The Ultimate Brew: Trung Nguyen Legend’s Global Conquest

“Elevating Vietnamese Coffee on the Global Stage”

According to Bloomberg, a significant proportion 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 robusta coffee are not always reflected in its trading price. Trung Nguyen Legend, a prominent Vietnamese coffee company, is determined to change this perception.

Since its inception in Buon Ma Thuot, the company 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, Trung Nguyen Legend has consistently elevated the brand of Buon Ma Thuot coffee, asserting the position of Vietnamese coffee on the world map through cultural, artistic, and philosophical approaches. They aim to shape the perception of Vietnamese coffee on a grander scale.

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 has created over 300 energy coffee products derived from Buon Ma Thuot robusta coffee beans, exporting to more than 100 countries and territories. Their robust distribution network includes a rapidly growing chain of over 1,000 cafes in Vietnam and internationally. Through these efforts, the company is steadily enhancing the value of Vietnamese coffee and fueling a “robusta coffee 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, conceived by the company’s founder and chairman, has garnered international acclaim, with features on Discovery, CNN, and Bloomberg. The company’s collaboration with leading global media outlets on films showcasing Vietnamese coffee culture has transformed how the world perceives Vietnam. Coffee Meditation, a fundamental practice within Coffee Philosophy, has been embraced by the intellectual elite globally 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 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 are beloved in over 100 countries and territories, experiencing robust growth in major economies such as the US, China, India, Japan, South Korea, Dubai, France, and across Southeast Asia, Asia, and Europe.

Notably, the special edition of instant ground coffee, featuring the trio of Trung Nguyen Legend’s best-selling products—Trung Nguyen Legend Cà Phê Sữa Đá, Special Edition, and Classic, along with Trung Nguyen Legend Cappuccino—has been making waves. These products are increasingly recognized for their distinctive images and messages, available across all online and offline sales channels in Vietnam, China, the US, Europe, and ASEAN countries.

International beauty queens from the Miss Grand International pageant delightedly explore Trung Nguyen Legend’s exceptional coffee products within the immersive experience of The World of Trung Nguyen Legend Coffee.

In early 2025, Trung Nguyen Legend expanded its distribution network in China by partnering with 34 additional distributors, solidifying its presence in this lucrative market. The company has also intensified its presence in prominent US retailers like Costco and expanded its reach through Asian supermarkets and online channels such as 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 entities like Lulu Hypermarket, Costco (Australia, Canada, France), and Loblaws (Canada), as well as partners in Singapore, Malaysia, and the Philippines.

Simultaneously, Trung Nguyen Legend unveiled its Coffee Appreciation Set for families, inspired by the Zen coffee culture, alongside the launch of Trung Nguyen Legend Gold, an exceptional freeze-dried instant coffee. Building on the unique values of their energy coffee range, these new offerings further enrich the company’s diverse product portfolio.

Hoa hậu Tiểu Vy (left) and Á hậu Kim Duyên (right) immerse themselves in Coffee Meditation, an extraordinary coffee appreciation ritual that inspired the creation of Trung Nguyen Legend’s Coffee Appreciation Set for families.

The Coffee Appreciation Set for families is a pioneering concept exclusive to Trung Nguyen Legend. It invites coffee enthusiasts to share special coffee moments with their loved ones or kindred spirits, fostering balance and mindfulness through the Zen coffee culture experience.

Trung Nguyen Legend Gold, the exquisite freeze-dried instant coffee, captivates with its distinctive blend of premium Arabica and Robusta beans and finely ground roasted coffee. This harmonious fusion delivers a robust yet refined flavor profile. Leveraging cutting-edge freeze-drying technology, Trung Nguyen Legend Gold preserves the original aroma, flavor, color, and quality of the coffee, aligning with global consumption trends.

Trung Nguyen Legend Gold, the exquisite freeze-dried instant coffee, fuels the “robusta coffee consumption wave” on a global scale.

Trung Nguyen Legend Gold combines exquisite taste with the inspiring message of “Energy to Conquer New Heights.” It promises to deliver a refreshing experience of freshly ground coffee to coffee aficionados worldwide, inspiring those who aspire to develop themselves and conquer 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 Chain: Spreading Vietnamese Coffee Culture Globally

In tandem with its product expansion, Trung Nguyen Legend is vigorously growing its cafe chain, “bringing Vietnamese coffee culture to the world.” The company’s cafes, including Trung Nguyen Legend, Trung Nguyen E-Coffee, and The World of Trung Nguyen Legend, boast over 1,000 locations in prime, central locations in Vietnam and internationally. These cafes offer memorable experiences centered around Vietnamese coffee and its rich cultural heritage.

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 journey into the world of Vietnamese coffee culture. Coffee enthusiasts can explore an extensive range of energy coffee products showcasing the exceptional flavor of Buon Ma Thuot robusta coffee, along with brewing tools and accessories. Patrons can also immerse themselves in coffee appreciation rituals inspired 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, and other countries such as Japan, South Korea, Dubai, France, Southeast Asia, Asia, and Europe. By the end of 2025, Trung Nguyen Legend expects to inaugurate 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 their footprint in the US, China, and globally, serving exquisite coffee and offering distinctive experiences of Vietnamese coffee culture 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 reinforces its commitment to realizing the “20 billion USD vision for the Vietnamese coffee industry,” striving for the day when the world associates coffee with Vietnam.