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.
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, widely regarded as the
finest in the world
. Under the visionary leadership of its founder and chairman, Dang Le Nguyen Vu, Trung Nguyen Legend has systematically elevated the brand of Buon Ma Thuot coffee, solidifying Vietnam’s coffee industry on the global map through cultural, artistic, and philosophical approaches to coffee, ultimately contributing to
shaping the Vietnamese coffee industry at a higher level
.
Trung Nguyen, G7, and Trung Nguyen Legend coffee brands have established a presence in 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
1,000 cafes
in Vietnam and abroad, Trung Nguyen Legend is steadily enhancing the value of Vietnamese coffee and propelling a
“robusta consumption wave”
globally.
US Ambassador to Vietnam, Marc Evans Knapper, partakes in Coffee Meditation at The World of Coffee Museum, describing it as a
profound and unique experience
.
Notably, the
Coffee Philosophy
, conceived by the group’s founder and chairman, Dang Le Nguyen Vu, has been introduced and broadcast globally by prominent media outlets such as Discovery, CNN, and Bloomberg, leaving a powerful 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 altering 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 protocols.
Continuous Innovation, Catalyzing the “Vietnamese Robusta Consumption Wave”
Unlike hundreds of thousands of other coffee companies that view coffee as a mere ordinary beverage, Trung Nguyen Legend perceives coffee as an
energy source for the awakened and creative mind
. Over
300 energy coffee products
under the Trung Nguyen, G7, and Trung Nguyen Legend brands are cherished in
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 nations.
Notably, the
Special Edition
,
Classic
, and
Cappuccino
, part of the exceptional generation of instant ground coffee, have consistently enhanced brand recognition 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 the exquisite coffee products of Trung Nguyen Legend within the immersive environment of The World of Trung Nguyen Legend Coffee.
In early 2025, Trung Nguyen Legend forged partnerships with
34 new distributors in China
, expanding its product range throughout 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 and eBay. Additionally, Trung Nguyen Legend embarked on trade promotions and brand advocacy 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 the
Coffee Appreciation Kit for Families
, inspired by the Zen coffee civilization, alongside the groundbreaking
Trung Nguyen Legend Gold
, an instant freeze-dried coffee. Building on the distinctive and extraordinary values of the energy coffee range, these new offerings enrich and diversify Trung Nguyen Legend’s coffee portfolio.
Hoa hậu Tiểu Vy and Á hậu Kim Duyên, Vietnamese beauty queens, immerse themselves in Coffee Meditation, an extraordinary coffee appreciation style that inspired 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 Zen coffee culture. It offers coffee aficionados distinctive moments of coffee appreciation with their families or kindred spirits, fostering a sense of balance and awakening.
Trung Nguyen Legend Gold, an instant freeze-dried coffee, captivates with its distinctive robust yet ethereal flavor, achieved through a unique blend of premium Arabica and Robusta beans and the incorporation of finely ground roasted coffee. Leveraging cutting-edge freeze-drying technology, Trung Nguyen Legend Gold preserves the authentic flavor, color, quality, and characteristics of 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 qualities and flavors with the message of
“Energy for New Achievements”
, Trung Nguyen Legend Gold promises to deliver a novel, authentic coffee experience to coffee enthusiasts worldwide, inspiring those aspiring for self-improvement and the pursuit of 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 worldwide, 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. Patrons can explore an extensive range of energy coffee products, imbued with the finest robusta flavors, alongside various brewing tools and accessories, inviting them to indulge in appreciation styles inspired by the three great 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 inaugurating hundreds of new cafes in Vietnam and nearly
15 cafes abroad
, strategically located in central areas, major cities, and tourist destinations.
The expansion of Trung Nguyen Legend cafes across the US, China, and the globe introduces international patrons to exquisite coffee and distinctive Vietnamese coffee culture experiences.
Recognized by Discovery as a
“pioneer in elevating Vietnamese coffee from a commonplace beverage to a cultural and philosophical phenomenon
,” and as an emblematic brand
“awakening the potential of Vietnamese robusta
,” Trung Nguyen Legend’s relentless creativity underscores its unwavering commitment to the journey toward
realizing a $20 billion vision for Vietnam’s coffee industry
, aspiring that
“one day, when people think of coffee, they will think of Vietnam.”
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