The World’s a Stage: Trung Nguyên 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 coffee company founded in Buon Ma Thuot, aims to change this perception.

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 spiritual approaches to coffee, eventually leading to the creation of Coffee Philosophy. This journey has contributed to
shaping the Vietnamese coffee industry

at a higher level.

Trung Nguyen, G7, and Trung Nguyen Legend coffee brands have reached over 100 countries and territories worldwide, contributing to the global conquest of Vietnamese coffee.

With over 300 energy coffee products created from Buon Ma Thuot robusta beans, Trung Nguyen Legend has successfully exported to more than 100 countries and territories. Their robust network of over 1,000 cafes continues to expand vigorously in Vietnam and internationally. These efforts have played a pivotal role in 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.”

This activity is part of the Coffee Philosophy, which has left a strong impression on the international community.

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 platforms such as Discovery, CNN, and Bloomberg. The exceptional documentaries about coffee and Vietnamese coffee culture, produced in collaboration with these media giants, have contributed to altering the world’s perception of Vietnam. The country is not just a coffee-exporting powerhouse but is also progressively making significant contributions to the global coffee culture. Coffee Meditation, a fundamental practice within the Coffee Philosophy, has been embraced by the domestic and international intellectual elite 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 an ordinary beverage, Trung Nguyen Legend perceives coffee as a source of energy for the brain to stay alert and creative. Their diverse range of over 300 energy coffee products under the Trung Nguyen, G7, and Trung Nguyen Legend brands are cherished in more than 100 countries and territories. These products are experiencing robust growth in prominent economies such as the US, China, India, Japan, South Korea, Dubai, France, and various Southeast Asian, Asian, and European nations.

Notably, the special generation of instant ground coffee boasts a remarkable trio of masterpieces: Trung Nguyen Legend Iced Milk Coffee, Special Edition, and Classic, along with Trung Nguyen Legend Cappuccino. These products are consistently enhancing their brand recognition, conveying distinct messages, and expanding their presence 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 enthusiastically explore the exquisite coffee products offered by Trung Nguyen Legend in the World of Trung Nguyen Legend Coffee space.

In early 2025, Trung Nguyen Legend forged partnerships with an additional 34 distributors in China, propelling their product range across this billion-dollar market. They also intensified their presence in Costco, Asian supermarkets, and online channels like Amazon, Walmart, and eBay in the US. The company has embarked on trade promotions and brand promotions in the Middle East and ASEAN regions, establishing strategic alliances with multinational systems such as 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 Set for Families, inspired by the Zen coffee civilization, along with the exceptional freeze-dried instant coffee, Trung Nguyen Legend Gold. Building upon the distinctive and extraordinary values of their energy coffee range, these new products further enrich the diversity of Trung Nguyen Legend’s coffee offerings.

Hoa hậu Tiểu Vy (Miss Vietnam 2018) and Á hậu Kim Duyên (Miss Vietnam 2022) immerse themselves in Coffee Meditation, a distinctive and inspiring coffee appreciation style that influenced 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 draws inspiration from the Zen coffee civilization and aims to disseminate the spirit and values of Zen coffee to the community. This set offers coffee aficionados special moments to relish coffee with their families or kindred spirits, helping them find balance and mental clarity.

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. This harmonious fusion results in a robust yet ethereal flavor profile. By employing cutting-edge freeze-drying technology, Trung Nguyen Legend Gold preserves the authentic flavor, color, quality, and characteristics of coffee in the final product, aligning with global consumption trends.

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

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

Trung Nguyen Legend Gold promises to deliver a refreshing experience of freshly ground coffee to coffee enthusiasts worldwide, anytime, anywhere. It also inspires those aspiring for self-improvement and the pursuit of new goals.

Trung Nguyen Legend Gold is currently available at online and offline sales points 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 System: “Bringing Vietnamese Coffee Culture to the World”

In tandem with its product range, Trung Nguyen Legend’s cafe system is experiencing robust growth,
“bringing Vietnamese coffee culture to the world.”

The network of Trung Nguyen Legend, Trung Nguyen E-Coffee, and The World of Trung Nguyen Legend cafes, comprising over 1,000 outlets, is strategically located in prime locations in Vietnam and abroad. These cafes offer impressive experiences centered on coffee and Vietnamese coffee culture.

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 a cultural and artistic coffee space, Trung Nguyen Legend cafes offer distinctive experiences centered on coffee and Vietnamese coffee culture. Coffee aficionados can explore the entire range of energy coffee products infused with the finest robusta beans from Buon Ma Thuot, along with various brewing tools and accessories. These cafes also introduce patrons to different appreciation styles inspired by the three 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 its plans to establish 100 cafes in the US and 1,000 cafes in China. The company also intends to replicate this model in Australia, Canada, and other countries, including Japan, South Korea, Dubai, France, Southeast Asian, Asian, and European nations. By the end of 2025, Trung Nguyen Legend anticipates opening hundreds of new cafes in Vietnam and nearly 15 new outlets internationally, focusing on central locations, major cities, and tourist destinations.

The Trung Nguyen Legend cafe system continues to expand in the US, China, and globally, serving impeccable coffee and offering distinctive experiences of Vietnamese coffee culture to international guests.

Recognized by Discovery as a
“pioneer in elevating Vietnamese coffee from a mere beverage to a cultural and philosophical phenomenon,”

and as a brand that
“awakens the potential of Vietnamese robusta coffee,”

Trung Nguyen Legend remains steadfast in its commitment to actualizing the
“20 Billion USD vision for the Vietnamese coffee industry.”

With relentless creativity, the company strives for the day when
“the world thinks of Vietnam”

upon hearing the word
“coffee.”

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