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Starbucks, a leading coffee chain shop in the world, was founded by Zev Siegel, Gordon Bowker and Jerry Baldwin in 1971. It started with a single shop in downtown Seattle and expanded to become a global coffee retail giant. Starbucks entered Vietnam in 2013, after its first shop was launched in Ho Chi Minh City, thus expanding its presence in 12 countries across Asia. Vietnam was the biggest coffee market in Southeast Asia and was the second biggest producer of coffee in the world after Brazil. Vietnam's coffee culture was unique from the rest of the world, which was further boosted with the emergence of global retail brands like Starbucks. In 2023, Starbucks had completed 10 years in Vietnam and launched its 100th store on September 16th to mark the 10th anniversary. However, Vietnamese coffee market was proving to be a tough arena for foreign brands such as Starbucks, which were not growing as fast as the local Vietnamese brands. It remained to be seen if the global coffee company would be able to sustain its business journey in Vietnam despite the challenges.