The Ultimate Brew: Trung Nguyen Legend’s Global Conquest

Pursuing the Vision: Establishing Vietnam’s Coffee Industry on the Global Stage

As highlighted by Bloomberg, Vietnam is the
“second-largest producer of coffee in the world, with a significant portion of its robusta beans grown in Buon Ma Thuot, Dak Lak.”
Yet, the value and versatility of Vietnamese robusta coffee have not always been accurately reflected in its trading price. This is where Trung Nguyen Legend, a pioneering coffee company founded in Buon Ma Thuot, steps in to make a difference.

From its inception, Trung Nguyen Legend has been dedicated to 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 consistently elevated the brand of Buon Ma Thuot coffee, asserting the position of Vietnam’s coffee industry on the global map. Through initiatives like coffee culture, coffee art, and coffee philosophy, Trung Nguyen Legend has contributed to shaping the perception of Vietnamese coffee as more than just a beverage, but as a catalyst for spiritual and intellectual enlightenment.

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

Trung Nguyen Legend’s portfolio boasts over 300 energy coffee products, all crafted from the finest Buon Ma Thuot robusta beans and exported to more than 100 countries and territories. The company also operates a thriving network of over 1,000 cafes that continuously expand in Vietnam and internationally. Through these endeavors, Trung Nguyen Legend is actively enhancing the value of Vietnamese coffee and fueling a
“robusta coffee consumption wave”
across the globe.

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

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 this philosophy, along with the company’s collaboration with leading media organizations to produce exceptional films about Vietnamese coffee culture, has reshaped global perceptions of Vietnam. No longer just a powerhouse in coffee exports, Vietnam is now recognized for its significant contributions to the global coffee culture. The Coffee Meditation practice, an integral part of the Coffee Philosophy, has been embraced by the intellectual and elite communities worldwide and has become an integral part of national diplomatic rituals.

Innovating and Propelling the “Robusta Coffee Consumption Wave”

Unlike countless other coffee companies that view coffee merely as a beverage, Trung Nguyen Legend perceives coffee as a source of mental energy and creativity. Their extensive range of over 300 energy coffee products under the Trung Nguyen, G7, and Trung Nguyen Legend brands has captivated consumers in more than 100 countries and territories. This includes robust growth in leading economies such as the US, China, India, Japan, South Korea, Dubai, France, and various Southeast Asian, Asian, and European nations.

Notably, the Special Edition line, featuring Trung Nguyen Legend’s signature Iced Milk Coffee, Special Edition, and Classic blends, alongside the indulgent Trung Nguyen Legend Cappuccino, continues to gain traction. These products are strategically positioned across all online and offline sales channels in Vietnam, China, the US, Europe, and ASEAN countries, solidifying their presence in the hearts and minds of coffee enthusiasts worldwide.

International beauty queens immerse themselves in the exquisite coffee offerings of Trung Nguyen Legend, showcasing the brand’s universal appeal.

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. Simultaneously, the company 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. Trung Nguyen Legend also embarked on 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), Loblaws (Canada), North African supermarkets, and partners in Singapore, Malaysia, and the Philippines.

Additionally, Trung Nguyen Legend unveiled its
“Coffee Appreciation Set for Families”
, inspired by the enlightening coffee meditation practice, and introduced the innovative freeze-dried instant coffee, Trung Nguyen Legend Gold. These new offerings build upon the company’s legacy of creating distinctive energy coffee products, enriching the lives of coffee connoisseurs worldwide.

Hoa hậu Tiểu Vy and Á hậu Kim Duyên, renowned beauty queens, embrace the transformative Coffee Meditation experience, which served as the inspiration for 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. It invites coffee aficionados to share special coffee moments with their loved ones or kindred spirits, fostering balance and mindfulness. Meanwhile, Trung Nguyen Legend Gold, the exquisite freeze-dried instant coffee, captivates with its harmonious blend of Arabica and Robusta beans, complemented by finely ground roasted coffee. This distinctive blend delivers a robust yet refined flavor profile, made possible by advanced freeze-drying technology that preserves the original characteristics of the coffee. Trung Nguyen Legend Gold aligns with the global consumption trend, offering coffee enthusiasts a fresh, authentic cup of brewed coffee anytime, anywhere.

Trung Nguyen Legend Gold, the exquisite freeze-dried instant coffee, captivates coffee aficionados worldwide, fueling the “robusta coffee consumption wave.”

Trung Nguyen Legend Gold embodies the perfect fusion of exquisite flavors and the empowering message,
“Energy to Conquer New Heights.”
It promises to inspire individuals striving for self-improvement and pursuing new goals, providing them with a refreshing coffee experience that embodies the essence of freshly brewed coffee. Trung Nguyen Legend Gold is currently available across online and offline sales channels in Vietnam and will be exported to key markets, including China, the US, Russia, South Korea, and ASEAN countries, throughout 2025.

Expanding the Cafe Network: Spreading Vietnamese Coffee Culture Worldwide

In tandem with its product innovation, Trung Nguyen Legend is committed to expanding its cafe network, bringing Vietnamese coffee culture to a global audience. The company’s cafes, including Trung Nguyen Legend, Trung Nguyen E-Coffee, and The World of Trung Nguyen Legend, surpass 1,000 locations in Vietnam and abroad, strategically positioned in prime locations and tourist destinations.

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

Trung Nguyen Legend cafes are more than just coffee shops; they are cultural destinations. Patrons can explore an extensive range of energy coffee products, all crafted from the finest Buon Ma Thuot robusta beans, along with various brewing tools and accessories. The cafes also introduce guests to the three great coffee civilizations: Ottoman, Roman, and Zen, offering a holistic coffee experience that engages all the senses.

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 anticipates opening hundreds of new cafes in Vietnam and nearly 15 new cafes abroad, primarily in central locations, major cities, and tourist hotspots.

Trung Nguyen Legend cafes are expanding their footprint in the US, China, and globally, serving exquisite coffee and offering unique insights into Vietnam’s vibrant coffee culture.

Recognized by Discovery as a
“pioneer in transforming Vietnamese coffee from a mere beverage into a philosophy”
, and hailed as an ambassador for
“awakening the potential of Vietnamese robusta coffee”
, Trung Nguyen Legend remains unwavering in its commitment to realizing the
“20 billion USD vision for Vietnam’s coffee industry.”
With relentless innovation and a passion for sharing Vietnamese coffee with the world, the company is determined to ensure that
“when it comes to coffee, the world thinks of Vietnam.”
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