The Ultimate Brew: Trung Nguyên Legend’s Global Conquest

“Efforts to establish Vietnamese coffee’s global reputation”

According to Bloomberg, a significant portion of the world’s robusta coffee is cultivated 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.

Since its inception in the coffee capital of Buon Ma Thuot, Trung Nguyen Legend Group has diligently researched and uncovered the unique and exceptional qualities of Buon Ma Thuot robusta beans, widely regarded as the
finest in the world

. Under the leadership of its founder and chairman, Dang Le Nguyen Vu, Trung Nguyen Legend has systematically elevated the Buon Ma Thuot coffee brand, solidifying Vietnam’s coffee industry on the global map through cultural, artistic, and philosophical approaches to coffee, ultimately contributing to the
elevation of the industry to new heights

.

Trung Nguyen, G7, and Trung Nguyen Legend coffee brands have reached over 100 countries and territories worldwide, contributing to the global conquest of Vietnamese coffee.

With over
300 energy-infused coffee products

innovated from Buon Ma Thuot robusta beans and exported to more than 100 countries and territories, along with a rapidly expanding network of
1,000 cafes

in Vietnam and internationally, Trung Nguyen Legend is steadily enhancing the value of Vietnamese coffee and fueling a
“robusta consumption wave”

globally.

US Ambassador to Vietnam, Marc Evans Knapper, partakes in Coffee Meditation at the World Coffee Museum, describing it as a
“profound and unique experience.”

Notably, the
Coffee Philosophy

, enlightened and created by the group’s founder and chairman, Dang Le Nguyen Vu, has been introduced and broadcast globally by renowned media outlets such as Discovery, CNN, and Bloomberg, leaving a strong impression on the community. Through exceptional films about coffee and Vietnamese coffee culture, produced in collaboration with leading global media agencies, Trung Nguyen Legend has contributed to shifting the world’s perception of Vietnam from a coffee-exporting powerhouse to a significant contributor to the global coffee culture. Coffee Meditation, a fundamental practice of Coffee Philosophy, has been increasingly embraced by domestic and international intellectual elites, becoming an integral part of national diplomatic protocols.

Continuous Innovation Fuels the “Vietnamese Robusta Consumption Wave”

Unlike hundreds of thousands of other coffee brands that view coffee as a mere ordinary beverage, Trung Nguyen Legend perceives coffee as an
energy source for mental alertness and creativity

. Over
300 energy-infused coffee products

under the Trung Nguyen, G7, and Trung Nguyen Legend brands are currently cherished in more than 100 countries and territories, witnessing robust growth in leading economies such as the US, China, India, Japan, South Korea, Dubai, France, and Southeast Asian, Asian, and European countries.

Notably, the
special instant ground coffee trilogy

, comprising Trung Nguyen Legend Cà Phê Sữa Đá, Special Edition, and Classic, along with Trung Nguyen Legend Cappuccino, consistently enhances brand visibility and messaging while expanding across all online and offline sales channels in Vietnam, China, the US, Europe, and ASEAN countries.

International beauty queens enthusiastically explore Trung Nguyen Legend’s exceptional coffee products within the immersive coffee world experience.

In early 2025, Trung Nguyen Legend forged partnerships with 34 distributors in China, expanding its product range across the billion-dollar market. The group also intensified its presence in American retail giants like Costco and Walmart, as well as online platforms such as Amazon, eBay, and more. Additionally, Trung Nguyen Legend 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.

Simultaneously, Trung Nguyen Legend unveiled its
Coffee Appreciation Kit for Families

, inspired by the Zen coffee civilization, and introduced the
Trung Nguyen Legend Gold

, an exceptional freeze-dried instant coffee. Building on the unique and distinctive values of the energy coffee range, these new products enrich and diversify Trung Nguyen Legend’s coffee offerings.

Hoa hậu Tiểu Vy and Á hậu Kim Duyên, Vietnamese beauty queens, experience Coffee Meditation, a unique and inspiring coffee appreciation ritual that influenced the creation of Trung Nguyen Legend’s Coffee Appreciation Kit for Families.

The
Coffee Appreciation Kit for Families

is a pioneering concept exclusive to Trung Nguyen Legend, drawing inspiration from the Zen coffee civilization. It offers coffee enthusiasts special moments to savor coffee with their families or kindred spirits, fostering a sense of balance and alertness.

Trung Nguyen Legend Gold, the
freeze-dried instant coffee masterpiece

, captivates with its distinctive blend of premium Arabica and Robusta beans, complemented by finely ground roasted coffee for a robust yet ethereal flavor profile. Leveraging 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 exquisite freeze-dried instant coffee, propels the “Vietnamese Robusta Consumption Wave” on a global scale.

Marrying impeccable quality and flavor with the message of
“Energy for New Achievements”

, Trung Nguyen Legend Gold promises to deliver a refreshing, authentic coffee experience 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: “Bringing Vietnamese Coffee Culture to the World”

In tandem with its product range, Trung Nguyen Legend’s cafe network is experiencing robust growth,
“bringing Vietnamese coffee culture to the world.”

The group’s cafes, including Trung Nguyen Legend, Trung Nguyen E-Coffee, and The World of Trung Nguyen Legend, boast over
1,000 outlets

in prime locations domestically and internationally, offering impressive coffee and Vietnamese coffee culture experiences.

Renowned Vietnamese beauty queens and a celebrated artist and designer relish exceptional coffee experiences at Trung Nguyen E-Coffee, a brand acclaimed as a Strong ASEAN Brand.

Positioned as a cultural and artistic coffee space, Trung Nguyen Legend cafes offer distinctive coffee and Vietnamese coffee culture experiences. Coffee enthusiasts can explore the entire range of energy coffee products infused with the finest robusta beans, various brewing tools, and appreciation styles aligned with the three coffee civilizations: Ottoman, Roman, and Zen.

Following the recent opening of a Trung Nguyen E-Coffee outlet in Texas, USA, in June 2025, Trung Nguyen Legend is accelerating plans to establish
100 cafes in the US

and
1,000 cafes in China

, while replicating the model 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 outlets internationally, focusing on central locations, major cities, and tourist destinations.

Trung Nguyen Legend cafes are expanding across the US, China, and the globe, 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

,” and as a brand that
awakens the potential of Vietnamese robusta

, Trung Nguyen Legend, through its relentless creativity, reinforces its commitment to realizing the
“20 billion USD vision for Vietnam’s coffee industry”

. The group strives for the day when
“coffee” and “Vietnam” become synonymous in the global consciousness

./.