Elevating Vietnamese Coffee Culture Globally: The Journey of Trung Nguyen Legend
“Efforts to establish Vietnamese coffee’s global reputation”
According to Bloomberg, a significant proportion of the world’s robusta coffee is cultivated in Buon Ma Thuot, making Vietnam the
second-largest coffee producer globally
. However, the value and versatility of Vietnamese robusta beans are not always accurately reflected in their trading prices.
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 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 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 the
elevation of the country’s coffee industry to new heights
.
With a global presence in over 100 countries and territories, Trung Nguyen, G7, and Trung Nguyen Legend coffees are spearheading the conquest of the world by Vietnamese coffee.
Offering over
300 energy coffee products
innovated from Buon Ma Thuot robusta beans and exported to more than
100 countries and territories
, along with a rapidly expanding network of
1,000 cafes
in Vietnam and abroad, Trung Nguyen Legend is steadfastly enhancing the value of Vietnamese coffee and fueling a
“robusta coffee consumption wave”
worldwide.
US Ambassador to Vietnam, Marc Evans Knapper, partakes in Coffee Meditation at the Coffee World 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 through features on Discovery, CNN, and Bloomberg. The profound impact of the exceptional coffee films produced in collaboration with leading global media agencies has reshaped how the world perceives Vietnam, transforming it from a prominent coffee exporter to a significant contributor to the 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 protocols.
Continuous Innovation Fuels the “Vietnamese Robusta Coffee Consumption Wave”
Unlike countless other coffee companies that view coffee merely as a conventional 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 across Southeast Asia, Asia, and Europe.
Notably, the
Special Edition
,
Classic
, and
Cappuccino
, part of the exceptional instant ground roasted coffee series, are consistently enhancing their brand presence, conveying distinct messages, and penetrating all online and offline sales channels in Vietnam, China, the US, Europe, and ASEAN countries.
International beauty queens from Miss Grand International delight in discovering the exquisite coffee products of Trung Nguyen Legend within the enchanting ambiance of the Trung Nguyen Legend Coffee World.
In early 2025, Trung Nguyen Legend forged partnerships with
34 new distributors in China
, comprehensively covering the billion-dollar market, while intensifying its presence in Costco, Asian supermarkets, and online channels like Amazon, Walmart, and eBay in the US. The group has also embarked on 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.
Simultaneously, Trung Nguyen Legend unveiled the
Coffee Appreciation Kit for Families
, inspired by the Zen coffee civilization, and introduced the
Trung Nguyen Legend Gold
, an exceptional freeze-dried instant coffee. Building upon the distinctive values of the energy coffee series, these new offerings further enrich the diversity of 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 and inspiring coffee appreciation ritual that influenced the creation of the Coffee Appreciation Kit for Families by Trung Nguyen Legend.
The
Coffee Appreciation Kit for Families
, a pioneering concept exclusive to Trung Nguyen Legend, draws inspiration from the Zen coffee civilization. It invites coffee aficionados to share special coffee appreciation moments with their families and kindred spirits, fostering a journey toward equilibrium and awakened consciousness.
On the other hand, Trung Nguyen Legend Gold, an exceptional freeze-dried instant coffee, captivates with its distinctive robust yet ethereal flavor profile, achieved through a unique blend of premium Arabica and Robusta beans and the addition of finely ground roasted coffee. 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 exceptional freeze-dried instant coffee, fuels the “Vietnamese Robusta Coffee Consumption Wave” on a global scale.
Marrying exquisite qualities and flavors with the inspiring message of
“Energy to Conquer New Heights”
, Trung Nguyen Legend Gold promises to deliver the experience of a freshly ground and brewed cup of coffee to aficionados worldwide, anytime, anywhere, igniting aspirations for self-improvement and the pursuit of new horizons.
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 portfolio, 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 Trung Nguyen Legend Coffee World, with
1,000+ outlets
, are strategically located in prime locations in Vietnam and abroad, offering impressive coffee experiences infused with the essence of Vietnamese coffee culture.
Renowned beauty queens, including Miss Vietnam 2016 Do My Linh, Miss Vietnam 2022 Nguyen Thi Thanh Thuy, and runners-up Nguyen Thi Huynh Gia Ngoc, Nguyen Tuong San, and Hoang Thi 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 coffee experiences intertwined with Vietnamese coffee culture. Patrons can explore an extensive range of energy coffee products crafted from the finest Buon Ma Thuot robusta beans, complemented by a variety of brewing tools and accessories, inviting them to embark on a journey of coffee appreciation through the
Ottoman, Roman, and Zen coffee civilizations
.
Following the recent opening of a Trung Nguyen E-Coffee outlet in Texas, USA, in June 2025, Trung Nguyen Legend is accelerating its expansion plans, targeting
100 cafes in the US
and
1,000 cafes in China
, while replicating its success in Australia, Canada, Japan, South Korea, Dubai, France, Southeast Asia, Asia, and Europe. By the end of 2025, the group anticipates inaugurating hundreds of new cafes in Vietnam and nearly
15 cafes abroad
, strategically located in central areas, major cities, and tourist destinations.
The network of Trung Nguyen Legend cafes continues to expand in the US, China, and globally, serving impeccable cups of coffee and offering distinctive Vietnamese coffee culture experiences to international patrons.
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 coffee
,” Trung Nguyen Legend remains unwavering in its commitment to actualizing the
“20 billion USD vision for Vietnam’s coffee industry
,” steadfastly striving for the day when
“the world thinks of Vietnam upon hearing the word coffee.”
/.
