The Ultimate Brew: Trung Nguyen Legend’s Global Conquest

Efforts to “Establish Vietnamese Coffee’s Global Reputation”

According to Bloomberg, a significant portion 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 accurately reflected in its trading price. Recognizing this, Trung Nguyen Legend, a prominent Vietnamese coffee company, has embarked on a journey to change this perception.

Since its inception in Buon Ma Thuot, the company has been dedicated to researching and uncovering the unique qualities of robusta coffee beans grown in the region. Under the leadership of its founder and chairman, Dang Le Nguyen Vu, Trung Nguyen Legend has consistently elevated the brand and reputation of Buon Ma Thuot coffee, asserting Vietnam’s coffee industry on the global map through cultural, artistic, and philosophical approaches to coffee.

With a global presence in over 100 countries and territories, Trung Nguyen Legend’s brands, including Trung Nguyen, G7, and Trung Nguyen Legend, are leading the way in introducing Vietnamese coffee to the world.

Offering over 300 energy coffee products created from Buon Ma Thuot robusta beans and exporting to more than 100 countries and territories, Trung Nguyen Legend is committed to enhancing the value of Vietnamese coffee globally. Additionally, with a rapidly expanding network of over 1,000 cafes in Vietnam and internationally, the company is fueling a “robusta coffee consumption wave” worldwide.

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

Notably, the Coffee Philosophy, conceived by the company’s founder and chairman, has garnered international attention, with features on Discovery, CNN, and Bloomberg. Through collaborative film productions with leading global media organizations, Trung Nguyen Legend has contributed to changing the world’s perception of Vietnam, showcasing not just its coffee exports but also its emerging coffee culture. Coffee Meditation, a fundamental practice within the Coffee Philosophy, has been embraced by the intellectual elite globally 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 a beverage, Trung Nguyen Legend perceives coffee as a source of mental energy and creativity. With over 300 energy coffee products under the Trung Nguyen, G7, and Trung Nguyen Legend brands, the company has established a strong presence in more than 100 countries and territories, experiencing significant growth in major economies such as the US, China, India, Japan, South Korea, Dubai, France, and Southeast Asian, Asian, and European countries.

Notably, the latest generation of instant ground coffee, featuring the exceptional trio of Trung Nguyen Legend Cà Phê Sữa Đá, Special Edition, and Classic, along with Trung Nguyen Legend Cappuccino, has consistently enhanced brand awareness and messaging while expanding 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 Trung Nguyen Legend’s exceptional coffee products within the immersive Coffee World space.

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 US market by targeting Costco, Asian supermarkets, and prominent online platforms such as Amazon, Walmart, and eBay. Furthermore, Trung Nguyen Legend has initiated trade promotions and brand awareness campaigns in the Middle East and ASEAN regions, establishing strategic collaborations with multinational entities like Lulu Hypermarket, Costco (Australia, Canada, France), and Loblaws (Canada), as well as partners in Singapore, Malaysia, and the Philippines.

Simultaneously, Trung Nguyen Legend introduced the Family Coffee Appreciation Set, inspired by the Zen coffee culture, and unveiled the exceptional freeze-dried instant coffee, Trung Nguyen Legend Gold. Building on the unique and distinctive values of the energy coffee range, these new products further enrich the company’s diverse portfolio.

Hoa hậu Tiểu Vy and Á hậu Kim Duyên, Vietnamese beauty queens, immerse themselves in Coffee Meditation, a distinctive and inspiring coffee appreciation ritual 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 Coffee Meditation to the community. This pioneering product, exclusive to Trung Nguyen Legend, offers coffee enthusiasts special moments of coffee appreciation 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 unique blend of Arabica and Robusta beans, complemented by finely ground roasted coffee. By employing advanced freeze-drying technology, the product 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 “Vietnamese Robusta Coffee Consumption Wave” on a global scale.

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

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 offerings, Trung Nguyen Legend’s cafe network is experiencing robust growth, “bringing Vietnamese coffee culture to the world.” With over 1,000 cafes under the Trung Nguyen Legend, Trung Nguyen E-Coffee, and Coffee World brands, the company is strategically located in prime locations in Vietnam and internationally, offering impressive coffee experiences and exposing global audiences to Vietnamese coffee culture.

Renowned beauty queens and a celebrated artist and designer relish the exquisite coffee offerings 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 unique coffee experiences and insights into Vietnamese coffee culture. Patrons can explore an extensive range of energy coffee products showcasing the exceptional flavors of Buon Ma Thuot robusta beans, along with various brewing tools and 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, targeting 100 cafes in the US and 1,000 cafes in China. The company also intends to replicate its success in Australia, Canada, and other key markets, 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 internationally, 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 exceptional coffee and offering distinctive Vietnamese coffee culture experiences to international patrons.

Recognized by Discovery as a “pioneer in transforming Vietnamese coffee from a commonplace beverage into a cultural and philosophical phenomenon,” and hailed as a brand that “awakens the potential of Vietnamese Robusta coffee,” Trung Nguyen Legend remains steadfast in its commitment to realizing the “20 billion USD vision for Vietnam’s coffee industry.” The company’s relentless innovation and dedication to excellence ensure that one day, when people think of coffee, they will think of Vietnam.