboration, a representative of Starbucks added: “The long-term cooperation with SHE is one of the key strategies for Starbucks Vietnam. Through this special partnership, we aspire to continuously enhance customer experiences, not only in the F&B sphere but also by highlighting the cultural beauty and distinctiveness of Việt Nam at major tourist sites – once again reinforcing our mission of community connection through every cup of coffee,” said Nguyễn Trần Anh Chi, Communications Director of Starbucks Vietnam.

Sun Hospitality & Entertainment Group, under Sun Group, is positioned as an international-standard entertainment and hospitality brand. Its Sun World system comprises eight amusement parks and attractions across Việt Nam, including Sun World Ba Na Hills (Đà Nẵng), Sun World Fansipan Legend (Sa Pa, Lào Cai), Sun World Hạ Long (Quảng Ninh), Sun World Hòn Thơm (Phú Quốc, An Giang), Sun World Ba Den Mountain (Tây Ninh), Sun World Hà Nam (Ninh Bình), Sun World Cát Bà (Hải Phòng) and Sun World Sầm Sơn (Thanh Hóa). Each Sun World destination offers a unique representation of local culture, people and landscapes, delivering distinctive travel experiences.

Meanwhile, the Sun Hospitality system comprises 15 world-class resorts in Việt Nam, many of which have received prestigious international awards, such as InterContinental Danang Sun Peninsula Resort, JW Marriott Phu Quoc Emerald Bay, and Capella Hanoi.

The Sun World system nationwide, featuring many iconic tourism landmarks

Starbucks, founded in 1971 in Seattle (USA), is the world’s leading coffee brand, renowned not only for its high-quality coffee but also for creating a “third place” – a welcoming space between work and home. Starbucks Vietnam officially launched in 2013 with its first store in Hồ Chí Minh City. Today, it operates more than 130 stores across major cities including Hồ Chí Minh City, Hà Nội, Hải Phòng and Đà Nẵng. Starbucks Vietnam combines international standards with local adaptation, offering creative products tailored to Vietnamese tastes.

With this strategic partnership between a global coffee icon and a creator of iconic destinations, both parties expect to establish new service benchmarks, delivering unique experiences and distinctive highlights for travellers exploring Việt Nam.