The Ever-Conquering Creative Force: Trung Nguyen Legend

Efforts to “establish Vietnamese coffee’s global stature”

According to Bloomberg, a significant portion of the world’s robusta coffee is grown in Buon Ma Thuot, Dak Lak, making Vietnam the second-largest coffee producer globally. However, the value and versatility of Vietnamese robusta are not always reflected in its trading price. Determined to change this perception, Trung Nguyen Legend, a prominent Vietnamese coffee company, has embarked on a journey to elevate the country’s coffee industry on the global stage.

Since its inception in the coffee capital of Buon Ma Thuot, Trung Nguyen Legend has diligently studied and uncovered the unique qualities of Buon Ma Thuot robusta beans, recognized as one of the finest in the world. Guided by its founder and chairman, Dang Le Nguyen Vu, the company has strategically enhanced the brand value of Buon Ma Thuot coffee, promoting Vietnamese coffee culture, art, and philosophy globally.

With a global presence in over 100 countries and territories, Trung Nguyen Legend’s brands, including Trung Nguyen, G7, and Trung Nguyen Legend, are leading the way in introducing Vietnamese coffee to the world.

Offering an extensive range of over 300 robusta-based energy coffee products, Trung Nguyen Legend has successfully exported its creations to more than 100 countries and territories. Additionally, the company boasts a rapidly expanding network of over 1,000 cafes in Vietnam and internationally, contributing to the rising appreciation of Vietnamese coffee worldwide.

US Ambassador to Vietnam, Marc Evans Knapper, partakes in the unique Coffee Meditation experience at the Coffee World Museum, curated by Trung Nguyen Legend.

Notably, the Coffee Philosophy, conceived by the company’s founder, has garnered international acclaim, with features on Discovery, CNN, and Bloomberg. The profound impact of these broadcasts has reshaped global perceptions of Vietnam, showcasing its evolution from a prominent coffee exporter to a significant contributor to the world’s coffee culture. Coffee Meditation, a foundational practice within Coffee Philosophy, has been embraced by intellectual elites worldwide and has become an integral part of diplomatic protocols.

Continuous innovation fuels the “Vietnamese robusta consumption wave”

Unlike countless other coffee companies that view coffee merely as a beverage, Trung Nguyen Legend perceives it as a source of mental energy and creativity. Their diverse range of over 300 energy coffee products under the Trung Nguyen, G7, and Trung Nguyen Legend brands has garnered immense popularity in over 100 countries and territories, experiencing robust growth in leading economies such as the US, China, India, Japan, South Korea, Dubai, France, and across Southeast Asia, Asia, and Europe.

Notably, the Special Edition, Classic, and Cappuccino varieties within their instant ground coffee range have witnessed increased brand awareness and messaging effectiveness, coupled with comprehensive distribution across online and offline sales channels in Vietnam, China, the US, Europe, and ASEAN countries.

International beauty queens immerse themselves in the exquisite coffee offerings of Trung Nguyen Legend, captivated by the brand’s innovative products and unique coffee culture.

In early 2025, Trung Nguyen Legend expanded its distribution network in China by partnering with 34 additional distributors, ensuring comprehensive market coverage in this lucrative market. The company has also intensified its presence in American retail giants like Costco and expanded its reach through Asian supermarkets and prominent online platforms such as Amazon, Walmart, and eBay. Furthermore, Trung Nguyen Legend has initiated trade promotions and brand awareness campaigns in the Middle East and ASEAN regions, establishing strategic alliances with multinational entities like Lulu Hypermarket, Costco (Australia, Canada, France), and Loblaws (Canada), as well as partners in Singapore, Malaysia, and the Philippines.

Additionally, Trung Nguyen Legend unveiled its innovative Coffee Appreciation Set for Families, inspired by the Zen coffee culture, and introduced the groundbreaking freeze-dried instant coffee, Trung Nguyen Legend Gold. These new offerings build upon the distinct values and qualities of the company’s energy coffee range, diversifying and enriching their product portfolio.

Vietnamese beauty queens, Hoa Hau Tieu Vy and A Hau Kim Tuyen, embrace the transformative Coffee Meditation experience, which served as the inspiration behind Trung Nguyen Legend’s innovative Coffee Appreciation Set for Families.

The Coffee Appreciation Set for Families is a pioneering concept exclusive to Trung Nguyen Legend, designed to foster special coffee appreciation moments among families and kindred spirits. It embodies the spirit and values of Zen coffee culture, helping individuals reconnect with themselves and find inner balance.

Trung Nguyen Legend Gold, the company’s freeze-dried instant coffee masterpiece, captivates coffee aficionados with its distinctive blend of Arabica and Robusta beans, complemented by finely ground roasted coffee. This harmonious fusion delivers a robust yet refined flavor profile. By employing cutting-edge freeze-drying technology, Trung Nguyen Legend Gold preserves the authentic flavor, color, and intrinsic qualities of coffee, aligning with global consumption trends.

Trung Nguyen Legend Gold, the exquisite freeze-dried instant coffee, fuels the “Vietnamese robusta consumption wave” on a global scale.

Combining exquisite taste with the empowering message of “Energy to Conquer New Heights,” Trung Nguyen Legend Gold promises to deliver a refreshing instant coffee experience, inspiring individuals striving for self-improvement and pursuing new goals.

Trung Nguyen Legend Gold is now available at online and offline retailers nationwide and will be exported to key markets, including China, the US, Russia, South Korea, and ASEAN countries, throughout 2025.

Robust expansion of cafe systems to “bring Vietnamese coffee culture to the world”

In tandem with its product innovation, Trung Nguyen Legend is vigorously expanding its cafe systems, aiming to “bring Vietnamese coffee culture to the world.” The company’s cafe brands, including Trung Nguyen Legend, Trung Nguyen E-Coffee, and The World of Trung Nguyen Legend, currently boast over 1,000 cafes in prime locations worldwide, offering patrons distinctive coffee experiences infused with Vietnamese coffee culture.

Renowned beauty queens and a celebrated artist-designer immerse themselves in the exceptional coffee offerings and cultural ambiance of Trung Nguyen E-Coffee, a brand distinguished as a Strong ASEAN Brand.

Positioned as cultural and artistic coffee spaces, Trung Nguyen Legend cafes provide patrons with a unique journey into the world of Vietnamese coffee. Coffee enthusiasts can explore an extensive range of energy coffee products crafted from the finest robusta beans, along with various brewing tools and accessories, inviting them to embrace the art of coffee appreciation through the Ottoman, Roman, and Zen coffee civilizations.

Following the recent opening of a Trung Nguyen E-Coffee store in Texas, USA, in June 2025, Trung Nguyen Legend is accelerating its expansion plans, targeting 100 cafes in the US and 1,000 cafes in China. The company also intends to replicate its success in Australia, Canada, Japan, South Korea, Dubai, France, Southeast Asia, Asia, and Europe. By the end of 2025, Trung Nguyen Legend aims to inaugurate hundreds of new cafes in Vietnam and nearly 15 cafes overseas, strategically located in central areas, major cities, and tourist destinations.

Trung Nguyen Legend cafes are expanding their footprint in the US, China, and globally, serving exquisite coffee and offering distinctive cultural experiences to international patrons.

Recognized by Discovery as a “pioneer in transforming Vietnamese coffee from a mere beverage into a cultural and philosophical phenomenon,” Trung Nguyen Legend remains steadfast in its commitment to actualize the $20 billion vision for the Vietnamese coffee industry. The company’s relentless creativity and dedication to excellence reinforce its standing as a brand that epitomizes the awakening of Vietnamese robusta coffee on the global stage, striving to make Vietnam synonymous with coffee excellence.