Article 24: Cappuccino – the beauty of creativity

The creative process is inherent in the promotion of the beauty of nature, perfecting and creating the value of life for people themselves and the world. Creating a style of enjoying coffee is not out of that direction.

First of all, it should be noted that creativity is an endogenous motivation to humanize human culture and society. Man, through creative activity to affirm his ego and promote human progress. In which, the sense of beauty is a basis of creativity that is awakened early in the creative capacity of human beings. In this respect, it is no coincidence that Italy is the country with the largest number of cultural and artistic heritages in the world. Because, the first inhabitants of Italy were immigrants from both Asia and Europe. To be able to survive, there was no other way but to transform nature, first to live, then to confirm one’s own existence and conquer – an inherent attitude of migrants.

On a general level, Italy flourished to become one of the typical civilizations of humanity from the Roman Empire, this was also an important stage in defining the Italian cultural identity. During this period, the concept of beauty was validated by the spirit of Eclecticism, which emphasized harmony. Culinary art was also created on that concept of beauty, forming the culinary philosophy of “Diaita” – Greek means balancing lifestyle. The core of this philosophy is to align the mental state with the micronutrients of food in harmony between people and the environment, and is based on the concept that food is the foundation for a healthy life. It can be understood in the sense that eating and drinking directs people to achieve healthy physical development, mental happiness, and social stimulation towards civilization.

With that philosophy in mind, the Romans selected food and drink based on nutritional quality, compatibility between people and the environment (eating and drinking according to the seasons of the earth), and beliefs that mythologize food as spiritual being. For example, olives are both cooking oil and a symbol of peace, mint is a symbol of love, pomegranate is a symbol of perfection… Over the course of history, Roman culinary philosophy has developed and continually reshaped in relation to environmental and social changes.

By the 20th century, a period characterized by the development of science and technology, cultural interference, … created reviving revolutions in many countries. During this period, Italy had just undergone a revolution to unify the country and clearly expressed its desire to become a great power. Futurism was initiated, towards advanced science and technology, opening up a new world for mankind. The ideal of Futurism influenced the concept of beauty and the sense of creativity with the desire to break the traditional mold to build a progressive modern art.

Futurism quickly penetrated the culinary arts, imposing ideals of creativity, speed, and technological progress on the style of preparation and enjoyment. Food and drink were prepared in the fastest time, promoting the visual arts in food combinations and layouts to awaken the imagination of the future that people want.

However, after only a few decades, Italy’s aspirations to become a great power collapsed. Italians realized that they were gradually losing their national identity. Food no longer ensured nutrition for health, no longer carried the Italian soul, no longer had a specific difference when compared to other countries’. The Italians could not rely on technological, military or financial might to prosper, they could only rely on the cultural background accumulated over thousands of years of civilized history. When the concept of national identity awakened, the creative form of culinary art gradually returned to its roots. The birth of movements such as “Slow Food” showed pride in the culinary roots of Italians – cuisine that balanced lifestyle, bringing people to a comprehensive development both physically and mentally. The style of enjoying Cappuccino coffee was created during this return-to-source period.

Taking beauty from the harmony between man and nature, between body and mind, between modernity and tradition, Cappuccino was created on the basis of healthy and macrobiotic ingredients such as coffee, milk, chocolate, hazelnut, coconut … These are products that thousands of years ago were used by many countries and ethnic groups in traditional ceremonies. Coffee was honored as “Tree of Wisdom – Gift of God”, chocolate was “Foods of Gods”, hazelnut had the hidden “Prophecy Power”, coconut was “Tree of Life”…

Modern science has also had many studies showing that the combination of ingredients considered as natural medicinal herbs really enriches the human body. Coffee contains more than 1,000 micronutrients that are beneficial to health, a source of energy for creativity, in addition to antioxidants that slow or prevent cell damage… Chocolate catalyzes increased blood flow to the brain, the minerals and compounds found in chocolate release endorphins that reduce feelings of stress… Hazelnuts are rich in antioxidants, thiamine and folate, which are essential for energy metabolism, lowering lipoprotein cholesterol levels, keeping the heart healthy… Coconut rich in fiber helps control blood sugar and cholesterol, regulate heart rate, reduce the risk of stroke and high blood pressure…

Created on the concept of harmonious beauty, resurrecting the original identity values that intersect with modern life, Cappuccino coffee has since praised the Italian civilization, famous all over the world. In their efforts to study the history and culture of coffee, Trung Nguyen Legend experts recognize the Roman coffee civilization – characterized by Italian style coffee – as one of the three typical coffee civilizations of mankind. Therefore, Trung Nguyen Legend is dedicated to using the best ingredients from the most famous lands, combined with leading modern technology to create Trung Nguyen Legend Cappuccino energy coffee system with 3 flavors: Mocha, Hazelnut and Coconut featuring Italian style, bringing coffee masterpieces to the creative brain and the energy that guides a successful – happiness lifestyle for each individual and building a truly prosperous community in lasting harmony.

Coming up: Philosopher Carlo Goldoni and the spirit of the times started in the cafe