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| Trung Nguyen Legend continuously innovates to conquer the world |
Efforts to “build the position of Vietnamese coffee globally”
According to Bloomberg, “ a large amount of the world ’s robusta coffee is grown in Buon Ma Thuot (Dak Lak), making Vietnam the second largest coffee producer in the world” and supplying the world, however “the value and versatility of robusta coffee are not always reflected in its trading price”.
Right from the early days of its establishment in the capital city of Buon Ma Thuot, Trung Nguyen Legend Group has researched and discovered the unique and special qualities of the world's best Buon Ma Thuot Robusta coffee beans. Under the guidance of Founder - Chairman Dang Le Nguyen Vu, Trung Nguyen Legend has gradually enhanced the Buon Ma Thuot coffee brand, affirming the position of the Vietnamese coffee industry on the world map through cultural coffee, artistic coffee, spiritual coffee... to philosophical coffee, contributing to "shaping the Vietnamese coffee industry to a higher level".
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| Trung Nguyen Coffee, G7 and Trung Nguyen Legend are present in over 100 countries and territories worldwide, contributing to bringing Vietnamese coffee to conquer the world. |
With more than 300 energy coffee products created from Buon Ma Thuot Robusta coffee, exported to more than 100 countries and territories, and a chain of more than 1,000 shops continuously developing strongly in Vietnam and internationally, Trung Nguyen Legend has gradually contributed to enhancing the value of Vietnamese coffee, promoting the "wave of consumption of Vietnamese Robusta coffee" globally.
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| US Ambassador to Vietnam Marc Evans Knapper experienced Coffee Zen at the World Coffee Museum and commented that it was a “profound, unprecedented experience”. |
In particular, the Coffee Philosophy, enlightened and created by the Founder - Chairman of Trung Nguyen Legend Group Dang Le Nguyen Vu, has been introduced and broadcast globally by Discovery, CNN, Bloomberg, etc., making a strong impression on the community. Through outstanding films about coffee, Vietnamese coffee culture, co-produced by Trung Nguyen Legend with the world's leading news agencies, has contributed to changing the world's perception of Vietnam, from a coffee exporting powerhouse to gradually making important contributions to global coffee culture. Up to now, Coffee Meditation - the fundamental practice method of Coffee Religion has been increasingly accepted by the intellectual elite at home and abroad, becoming a part of national diplomatic protocol.
Continuously innovate, promote the "wave of consumption of Vietnamese Robusta coffee"
Unlike hundreds of thousands of other coffee brands that only consider coffee as a regular drink for the stomach, Trung Nguyen Legend considers coffee as a source of energy for the mind to be awake and creative. More than 300 Trung Nguyen, G7, Trung Nguyen Legend energy coffee products are popular in more than 100 countries and territories, growing strongly in leading economies such as the US, China, India, Japan, Korea, Dubai, France and countries in Southeast Asia, Asia, Europe, ...
Outstanding, the generation of special roasted instant coffee with the trio of masterpieces Trung Nguyen Legend Iced Milk Coffee, Special Edition, Classic and Trung Nguyen Legend Cappuccino continuously increases image recognition, messages, as well as covers all online and offline sales channels in Vietnam, China, America, Europe, ASEAN...
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| The Miss Grand International beauties enjoyed exploring Trung Nguyen Legend's excellent coffee products at the Trung Nguyen Legend Coffee World space. |
In early 2025, Trung Nguyen Legend cooperated with 34 more distributors in China, expanding the product system across the billion-dollar market, as well as expanding coverage of the Costco system, Asian supermarkets and online channels Amazon, Walmart, eBay... in the US. The Group also implemented trade promotion, brand promotion in the Middle East, ASEAN, established strategic cooperation with multinational systems such as Lulu Hypermarket, Costco (Australia, Canada, France), Loblaws (Canada), North African supermarkets and partners in Singapore, Malaysia, Philippines...
At the same time, Trung Nguyen Legend has officially launched the Coffee Collection for Families inspired by the Zen coffee civilization and the Trung Nguyen Legend Gold freeze-dried instant coffee masterpiece. Inheriting the unique and special value of the energy coffee product line, the new products will diversify and enrich the coffee product line of Trung Nguyen Legend.
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| Miss Tieu Vy and Runner-up Kim Duyen experienced Coffee Zen - a unique and special style of coffee enjoyment, and the inspiration for Trung Nguyen Legend to create the Coffee Enjoyment Set for Families. |
The Coffee for Family 5 collection is inspired by the Zen coffee civilization, spreading the spirit and value of Zen Coffee to the community. This is the only product available at Trung Nguyen Legend, bringing coffee lovers special moments of enjoying coffee with family or close friends, helping them regain balance and awareness.
Meanwhile, Trung Nguyen Legend Gold freeze-dried instant coffee with a unique blend of premium Arabica and Robusta coffee, combined with finely ground roasted coffee, brings a distinct rich flavor, both strong and elegant. Applying the world's most advanced freeze-drying technology, Trung Nguyen Legend Gold fully preserves the flavor, color, quality and original characteristics of the coffee in the product, meeting global consumption trends.
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| Trung Nguyen Legend Gold freeze-dried instant coffee masterpiece contributes to promoting the "wave of consumption of Vietnamese Robusta coffee" globally. |
Combining excellent quality and flavor with the message "Energy to conquer new achievements", Trung Nguyen Legend Gold will bring the experience of a cup of fresh, authentic roasted coffee to coffee lovers around the world anytime, anywhere, and inspire those who aspire to develop themselves and conquer new goals.
Trung Nguyen Legend Gold freeze-dried instant coffee is now available at online and offline points of sale nationwide, and will be exported to key markets such as China, the US, Russia, Korea, ASEAN... in 2025.
Strongly develop a system of shops "bringing Vietnamese coffee culture to the world"
With the same product system, Trung Nguyen Legend stores are developing strongly, "bringing Vietnamese coffee culture to the world". Trung Nguyen Legend, Trung Nguyen E-Coffee, Trung Nguyen Legend Coffee World systems with more than 1,000 stores are always present in beautiful, central locations in Vietnam and internationally, bringing impressive experiences about coffee and Vietnamese coffee culture.
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| Miss Bao Ngoc, Miss Thanh Thuy, Runner-up Ngoc Hang, Runner-up Ngoc Thao, Artist - Designer Anh Thu experienced delicious cups of coffee at Trung Nguyen E-Coffee - a model awarded the title of ASEAN Strong Brand. |
Positioned as a cultural coffee space, an artistic coffee, Trung Nguyen Legend shops bring unique coffee experiences and Vietnamese coffee culture. Coffee lovers can explore the entire range of energy coffee products with the world's best Robusta coffee flavor, tools, brewing equipment and enjoyment styles according to the three coffee civilizations Ottoman - Roman - Zen.
Following the Trung Nguyen E-Coffee store that just opened in Texas (USA) in June 2025, Trung Nguyen Legend is accelerating its plan to develop 100 stores in the US, 1,000 stores in China and replicate the model in Australia, Canada and other countries such as Japan, Korea, Dubai, France, Southeast Asia, Asia, Europe... By the end of 2025, Trung Nguyen Legend plans to open hundreds of new stores in Vietnam and nearly 15 new stores abroad, concentrated in central locations, major cities, and tourist destinations.
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| Trung Nguyen Legend chain of stores is continuously expanding in the US, China and globally, bringing excellent cups of coffee and unique Vietnamese coffee culture experiences to international customers. |
As a brand that “pioneers in transforming Vietnamese coffee from a common drink into a culture and philosophy” according to Discovery, and a brand that represents “awakening Vietnamese Robusta coffee beans”, with continuous creative efforts, Trung Nguyen Legend strongly affirms its commitment in the journey to realize the “20 billion USD vision for the Vietnamese coffee industry”, “so that one day when talking about coffee, the world will think of Vietnam”.
Source: https://baoquocte.vn/trung-nguyen-legend-lien-tuc-sang-tao-chinh-phuc-toan-cau-319207.html
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