The World’s Coffee Legend: Trung Nguyen’s Continuous Creative Conquest

Pursuing the Ambition of Establishing Vietnam’s Coffee Global Presence

As quoted by Bloomberg, “a significant amount 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 Vietnamese robusta coffee are not always accurately reflected in its trading price. Trung Nguyen Legend, a pioneering coffee company founded in Buon Ma Thuot, has embarked on a journey to change this perception.

From its early days, Trung Nguyen Legend has been dedicated to studying 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 global map through cultural, artistic, and philosophical approaches. Their cafes offer not just a beverage but a philosophical experience, contributing to shaping the perception of Vietnam as a significant contributor to global coffee culture.

Trung Nguyen Legend’s coffee brands, including Trung Nguyen, G7, and Trung Nguyen Legend, are present in 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 and exported 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 steadily enhancing the value of Vietnamese coffee. They are driving 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.”

Notably, the Coffee Philosophy, enlightened and created by the company’s founder and chairman, has been introduced and broadcast globally by renowned media outlets like Discovery, CNN, and Bloomberg. Through collaborative film productions with these media giants, Trung Nguyen Legend has contributed to changing the world’s perception of Vietnam, showcasing its evolution from a coffee-exporting powerhouse to a significant contributor to global coffee culture. Coffee Meditation, a fundamental practice of Coffee Philosophy, has been embraced by the intellectual elite globally and has become an integral part of national diplomatic rituals.

Continuous Innovation Fuels the “Vietnamese Robusta Coffee Consumption Wave”

Unlike countless other coffee companies that view coffee merely as a regular beverage, Trung Nguyen Legend perceives coffee as a source of energy for mental alertness and creativity. Their extensive range of over 300 energy coffee products, including 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 Southeast Asian, Asian, and European nations.

Notably, the special edition of instant ground coffee, featuring the trio of Trung Nguyen Legend’s best-selling products—Trung Nguyen Legend Ca Phe Sua Da, Special Edition, and Classic, along with Trung Nguyen Legend Cappuccino—has consistently enhanced brand awareness, conveyed powerful messages, and dominated both online and offline sales channels in Vietnam, China, the US, Europe, and ASEAN countries.

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

In early 2025, Trung Nguyen Legend expanded its distribution network in China by partnering with 34 additional distributors, ensuring comprehensive market coverage in this billion-dollar market. The company also intensified its presence in American retail giants like Costco and expanded its reach through Asian supermarkets and online channels such as Amazon, Walmart, and eBay. Furthermore, 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 Gift Set for Families, inspired by the Zen coffee civilization, and introduced the exceptional freeze-dried instant coffee, Trung Nguyen Legend Gold. These new offerings, built upon the unique and distinctive values of the company’s energy coffee range, further diversify and enrich Trung Nguyen Legend’s product portfolio.

Hoa Hau Tieu Vy and A Hau Kim Tuyen, Vietnamese beauty queens, experienced Coffee Meditation—a unique and inspiring coffee appreciation ritual that influenced the creation of Trung Nguyen Legend’s Coffee Gift Set for Families.

The Coffee Gift Set for Families is a pioneering concept exclusive to Trung Nguyen Legend, inspired by Zen coffee culture. It offers coffee enthusiasts special moments to savor 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 and finely ground roasted coffee. This harmonious combination yields a robust yet refined flavor profile. By employing cutting-edge freeze-drying technology, Trung Nguyen Legend Gold preserves the original coffee’s flavor, color, quality, and characteristics, aligning with global consumption trends.

Trung Nguyen Legend Gold, the exquisite freeze-dried instant coffee, fuels the “Vietnamese Robusta Coffee Consumption Wave” worldwide.

Marrying impeccable quality and flavor with the message of “Energy for New Achievements,” Trung Nguyen Legend Gold promises to deliver a fresh, authentic coffee experience to coffee aficionados worldwide, inspiring those striving for self-improvement and new milestones.

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 Network: Spreading Vietnamese Coffee Culture Globally

Alongside product innovation, Trung Nguyen Legend is vigorously expanding its cafe network, spreading Vietnamese coffee culture worldwide. Their cafes, including Trung Nguyen Legend, Trung Nguyen E-Coffee, and The World of Trung Nguyen Legend, now number over 1,000 and are strategically located in prime locations in Vietnam and abroad. These cafes offer not just exceptional coffee but also immersive experiences that showcase Vietnamese coffee culture.

Renowned Vietnamese beauty queens and a celebrated artist and designer, Hoahau Bao Ngoc, Hoahau Thanh Thuy, A hau Ngoc Hang, A hau Ngoc Thao, and Hoạ sĩ – nha thiet ke Anh Thu, indulged in exquisite coffee experiences at Trung Nguyen E-Coffee, a brand recognized as a Strong ASEAN Brand.

Positioned as cultural and artistic coffee spaces, Trung Nguyen Legend cafes offer patrons a journey into the world of Vietnamese coffee culture. Coffee enthusiasts can explore an extensive range of energy coffee products crafted from the finest Buon Ma Thuot robusta beans, along with brewing tools and accessories, inviting them to embrace coffee appreciation rituals 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, Japan, South Korea, Dubai, France, Southeast Asian, Asian, and European nations. 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 network continues to expand in the US, China, and globally, serving impeccable coffee and offering distinctive Vietnamese coffee culture experiences to international patrons.

Recognized by Discovery as a “pioneer in transforming Vietnamese coffee from a mere beverage into a cultural and philosophical phenomenon,” Trung Nguyen Legend is the embodiment of Vietnam’s robusta coffee awakening. Through relentless innovation, the company reinforces its commitment to realizing the “20 billion USD vision for Vietnam’s coffee industry,” striving for the day when the world associates coffee with Vietnam.