Elevating Vietnamese Coffee Culture Globally: The Journey of Trung Nguyen Legend
“Crafting the Global Reputation of Vietnamese Coffee”
According to Bloomberg, a significant proportion of the world’s robusta coffee is cultivated in Buon Ma Thuot, Vietnam, making the country the
second-largest coffee producer globally.
However, the value and versatility of Vietnamese robusta are not always accurately reflected in its trading price. Trung Nguyen Legend, a pioneering coffee company founded in Buon Ma Thuot, has embarked on a journey to change this perception.
From its inception, Trung Nguyen Legend has diligently researched and unveiled the unique 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, the company has elevated the brand of Buon Ma Thuot coffee, asserting the position of Vietnamese coffee on the global map through cultural, artistic, and philosophical approaches. Trung Nguyen Legend’s cafes and products, including Trung Nguyen, G7, and Trung Nguyen Legend, are now present in
over 100 countries and territories worldwide
, contributing to the global conquest of Vietnamese coffee.
Trung Nguyen, G7, and Trung Nguyen Legend coffee brands have reached over 100 countries and territories, contributing to the global presence of Vietnamese coffee.
With
over 300 energy-infused coffee products
crafted from Buon Ma Thuot robusta, exported to more than 100 countries and territories, and 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 of Coffee Museum, an immersive experience unique to Trung Nguyen Legend.
Notably, the
Coffee Philosophy
, conceived by the founder and chairman of Trung Nguyen Legend, has garnered global attention, 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 how the world perceives Vietnam. No longer just a coffee-exporting powerhouse, Vietnam is now recognized for its significant contributions 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 “Vietnamese Robusta Consumption Wave”
Unlike countless other coffee companies that view coffee merely as a beverage, Trung Nguyen Legend perceives it as a
brain-stimulating energy source.
With
over 300 energy-centric coffee products
under the Trung Nguyen, G7, and Trung Nguyen Legend brands, the company has captivated consumers 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 across Southeast Asia, Asia, and Europe.
Notably, the
Special Edition series
, comprising Trung Nguyen Legend’s signature
Iced Milk Coffee, Special Edition, and Classic blends
, alongside
Trung Nguyen Legend Cappuccino
, has witnessed a surge in brand recognition and messaging impact. These products are now available across all 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, showcasing the brand’s global appeal.
In early 2025, Trung Nguyen Legend expanded its distribution network in China, partnering with
34 new distributors
to penetrate the lucrative market. The company has also intensified its presence in prominent US retailers like Costco, Asian supermarkets, and online platforms such as Amazon, Walmart, and eBay. Additionally, Trung Nguyen Legend has initiated trade promotions and brand awareness campaigns in the Middle East and ASEAN regions, establishing strategic alliances with multinational giants like Lulu Hypermarket, Costco (Australia, Canada, France), and Loblaws (Canada), as well as partners in Singapore, Malaysia, and the Philippines.
Furthermore, Trung Nguyen Legend unveiled the
Coffee Appreciation Set for Families
, inspired by the Zen coffee culture, alongside the groundbreaking
Trung Nguyen Legend Gold freeze-dried instant coffee.
These new offerings, built upon the distinctive values of the company’s energy-centric coffee range, further enrich the diversity of Trung Nguyen Legend’s product portfolio.
Hoa hậu Tiểu Vy and Á hậu Kim Duyên, Vietnamese beauty queens, experience Coffee Meditation, a unique aspect of Trung Nguyen Legend’s coffee culture, which inspired the creation of the Coffee Appreciation Set for Families.
The
Coffee Appreciation Set for Families
is a pioneering concept exclusive to Trung Nguyen Legend, born from the Zen coffee culture. It invites coffee enthusiasts to share special coffee moments with their loved ones or kindred spirits, fostering balance and mindfulness. On the other hand, Trung Nguyen Legend Gold, crafted with a unique blend of premium Arabica and Robusta beans and combined with finely ground roasted coffee, offers a distinctive flavor profile that is both robust and ethereal. Leveraging cutting-edge freeze-drying technology, Trung Nguyen Legend Gold preserves the original aroma, flavor, quality, and characteristics of the coffee, aligning with global consumption trends.
Trung Nguyen Legend Gold, an instant freeze-dried coffee masterpiece, fuels the “Vietnamese Robusta Consumption Wave” on a global scale.
Marrying exquisite taste with the inspiring message of
“Energy to Conquer New Heights”
, Trung Nguyen Legend Gold promises to deliver the experience of freshly ground coffee anytime, anywhere, igniting the aspirations of coffee aficionados worldwide. 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.
Robust Expansion of Cafe Network: Spreading Vietnamese Coffee Culture Worldwide
In tandem with its product innovation, Trung Nguyen Legend is vigorously expanding its cafe network,
disseminating Vietnamese coffee culture globally.
The company’s cafe brands, including Trung Nguyen Legend, Trung Nguyen E-Coffee, and The World of Coffee by Trung Nguyen Legend, boast
over 1,000 cafes in prime locations in Vietnam and abroad
, offering memorable experiences centered on Vietnamese coffee and its rich cultural heritage.
Renowned beauty queens and a celebrated artist-designer relish the exquisite coffee offerings at 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 journey through Vietnamese coffee culture. Coffee enthusiasts can explore an extensive range of energy-centric coffee products, crafted from the finest Buon Ma Thuot robusta, alongside brewing tools and accessories, inviting them to embrace the
Ottoman, Roman, and Zen coffee civilizations.
Following the recent opening of a Trung Nguyen E-Coffee outlet 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
, while replicating its success in Australia, Canada, Japan, South Korea, Dubai, France, Southeast Asia, Asia, and Europe. By the end of 2025, the company anticipates opening hundreds of new cafes in Vietnam and nearly 15 new outlets internationally, strategically located in central areas, 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
trailblazer that transformed Vietnamese coffee from a commonplace beverage into a cultural and philosophical phenomenon
, and hailed as the brand that
awakened the potential of Vietnamese robusta
, Trung Nguyen Legend remains steadfast in its commitment to realizing a
$20 billion vision for the Vietnamese coffee industry. The company’s relentless innovation and global outreach affirm its determination to ensure that
when the world thinks of coffee, it thinks of Vietnam.
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