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

“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, making Vietnam the
second-largest coffee producer globally

. However, the value and versatility of Vietnamese robusta are not always reflected in its trading price. Trung Nguyen Legend, a pioneering coffee company founded in Buon Ma Thuot, has been on a mission to change that.

From its inception, Trung Nguyen Legend 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, the company has consistently elevated the brand and positioned Vietnamese coffee on the world map through cultural, artistic, and philosophical approaches, ultimately contributing to the
elevation of the Vietnamese coffee industry to new heights

.

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 beans, exporting to more than 100 countries and territories. Their robust global network includes a rapidly expanding system of over 1,000 cafes in Vietnam and internationally, contributing to the
enhancement of Vietnamese coffee’s value and stimulating a global consumption wave for Vietnamese robusta

.

US Ambassador to Vietnam, Marc Evans Knapper, experienced Coffee Meditation at the World Coffee Museum, describing it as a
profound and unique experience

.

Notably, the
Coffee Philosophy

, conceived by the company’s founder and chairman, has garnered global attention, with features on Discovery, CNN, and Bloomberg. The company’s collaboration with leading media organizations to produce exceptional films about Vietnamese coffee culture has
transformed how the world perceives Vietnam

, showcasing its evolution from a coffee-exporting powerhouse to a significant contributor to 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 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 source of energy for the mind, stimulating creativity and awareness

. 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 leading economies such as the US, China, India, Japan, South Korea, Dubai, France, and across Southeast Asia, Asia, and Europe.

Notably, the
Special Edition

, a generation of instant ground coffee with three exceptional blends—Trung Nguyen Legend Iced Milk Coffee, Special Edition, and Classic, along with Trung Nguyen Legend Cappuccino—has witnessed a surge in brand recognition and message delivery. These products are now 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 delight in discovering Trung Nguyen Legend’s exceptional coffee products within the immersive environment of the Trung Nguyen Legend Coffee World.

In early 2025, Trung Nguyen Legend expanded its distribution network in China by partnering with 34 additional distributors, ensuring a comprehensive presence in this billion-dollar market. The company has also intensified its focus on the American market by increasing its presence in Costco, Asian supermarkets, and prominent online platforms like 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 entities such as Lulu Hypermarket, Costco (Australia, Canada, France), Loblaws (Canada), North African supermarkets, and partners in Singapore, Malaysia, and the Philippines.

Furthermore, Trung Nguyen Legend unveiled the
Coffee Appreciation Set for Families

, inspired by the Zen coffee culture, and introduced the groundbreaking freeze-dried instant coffee, Trung Nguyen Legend Gold. These new offerings build upon the distinct and extraordinary values of the company’s energy coffee range, diversifying and enriching Trung Nguyen Legend’s product 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 Set for Families.

The
Coffee Appreciation Set for Families

is a pioneering concept exclusive to Trung Nguyen Legend, drawing inspiration from Zen coffee culture. It invites coffee enthusiasts to share special coffee appreciation moments with their families and kindred spirits, fostering a sense of balance and awareness.

Trung Nguyen Legend Gold, the
freeze-dried instant coffee

, captivates with its distinctive blend of premium Arabica and Robusta beans, complemented by finely ground roasted coffee. Crafted with a unique roasting and blending technique, it offers a robust yet refined flavor profile. Leveraging cutting-edge freeze-drying technology, Trung Nguyen Legend Gold preserves the original flavor, color, quality, and characteristics of the coffee, aligning with global consumption trends.

Trung Nguyen Legend Gold, the exquisite freeze-dried instant coffee, propels the global consumption wave for Vietnamese robusta.

Combining exquisite taste with the inspiring message of
“Energy to Achieve New Heights,”

Trung Nguyen Legend Gold promises to deliver a refreshing experience of freshly ground coffee to enthusiasts worldwide, inspiring those striving for self-improvement and pursuing new goals.

Trung Nguyen Legend Gold is currently available at online and offline retailers across Vietnam and will be exported to key markets, including China, the US, Russia, South Korea, and ASEAN countries, throughout 2025.

Robust Expansion of Cafe Systems: Spreading Vietnamese Coffee Culture Globally

In tandem with its product expansion, Trung Nguyen Legend is vigorously developing its cafe systems,
disseminating Vietnamese coffee culture worldwide

. The company’s cafe brands, including Trung Nguyen Legend, Trung Nguyen E-Coffee, and Trung Nguyen Legend Coffee World, boast over 1,000 cafes in prime locations in Vietnam and internationally, offering memorable experiences centered on Vietnamese coffee and its unique culture.

Renowned beauty queens, including Miss Vietnam 2022 Nguyen Thi Thanh Thuy, Miss Vietnam 2018 Tran Tieu Vy, Miss Ao Dai Vietnam 2016 Pham Ngoc Nguyen Huynh Kim Duyen, Miss Vietnam 2014 Nguyen Tran Huyen My, and artist-designer Anh Thu, indulge in the exquisite coffee offerings 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 patrons a journey into the world of Vietnamese coffee culture. Coffee aficionados can explore an extensive range of energy coffee products showcasing the exceptional flavor of Buon Ma Thuot robusta, along with brewing tools and accessories, inviting them to embrace 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. 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, including 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 cafes overseas, focusing on central locations, major cities, and tourist destinations.

Trung Nguyen Legend cafes are expanding their presence in the US, China, and globally, serving impeccable 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

, and lauded as a brand that
awakens the potential of Vietnamese robusta

, Trung Nguyen Legend remains unwavering in its commitment to realizing a
$20 billion vision for the Vietnamese coffee industry

. The company strives to ensure that one day, when people think of coffee, they will think of Vietnam.