Elevating Vietnamese Coffee Culture Globally: The Journey of Trung Nguyen Legend
“Elevating Vietnamese Coffee on the Global Stage”
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.
Since its inception in the coffee capital of Buon Ma Thuot, Trung Nguyen Legend Group has diligently researched and unveiled the unique and exceptional qualities of Buon Ma Thuot robusta beans, recognized as the
finest in the world
. Under the leadership of its founder and chairman, Dang Le Nguyen Vu, Trung Nguyen Legend has strategically elevated the brand of Buon Ma Thuot coffee, asserting the position of Vietnamese coffee on the world map through cultural, artistic, and philosophical approaches, ultimately contributing to
shaping the Vietnamese coffee industry at a higher level
.
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 coffee products
innovated from Buon Ma Thuot robusta, exported to more than
100 countries and territories
, and a rapidly expanding network of
over 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, experienced Coffee Meditation at The World of Trung Nguyen Legend Coffee Museum, describing it as a
profound and unique experience
.
Notably, the
Coffee Philosophy
, enlightened and created by the group’s founder and chairman, has been introduced and broadcast globally by prominent 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 changing the world’s perception of Vietnam, from a coffee-exporting powerhouse to a significant contributor to the global coffee culture. Today, Coffee Meditation, a fundamental practice of Coffee Philosophy, is increasingly embraced by domestic and international intellectual elites, becoming an integral part of national diplomatic rituals.
Continuous Innovation, Driving the “Vietnamese Robusta Consumption Wave”
Unlike hundreds of thousands of other coffee brands that consider coffee a mere ordinary beverage, Trung Nguyen Legend perceives coffee as a
brain energy source
for alertness and creativity. Over
300 energy coffee products
under the Trung Nguyen, G7, and Trung Nguyen Legend brands are beloved in
more than 100 countries and territories
, experiencing 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 roasted coffee generation
, featuring the
trilogy of masterpieces
: Trung Nguyen Legend Iced Milk Coffee, Special Edition, and Classic, along with Trung Nguyen Legend Cappuccino, consistently enhances brand recognition, conveys powerful messages, and expands sales across all online and offline channels in Vietnam, China, the US, Europe, and ASEAN countries.
International beauty queens enthusiastically explore the exquisite coffee products of Trung Nguyen Legend at The World of Trung Nguyen Legend Coffee.
In early 2025, Trung Nguyen Legend collaborated with
34 new distributors in China
, expanding its product reach across the billion-dollar market. The group also intensified its presence in American retail giants like Costco and Asian supermarkets, as well as online platforms such as Amazon, Walmart, and eBay. Additionally, Trung Nguyen Legend initiated trade promotions and brand awareness campaigns in the Middle East and ASEAN regions, establishing strategic partnerships with multinational giants 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 the
Coffee Appreciation Set for Families
, inspired by Zen coffee culture, and the
instant freeze-dried coffee masterpiece
, Trung Nguyen Legend Gold. Building on the unique and distinctive values of the energy coffee series, 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 style that influenced the creation of Trung Nguyen Legend’s Coffee Appreciation Set for Families.
The
Coffee Appreciation Set for Families
is inspired by Zen coffee culture, aiming to spread the spirit and values of Zen coffee 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 alertness.
Meanwhile, Trung Nguyen Legend Gold, the
instant freeze-dried coffee masterpiece
, captivates with its distinctive blend of premium Arabica and Robusta beans and finely ground roasted coffee, resulting in a robust yet ethereal flavor. By employing cutting-edge freeze-drying technology, Trung Nguyen Legend Gold preserves the original flavor, color, quality, and characteristics of coffee in the product, aligning with global consumption trends.
Trung Nguyen Legend Gold, the instant freeze-dried coffee masterpiece, fuels the “Vietnamese Robusta Consumption Wave” globally.
Combining exquisite qualities and flavors with the message of
“Energy to Conquer New Heights”
, Trung Nguyen Legend Gold delivers the experience of a freshly ground and brewed cup of coffee to enthusiasts worldwide, inspiring those aspiring for self-improvement and the pursuit of new goals.
Trung Nguyen Legend Gold is now available at online and offline sales points across Vietnam and will be exported to key markets, including China, the US, Russia, South Korea, and ASEAN countries, in 2025.
Robust Development of Cafe System, Spreading Vietnamese Coffee Culture Globally
Alongside product innovation, Trung Nguyen Legend cafes are flourishing,
spreading Vietnamese coffee culture worldwide
. The Trung Nguyen Legend, Trung Nguyen E-Coffee, and The World of Trung Nguyen Legend cafe systems, comprising
over 1,000 cafes
, are strategically located in beautiful and central locations in Vietnam and abroad, offering impressive coffee and Vietnamese coffee culture experiences.
Renowned Vietnamese beauty queens and a celebrated artist and designer experience the exquisite coffee at Trung Nguyen E-Coffee, a brand recognized as a Strong ASEAN Brand.
Positioned as a
cultural and artistic coffee space
, Trung Nguyen Legend cafes offer unique experiences of Vietnamese coffee and its culture. Coffee enthusiasts can explore the complete range of energy coffee products, crafted from the finest Buon Ma Thuot robusta beans, along with brewing tools and accessories, and appreciate diverse coffee 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 plans to establish
100 cafes in the US
and
1,000 cafes in China
, while expanding its presence 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 new cafes overseas, focusing on central locations, major cities, and tourist destinations.
Trung Nguyen Legend cafes are continuously expanding in the US, China, and globally, serving exquisite coffee and offering distinctive Vietnamese coffee culture experiences to international guests.
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 the journey of
actualizing a $20 billion vision for the Vietnamese coffee industry
,
ensuring that one day, when people think of coffee, they will think of Vietnam
./.
