Entertainment Group joins hands with Starbucks in a strategic partnership
On August 23, 2025, at Sun World Ba Den Mountain (Tay Ninh), Sun Hospitality & Entertainment Group (SHE) – Vietnam’s leading entertainment and hospitality brand under Sun Group – officially signed a strategic cooperation agreement with global coffee brand Starbucks, unveiling a series of initiatives to enhance the travel experience in Vietnam.
Under the agreement, the two sides 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 (Da Nang), Sun Plaza (Sa Pa), Sun World Ba Den Mountain (Tay Ninh), and Sunset Town (Phu Quoc), many more Starbucks branches will be opened at Sun World destinations nationwide in the future.
True to Starbucks’ principle of choosing “prime locations” such as the Vietnam Post Office in Hanoi or its outlet beside Dalat Market, the partnership with SHE will prioritize Starbucks’ presence at Sun Group’s landmark projects, especially in iconic spaces that combine tourism, culture, and commerce. At the same time, the collaboration between these two major names in Vietnam’s tourism and hospitality industry will also deliver benefits for guests staying at Sun Group’s hotel and resort network.