Elevating Vietnamese Coffee Culture Globally: The Journey of Trung Nguyen Legend
Efforts to “Establish Vietnamese Coffee’s Global Reputation”
According to Bloomberg, a significant proportion of the world’s robusta coffee is grown in Buon Ma Thuot, making Vietnam the
second-largest coffee producer globally
. However, the value and versatility of robusta coffee are not always reflected in its trading price. Recognizing this, Trung Nguyen Legend, a prominent coffee company founded in Buon Ma Thuot, has been on a mission to elevate Vietnamese coffee’s position in the global market.
From its early days, Trung Nguyen Legend has been dedicated to researching and uncovering the unique qualities of Buon Ma Thuot robusta coffee beans. Under the leadership of 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 on a global scale. Trung Nguyen Legend’s cafes and products have become ambassadors for Vietnamese coffee, contributing to the industry’s goal of achieving a higher stature worth
$20 billion
.
Trung Nguyen Legend’s coffee brands, including Trung Nguyen, G7, and Trung Nguyen Legend, are present in over 100 countries and territories worldwide, contributing to the global conquest of Vietnamese coffee.
With over 300 energy coffee products created from Buon Ma Thuot robusta beans, Trung Nguyen Legend has successfully exported to more than 100 countries and territories. Their robust global presence includes a rapidly expanding network of over 1,000 cafes in Vietnam and internationally. Through these efforts, the company has played a pivotal role in enhancing the value of Vietnamese coffee and fueling a “robusta coffee consumption wave” around the globe.
The US Ambassador to Vietnam, Marc Evans Knapper, experienced Coffee Meditation at The World of Coffee Museum, describing it as a “profound and unique experience.”
Notably, the Coffee Philosophy, conceived by the company’s founder and chairman, has garnered international acclaim, with features on Discovery, CNN, and Bloomberg. The profound impact of Trung Nguyen Legend’s collaboration with leading global media outlets has reshaped how the world perceives Vietnam. The company’s exceptional coffee and its cultural significance have elevated Vietnam’s status from a coffee-exporting powerhouse to a significant contributor to the global coffee culture. Coffee Meditation, a fundamental practice within the Coffee Philosophy, has been embraced by the intellectual elite worldwide and has become an integral part of national diplomatic rituals.
Continuous Innovation Fuels the “Robusta Coffee 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 extensive range of over 300 energy coffee products, including Trung Nguyen, G7, and Trung Nguyen Legend brands, has captivated consumers in over 100 countries and territories. This success spans major economies such as the US, China, India, Japan, South Korea, Dubai, France, and Southeast Asian, Asian, and European nations.
Notably, the Special Edition, Classic, and Trung Nguyen Legend Cappuccino stand out as exceptional instant ground coffee blends, consistently increasing brand awareness and messaging while dominating online and offline sales channels in Vietnam, China, the US, Europe, and ASEAN countries.
International beauty queens from the Miss Grand International pageant enthusiastically explore Trung Nguyen Legend’s exceptional coffee products within the immersive coffee world experience.
In early 2025, Trung Nguyen Legend expanded its distribution network in China by partnering with 34 additional distributors, ensuring a comprehensive presence in this billion-dollar market. The company has also intensified its focus on the US market by targeting Costco, Asian supermarkets, and prominent online platforms like 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 giants such as Lulu Hypermarket, Costco (in Australia, Canada, and France), Loblaws (Canada), North African supermarkets, and partners in Singapore, Malaysia, and the Philippines.
Simultaneously, Trung Nguyen Legend introduced the Family Coffee Appreciation Set, inspired by the Zen coffee culture, and unveiled the groundbreaking freeze-dried instant coffee, Trung Nguyen Legend Gold. These new offerings build upon the unique and distinctive values of the company’s energy coffee range, diversifying and enriching Trung Nguyen Legend’s product portfolio.
Hoa hậu Tiểu Vy (Miss Vietnam 2018) and Á hậu Kim Duyên (Miss Vietnam 2022) immerse themselves in Coffee Meditation, a distinctive and inspiring coffee appreciation style that influenced the creation of the Family Coffee Appreciation Set by Trung Nguyen Legend.
The Family Coffee Appreciation Set, inspired by Zen coffee culture, aims to spread the spirit and values of Coffee Meditation to the community. This pioneering product, exclusive to Trung Nguyen Legend, offers coffee enthusiasts special moments of coffee appreciation with their families or kindred spirits, helping them find balance and mental clarity.
Trung Nguyen Legend Gold, the freeze-dried instant coffee, captivates with its distinctive blend of Arabica and premium Robusta beans, complemented by finely ground roasted coffee. This harmonious combination delivers a robust yet refined flavor profile. By employing cutting-edge freeze-drying technology, Trung Nguyen Legend Gold preserves the original coffee’s flavor, color, quality, and characteristics, aligning with global consumption trends.
Trung Nguyen Legend Gold, the freeze-dried instant coffee masterpiece, fuels the “Vietnamese Robusta Coffee Consumption Wave” on a global scale.
Trung Nguyen Legend Gold combines exquisite taste with the inspiring message, “Energy to Conquer New Heights.” It promises to deliver a refreshing experience of freshly ground coffee to coffee aficionados worldwide, inspiring those striving for self-improvement and pursuing new goals.
Trung Nguyen Legend Gold is currently 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 Network: Spreading Vietnamese Coffee Culture Globally
In tandem with its product expansion, Trung Nguyen Legend is vigorously developing its cafe network, committed to “bringing Vietnamese coffee culture to the world.” The company’s cafes, including Trung Nguyen Legend, Trung Nguyen E-Coffee, and The World of Coffee by Trung Nguyen Legend, now exceed 1,000 locations in Vietnam and internationally, strategically positioned in prime locations and tourist destinations.
Renowned beauty queens, including Hoa hậu Bảo Ngọc, Hoa hậu Thanh Thủy, Á hậu Ngọc Hằng, Á hậu Ngọc Thảo, and artist-designer Anh Thư, indulge in exquisite coffee experiences at Trung Nguyen E-Coffee, a brand recognized as a Strong ASEAN Brand.
Positioned as cultural and artistic coffee spaces, Trung Nguyen Legend cafes offer patrons a unique journey into the world of Vietnamese coffee culture. Coffee enthusiasts can explore the entire range of energy coffee products, crafted from the finest Buon Ma Thuot robusta beans, along with various brewing tools and accessories. Patrons can also discover different appreciation styles influenced by the three great coffee civilizations: Ottoman, Roman, and Zen.
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. The company aims to establish 100 cafes in the US and 1,000 cafes in China, while replicating its success in Australia, Canada, Japan, South Korea, Dubai, France, Southeast Asian, Asian, and European countries. By the end of 2025, Trung Nguyen Legend expects to inaugurate hundreds of new cafes in Vietnam and nearly 15 cafes overseas, focusing on central locations, major cities, and tourist hotspots.
Trung Nguyen Legend’s cafe network continues to expand in the US, China, and globally, serving impeccable coffee and offering distinctive Vietnamese coffee culture experiences to international patrons.
Recognized by Discovery as a “pioneer in elevating Vietnamese coffee from a mere beverage to a cultural and philosophical phenomenon,” Trung Nguyen Legend is the embodiment of Vietnam’s robusta coffee awakening. Through relentless innovation, the company solidifies its commitment to realizing the
$20 billion vision for the Vietnamese coffee industry
. Trung Nguyen Legend strives to ensure that one day, when people think of coffee, they will think of Vietnam.
