Elevating Vietnamese Coffee Culture Globally: The Journey of Trung Nguyen Legend
“Efforts to establish Vietnamese coffee’s global reputation”
According to Bloomberg, a significant portion 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 are not always reflected in its trading price.
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
world’s best
. Under the leadership of its founder and chairman, Dang Le Nguyen Vu, Trung Nguyen Legend has systematically elevated the Buon Ma Thuot coffee brand, asserting the Vietnamese coffee industry’s global stature through cultural, artistic, and philosophical approaches. They have contributed to
shaping the Vietnamese coffee industry’s higher-level identity
.
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.
Trung Nguyen Legend has crafted over 300 energy coffee products from Buon Ma Thuot robusta beans, exporting to more than 100 countries and territories. Their robust network of over 1,000 vibrant cafes in Vietnam and abroad continues to propel the
enhancement of Vietnamese coffee’s value
, fueling a
global consumption wave of Vietnamese robusta
.
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, has been globally introduced and broadcast by prominent media networks like Discovery, CNN, and Bloomberg. The exceptional documentaries on Vietnamese coffee culture, produced in collaboration with these media giants, have
reshaped global perceptions of Vietnam
. Coffee Meditation, a fundamental practice of Coffee Philosophy, has been embraced by the
intellectual elite both domestically and internationally
, becoming an integral part of national diplomatic rituals.
Continuous Innovation Fuels the Global Consumption Wave of Vietnamese Robusta
Unlike countless coffee companies that view coffee merely as a regular beverage, Trung Nguyen Legend perceives it as a
brain energy source for alertness and creativity
. Their array 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, 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
from the
exceptional instant ground-roasted coffee trilogy of Trung Nguyen Legend
are consistently enhancing brand visibility 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 delight in discovering Trung Nguyen Legend’s superb coffee products within the immersive Coffee World space.
In early 2025, Trung Nguyen Legend forged partnerships with 34 distributors in China, comprehensively covering the billion-dollar market. They also intensified their presence in American retail giants like Costco and expanded their reach through Asian supermarkets and online platforms like Amazon, Walmart, and eBay. The group has initiated trade promotions and brand promotions 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
Family Coffee Appreciation Collection
, inspired by the Zen coffee civilization, and introduced the
groundbreaking freeze-dried instant coffee, Trung Nguyen Legend Gold
. Building on the unique and distinctive values of their energy coffee range, these new offerings enrich and diversify Trung Nguyen Legend’s product portfolio.
Miss Vietnam 2018, Tran Tieu Vy, and Miss Vietnam runner-up, Nguyen Huynh Kim Duyen, immerse themselves in Coffee Meditation, an extraordinary and inspirational coffee appreciation style that spurred the creation of the Family Coffee Appreciation Collection.
The
Family Coffee Appreciation Collection
, a
pioneering concept exclusive to Trung Nguyen Legend
, is influenced by Zen coffee culture. It offers coffee connoisseurs
distinctive moments of coffee appreciation with their loved ones or kindred spirits
, fostering
balance and alertness
.
Trung Nguyen Legend Gold, the
freeze-dried instant coffee masterpiece
, blends the finest Arabica and Robusta beans with finely ground roasted coffee, resulting in a
distinctive, robust yet ethereal flavor
. Leveraging 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 freeze-dried instant coffee masterpiece, propels the global consumption wave of Vietnamese robusta.
Marrying exquisite qualities and flavors with the
“Energy to Conquer New Heights”
message, Trung Nguyen Legend Gold promises to deliver the
experience of freshly ground coffee anytime, anywhere
, inspiring those aspiring for self-improvement and new achievements.
Trung Nguyen Legend Gold is now 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 to Globalize Vietnamese Coffee Culture
In tandem with product innovation, Trung Nguyen Legend’s cafes are flourishing,
disseminating Vietnamese coffee culture worldwide
. The Trung Nguyen Legend, Trung Nguyen E-Coffee, and Coffee World networks, comprising over 1,000 cafes, are strategically located in prime areas in Vietnam and abroad, offering
memorable experiences centered on Vietnamese coffee and its culture
.
Renowned beauty queens, including Miss Vietnam 2016 Do My Linh, Miss Vietnam 2018 Tran Tieu Vy, Miss Vietnam 2019 Nguyen Tran Khanh Van, Miss Vietnam runner-up Nguyen Huynh Kim Duyen, and fashion designer Anh Thu, relish the exquisite coffees at Trung Nguyen E-Coffee, the proud bearer of the ASEAN Strong Brand title.
Positioned as
cultural and artistic coffee spaces
, Trung Nguyen Legend cafes offer distinctive experiences centered on Vietnamese coffee and its culture. Patrons can explore the entire range of energy coffee products, crafted from the world’s finest robusta beans, along with various brewing tools and accessories. They can also indulge in coffee appreciation styles influenced by the three great 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 plans to establish 100 cafes in the US and 1,000 in China, while replicating the model in Australia, Canada, and other countries like Japan, South Korea, Dubai, France, Southeast Asia, Asia, and Europe. By the end of 2025, the group anticipates opening hundreds of new cafes in Vietnam and nearly 15 abroad, focusing on central locations, major cities, and tourist destinations.
The expanding network of Trung Nguyen Legend cafes in the US, China, and globally delivers impeccable coffees and immersive experiences of Vietnamese coffee culture to an international audience.
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
, Trung Nguyen Legend remains steadfast in its commitment to the journey toward
realizing the $20 billion vision for the Vietnamese coffee industry
. The group strives for the day when
the world thinks of Vietnam upon hearing the word ‘coffee.’
/.
