Article 82: Coffee – The energy of the creative economy
Many studies, from clinical medicine to experimental psychology and sociological fieldwork, have verified that coffee has the function of “awakening and creating”, which is an important energy for the creative economy.
Key factors in the creative economy
If the production of goods is considered to be the hallmark of the economy in the 19th and early 20th centuries, creativity is the hallmark of 21st century economies. The creative economy is not limited within the creative industry, it has extended its reach to the entire economy, focusing on creativity, driving knowledge, driving cultural values, and supported by globally connected technology. Basically, it is economic activities based on human intelligence and creative power rather than traditional resources such as land, labor, and capital.
Creativity is an eternal energy, the more you use it, the more you compete, the more “reserves” increase. A country that develops an innovative economy not only acquires market opportunities but also increases its global appeal and reputation, creating soft power for that country. Creative economy takes culture as the driving force to promote economic, social, and environmental development processes. Therefore, preserving the good and beautiful values to be ever lasting. The creative economy can also play a role in building understanding and harmony between cultures through the creation of conservation programs and the sharing of national identity with the international community.
In the creative economy, wealth creation depends on a nation’s creative capacity to turn ideas into tradable goods and services. Since then, it is not without reason that the impact of coffee is often associated with the operation of the creative economy. The role of coffee in the history of the development of “creative societies” from the time of Enlightenment is an example. And today, the world’s top creative countries are also the largest coffee consuming countries in the world, which is no coincidence. The network of creative cities recognized by UNESCO as the literary city of Edinburgh (Scotland), the city of music Bologna (Italy), Seville (Spain), the city of design Montréal (Canada), Berlin (Germany), all have a developed coffee culture with the number of cafes per capita and coffee consumption is always very high. Edinburgh and Bologna are also included in the list of coffee paradises of Europe.
Countries with a vision of developing a creative economy are fostering a strong creative ecosystem along with the development of a coffee culture to utilize its full potential and ensure the sustainability of creative talent. The emirate of Dubai has long ceased to rely heavily on oil but is gradually shaping up to be a developed country based on an innovative economy. Dubai is also an important coffee market in the Middle East. Dubai actively promotes coffee culture – a symbol of hospitality – as an attraction to the international coffee-loving community. Not only coffee, but the whole experience surrounding this special drink is preserved and developed through strategic activities such as: building museums, organizing coffee festivals, building coffee trading centers… Creativity in every little thing to embrace creativity on a larger scale is the mood to help Dubai become the new presence of the global economy, where creative minds come together to make great dreams come true.
For the creative economy, the combination of traditional culture and indigenous ideology with commercial values is a way to create a special image of a country or city. In a further vision is to form beautiful living environments in which people experience the joy of living. India is becoming the land of experience in this area. India is a representative of the mystical Eastern civilization, with a diverse number of cultural heritages and religious traditions. This country is the birthplace of Yoga – a global lifestyle trend, along with the traditional Ayurvedic system of medicine, which is considered a practice that brings health and happiness to people. The human mind is always searching for a guide to realize the meaning of its existence, this deep yearning is part of its allure, attracting tourists from all over the world to India, to experience spiritual evolution. India utilizes its cultural strengths to enhance its soft power, making a strong contribution to expanding its sphere of influence globally.
Towards a new global civilization
When the creative economy is fully understood as above, the coffee theory and the project of creating the “Global Coffee Capital” initiated by Trung Nguyen Legend Group will fully show its value. Trung Nguyen Legend is gradually promoting the position of Vietnam not only as a coffee exporting powerhouse but also as a center for initiating coffee ideology, philosophy and culture. In particular, the coffee theory with a responsible creative spirit is the driving force towards a new global civilization. The core intention of the “Global Coffee Capital” is to build a holistic and sustainable ecosystem by promoting the strengths of nature, soil, population as well as culture and art, history of the Central Highlands – a key raw material area of Vietnam, contributing to establishing power for the nation and nation in the era of creative economy.
Culture has a broad connotation, related to all aspects of human’s material and spiritual life. Throughout history, culture has played an important role in organizing social life. It is cultural expressions that participate in the creation of man. Approaching coffee from the perspective of culture, civilization and philosophy will contribute to increasing the influence of the country, especially when combined with the Setting Great Aspirations – Nation-building Start-up program, equipped with knowledge foundation, improving the people’s spirit, wisdom of the nation. This comprehensive and interconnected strategy connects creative energy, intellectual power, and cultural potential to ensure sustainable development in the knowledge economy while maintaining indigenous ecological character.
This is a new way of thinking, a creative way of acting based on humanistic factors to position the nation’s future in the world order. The “global coffee capital” gives coffee and its interrelated products and services, the impression of the Central Highlands and the image of Vietnam a solid competitive advantage. Moreover, creativity that does not oppose nature is a form of humanism that opens a new era in which people mutually agree and live in harmony with nature. Accordingly, responsible creativity is also the foundation for people to overcome alienation by the selfish desire for power.
Finally, the process of shaping physical coffee, spiritual coffee, and social coffee is laying the foundation for the fully humane development in the direction of responsible creativity. From coffee, providing identity value to relieve the imperfections of the times, evoking the ideal of living a good and beautiful life, and thereby gathering people with the same aspirations, together to achieve the life that each person desires. Or it can be said that taking the spirit of coffee to lead towards a new lifestyle, contributing to building a new humanity and a new global order.
THE REAL COFFEE
ROASTED ONLY FOR PEOPLE OF WISDOM!
Source: “The Philosophical Way of Coffee” – copyright by Trung Nguyen Legend