Thirty years ago today (June 16, 1996), in Buon Ma Thuot, Dak Lak—the homeland of the world’s finest Robusta coffee beans—from a modest 2.8-square-meter coffee roasting workshop, our RESPECTED CHAIRMAN, Founder of Trung Nguyen Legend Group, embarked on a journey driven by a great aspiration.

At a time when Vietnamese coffee was primarily exported as a low-value raw commodity, our RESPECTED CHAIRMAN firmly believed that Vietnam’s coffee industry could transform its position and earn its rightful place on the global stage through the creativity, wisdom, courage of the spirit of the nation and the people.

From that aspiration, the Trung Nguyen brand was born with a mission to elevate Vietnamese coffee into a symbol of creativity, culture, and civilization. Since 2018, Trung Nguyen has evolved into Trung Nguyen Legend, continuing its aspiration to build a global Coffee Empire and create shared living heritage for humanity.

At Trung Nguyen Legend, coffee is far more than an ordinary beverage. It is a source of energy for responsible creativity, embodying cultural, artistic, and Coffee Philosophy values.

Recognizing the multi-layered value of Buon Ma Thuot Robusta coffee beans, Trung Nguyen Legend has progressively built a comprehensive coffee ecosystem encompassing manufacturing, products, services, distribution networks, coffee spaces, coffee cultural tourism, and a coffee-inspired lifestyle that brings holistic Prosperity, Success, and Happiness to the community.

Exceptional energy coffee products such as Trung Nguyen, G7, and Trung Nguyen Legend not only bring the taste of Vietnamese coffee to the world and celebrate the essence of the three great coffee civilizations—Ottoman, Roman, and Zen—but also carry the spirit of creativity, service, and conquest embodied by Trung Nguyen Legend warriors. Trung Nguyen Legend coffee spaces, Trung Nguyen E-Coffee stores, and the Coffee World Museum are more than places to enjoy coffee. They have become hubs of knowledge, creativity, and trendsetting coffee lifestyles.

Today, Trung Nguyen Legend is present in more than 100 countries worldwide, spanning Vietnam, the United States, China, ASEAN, Europe, and many of the world’s leading economic centers. Beyond business success, Trung Nguyen Legend has become a cultural diplomacy ambassador and a prestigious state gift of Vietnam at major international events such as APEC, ASEM, WEF, and ASEAN.

Throughout its 30-year journey of Creativity and Service, our RESPECTED CHAIRMAN and Trung Nguyen Legend have initiated and implemented “The Journey from the Heart – The Journey of Great Will-Setting and Nation-Building Entrepreneurship for 30 Million Vietnamese Youth,” aiming to contribute to the development of a generation of young Vietnamese people with great ambitions, a spirit of self-learning, and a commitment to serving the nation.

Through “The Journey from the Heart” and the Life-Changing Foundation Book Collection, millions of meaningful books have been distributed across the country—from urban centers and rural areas to remote waterways, mountainous regions, and distant islands. More profoundly, the value that Trung Nguyen Legend seeks to spread through this initiative is not merely knowledge, but the spirit of self-learning and self-cultivation—transforming intellectual and spiritual strength into physical and material strength to achieve holistic prosperity of Body, Mind, and Spirit. That spirit has inspired millions of Vietnamese youth on their journeys of entrepreneurship, personal development, and nation-building.

The vision of Trung Nguyen Legend has never been limited to building a coffee brand. Inspired by the aspiration of the start-up land, Trung Nguyen Legend has worked alongside Dak Lak Province in the vision of transforming Buon Ma Thuot into the “Coffee City of the World.”

This comprehensive coffee ecosystem has gradually been realized through iconic developments such as the Coffee City—a model urban area where nature and people coexist harmoniously; the Coffee World Museum, which has become a new cultural symbol of Vietnam and a place where global coffee heritage is preserved and brought to life; and Trung Nguyen Coffee Village together with the Dray Nur–Gia Long Waterfalls cluster, creating a rich cultural experience that reflects the unique identity of the Central Highlands and Vietnam.

To enhance coffee quality and preserve the ecological and landscape values of Buon Ma Thuot, Dak Lak, Trung Nguyen Legend has invested in and developed modern manufacturing facilities with advanced processing capabilities.

At the same time, Trung Nguyen Legend has played a pioneering role in collaboration with Dak Lak Province and numerous domestic and international organizations to organize experiential programs and international forums on coffee heritage, helping elevate the value of Buon Ma Thuot Robusta coffee and strengthen Vietnam’s position in the global coffee industry.

These efforts are not only practical contributions to provincial and national development strategies, but also part of a broader journey to create living heritage with sustainable value for communities and humanity.

The Group’s thirty-year journey of service is also a story of thousands of Trung Nguyen Legend Brothers and Sisters who have dedicated their passion, energy, wisdom, and belief to this shared mission.

From farmers working across sun-drenched coffee fields to workers in modern factories; from frontline sales teams to baristas and service professionals in every coffee space; from offices throughout Vietnam to international offices around the world; together with loyal partners and distributors—everyone has steadfastly worked toward realizing the common ideal and vision of Trung Nguyen Legend: a great organization serving humanity.

Under the guidance and mentorship of our RESPECTED CHAIRMAN, Trung Nguyen Legend is not merely building a company or an organization. We are creating a global Coffee Empire in which every member is a pioneering warrior who continuously learns, trains, and strives to surpass themselves—cultivating noble and extraordinary qualities rooted in service, awakenings, and great aspirations.

As we reflect on the past thirty years and look ahead, Trung Nguyen Legend remains steadfast in its mission to lead in thought, lifestyle, and the creation of a coffee civilization and a new way of life inspired and illuminated by our RESPECTED CHAIRMAN.

The international media community increasingly recognizes this journey as the realization of the Tao of Coffee—a coffee philosophy becoming ever more tangible through the ecosystem of the Lifestyle of Coffee – the Lifestyle of Success – the Lifestyle of Awakenings that Trung Nguyen Legend passionately continues to develop.

Trung Nguyen Legend extends our deepest gratitude to every member of the Trung Nguyen Legend family, to our valued partners, and to millions of consumers who have accompanied and contributed to our success over the past three decades.

In particular, as we continue the Organization’s 30-year journey of Creativity and Service, and as our nation enters a new era of growth amidst emerging opportunities and global challenges, under the guidance of our RESPECTED CHAIRMAN, each of us at Trung Nguyen Legend—regardless of position or function—must continue to learn, train, and cultivate ourselves relentlessly, strengthening the empire capabilities that define the greatness of Trung Nguyen Legend. Together, we will continue to develop and perfect the ecosystem of Physical Coffee, Social Coffee, and Spiritual Coffee, with the aspiration of creating the Lifestyle of Coffee, the Lifestyle of Success, the Lifestyle of Awakenings, thereby contributing to the harmonious, sustainable, and prosperous development of the global human community.

And so, the journey of building a global Trung Nguyen Legend through Great Aspiration and a Spirit of Service continues!