The Ultimate Coffee Experience: Trung Nguyen Legend’s Global Conquest

Efforts to “establish Vietnamese coffee’s global reputation”

According to Bloomberg, a significant proportion of the world’s robusta coffee is grown in Buon Ma Thuot, 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, the 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 systematically elevated the Buon Ma Thuot coffee brand, asserting Vietnam’s coffee industry on the global map through cultural, artistic, and philosophical approaches to coffee, ultimately contributing to shaping the industry’s
higher-level identity

.

With a global presence in over 100 countries and territories, Trung Nguyen, G7, and Trung Nguyen Legend coffees are leading the way in introducing Vietnamese coffee to the world.

Offering over 300 innovative robusta-based energy coffee products and exporting to more than 100 countries and territories, along with a rapidly expanding network of over 1,000 cafes in Vietnam and internationally, Trung Nguyen Legend is consistently enhancing the value of Vietnamese coffee and fueling a
global consumption wave for Vietnamese robusta

.

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 garnered global attention, with features on Discovery, CNN, and Bloomberg. The profound coffee films produced in collaboration with leading global media outlets have reshaped how the world perceives Vietnam, transitioning from solely a coffee-exporting powerhouse to a significant contributor to the global coffee culture. Coffee Meditation, a foundational practice of Coffee Philosophy, has been embraced by the intellectual elite worldwide and has become an integral part of national diplomatic rituals.

Continuous innovation fuels the “global consumption wave for Vietnamese robusta”

Unlike countless other coffee companies that view coffee merely as a beverage, Trung Nguyen Legend perceives coffee as a
brain energy source

, stimulating alertness and creativity. With over 300 energy coffee products under the Trung Nguyen, G7, and Trung Nguyen Legend brands, the company is thriving 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 across Southeast Asia, Asia, and Europe.

Notably, the special edition of instant ground coffee, featuring the trio of Trung Nguyen Legend masterpieces: Iced Milk Coffee, Special Edition, and Classic, alongside Trung Nguyen Legend Cappuccino, is consistently enhancing 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 from the Miss Grand International pageant delight in discovering 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, strategically expanding its product reach across the billion-dollar market. The company 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 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), 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 instant freeze-dried coffee masterpiece. Building on the unique and distinctive values of the energy coffee range, these new offerings enrich and diversify Trung Nguyen Legend’s coffee portfolio.

Miss Vietnam 2018, Tran Tieu Vy, and Miss Vietnam runner-up, Nguyen Huynh Kim Duyen, immerse themselves in Coffee Meditation, an extraordinary coffee appreciation style that inspired the creation of the Coffee Appreciation Kit for Families.

The
Coffee Appreciation Kit for Families

, influenced by the Zen coffee culture, disseminates the spirit and values of Zen coffee to the community. This pioneering product, exclusive to Trung Nguyen Legend, offers coffee enthusiasts special moments to relish coffee with their families or kindred spirits, fostering a sense of balance and awareness.

Trung Nguyen Legend Gold, an instant freeze-dried coffee, captivates with its distinctive blend of premium Arabica and Robusta beans, complemented by finely ground roasted coffee, resulting in a robust yet ethereal flavor profile. Leveraging cutting-edge freeze-drying technology, Trung Nguyen Legend Gold preserves the authentic flavor, color, quality, and attributes of coffee, aligning with global consumption trends.

Trung Nguyen Legend Gold, an instant freeze-dried coffee masterpiece, fuels the “global consumption wave for Vietnamese robusta.”

Marrying exquisite qualities and flavors with the message of
“Energy to Conquer New Heights,”

Trung Nguyen Legend Gold promises to deliver a novel, authentic coffee experience to coffee aficionados 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 the cafe system, propagating “Vietnamese coffee culture globally”

Alongside its product range, Trung Nguyen Legend’s cafe network is flourishing,
disseminating Vietnamese coffee culture worldwide

. With over 1,000 cafes, including Trung Nguyen Legend, Trung Nguyen E-Coffee, and The World of Trung Nguyen Legend, strategically located in prime destinations in Vietnam and abroad, the company offers memorable experiences centered on Vietnamese coffee and its unique culture.

Renowned beauty queens, including Miss Vietnam 2018, Miss Vietnam 2022, and prominent runners-up, alongside artist and designer Anh Thu, indulge in exquisite 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 experiences centered on Vietnamese coffee and its cultural nuances. Patrons can explore an extensive range of energy coffee products, crafted from the finest robusta beans, along with various brewing tools and accessories, inviting them to embrace coffee appreciation styles 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, targeting 100 cafes in the US and 1,000 in China, while replicating its success in Australia, Canada, Japan, South Korea, Dubai, France, Southeast Asia, Asia, and Europe. By the end of 2025, Trung Nguyen Legend anticipates inaugurating hundreds of new cafes in Vietnam and nearly 15 abroad, 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 cultural 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 hailed as a brand that
awakens the potential of Vietnamese robusta

, Trung Nguyen Legend remains steadfast in its commitment to realizing the
$20 billion vision for Vietnam’s coffee industry

, striving for the day when
coffee evokes thoughts of Vietnam

./.