According to the cooperation agreement, the two sides will jointly develop the Highlands Coffee chain of stores at SHE's business establishments ( Sun Hospitality &Entertainment Group). On June 15, the first Highlands Coffee store in the SHE system was officially launched 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 on SHE's entertainment and resort complex system.
The two sides hope that this cooperation will contribute to increasing the value of the experience for tourists at Sun World tourist areas, resorts, and hotels in the Sun Hospitality system. Thereby, contributing to enhancing brand image and business efficiency for both sides through the resonance of the ecosystem - brand - service.
Expressing her joy at the signing ceremony, Ms. Nguyen Thi Kim Anh - Director of National Network Development of Highlands Coffee - shared: Highlands Coffee pursues 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 rhythm of life. Further, we aim to build a sustainable model to bring the quintessence of Vietnamese coffee to the world.
After 25 years of continuous development, we understand that: to continue that journey, we need companions with the same vision and spirit of innovation. Sun Group is such a strategic partner - a pioneering brand not only in the real estate, tourism and resort sectors, but also in creating destinations with a strong Vietnamese mark reaching the world. Today's event not only marks a milestone in cooperation between the two major brands, but also opens up opportunities for Highlands Coffee to be present at many unique cultural - tourism destinations across the country".

Sharing at the ceremony, Mr. Nguyen Lam An - Deputy General Director of Entertainment - Tourism (SHE Group) of Sun Group - expressed: "Today is a great start to Highlands' upcoming journey. With the meaning of Highlands' name, perhaps the location on the top of Da Nang like Ba Na Hills is the most accurate place to open a new store for the brand. Highlands and SHE meet in the same vision, which is to bring Vietnamese cuisine, culture and aspiration to reach international standards. That 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.
At Sun World Ba Na Hills in particular and SHE destinations in general, customer experience is the biggest goal we aim for. With the support of Highlands Coffee, we believe that together, we will bring customers culinary experiences combined with art, nature and people, truly quality and different.
Sun Hospitality &Entertainment Group under Sun Group positions itself as an international-class entertainment and resort brand. In particular, the Sun World system includes 9 theme 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, Sun World Cat Ba (Hai Phong), Sun World Sam Son (Thanh Hoa) with each Sun World being a different version, containing unique experiences, containing unique cultural colors, people and natural landscapes of each land.


Meanwhile, the Sun Hospitality Group system brings together 15 world-class resorts in Vietnam, including many prestigious resorts that have continuously won international awards such as InterContinental Danang Sun Peninsula Resort, JW Marriott Phu Quoc Emerald Bay, Capella Hanoi...
Founded in 1999, Highlands Coffee is a pioneering brand in preserving and modernizing the spirit of Vietnamese coffee - with the mission of "Proud to elevate Vietnamese heritage". From traditional coffee cups to a chain of modern stores, Highlands has become a part of a dynamic urban lifestyle, with more than hundreds of stores nationwide. Not just a coffee brand, Highlands has now become an icon, 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 fields of cuisine and entertainment - resorts promises not only to create new standards in the service industry, but also to contribute to raising the position of Vietnamese brands, contributing to bringing the quintessence of Vietnam closer to domestic and international customers.