The World’s a Stage: Trung Nguyên 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

. However, the value and versatility of robusta coffee 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 early days, Trung Nguyen Legend has been dedicated to researching and 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 of Buon Ma Thuot coffee, asserting the position of Vietnamese coffee on the world map through cultural, artistic, and philosophical approaches. Their cafes, which number over 1,000 globally, offer not just a beverage but an immersive experience that has left a profound impression on visitors, including the US Ambassador to Vietnam, Marc Evans Knapper.

Trung Nguyen Legend’s coffee brands, including Trung Nguyen, G7, and Trung Nguyen Legend, are present in over 100 countries and territories, contributing to the global conquest of Vietnamese coffee.

With over 300 energy coffee products created from Buon Ma Thuot robusta beans and exported to more than 100 countries and territories, Trung Nguyen Legend is elevating the value of Vietnamese coffee and driving a “robusta coffee consumption wave” worldwide. Their products are particularly popular in leading economies such as the US, China, India, Japan, South Korea, Dubai, France, and Southeast Asian, Asian, and European countries.

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, enlightened and created by the founder and chairman of Trung Nguyen Legend, has been introduced and broadcast globally by renowned media outlets such as Discovery, CNN, and Bloomberg. Through their collaboration in producing exceptional films about Vietnamese coffee culture, Trung Nguyen Legend and these media giants have contributed to changing the world’s perception of Vietnam. From being recognized primarily as a coffee-exporting powerhouse, Vietnam is now also acknowledged for its significant contributions to global coffee culture. Coffee Meditation, a fundamental practice of Coffee Philosophy, has been embraced by the intellectual elite worldwide and has become an integral part of national diplomatic rituals.

Continuous Innovation and the “Robusta Coffee Consumption Wave”

Unlike countless other coffee companies that view coffee merely as a beverage, Trung Nguyen Legend perceives it as a source of energy for mental alertness and creativity. Their 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, with strong growth in major economies.

Notably, the special generation of instant ground coffee, including the Trung Nguyen Legend trio of masterpieces: Trung Nguyen Legend Iced Milk Coffee, Special Edition, and Classic, along with Trung Nguyen Legend Cappuccino, has continuously enhanced brand recognition and messaging. These products are available across all online and offline sales channels in Vietnam, China, the US, Europe, and ASEAN countries.

International beauty queens from Miss Grand International were thrilled to discover the exceptional coffee products of Trung Nguyen Legend at The World of Trung Nguyen Legend Coffee.

In early 2025, Trung Nguyen Legend expanded its cooperation with 34 distributors in China, solidifying its presence in this billion-dollar market. The company also intensified its presence in American retail giants like Costco and Amazon and established strategic partnerships with multinational companies such as Lulu Hypermarket and Costco in Australia, Canada, and France. Additionally, they have been actively promoting their brand in the Middle East, ASEAN countries, North Africa, and collaborating with partners in Singapore, Malaysia, and the Philippines.

Trung Nguyen Legend recently launched the Family Coffee Appreciation Set, inspired by the Zen coffee civilization, and the instant freeze-dried coffee masterpiece, Trung Nguyen Legend Gold. These new products build upon the unique values of the energy coffee range, diversifying and enriching the company’s coffee offerings.

Hoa hậu Tiểu Vy (Miss Vietnam 2018) and Á hậu Kim Duyên (Miss Vietnam 2022) experienced Coffee Meditation, a unique and inspiring coffee appreciation style that influenced the creation of the Family Coffee Appreciation Set by Trung Nguyen Legend.

The Family Coffee Appreciation Set, inspired by Zen coffee culture, aims to spread the spirit and values of Zen coffee to the community. This pioneering product, exclusive to Trung Nguyen Legend, offers coffee enthusiasts special moments to appreciate coffee with their families or kindred spirits, helping them find balance and mental alertness.

Trung Nguyen Legend Gold, the instant freeze-dried coffee masterpiece, captivates with its unique blend of Arabica and premium Robusta beans, combined with finely ground roasted coffee. It delivers a distinctive flavor that is both robust and ethereal. By employing cutting-edge freeze-drying technology, Trung Nguyen Legend Gold preserves the original flavor, color, quality, and characteristics of coffee, aligning with global consumption trends.

Trung Nguyen Legend Gold, the instant freeze-dried coffee masterpiece, is fueling the “robusta coffee consumption wave” globally.

Combining exquisite flavor with the message of “Energy to Conquer New Heights,” Trung Nguyen Legend Gold promises to deliver a fresh, authentic coffee experience to coffee lovers worldwide, inspiring those striving for self-improvement and new achievements.

Trung Nguyen Legend Gold is currently available at online and offline sales points across Vietnam and will be exported to key markets such as China, the US, Russia, South Korea, and ASEAN countries in 2025.

Robust Expansion of Cafe System: “Bringing Vietnamese Coffee Culture to the World”

In tandem with its product expansion, Trung Nguyen Legend is vigorously developing its cafe system, “bringing Vietnamese coffee culture to the world.” With over 1,000 cafes globally, including Trung Nguyen Legend, Trung Nguyen E-Coffee, and The World of Trung Nguyen Legend Coffee, the company is strategically located in prime locations, offering impressive coffee and cultural experiences to international visitors.

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, indulged in exquisite coffees 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 unique coffee and cultural experiences. Patrons can explore the full range of energy coffee products, made with the finest Buon Ma Thuot robusta beans, along with brewing tools and accessories, and appreciate coffee through the lenses of 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 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 expects to inaugurate hundreds of new cafes in Vietnam and nearly 15 cafes abroad, focusing on central locations, major cities, and tourist destinations.

Trung Nguyen Legend’s cafe system is continuously expanding in the US, China, and globally, serving impeccable coffees and offering distinctive Vietnamese coffee cultural experiences to international guests.

Recognized by Discovery as a “pioneer in transforming Vietnamese coffee from a mere beverage into a philosophy,” Trung Nguyen Legend is the embodiment of “awakening the potential of Vietnamese robusta coffee.” Through relentless innovation, the company reinforces its commitment to realizing the ”

$20 billion vision for the Vietnamese coffee industry

.” Their unwavering dedication ensures that one day, when people think of coffee, they will think of Vietnam.