The Power of Words: Crafting a Compelling Title “ASEAN’s Strongest Brand Award Winner: Trung Nguyên E-Coffee”

This is a significant milestone for the Trung Nguyen Legend Group in the early months of 2025, contributing to the “enhancement of the value of the Vietnamese coffee industry” globally.

Trung Nguyen E-Coffee Ranked Top 5 ASEAN Strong Brands in 2025

During the Vietnam-ASEAN Economic Cooperation Forum held in Singapore in April 2025, Trung Nguyen E-Coffee was honored as one of the Top 5 ASEAN Strong Brands in 2025. The award continues to affirm Trung Nguyen E-Coffee’s leading position in the F&B industry in the region and “is a part of the strategic vision of the Trung Nguyen Legend Group to promote the appreciation of Vietnamese coffee culture” (according to CNN).

“ASEAN Strong Brand” is a recognition from the community of partners, investors, regional and international customers for brands that positively contribute to the economic, trade, and investment development in the ASEAN region. According to the evaluation of the International Appraisal Council, Trung Nguyen E-Coffee is one of the few Vietnamese brands that fulfill the criteria of “quality – standards – sustainability – inspiration.”

Trung Nguyen E-Coffee ranked Top 5 ASEAN Strong Brands in 2025, affirming its “international quality standards” and high credibility from investors, partners, and customers in ASEAN and worldwide.

With a flexible and efficient business model, Trung Nguyen E-Coffee has “inspired successful entrepreneurship” for thousands of franchisees in the coffee industry (as reported by CNN). From F&B menus to retail, Trung Nguyen E-Coffee offers exquisite coffee products made from the finest Buôn Ma Thuột Robusta beans, blending the essence of the three coffee civilizations of Ottoman, Roman, and Zen, creating a unique model. Simultaneously, the optimal franchising policy, maximizing benefits, has earned Trung Nguyen E-Coffee high trust from investors, partners, and customers in the ASEAN market and globally.

Miss Thanh Thủy, runner-up Ngọc Hằng, and runner-up Ngọc Thảo enthusiastically explore the unique coffee ecosystem of the Trung Nguyen E-Coffee model.

Currently, Trung Nguyen E-Coffee has over 800 operating stores and 1,000 signed franchise contracts, with a rapid expansion rate of 30 new stores per month. Following the new space opening in Long Beach, California, in February 2025, the Trung Nguyen E-Coffee model is promoting expansion in the US, China, Australia, Canada, India, South Korea, Dubai, France, and many Asian and European countries, aiming for 3,000 stores in 2025.

Trung Nguyen Legend Promotes the “Vietnamese Robusta Coffee Consumption Wave” Globally

Along with the robust development of the Trung Nguyen E-Coffee model, the Trung Nguyen Legend café spaces and Trung Nguyen Legend World of Coffee systems are continuously expanding their presence in prime locations in the centers of major cities in Vietnam, the US, China, and more. Simultaneously, Trung Nguyen Legend coffee products are increasingly popular in over 100 countries and territories, especially large markets such as the US, China, India, Japan, South Korea, Dubai, France, and Southeast Asian, Asian, and European countries. All these efforts are significantly contributing to promoting the “Vietnamese Robusta Coffee Consumption Wave” worldwide.

Trung Nguyen Legend cafés in China always attract a large number of coffee lovers and international youth with their unique and special coffee appreciation styles and creative energy.

Notably, in the first four months of 2025, Trung Nguyen Legend expanded its presence in China by adding 34 new distributors and opening three new spaces in Nanjing, Hangzhou, and Shanghai, bringing the total number of cafés in the billion-dollar Chinese market to 21.

Prominent marketing campaigns such as “Energy Monday – Book Mark Energy” (from April 7 to May 4) and “Thousands of Cups of Coffee to Awaken the Energy of the City” (from May 9 to 13) created a strong impact through social media and the WeChat Moments platform. These campaigns attracted thousands of young Chinese people to experience coffee and reading, spreading a positive lifestyle.

During this period, the G7 coffee brand of the Trung Nguyen Legend Group was recognized as the “Number 1 Imported Instant Coffee Brand in Sales across China” (in March 2025) by independent auditing organizations. This continues to affirm G7’s position as one of the most beloved Vietnamese coffee brands in China.

Trung Nguyen Legend showcases the unique experiences of the three world coffee civilizations at exhibitions in the US, Russia, India, Dubai, and more, attracting the interest of numerous international partners and customers.

In the US, G7, Trung Nguyen, and Trung Nguyen Legend products are available at Costco supermarkets and almost all Asian supermarkets, as well as online sales channels like Amazon, Walmart, eBay, and Say Weee. Notably, from March 4 to 7, 2025, Trung Nguyen Legend participated in the Natural Product West Expo 2025, one of the largest food exhibitions in the US. The Trung Nguyen Legend booth, featuring products from the three coffee civilizations of Ottoman, Roman, and Zen, attracted thousands of global partners and connected with hundreds of distributors and retail chains such as HEB, Costco, Walmart, Albertsons, UNFI, Eastland, TJMaxx, and Grocery Outlet.

In the Middle East region, from February 17 to 21, 2025, Trung Nguyen Legend attended Gulfood 2025, one of the largest food trade exhibitions in the region. The company received high praise for the quality and diverse uniqueness of its product ecosystem and special coffee appreciation style. As a result, Trung Nguyen Legend connected with over 150 distributors, including many multinational systems such as Lulu Hypermarket, Costco in Australia, Canada, and France, and Loblaws Canada, as well as North African supermarket chains.

Delegates and guests at the ASEAN Future Forum 2025 were impressed by the Zen Coffee experience – a unique Vietnamese coffee culture experience created by Trung Nguyen Legend.

The ASEAN market, “one of the fastest-growing regions in the world during 2024-2029” according to the International Monetary Fund (IMF), is a key focus for Trung Nguyen Legend. In the first four months of 2025, the company signed strategic development cooperation agreements with leading partners in Singapore, Malaysia, and the Philippines. Trung Nguyen Legend’s diverse range of products, from roasted and ground coffee to instant coffee, quickly gained a widespread presence in large supermarket chains in Malaysia, Thailand, and Singapore.

Trung Nguyen Legend – Vietnam’s Coffee Ambassador to the World

Along with efforts to promote and enhance the value of Vietnamese coffee and coffee culture globally, Trung Nguyen Legend continues to affirm its role as “Vietnam’s coffee ambassador to the world.” In the first months of 2025, Trung Nguyen Legend was honored to be the leading coffee brand chosen to serve at high-level political, economic, cultural, and diplomatic events of national and international significance, including high-level talks between Vietnam and other countries, programs to welcome leaders of nations and international diplomatic delegations, and more.

During the 9th Buon Ma Thuot Coffee Festival held in March 2025 in Buon Ma Thuot, the homeland of the world’s best Robusta beans, the US Ambassador to Vietnam, Marc Evans Knapper, experienced Zen Coffee – a fundamental practice of Coffee Religion, created by the Founder and Chairman of the Trung Nguyen Legend Group. Ambassador Knapper shared, “This is a profound and unique experience; it helped me realize the meaningful pauses in my busy life and work, enjoying coffee with dear friends. We appreciate Mr. Dang Le Nguyen Vu, Chairman of the Trung Nguyen Legend Group, for creating the Zen Coffee method and wish to share it with the world.”

US Ambassador to Vietnam, Marc Evans Knapper, experiences Zen Coffee at the World of Coffee Museum and expresses his appreciation for this “profound and unique experience.”

Following these special milestones, in the coming months of 2025, Trung Nguyen Legend plans to launch new products, expand its café systems, accelerate the establishment of its headquarters in the US, and promote trade activities in Vietnam, the US, China, Russia, Australia, Canada, Japan, South Korea, ASEAN countries, Asia, Europe, and over 100 other countries and territories. Communications and brand promotion on international social media platforms will also be enhanced to expand markets and develop new sales points and distribution channels.

With Buôn Ma Thuột Robusta coffee “creating a global boom” and gaining popularity in coffee powerhouses like Germany, Italy, China, the US, Japan, Spain, and Indonesia, and with the World Coffee Organization predicting that it will be the “future of the coffee industry,” Trung Nguyen Legend’s efforts have contributed to Vietnam’s growing affirmation of its new global position. These endeavors are also helping to realize the vision of achieving $20 billion in annual revenue for the Vietnamese coffee industry, so that one day, when people think of coffee, they will think of Vietnam.