“The Coffee Visionary: Transforming Vietnam’s Coffee Industry”

Bloomberg Showcases Vietnam’s Robusta Coffee in a Captivating Documentary

“Trung Nguyên Legend’s Vision for Vietnamese Coffee: The Robusta Awakening” is a short documentary produced and aired by the renowned international media company, Bloomberg. It has captivated audiences across the Asia-Pacific, the US, Europe, and India.

Miss Vietnam, Tiểu Vy, and runner-up, Kim Duyên, immerse themselves in the local coffee culture of Buôn Ma Thuột, the robustacapital of Vietnam, which supplies “a large amount of Robusta coffee to the world,” as quoted by Bloomberg.

Bloomberg, known for its in-depth coverage of economics, finance, and global consumer trends, offers an objective and authentic perspective on the journey to elevate Vietnamese Robusta coffee’s value globally. This is led by Vietnam’s leading coffee brand, Trung Nguyên Legend.

Despite its concise 3-minute duration, “Trung Nguyên Legend’s Vision for Vietnamese Coffee: The Robusta Awakening” captivates international audiences with vibrant and fast-paced footage of the energetic Buôn Ma Thuột and showcases Vietnam as a formidable coffee powerhouse.

Trung Nguyên Legend: Pioneering the Awakening of Vietnamese Robusta Coffee

Bloomberg’s documentary begins by acknowledging that “a significant portion of the world’s Robusta coffee is grown in Buôn Ma Thuột, Đắk Lắk province, making Vietnam the second-largest coffee producer globally.” However, by referencing historical Robusta and Arabica coffee transaction data, Bloomberg reveals that the value and versatility of Robusta coffee are not always accurately reflected in its trading price, which tends to be lower than that of Arabica.

Miss International Peace, Thùy Tiên, partakes in the Civilized Coffee experience at the launch of “Trung Nguyên E-Coffee 2024 – The Community of 3 Coffee Civilizations.”

According to Bloomberg, the economic value limitation “in the trading price” of Robusta coffee also restricts the recognition of Vietnamese coffee culture and the country’s position in the international coffee arena. This presents a challenging equation that Bloomberg hints at and poses to the Vietnamese coffee industry.

Through lush natural landscapes, vast coffee farms, and Trung Nguyên Legend’s diverse coffee ecosystem in the homeland of Vietnamese Robusta coffee, including coffee processing plants, coffee appreciation models, Coffee World, Coffee Museum, and Coffee City, Bloomberg guides international audiences on a journey of “awakening” for the Vietnamese coffee brand. This journey aims to “promote balance between coffee-producing and consuming countries,” introducing Vietnamese coffee to the global stage and contributing to the evolution of human coffee culture.

In July 2024, alongside G7, Trung Nguyên E-Coffee, one of Trung Nguyên Legend’s three café models, was recognized by CNN as “representing part of Trung Nguyên Legend’s strategic vision to elevate the appreciation of Vietnamese coffee culture.”

A $20 Billion Vision for Vietnam’s Coffee Industry

Over a decade ago, at the World Economic Forum, the founder and chairman of Trung Nguyên Legend, Dang Le Nguyen Vu, proposed “7 initiatives for the global coffee industry,” which garnered enthusiastic support from experts worldwide. Chairman Vu shared, “The Vietnamese coffee industry has the potential to generate approximately $20 billion in annual profits if we improve our practices and develop a national strategy for coffee development.”

Trung Nguyên Legend has taken the lead in actualizing the initiative to “rethink the concept of coffee” and “diversify coffee styles, habits, standards, and culture.” This has paved the way for the Vietnamese coffee industry to reposition itself on a grander scale, not just as the world’s leading exporter of Robusta coffee but also as a center for initiating unique coffee culture and philosophy.

Notably, Trung Nguyên Legend has contributed to shifting the global perspective: it’s not just about Arabica, but also Robusta; it’s not only about the American-Italian coffee-drinking style, but there are also styles from Vietnam, Turkey, Ethiopia, and others; it’s not just about coffee brands from Europe and America, but priority should be given to brands from coffee-growing countries to foster diversity within the unity of global coffee culture. Coffee is not merely a beverage but an experience and a way of life.

Miss USA runner-up, Chhavi Verg, explores the Trung Nguyên Legend Coffee World in the US, described by Eater Los Angeles as “a special destination to enjoy phin-filtered and espresso coffee made with 100% Robusta and Arabica beans grown in Vietnam.”

In “Trung Nguyên Legend’s Vision for Vietnamese Coffee: The Robusta Awakening,” Bloomberg substantiates the founder’s far-sighted vision with statistical research from the International Coffee Organization. “In 2024, the price of Robusta coffee futures soared to a 45-year high,” rising from around $2,225 per ton to over $5,000 per ton, and even surpassing $6,000 per ton at times.

Cumulative data for the first six months of 2024 shows that Vietnam’s coffee exports reached $3.2 billion, a significant increase of 34.5% compared to the same period last year. The Ministry of Agriculture and Rural Development forecasts that coffee exports for 2024 will undoubtedly exceed $5 billion and may even reach $6 billion, the highest in history.

Along with the robust growth in global demand for Vietnamese Robusta coffee, the distinctiveness of Buôn Ma Thuột’s Robusta beans, which can “easily blend harmoniously with other beans without losing their identity,” presents an opportunity for “the world’s best-tasting Robusta coffee from Vietnam” to assert its worth. As Bloomberg asserts, “As Vietnam and the future of coffee become increasingly intertwined, your next cup of coffee will never be far from the Robusta beans of Buôn Ma Thuột.”

According to records for the first six months of 2024, the export value of Vietnamese coffee increased significantly in countries that are themselves powerhouses in the global coffee industry, including Germany (up 37%), Italy (up 37%), China (up 44%), Japan (up 47%), Spain (up 82%), Indonesia (up 95%), and the Philippines (up 113%).

Miss Vietnam, Tiểu Vy, and runner-up, Kim Duyên, experience Zen Coffee, a product created by Trung Nguyên Legend. Discovery recognizes this as “enhancing the value of the Vietnamese coffee industry, elevating it from a mere beverage to a form of coffee culture, coffee art, and spiritual coffee.”

Notably, Bloomberg emphasizes the journey towards realizing the $20 billion vision for Vietnam’s coffee industry through Trung Nguyên Legend’s efforts to “awaken” Vietnamese Robusta coffee, transforming the renowned aromatic beans into beloved “coffee products,” “coffee experiences,” and “coffee lifestyles” worldwide.

G7: The Brand Embodies the Awakening of Vietnamese Robusta Coffee

Featured in “Trung Nguyên Legend’s Vision for Vietnamese Coffee: The Robusta Awakening,” the G7 instant coffee brand is recognized by Bloomberg as the embodiment of “awakening” Vietnamese Robusta coffee. G7 takes the lead in bringing Vietnamese coffee to the global stage, “restoring balance between coffee-producing and consuming countries.”

From its inception, G7, driven by a grand aspiration, aimed to bring fairness to coffee-producing countries like Vietnam. With its captivating appeal, distinctiveness, and superior quality derived from the finest Robusta beans of Buôn Ma Thuột, coupled with modern technology and a quintessential marketing story about “David,” the young and inexperienced challenger who triumphs over the giant “Goliath” in his own arena, G7 has created a leading Vietnamese coffee product that not only meets but also shapes global coffee consumption trends. It has sparked a wave of Robusta coffee consumption even in established coffee-drinking nations.

G7 Gold – The new generation of G7 coffee makes its debut on Amazon, continuing to offer global coffee enthusiasts novel coffee experiences from Vietnam.

Today, G7 is present in over 100 countries and territories, “supplying 2.5 billion packets of coffee annually” and “ranking as one of the top five coffee brands in China” (as per Discovery). The latest generation of G7, G7 Gold, featuring the flavors of three world coffee civilizations—Ottoman, Roman, and Zen—was launched at the end of 2023 and is pioneering new consumption trends, offering fresh experiences to coffee enthusiasts worldwide.

The documentary concludes with a quote from a Trung Nguyên Legend representative, “Chairman Vu’s prophecy has come true; coffee is the solution for a more harmonious and sustainable future.” Bloomberg once again emphasizes the unique, distinctive, and special qualities of Vietnamese Robusta coffee and the $20 billion vision for Vietnam’s coffee industry, which Trung Nguyên Legend has charted and is committed to fulfilling. “In Vietnam, coffee is not just a drink; it’s the future…”

The documentary, “Trung Nguyên Legend’s Vision for Vietnamese Coffee: The Robusta Awakening,” is currently airing on Bloomberg TV and across the network’s social media platforms, including LinkedIn, YouTube, and its website, in the Asia-Pacific, the US, EU, and Indian markets until November 7, 2024. You can watch the film at: The Robusta Awakening