The World’s a Stage: Trung Nguyen 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.

Since its inception in the capital of Buon Ma Thuot, the Trung Nguyen Legend Group has diligently researched and discovered the unique and exceptional qualities of Buon Ma Thuot robusta coffee beans, renowned for their superior taste. Under the leadership of its founder and chairman, Dang Le Nguyen Vu, Trung Nguyen Legend has consistently elevated the Buon Ma Thuot coffee brand, asserting the position of Vietnamese coffee on the world map through cultural, artistic, and philosophical approaches to coffee, ultimately contributing to
shaping the Vietnamese coffee industry at a higher level

.

Trung Nguyen, G7, and Trung Nguyen Legend coffee brands have a presence 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 coffee and exported to more than 100 countries and territories, along with a continuously expanding network of over 1,000 cafes in Vietnam and internationally, Trung Nguyen Legend has steadily enhanced the value of Vietnamese coffee. The company has also promoted a
“robusta coffee consumption wave”

globally.

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

Notably, the
Coffee Philosophy

, enlightened and created by the founder and chairman of Trung Nguyen Legend, Dang Le Nguyen Vu, has been introduced and broadcast globally by renowned media platforms such as Discovery, CNN, and Bloomberg. Through exceptional films about coffee and Vietnamese coffee culture produced in collaboration with leading global media agencies, Trung Nguyen Legend has contributed to changing the world’s perception of Vietnam. From being recognized primarily as a coffee-exporting powerhouse, Vietnam is now also making significant contributions to global coffee culture. Coffee Meditation, a fundamental practice of Coffee Philosophy, has been embraced by the domestic and international intellectual elite and has become an integral part of national diplomatic protocols.

Continuous Innovation Fuels the “Vietnamese Robusta Coffee Consumption Wave”

Unlike hundreds of thousands of other coffee companies that view coffee merely as an ordinary 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 beloved in more than 100 countries and territories, experiencing robust growth in leading economies such as the US, China, India, Japan, South Korea, Dubai, France, and countries in Southeast Asia, Asia, and Europe.

Notably, the special generation of instant ground coffee features a trio of masterpieces: Trung Nguyen Legend Iced Milk Coffee, Special Edition, and Classic, along with Trung Nguyen Legend Cappuccino. These products continuously enhance brand recognition and messaging while dominating 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 of Trung Nguyen Legend in the World of Trung Nguyen Legend Coffee space.

In early 2025, Trung Nguyen Legend partnered with 34 additional distributors in China, expanding its product reach throughout the billion-dollar market. The company also intensified its presence in Costco, Asian supermarkets, and online channels like Amazon, Walmart, and eBay in the US. Furthermore, Trung Nguyen Legend initiated trade promotions and brand promotions in the Middle East and ASEAN regions, establishing strategic collaborations 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 officially introduced the
Coffee Appreciation Set for Families

, inspired by the Zen coffee civilization, and the instant freeze-dried coffee masterpiece, Trung Nguyen Legend Gold. Building on the unique and distinctive values of the energy coffee product line, these new offerings diversify and enrich Trung Nguyen Legend’s coffee portfolio.

Miss Vietnam 2018, Tran Tieu Vy, and Miss Vietnam runner-up, Nguyen Huynh Kim Duyen, experience Coffee Meditation—a unique and special way of coffee appreciation, which inspired Trung Nguyen Legend to create the Coffee Appreciation Set for Families.

The
Coffee Appreciation Set for Families

is inspired by the Zen coffee culture, spreading the spirit and values of Zen Coffee 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 awakening.

Trung Nguyen Legend Gold, the instant freeze-dried coffee masterpiece, features a unique blend of premium Arabica and Robusta coffee beans, combined with finely ground roasted coffee, resulting in a distinctive flavor that is both robust and ethereal. By employing advanced freeze-drying technology, Trung Nguyen Legend Gold preserves the original flavor, color, quality, and characteristics of coffee in the product, aligning with global consumption trends.

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

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

, Trung Nguyen Legend Gold delivers the experience of a freshly ground and brewed cup of coffee to enthusiasts worldwide, inspiring those aspiring for self-improvement and the pursuit of new goals.

Trung Nguyen Legend Gold is currently available at online and offline sales points nationwide and will be exported to key markets such as China, the US, Russia, South Korea, and ASEAN countries in 2025.

Robust Development of Cafe System: “Bringing Vietnamese Coffee Culture to the World”

Alongside the product line, Trung Nguyen Legend’s cafe system is experiencing robust development,
“bringing Vietnamese coffee culture to the world.”

The Trung Nguyen Legend, Trung Nguyen E-Coffee, and The World of Trung Nguyen Legend cafe systems, comprising over 1,000 cafes, are always located in beautiful and central locations in Vietnam and internationally, offering impressive experiences of Vietnamese coffee and its culture.

Beauty queens Miss Vietnam 2016 Do My Linh, Miss Vietnam 2022 Huynh Nguyen Mai, Miss Ao Dai Vietnam 2016 Pham Ngoc Thanh Thuy, Miss Vietnam runner-up Luong Ngoc Anh, and artist-designer Anh Thu enjoy exceptional cups of coffee at Trung Nguyen E-Coffee – a model that has earned the ASEAN Strong Brand title.

Positioned as a space for coffee culture and art, Trung Nguyen Legend cafes offer unique experiences of Vietnamese coffee and its culture. Coffee enthusiasts can explore the entire range of energy coffee products featuring the exquisite flavor of Buon Ma Thuot robusta coffee, recognized as the best in the world. They can also discover brewing tools and accessories, along with appreciation styles inspired by the three coffee civilizations: Ottoman, Roman, and Zen.

Following the opening of a Trung Nguyen E-Coffee store in Texas, USA, in June 2025, Trung Nguyen Legend is accelerating plans to develop 100 cafes in the US and 1,000 cafes in China, while replicating the model in Australia, Canada, and other countries such as 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 new cafes abroad, focusing on central locations, major cities, and tourist destinations.

The Trung Nguyen Legend cafe system continuously expands in the US, China, and globally, offering exceptional coffee and distinctive experiences of Vietnamese coffee culture to international guests.

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

,” and as a brand representing the
“awakening of Vietnamese Robusta coffee beans

,” Trung Nguyen Legend, through its continuous creative endeavors, reinforces its commitment to the journey of
realizing the $20 billion vision for the Vietnamese coffee industry

. The company strives for the day when
“the world thinks of Vietnam when it comes to coffee.”

/.